A new Mariana Tek report suggests Pilates is helping drive boutique fitness expansion in the United States, while rising prices and broader service menus create opportunities—and strategic questions—for studio owners.

Boutique fitness studio openings on the Mariana Tek platform increased by 72% over the past 12 months, according to the company’s 2027 Boutique Fitness Industry Report. Pilates, Lagree and Megaformer studios together accounted for 75% of new openings, although the report does not separate Pilates from the other two formats.

The report analysed data from more than 2,500 US studio locations and over seven million active users. It found that the three combined formats opened 141% more studios than strength training and more than six times as many as yoga during the period studied. They also represented 81% of completely new studios, indicating that Pilates-related concepts remain a significant part of current boutique-fitness growth.

The findings also point to a shift towards broader business models. Twenty-two per cent of studios added at least one new modality during the past two years, with Pilates among the most frequently added options. Around 69% of active studios offered appointment-based services such as personal training, recovery or wellness sessions, which generated approximately 12% of check-ins.

Pricing increased as operators expanded their offers. Average class prices rose 7% to US$22.80, while average membership prices increased 2% to US$193.10. Studios offering multiple services recorded 40% to 51% higher average monthly revenue than class-only businesses. Mariana Tek presents this as an association, not proof that adding services directly causes higher revenue. The report also reflects the company’s US client base, and its survey findings include voluntary responses from 66 studio owners and operators. For Pilates professionals worldwide, the results suggest that demand remains strong, but that sustainable growth may depend on clear positioning, careful pricing and services that genuinely complement the teaching business rather than simply adding complexity.

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Mariana Tek Report: Pilates Leads Boutique Fitness Growth

Image: AI-generated illustration.