Issue No. 300: Powerhouse
Leading fitness software for gyms, studios, and franchises.
Operators and exercisers are pumped on Pilates.
Core Belief
The low-impact movement is in high gear.
Pilates accounted for >20% of class bookings in 2023, up 92% YoY. Last year, ~12M exercisers tried the modality, with Yelp searches up 25% and “Reformer Pilates” topping TikTok trends.
Championed by solo practitioners over the past century, a relatively small but loyal following swears by its benefits.
- One session per week boosts muscle mass and mood while decreasing stress.
- Pilates aids weight loss and metabolism, especially among obese people.
- Mat-based Pilates lowers blood pressure, while reformer-based speeds injury recovery.
Big flex. With buy-in from celebs and NFL stars alike, Pilates has become a skeleton key that fits all goals, genders, and generations — boosting longevity, physique, and performance.
Leveraging hype and evolving forms, Pilates is a platform to build on.
Foundational
Emphasizing core work and flexibility, Joseph Pilates conceptualized the methodology and machinery as medical rehab for WWI soldiers and pro dancers.
Since then, it has stretched into new formats, with some emphasizing mindfulness and others multi-dimensional strength.
Classics. Seeing double-digit growth, the Pilates equipment market—including mats, reformers, and barrels—is set to reach $450M by 2030.
Full-service partners, Amsterdam-based BASI Systems and California’s Balanced Body outfit brands like KX Pilates and Life Time while certifying instructors worldwide.
Scaling OG concepts, XPOF-owned Club Pilates swelled to 1K studios, BODYBAR notched 1,192% revenue growth since ’21, and Olympian-founded Studio Pilates International is entering its sixth country this year.
Remixes. Modern Pilates riffs are taking the craze to new heights.
On the mat, Pvolve is leveraging community activations, while Les Mills re-envisioned the practice for Gen Z, licensing music-driven programs to gyms.
Reinventing the reformer, Lagree just landed its first London affiliate, and [solidcore] could fetch $750M in a sale. Inspiring the athletic-style trend, BODYROK and JETSET Pilates are in growth mode, and F45 Training launched VAURA.
Expanding stateside, Aussie-born STRONG Pilates programs high-intensity, low-impact workouts using proprietary rowing and cycling hybrid reformers.
Features. Brands are bringing machines into unexpected spaces.
Alongside cold plunges and strength rigs, ~$5K reformers are a must-have amenity, with upscale operators like Europe’s Third Space and Australia’s One Playground all in.
Beyond the studio, Flexia, Frame, and Reform RX launched smart versions for the home, with the latter also going B2B.
Pending successful trials, “Clinical Pilates” could feature in longevity clinics, PT offices, and wellness centers. Thinking ahead, F45 opened its other Pilates concept, FS8, on a San Diego military base to support soldiers’ mental and physical health.
But… From Forma and Alo’s invite-only studios to French fashion house Celine’s luxury collection, Pilates’ exclusive undertones hamper mainstream adoption.
And with the reformer’s technical nature, fast-tracking studios without instructor education could increase injuries, not remedy them.
Looking ahead: Like yoga before it, Pilates has arrived. With performance, longevity, and medical implications, its transformative potential will fuel continued innovation and uptake.
🎙 On the Podcast
Nucleus Genomics founder & CEO Kian Sadeghi discusses DNA health insights.
Since dropping out of UPenn in ‘21, Kian has raised >$18M for complete DNA health tests. Democratizing whole-genome sequencing, he aims to save millions from preventable disease.
We also cover: the future of preventative medicine, consumer healthtech challenges, and building a breakthrough brand.
Listen to today’s episode here.
📱 Calm reimagines social media
The mental health app unveiled “Taptivities,” a new feature for daytime decompression.
Tap in. An alternative to doomscrolling, the text-based stories and visualizations are designed to train gratitude, self-reflection, and breathwork in under two minutes.
Packaging bite-sized mindfulness sessions, Calm hopes to help its 4M+ paid subscribers feel better about screen time.
Turn off. Stressed over life and work, Americans can’t quiet their minds — and it’s taking a toll on public health.
As Calm doubles down on “meditainment,” companies are adding new tools to the mix.
- A wearable solution, Sensate combines therapeutic sound and vagus nerve stimulation.
- Ditching phones, Hatch’s smart sleep clock comes with meditations and soundscapes.
