Pilates is a form of exercise created in Germany in the 20th century by Joseph Pilates; it is a low-intensity workout that focuses on strengthening muscles, often using various apparatus to do this [1]. While this type of exercise has many variations, there has been a recent shift from classical pilates to a more complex form. Moreover, pilates has evolved in terms of the equipment used, from simple mats to reformer pilates. During World War I, Joseph Pilates traveled to England, implementing pilates in camps as part of the training program. Here, they began to use apparatuses with springs and resistance, which led to the reformer machine used today [1]. Reformer pilates involves a bed-like apparatus that adds weight and resistance to the traditional moves performed. It has changed the pilates landscape, promoting both physical health and mental well-being, becoming a boutique fitness phenomenon.
Growth in the Pilates Market
The yoga and pilates studio market is predicted to generate $409.11 billion by 2032 [3]. The growth in this market is also reflected in the increased purchasing of equipment related to pilates. The pilates equipment market has a global growth rate of 9.2% [4]. This highlights both an effort for studios to expand and grow and people finding ways to continue this activity from the comfort of their homes. Pilates is gradually becoming more of a global phenomenon. While it is predominantly popular in North America, as illustrated by the graph below, its popularity within Europe and the Asian-Pacific region has increased significantly, highlighting the growing nature of this trend. Similarly, the US is predicted to make up 40% of the market by 2032 for pilates equipment sales, with Europe close to 34% [4]. This graph from Polaris Market (2022) illustrates predicted growth by region up to 2032.
Drivers of Growth
It is essential to examine the drivers of this growing market. In the wake of the COVID-19 pandemic, people have become more aware of and concerned about their health. According to a CVS study, 77% of respondents said the pandemic caused them to focus more on their health. The study emphasizes that due to the isolation that came with the pandemic, there is more of a desire to achieve health goals in a new, personalized manner [5]. This growing desire to adopt healthy lifestyle changes, including frequent body movement, has increased the demand for pilates in all forms. Rising stress levels across the national public have created the perfect opportunity for the pilates market to grow. Pilates as a physical activity focuses on mind-body relations through deep breathing and low-impact movements, stimulating the parasympathetic nervous system and pushing cortisol out of the muscle tissue, reducing overall stress levels [6].
A significant portion of its recent popularity can be attributed to social media, specifically influencer marketing. Celebrities, including Jennifer Anniston and Meghan Markle, have attributed physical and mental “glow-ups” to this fitness activity [7]. With influencer marketing and rising awareness on platforms such as TikTok and Instagram, it is unsurprising that this physical activity has taken off so rapidly. Successful pilates studios no longer focus solely on exercise but instead invest in creating a social “trendy” atmosphere. An example of this is the Alo Yoga gym. Alo has expanded beyond a simple exercise clothing company and created a brand around fitness activity as a whole with a gym where celebrities come to work out.
Shifts in the Market
The market is expanding regionally, and the consumer base has also increased in recent years with greater demographic representation. Equinox, a popular fitness center offering pilates, reported 47% more men attending mat-based pilates in 2023 than in 2019 [8]. Interestingly, pilates has different hormonal effects in men and women. Pilates stimulates testosterone production in men, which manages bone density and stimulates red blood cell production [9]. Although Pilates originated from military training tactics, nowadays, it is perceived as “more of a lady's thing,” as a 19-year-old male student at the University of Virginia (UVA) reported. He went on to suggest that he did not believe it would be an effective workout for him.
This has been a widely held perception, however, the recent increase in men attending pilates suggest this attitude may be shifting. This increase can again be partially attributed to social media, with stars such as Glen Powell recently appearing online as participating in pilates exercise. Similarly, pilates has been incorporated into many professional athletes' training schedules and subsequently publicly endorsed by them, such as Lebron James [10].
The consumer base has also shifted towards the younger generation, reflected by pilates’ growing social media presence. Gen Z (people born between the late 1990s and early 2010s) cares more about exercise than most other generations and is willing to pay more to participate. When asking the general fitness population how much they are willing to spend on classes for pilates, spin, barre, etc., they found that “the optimum falls between $45 and $62. Gen Z, however, is willing to spend between $58 and $75 a month on classes at a fitness studio” [11].
The market has adapted to fit its consumer base, becoming increasingly accessible for beginners. What was once seen as an exclusive and challenging fitness routine is now relatively common. Beginner classes and starter packs have allowed people of all fitness levels to engage. In addition, with growing demand being met equally by growing supply, pilates prices are slowly becoming more accessible. While the demographic of Pilates is still advertised to a more affluent clientele, some studios will offer differing rates depending on the neighborhood they are in, engaging in a form of price discrimination.
