Strong Pilates, an Australian-based Pilates concept, is expanding into the U.S. with plans to open multiple studios in 2025 and a second global HQ in Hermosa Beach, CA.
The Pilates and cardio-infused global fitness franchise said it is “embarking on a significant expansion to its growth strategy in the U.S., increasing its confirmed locations to over 155 studios nationwide through a strategic partnership with wellness investor Momentic Studios.”
Terms of the deal were not disclosed.
Strong Pilates expansion plan is expected to include 96 studios in partnership with Momentic Studios, 30 single- and multi-site franchise agreements and up to 30 corporate-owned studios.
“The partnership with Momentic Studios will accelerate Strong’s presence across key metropolitan markets, including Los Angeles County, Orange County, San Jose, San Francisco, San Diego, Houston, Dallas, Greater New York City and Brooklyn, Greater Boston, Greater Chicago, Orlando, and expand its footprint in previously announced regions of Austin, New Jersey and Long Island,” the company said in a media statement.
The company is also refining its corporate ownership strategy to potentially expand its studio locations outside of Florida, where it will initially focus.
“The response to Strong Pilates in the U.S. market has exceeded our expectations,” said Mark Armstrong and Michael Ramsey, co-founders of Strong Pilates. “Momentic Studios’ values align seamlessly with Strong Pilates, and our partnership will support Strong’s accelerated growth while maintaining our commitment to delivering an unparalleled fitness experience across the country.”
Momentic Studios, based in Encinitas, CA, reportedly focuses on investing in partnerships that “transform the health and wellness landscape” and saw the opportunity to partner with a brand that “transformed fitness into a lifestyle” when it “discovered Strong Pilates.”
AJ Patel, co-founder of Momentic Studios, said “Strong Pilates’ priorities on resilience, confidence and innovation complemented Momentic Studios’ purpose-driven approach.
“Strong Pilates represents the type of innovative, community-focused wellness brand that Momentic Studios seeks to partner with,” said Patel. “Strong’s unique offering and proven success in multiple international markets creates an exceptional opportunity for us to fulfill the growing demand for boutique multi-modality fitness experiences in the U.S.”
In 2024, Strong Pilates reportedly posted an “18 percent increase in network revenue and, since then, has expanded to over 80 studios in 11 countries.”
Founded in 2019 in Melbourne, Australia, Strong Pilates has “over 26,800 members and 800 instructors globally.”
Strong’s expanded growth plan comes as Pilates generally continues to gain momentum in the U.S. fitness market and worldwide. According to ClassPass data, Pilates reservations in the U.S. have increased by “62 percent in the last 12 months, with the modality becoming the most popular fitness genre in mid-2024, overtaking yoga and strength training.”
Strong’s first U.S. studio locations will open in SS2025, including Central Austin, TX; Cinco Ranch, Texas; Garwood and Morristown, NJ; Williston Park, Syosset and Ronkonkoma, Long Island, NY; Commack, New York; Monmouth, IL; and West Hollywood and Santa Monica, CA.
In addition to the U.S., Strong Pilates operates studios in Australia, New Zealand, the UK, Ireland, Singapore, Canada, the Philippines, Japan, Dubai, and Indonesia. In 2025, the company plans to open additional studios in emerging markets, including South Korea, Malaysia and Bahrain.
Images courtesy Strong Pilates
