The Pilates arms race is moving into high gear.
What’s happening: Life Time is piloting an athletic-style reformer Pilates modality in seven of its clubs called CTR (“Core Tone Reform”), featuring music-driven, higher-intensity exercises.
New form. With strength training and Pilates each gaining, opportunity is brewing in the middle.
A modern riff, athletic-style Pilates is bridging the gap, elevating traditional moves with progressive training circuits to achieve physique, longevity, and performance goals.
Hard core. Meeting the moment, its top providers are in growth mode.
F45 Training’s VAURA Pilates is going global while JETSET, STRONG Pilates, BODYROK, and [solidcore] expand in the States. More to come, ex-Xponential Fitness vets are putting their weight behind Pilates Addiction.
DIY. With CTR, Life Time is playing offense yet again, building its own version to remain at the center of all things fitness — just as it has done with Equinox-esque urban playgrounds and a HYROX competitor.
Looking ahead: Today’s gym members consistently want more, and operators must be prepared to adapt their spaces. With record-high dues and utilization, Life Time has room to keep giving.
