The boutique fitness sector continues its strong expansion in 2026, driven by sustained consumer demand for reformer-based workouts. Pilates Addiction, a Pilates franchise concept that launched franchising in June 2025, announced on June 2 that it has awarded more than 300 territories across 27 states in under a year and is now opening a second development campaign targeting 300 additional territories across the United States..
The franchise brand launched its first studio in West Hollywood, California, in mid-2025 and expanded at a pace uncommon even by franchise industry standards: it crossed 100 territories within months of opening, surpassed 200 before the end of 2025, and reached the 300-territory mark across 27 states in under a year. More than 700 territories remain available nationwide, with the company describing itself as being in the early stages of its long-term growth trajectory.
A Second Wave of 300 Territories Opens Across the Country
The June 2 announcement marks the start of Pilates Addiction’s second franchise recruitment campaign. New development opportunities have been opened in markets including Portland, Sacramento, Los Angeles, Phoenix, Salt Lake City, Denver, and Fort Worth for entrepreneurs interested in opening a Pilates studio. Active studio openings are already underway in Wayne, New Jersey; Ann Arbor, Michigan; West Boca, Florida; and Hendersonville, Tennessee. “As we launch the next 300 territories, we’re selecting entrepreneurial franchisees who desire building impactful businesses and strong communities, ultimately shaping the future of Pilates,” said Sarah Luna, CEO of Pilates Addiction. The brand is targeting operators with backgrounds in fitness, business management, or multi-unit franchising.
The Aurum Reformer: A Proprietary Platform Exclusive to the Brand
At the center of each Pilates Addiction studio is the Aurum Reformer, a patented all-in-one Pilates platform that combines four pieces of equipment in a single unit: a reformer, a Wunda Chair, a jump board, and a ballet barre. The equipment is exclusive to Pilates Addiction and unavailable to competing operators. According to the company, this proprietary setup is intended as a built-in market differentiator from day one. Studios are structured around the Aurum Reformer as the primary training format, with a VIP membership model generating recurring revenue across multiple markets. The investment range to open a Pilates Addiction studio has not been publicly disclosed in this announcement.
125 Studio Openings Projected for 2026
Pilates Addiction projects that 125 studios will open by the end of 2026, backed by the VIP membership pipeline building across new markets. Per-market performance figures have not been publicly disclosed. “Our first year created extraordinary momentum and we are pleased with the early success we’ve seen with new studio openings,” Luna added. The boutique fitness category has drawn significant franchisee and investor interest over recent years, with reformer-based concepts attracting particular attention from operators seeking differentiated formats in a crowded fitness market.
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