STRONG Pilates Expands Globally

Sydney, May 17: STRONG Pilates, an innovative fitness franchise originating from Australia, today announced its entry into the United States with its first flagship studio set to open in Hermosa Beach, California.
Further expansion plans include upcoming studios in Texas, New York, and Florida, with 5-8 locations to be revealed in the next few months.
In conjunction with its U.S. launch, STRONG Pilates is also broadening its presence across Australia, New Zealand, Asia, Europe, the United Kingdom, and North America. New territories for the franchise include South Korea, Philippines, Indonesia, Bahrain, Dubai, and Japan.
A key element of this global strategy is the establishment of STRONG Pilates’ first international headquarters in Los Angeles, California.
This new base will complement the existing global headquarters in Melbourne, Australia.
As the U.S. Pilates and Yoga Studios market is projected to grow from $158.43 billion in 2023 to $420.98 billion by 2032, STRONG Pilates is positioned to capture a significant portion of the market, with over 150 studios currently in development.
The franchise anticipates surpassing AUD $35 million in annual revenue by mid-2024.
Founded by Michael Ramsey and Mark Armstrong, former successful F45 franchise owners, STRONG Pilates integrates low impact, high intensity Pilates with cardio-infused training.
They utilize specially sourced U.S. Rowformer and Bikeformer machines for a unique 45-minute workout session.
To support their ambitious U.S. expansion, Ramsey and Armstrong will relocate to the new global headquarters in California in 2024. “Our launch in the U.S. is a monumental step for STRONG Pilates,” Ramsey shared.
“It’s our most ambitious expansion to date, and we’re eager to bring our revolutionary fitness concept to the U.S. market and meet the demand for a unique format which will carve a new movement and fitness standard across the country.”
Armstrong also highlighted the global appeal of their fitness model.
“We’ve seen success across all territories to date and a record number of members registering ahead of launch. Our proven model is representative of a dynamic offering which transcends across all communities. We are currently taking expressions of interest in the U.S. for studio locations and growth partners to join our thriving fitness community.”
Since launching in 2019, STRONG Pilates has quickly become one of the fastest-growing fitness franchises worldwide, with more than 55 active studios across multiple countries and over 150 new studios planned.
In an exclusive interview with DailyStraits.com, Ramsey dishes out more about his venture.

How is STRONG Pilates strategically positioning itself to capture the significant growth in the U.S. Pilates and yoga studio market, projected to increase from $158 billion to $420 billion by 2032?

STRONG Pilates is a completely new fitness genre which combines the low impact benefits of Pilates with high-intensity cardio using the innovative Rowformer and Bikeformer machines ( a reformer with a rower or bike on the end.) We own the global license to the machines which puts us in a unique position to drive this newly created fitness format forward.
According to research by McKinsey and Companyboutique fitness remains one of the fastest growing sectors in the U.S., especially in the multi-modality space. STRONG Pilates is an ideal example of a unique fitness format which offers diversity in movement and targets the whole body – from upper to lower body, core, obliques or a combination of them all.
Our proven model has already seen success across Australia, New Zealand, Asia, North America, UK and Europe, and we are confident it will resonate strongly with American consumers seeking a challenging daily workout. Globally, Pilates is the Number One fitness genre in the world, so we anticipate our offering will be very appealing for those wanting a combination of stretch and cardio.
Launching our first international headquarters in California and opening studios in key U.S. markets across California, Texas, New York and Florida, we are rapidly expanding our presence to ensure we drive maximum awareness across the country.

What inspired the combination of Pilates with cardio in your franchises, utilising proprietary equipment like the Rowformer and Bikeformer machines? How has this innovative approach been received by your clients?

The inspiration for STRONG Pilates came from my own personal experience. After fracturing my ankle, I turned to Pilates for rehabilitation but once I had recovered, looked for the high-intensity element and calorie burn of a cardio workout. I discovered a niche gym in California using a machine called the Rowformer, which delivered the benefits of Pilates with the added benefit of an increased heart rate. From there, my business partner, Mark Armstrong and I undertook extensive Research and Development into building a new fitness format, exclusively licensing the Rowformer and Bikeformer to the STRONG pilates brand globally to create a workout that combined the best of Pilates, cardio, strength and resistance training. Our members have embraced STRONG – they love the efficiency of getting a full-body workout in 45 minutes that burns double the calories of traditional pilates and leaves them buzzing with endorphins.

STRONG Pilates is projected to exceed $35 million in annual revenue by June 2024. Could you discuss the key factors driving this impressive financial performance?

Our financial performance and projected annual revenue of $35 million plus by June 2024 is fuelled by our rapid growth around the world largely due to our premium, unique offering which stands apart from our competitors. Since we launched in 2019, we have grown across Australia, New Zealand, Asia, North America, UK, Europe and now, the USA and Middle East with 56 studios in operation and over 150 in the pipeline.
Our franchisee network is seeing incredible results on pre-sale, signing up approximately 250 members prior to opening. In the last year, STRONG Pilates studios overall had a 31.77 per cent increase on average annual revenue in the last year. This strength across our network is testament to our member community treating STRONG as a non-negotiable part of their lives.

With franchisees typically achieving a Return on Investment within 2.5 years and many launching with over 250 members, what specific support and strategies does STRONG provide to ensure such a successful start?

At STRONG Pilates, we provide comprehensive support to ensure our franchisees hit the ground running and achieve a return on investment within 2.5 years on average. This starts with intensive training on our proprietary equipment and workout programming, as well as thorough STRONG Academy training for the instructors. We assist with site selection, studio design and fit-out to create a premium studio environment and our guided technology within the studios is second to none.
Continual marketing and PR support helps drive ongoing membership sales, and throughout the year we work with the studios to drive marketing campaigns to keep the members engaged and challenged.
The standard set by STRONG is extremely high when it comes to ensuring both franchisee and member satisfaction in our product. Our brand awareness is far-reaching and we are acknowledged for our points of difference which range from eucalyptus-soaked towels at the end of a class to a dedicated recovery area where members can stretch pre and post class.

Many individuals teach Pilates, but STRONG Pilates has uniquely expanded through franchising. What is the ‘secret sauce’ behind your successful franchise model, and how have you managed to sustain growth without closing a single studio?

The ‘secret sauce’ behind STRONG Pilates’ successful franchise model is our unwavering focus on delivering exceptional workout experiences and business support. Previous franchisees ourselves, Mark and I have developed a proven model that is scalable and highly profitable within a short period of time. Still privately-owned, we are proud to empower franchisees to grow thriving businesses with strong returns and open communication. The combination of an innovative workout format using exclusive equipment, sleek studio design, and robust franchise support is key to our ability to sustainably grow without a single studio closure. Our business strategy is to align with like-minded partners who share our same vision and are invested in growing the success of the STRONG brand.