Pilates Addiction opened its first franchise studio in West Hollywood this May, immediately planting a flag in one of the most competitive boutique fitness markets in the country. The debut showcased the brand’s modern athletic approach rooted in classical Pilates – and set the stage for what’s next: a national rollout already underway in Los Angeles and New York. By Jessica Petrucelli
Pilates Addiction opened its first franchise studio in West Hollywood this May, immediately planting a flag in one of the most competitive boutique fitness markets in the country. The debut showcased the brand’s modern athletic approach rooted in classical Pilates – and set the stage for what’s next: a national rollout already underway in Los Angeles and New York
“Our franchise partners are at the heart of our growth strategy,” said a representative from the Sequel Brands franchise team, explaining how Pilates Addiction’s parent company prioritizes the franchise experience. “Pilates Addiction was built to be a high-impact, turnkey business model – from our patented WundaFormer to our signature class formats to our premium design standards. Franchisees step into a proven system with full support in real estate, recruiting, educator training, marketing, sales and day-to-day operations. We’ve taken out the operational guesswork so our owners can focus on what matters most: building a thriving community and delivering a results-driven experience for their members. The consistency we offer is what sets the brand up to scale successfully.”
Sequel Brands, a next-generation fitness franchisor that focuses on innovative, science-backed fitness and wellness concepts, also operates iFlex® Stretch Studios, beem® Light Sauna and BODY20. According to the representative, Pilates Addiction is a complement to that portfolio.
“Within Sequel Brands, each concept plays a role in creating a complete performance and recovery ecosystem,” the representative said. “Pilates Addiction delivers the strength, mobility and control that pairs perfectly with the recovery focus of iFlex Stretch Studios, the infrared and red-light therapy at beem Light Sauna, and the EMS training at BODY20. It’s a way for clients to integrate different modalities under one umbrella and see better results, faster.”
While the Pilates workout is currently having a cultural moment across the U.S., trending on social media and projected by Market Research Future to grow its audience significantly before 2028, Pilates Addiction is positioning itself to be relevant in the long run.
“Our approach blends the precision and control people expect from Pilates with functional movement, higher intensity, and seamless transitions,” the representative said. “The WundaFormer lets us do more in a single session – reformer, jump board, Wunda chair and barre – without slowing down. It’s designed to meet the demand for Pilates now while building a loyal base that will stay long after the trend cycle moves on.”
Looking to the future, Pilates Addiction’s goals include expanding internationally and continued innovation.
“In the near term, the priority is proving the model in multiple markets and ensuring our first franchise locations are set up for long-term success,” the representative said. “Looking further out, we see a path to more than 100 U.S. studios in the next 18 months, targeted international growth and continuous innovation in programming and technology.”
The vision also includes plans to make Pilates Addiction synonymous with high-performance Pilates, making it the go-to place when people want precision, intensity and results all in one.
Jessica Petrucelli