The digitization of studios through virtual lessons that accommodate those working from home has appealed to prospective customers who may not otherwise have engaged in this form of exercise. With technology adapting so rapidly, it is unsurprising that the pilates market has incorporated aspects of this into strategies. An example is FORM, a digital fitness platform co-founded by Sami Clarke and Sami Spalter. This platform provides daily customizable workout videos and health plans, all of which can be done from the comfort of home [12]. Even in Charlottesville, the "pilates epidemic" has certainly made its mark, with at least fourteen pilates studios within less than ten minutes from the central UVA campus.
The Future of Pilates
The long-term stability of this growth is not certain. There are challenges to this growing market. Health and safety concerns have arisen as the movement continues to grow. For one, in large classes with quick turnovers, equipment sanitization presents a problem. Similarly, pilates is a technical activity; if performed incorrectly or on cheap equipment, it could do more harm than good. Moreover, the challenge of increasing accessibility and thus increasing the number of users is the premium price point inherent to most pilates classes. Decreasing prices may come at the cost of quality, thus increasing health risks.
Due to the cyclical nature of trends, there are risks that the movement's traction slows, and people move on to the next new fitness activity. However, the continued growth in the health and wellness trend is promising. There are opportunities for expansion and innovation within the market, including expanding into regions with limited studios and gaining a first-mover advantage [13]. If businesses succeed, it could allow the consumer base to continue to diversify and expand. Given the current growth, if Pilates studios can find ways to differentiate themselves and maintain consumer interest, they could continue to flourish.
All content is the intellectual property of the Virginia Undergraduate Business Review.
REFERENCES
[1] Cooper, K. (n.d.). Pilates history: Who was Joseph Pilates?. Pilates Anytime. https://www.pilatesanytime.com/blog/more/pilates-history-who-was-joseph-pilates
[IMAGE] Acuña, C. (n.d.). The 5 best pilates scheduling software ranked. Fitune. https://www.fitune.io/post/the-5-best-pilates-scheduling-software-ranked
[3] Brainy Insights Pvt. Ltd. (2023, December 11). Pilates and Yoga Studios Market to Generate $409.11 Billion by 2032 with 11.26% CAGR: states The Brainy Insights. GlobeNewswire News Room; Brainy Insights Pvt. Ltd. https://www.globenewswire.com/news-release/2023/12/11/2794160/0/en/Pilates-and-Yoga-Studios-Market-to-Generate-409-11-Billion-by-2032-with-11-26-CAGR-states-The-Brainy-Insights.html
[4] Pilates Equipment Market Size & Industry Share | By 2034. (2023). Factmr.com. https://www.factmr.com/report/1945/pilates-equipment-market
[5] Biesecker, K. (2021, July 8). New CVS Health Study finds people are taking greater control of their health as a result of the pandemic. Www.cvshealth.com. https://www.cvshealth.com/news/community/new-cvs-health-study-finds-people-are-taking-greater-control-of.html
[6] RTR Pilates. (2024, July). How Does Pilates Help Manage Stress Hormones? | RTR Pilates. RTR Pilates. https://rtrpilates.com/how-does-pilates-help-manage-stress-hormones/
[7] Yates, Lauren. (n.d.). Why is Pilates so popular? Pros, cons, best practices and more. ABC News. https://abcnews.go.com/GMA/Style/pilates-popular-pros-cons-best-practices/story?id=88525757
[8] Deer, Ryan. (n.d.). Pilates is Booming, Again. (2023, March 28). Fitt Insider. https://insider.fitt.co/pilates-is-booming-again/
[9] RTR Pilates. (2024, July). How Does Pilates Help Manage Stress Hormones? | RTR Pilates. RTR Pilates. https://rtrpilates.com/how-does-pilates-help-manage-stress-hormones/
[10] Keong, L. (2024, February 29). Men Are Finally Wising Up to the Fact that Pilates Is the Hardest Workout There Is. GQ. https://www.gq.com/story/pilates-for-men
[11] The Gen Z Fitness Consumer: The Complete Guide. (n.d.). ABC Ignite Fitness. https://abcfitness.com/wp-content/uploads/Gen-Z-ProfileV2-41.pdf
[12] FORM. (2019). FORM. https://digital.joinform.co/
[13] Brainy Insights Pvt. Ltd. (2023, December 11). Pilates and Yoga Studios Market to Generate $409.11 Billion by 2032 with 11.26% CAGR: states The Brainy Insights. GlobeNewswire News Room; Brainy Insights Pvt. Ltd. https://www.globenewswire.com/news-release/2023/12/11/2794160/0/en/Pilates-and-Yoga-Studios-Market-to-Generate-409-11-Billion-by-2032-with-11-26-CAGR-states-The-Brainy-Insights.html