Studio Pilates growth in the name of a good cause

By Nick Hall | 31 May 2019 View comments

Brisbane-based reformer pilates franchise, Studio Pilates has revealed its foray into the US market will launch with not one, but three new locations.

Back in February, Inside Franchise Business reported that the brand had set its sights on US expansion, targeting New York.

Just two months on, Studio Pilates founder and CEO Jade Winter confirmed the new sites are underway.

“Expansion into the US means that we can reach more people with our message and take another step towards fulfilling our mission to change the way the world works out,” Winter said.

“We aim to make reformer pilates more accessible to more people globally through modernisation, motivation and systemisation.”

Studio Pilates new locations

The Studio Pilates US expansion sees three new locations signed at South Slope in Brooklyn, Downtown Brooklyn and Southampton.

Winter said the areas represented strong growth potential, buoyed by new development.

“We picked these areas because of low competition levels and access to a large volume of savvy consumers,” he said.

“These neighbourhoods are absolutely booming at the moment and in Brooklyn, there is a raft of high-end condominiums emerging. These developments will bring even more people to our doorsteps.”

Artist impression of Brooklyn condominium with Studio Pilates taking ground floor space | Inside Franchise Business

Artist impression of Brooklyn condominium where Studio Pilates will take ground floor space | Inside Franchise Business

Winter and co-founder and wife Tanya have no immediate plans to relocate and will instead be spearheading the growth from Australia.

“I will continue to hire great people locally and abroad to support our franchisees in their business ventures. Additionally, I will personally continue to be here for my support teams located around the world,” Winter said.

Franchisee support

A large part of that support comes with the implementation of digital and online communication platforms. Winter says rolling these out has greatly simplified the task of international expansion.

“Skype and other cloud-based communication tools allow us to do so much in today’s modern digital landscape. We leverage this technology to its fullest in order to close any geographical gaps that we face,” he said.

“We video conference with our franchisees all the time. When we need to meet face to face, the US is just a short flight away.”

The Studio Pilates US expansion comes at a time when the network is at its most supportive.

Studio Pilates franchisees brand together

Winter revealed that the executive and franchisee teams have banded together to help raise support for one of their own.

Studio Pilates Springfield franchisees Ash and Ryan Giles have a six-year-old son, Nash, who was diagnosed with a brain tumour and has undergone both chemotherapy treatment and brain surgery.

“After spending so much time in hospital over the years for many different procedures, and then embarking on the most gut-wrenching journey of chemotherapy and brain surgery, we have seen the direct effects of current treatments available to children,” Ash said.

“We’ve also had some of our little friends taken away from their families and friends way too soon. The experience has changed our family forever.”

After seeing the impact the treatment was making, Winter said he was inspired to do more for Australian families. The result of which, has been the introduction of a new initiative.

Hundreds for Hope

The Hundreds for Hope open day sees all classes across 24 studios completely free of charge. The fundraiser offers giveaways and entertainment with a percentage of proceeds donated to two children’s charities, The Kids’ Cancer Project and Child Cancer Foundation.

“After meeting Nash for the first time, I was truly inspired by his positivity and fun-loving nature,” Winter said.

“As a parent to a son of the same age, it really hit home, and right then I decided, as an organisation – as a family – we simply had to do something to support other families faced with cancer.”

Ash Giles said the initiative, to be held on Saturday June 8 demonstrates how supportive the brand has been throughout the journey.

“We really do feel like we are a part of a bigger family and we have been incredibly humbled by the Studio Pilates team and the amazing contributions of all Australian and New Zealand studios to raise awareness for childhood cancer,” she said.

“It’s for all the families we see at the hospital and children with cancer everywhere – we just want to make it better for everyone.”

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