- Headspace launched in XR on Meta Quest with multiplayer mood-boosting games.
Take flight. Going deeper than entry-level meditation apps, The Way raised $1.4M for its Zen-inspired platform. Taking a data-driven approach, Jhourney claims to generate life-changing bliss in a week.
Punchline: Shining neuroscience on ancient wisdom, tech companies have gotten Westerners on board with Eastern concepts. Paradoxical as it is, commercializing tenets of Buddhism could help more people find peace.
Presented by TeamUp
📈 Software That Scales With You
Studios are only as strong as their ops platform.
Smooth operator. Tailor-made for boutique brands, TeamUp is the #1 rated fitness software for franchises, gyms, and studios — trusted by 4K+ businesses in 40+ countries.
Combining cutting-edge tech and an elite customer experience, it’s packed with community-first features like personalized meal plans and workout challenges.
Easy does it. Whether you’re running a single studio or multi-location enterprise, TeamUp can track revenue, stream classes, manage bookings, and more — all in one custom-branded app.
The top choice for a reason, learn how TeamUp can level up your business.
🥾 Outside Interactive charts new territory
The outdoor media and tech platform acquired MapMyFitness from Under Armour.
On point. Adding 80M users, Outside will integrate MapMyRun, MapMyRide, and MapMyWalk into its ecosystem.
Take two. Outside’s CEO Robin Thurston co-founded MapMy in 2005 before selling to Under Armour in 2013 for $150M.
After a failed foray into digital fitness, UA is offloading the last of its assets — as Outside picks up the pieces.
Trail mix. The brand formerly known as Pocket Outdoor Media wants to be adventure HQ.
- In ’21, it acquired Outside magazine, related digital sites, and backcountry app Gaia GPS.
- The same year, it bought MTB platform Pinkbike and its mapping app Trailforks.
- In 2022, it took over Fastest Known Time, a speed-record database for endurance sports.
Combining content and services, its Outside+ membership unlocks sites, apps, and utilities, while its new social feed syncs users’ activities and events.
Takeaway: Taking aim at Strava and AllTrails, Outside is combining curated content with helpful tools to fuel adventure.
📰 News & Notes
- Peloton Strength+ app launches in beta.
- Orangetheory Fitness accelerates in India.
- Alo Yoga unveils performance running shoe.
- Gym bag maker Built for Athletes enters rucking.
- EGYM announces education portal for fitness operators.
- Fitness First Australia debuts “Revive” recovery concept.
- Front Pack launches social network for endurance athletes.
- HYROX partners with Amazfit on race tracking, training features.
- On unveils artistic campaign and training collection with FKA twigs.
- Pro league Premier Padel comes to America. [Re-read: Pickleball v. Padel]
- Garmin launches new smartwatches with strength modes, rugged features.
- The Vitamin Shoppe partners with Marius Pharmaceuticals for TRT solutions.
- 🎉 300 newsletters in and just getting started! Thanks for being part of the Fitt Insider community!
💰 Money Moves
US 🇺🇸 / Canada 🇨🇦
Substance use organization Release Recovery acquired men’s wellness platform MANUAL.
Clean skincare brand Freaks of Nature secured $2.9M in a debt financing round.
Gummy supplement maker Grüns Nutrition secured $11M in debt.
Europe 🇪🇺
German fitness aggregator Urban Sports Club acquired myClubs, a sports & fitness booking marketplace for Austria and Switzerland.
Spirits industry giant Pernod Ricard acquired a minority stake in Almave, a nonalcoholic tequila alternative co-founded by F1 driver Lewis Hamilton.
UK-based virtual care provider Doccla raised £35M ($45.8M) in a Series B round.
Health club operator David Lloyd Leisure acquired UK-based health facility The Shrewsbury Club.
Germany’s 7NXT, operator of digital platforms Gymondo and 7Mind, acquired Italian fitness app Buddyfit.
Asia 🌏
Indian women’s hormonal health startup Laiqa Wellness raised Rs 15 crore ($1.79M) in funding.
Chinese outdoor apparel brand PELLIOT landed an undisclosed sum in a Series B led by Qiming Venture Partners.
Indian supplement maker Nutrabay added $5M in a funding round.
Australia 🇦🇺 / New Zealand 🇳🇿
Australian meal tracking app Equalution raised undisclosed funding and rebranded to equ.