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About this episode:
Pilates is exploding with Gen Z and millennials, but the winners won’t be the quiet studios. We sit down with Sarah Luna, CEO of Pilates Addiction, to unpack how she’s building a boutique fitness franchise from the ground up and what it really takes to scale. Sarah shares how her path through instruction, studio operations, franchise sales, and executive leadership shapes the playbook: protect the customer experience, standardize the operating system, and pick operators who can lead teams. Sarah explains the real estate strategy behind a compact Pilates studio footprint, why grocery-anchored centers matter for member convenience, and how co-tenancy and walk-by traffic support repeat visits.
Key Insights
01.
Reinventing Pilates for a New Generation:
Pilates Addiction differentiates itself by blending traditional Pilates principles with modern, high-intensity training. This “Pilates 3.0” approach creates a more dynamic, full-body workout designed for efficiency and results, helping the brand appeal to a broader and younger audience than traditional studios.
02.
Membership Model Creates Predictable Revenue:
The company’s business model is rooted in recurring memberships, encouraging long-term customer commitment rather than one-time visits. This structure drives consistent revenue, stronger retention, and allows franchise owners to better forecast performance and scale their studios sustainably.
03.
Rapid Franchise Expansion Fuels Growth:
Pilates Addiction is scaling aggressively through franchising, awarding hundreds of territories across the U.S. and targeting continued expansion. Strong presale membership demand and a focus on multi-unit operators help accelerate growth while building momentum in new markets.
04.
Experience-Led Brand Builds Lifestyle Loyalty:
Beyond fitness, Pilates Addiction positions itself as a premium lifestyle brand. With proprietary equipment, elevated studio design, and a focus on community and results-driven experiences, the brand creates strong emotional engagement that drives repeat visits and brand loyalty.
Podcast Guests
Sarah Luna is the CEO and founder of Pilates Addiction, a next-generation fitness franchise redefining the Pilates experience through innovative programming and scalable studio design. With more than 18 years in the fitness industry, Sarah has held leadership roles at major boutique brands including Club Pilates, Pure Barre, and Xponential Fitness, where she helped scale some of the country’s most recognized concepts. She began her career as a certified Pilates instructor, developing a deep understanding of movement, biomechanics, and the client experience, which continues to shape her leadership approach. Under her direction, Pilates Addiction blends traditional Pilates principles with high-intensity, results-driven training, creating a differentiated concept designed for both performance and franchise growth. Sarah is known for her expertise in franchise operations, instructor development, and building strong brand communities, with a focus on delivering consistent, high-quality experiences while scaling the business nationwide
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Podcast Host
Brian Sheehan is the Director of National Accounts at PECO, where he leverages his extensive experience in leasing and grocery-anchored commercial spaces to stay ahead of emerging trends. As a true supporter and ambassador for retail and small business owners, Brian is dedicated to helping them find the best locations to grow their businesses. His deep understanding of market dynamics and commitment to fostering strong retailer relationships make him a valuable asset to the industry. Brian's passion for innovative retail strategies and his focus on community-centric developments drive his efforts to support and empower small business owners across the nation.
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