American Pilates franchise BODYBAR is breaking from traditional New Year fitness marketing with a campaign that lets members choose their own entry point. The Fort Worth-based chain, operating 73 studios with 18,000 members, plans to open 70 locations in 2026 amid 40% US growth.
BODYBAR Pilates is breaking from traditional New Year fitness marketing with a campaign that lets members choose their own entry point into the fast-growing reformer Pilates category. The Fort Worth, Texas-based studio chain launched its “Reform the Rules” initiative on Jan. 1, offering two distinct paths: a 20 percent discount on the first month of its CHEERS! membership, or a challenge-based model where members who complete 36 classes in 90 days earn their fifth month free.
The dual-option approach marks a departure from the studio fitness industry’s typical January playbook of long-term contracts and pressure-filled New Year campaigns. Instead, BODYBAR Pilates is positioning itself as accessible to both newcomers testing the category and committed practitioners ready to build consistent habits.
Pilates participation surges 40 percent since 2019
The timing aligns with sustained growth in reformer Pilates participation in the USA. According to the 2025 Sports & Fitness Industry Association report, Pilates has expanded nearly 40 percent since 2019, growing from 9.2 million to 12.9 million participants in the US. Reformer Pilates – which uses spring-based resistance machines rather than mat work – remains the most sought-after format due to its strength-building, mobility-enhancing, and stress-reducing benefits.
BODYBAR Pilates has capitalized on this trend through rapid franchise expansion. The company currently operates 73 studios serving approximately 18,000 members, with plans to open at least 70 additional locations in 2026. The brand positions itself as a modern, inclusive alternative to traditional Pilates studios, emphasizing athletic intensity and community support over perfectionism.
“We’re breaking the norms of traditional Pilates classes and helping people build long-lasting, balanced habits without the pressure typical of New Year fitness culture,” said Kamille McCollum, chief brand officer, president and co-founder of BODYBAR Pilates. “Every class gives members permission to grow at their own paces while building balanced, athletic, real and overall healthier lifestyles.”
Reformer Pilates enters competitive boutique fitness market
The reformer Pilates category has emerged as a profitable niche within boutique fitness, attracting both franchise operators and venture capital. The format’s emphasis on low-impact, full-body workouts appeals to demographics beyond traditional gym members, including older adults and those recovering from injuries.
BODYBAR Pilates differentiates itself through workout variety and accessibility. Unlike competitors that standardize class formats, BODYBAR designs sessions for multiple fitness levels, with no two classes following identical programming. The brand’s tagline – “the shake is shared, the names are real, and the results are lasting” – emphasizes community and individual progress over aesthetic benchmarks.
The franchise model offers entrepreneurs entry into the growing wellness economy. BODYBAR positions its opportunity as community-centric and scalable, targeting operators looking to build neighborhood fitness hubs rather than transactional gym experiences.
About BODYBAR Pilates
Founded to redefine fitness through Pilates-powered workouts, BODYBAR Pilates operates a growing network of franchise studios across the US. The brand’s mission centers on cultivating a balanced, athletic, and authentic community through expert-led classes utilizing state-of-the-art reformer equipment. BODYBAR’s franchise model offers entrepreneurs the opportunity to build community-focused fitness businesses within the expanding Pilates category.
- BODYBAR Pilates: bodybarpilates.com
- Franchise information: bodybarpilates.com/franchise
