US Pilates participation stands at an estimated 12.9 million, with 70 percent female, and a market projected to exceed $500 billion by 2035. Training studio AARMY is entering at peak momentum.

New York and online training studio AARMY has expanded its programming to include yoga and Pilates. A notable expansion as both disciplines continue to post strong participation growth globally.

Pilates in particular has moved from niche recovery tool to mainstream fitness staple, with participation rates having surged in recent years across North America and Europe. Gym management software Wellyx estimates participation at 12.9 million in the US alone, with a 70 percent female share. The same statistics project an aggressive long-term forecast for a Pilates market which will exceed $500 billion by 2035.

A softer entrance point for performance training

The expansion is a notable pivot for a brand built on high-intensity Bootcamp and Cycle classes. These sessions have built AARMY a following among serious performance athletes in its two Manhattan studios in NoHo – a neighbourhood that is fast becoming a flagship corridor for the sporting goods and fitness industries, with Gymshark, lululemon Lab and Oner Active all located nearby.

Rather than a dilution of the brand, AARMY is framing yoga and Pilates as a deliberate progression system: Mat-based formats build the foundational strength, body awareness and stability that feed directly into higher-intensity training, while also supporting recovery and reducing injury risk.

 From niche to mainstream – and back to performance

For the sporting goods industry, the broader implication is clear. By positioning Pilates and yoga as accessible entry points into performance training rather than alternatives to it, AARMY is tapping into a growing consumer segment – beginners and recovery-focused athletes alike – who might previously have found the brand too intimidating.

Classes are available in-studio and via AARMY’s digital platform, with introductory pricing starting at $60 (€52) for three sessions.

About AARMY:

  • Founded by trainer Akin Akman (also a lululemon ambassador);

  • AARMY has two physical locations in Manhattan’s NoHo district – also home to Gymshark, lululemon Lab, and the new Oner Active store;

  • Also has library of online practice sessions which follow a structured program to target muscle groups, skills or performance cycles;

  • Cycling and bootcamps were the initial offering. AARMY has now expanded to yoga and Pilates.

Cover image source: @AARMY at Instagram.com

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