As one of the most influential and fastest-growing brands in boutique fitness, Club Pilates continues to shape the future of low-impact, strength-focused movement for a global audience. At the center of that evolution is Amanda Croce, Chief Marketing Officer, who has played a key role in elevating the brand’s identity, expanding its reach, and deepening its connection to the diverse community that fills its 1,000+ studios.
In this conversation, Croce shares the thinking behind Club Pilates’ first national campaign, “Every Body Club Pilates,” and offers an inside look at the brand’s marketing strategy, growth trajectory, and vision for the future of Pilates and franchising heading into 2026.
Franchise Chatter (FC): “Every Body Club Pilates” marks the brand’s first national campaign — what inspired the decision to launch it now, and how does it reflect where Club Pilates stands today as a brand and community?
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Colin started as a team member at 21 and now owns 6 locations in Tampa Bay. Lisa came from marketing and built 21 in San Diego. The most successful multi-unit owners move early and secure markets with room to grow. Use our free tool to search multiple ZIP codes and find franchises where you can still stack locations, before someone else does.Amanda Croce (AC): This was the right moment for us. Club Pilates has reached a level of scale, consistency, and cultural presence where a national message matches the size of our community. Pilates has also hit a tipping point: consumers are turning to low-impact, strength-focused, longevity-driven movement more than ever before. We wanted to put a stake in the ground.
“Every Body Club Pilates” reflects who we are today, a global community made up of every age, every body type, and every fitness journey. It celebrates the real people who fill our studios.
FC: The campaign puts real members and instructors front and center, which isn’t something every fitness brand does. What drove that choice, and what message were you hoping to send?
AC: Authenticity is our superpower. Our studios are filled with people who don’t fit a narrow definition of what “fitness” is supposed to look like, and that’s exactly why our community works. We wanted the campaign to reflect that truth.
Putting real Pilates enthusiasts and instructors at the center sends two messages:
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Every month we feature 6 standout franchises that could be the opportunity you've been looking for, each evaluated on disclosed financials and matched to the type of buyer most likely to succeed with it. Can't attend live on October 27 at 6PM EST? Register now and we'll send you the full recording the next day. Reserve your spot here.- To current members: You are the brand. Your progress and your stories matter.
- To future members: This space is for you, no preconditions and no stereotypes.
Pilates can be intimidating and we really wanted to remove that barrier. When people see someone who looks like them, or is their age, or shares their goals, it opens the door. Featuring our community wasn’t a creative gimmick — it was the most honest and most powerful way to show who we are.
FC: From a marketing perspective, how does this campaign shift the narrative around Pilates — and how do you hope it expands perceptions of who Pilates is for?
AC: We’re changing the narrative. For too long, the perception of Pilates has lived in a somewhat narrow lane. This campaign reframes Pilates as one of the most accessible and effective ways to build strength, mobility, and long-term health.
We want consumers to understand that Pilates is:
- A serious strength modality, not just stretching;
- Safe and adaptable, whether you’re 20 or 70;
- A path to longevity, mobility, and functional movement;
- A community-first experience, not a solo, exclusive practice.
Our goal is simple: remove the intimidation factor and expand the aperture. Pilates is not “for a certain kind of person.” It’s for every person and the campaign makes that clear.
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When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code to see which franchises are still available near you, saving you months of wasted research.📈Dreaming of Multi‑Unit Success? Lock In Prime Territories Before They're Gone.
Colin started as a team member at 21 and now owns 6 locations in Tampa Bay. Lisa came from marketing and built 21 in San Diego. The most successful multi-unit owners move early and secure markets with room to grow. Use our free tool to search multiple ZIP codes and find franchises where you can still stack locations, before someone else does.FC: Club Pilates continues to be one of the fastest-growing franchises in fitness. What do you attribute that momentum to, and how does your marketing strategy evolve as the brand scales globally?
AC: Our growth comes down to a few things: the product, the timing, the franchisees, and the support.
The product works — very well. Our training program, programming structure, and quality standards create a consistent, safe experience that keeps people coming back.
The timing is right. Pilates sits squarely at the intersection of strength, mobility, and preventative wellness — exactly what consumers are prioritizing.
The franchisees who are a part of the Club Pilates community are passionate, business-savvy and focused on bringing our broader mission to life to change lives.
Our franchise support is strong. We offer real marketing infrastructure, data visibility, and hands-on support to help studios scale faster.
As the brand grows globally, our marketing evolves in three ways:
- Bigger brand storytelling. The brand needs to feel as large as it truly is. “Every Body Club Pilates” is the first step in elevating how we show up culturally and creatively.
- A smarter digital ecosystem. We’re improving discovery, booking, onboarding, and retention with more personalization and fewer points of friction.
- Data-driven performance marketing. With our scale, we can optimize faster, invest smarter, and support franchisees with insights that materially impact their growth.
Growth at this stage is about sophistication: clear storytelling, rigorous measurement, and delivering value across every stage of the member journey.
FC: Looking ahead to 2026, what’s next for Club Pilates in terms of brand positioning, digital strategy, or franchise expansion?
AC: 2026 is about deepening the “Why Club Pilates” story and making it unmistakable in every touchpoint. Our pillars — inclusivity, expertise, and community — are powerful differentiators, and we’re going to lean into them even harder.
On the brand side, we’re elevating our national presence, investing in partnerships, and ensuring our identity shows up consistently across platforms and markets. On the digital side, we’re building a more connected experience that makes joining, returning, and engaging with Club Pilates seamless. That means better personalization, more streamlined booking, and tools that help members stay motivated over the long term.
From a growth perspective, international expansion is a major opportunity. Pilates awareness is exploding globally, and our model gives franchisees a clear, supported path to success. At the same time, we want to strengthen retention and loyalty in our established markets with richer community experiences and more touchpoints that reinforce why people fall in love with Club Pilates in the first place.
FC: What broader trends do you see shaping fitness and franchising in 2026? Are there specific consumer behaviors you’re watching?
AC: We’re watching a few major shifts that are reshaping the category.
Longevity and mobility are becoming core consumer priorities. People want to age well, move well, and feel good — not just “work out.”
Low-impact strength is replacing high-intensity extremes. It’s more sustainable and more aligned with long-term goals.
Community is king. People want connection, support, and belonging — something boutique fitness delivers better than almost any other category.
Value and trust matter. Consumers expect expertise, consistency, and clear differentiation. Brands that can’t articulate what makes them special won’t last.
On the franchising side, operators are choosing brands with real infrastructure — marketing support, technology, and data transparency. They want long-term stability, not just a hot trend. That’s where Club Pilates stands out: the product is proven, the support is real, and the category has staying power.
FC: Finally, with inclusivity at the heart of “Every Body Club Pilates,” how will that philosophy guide future initiatives — both in marketing and in-studio?
AC: Inclusivity isn’t a campaign message; it’s our operating system. It influences how we design creative, how we train instructors, how we build programming, and how we welcome people into our studios.
Going forward, inclusivity will continue to show up in three ways:
- In our storytelling. We will keep featuring real members and instructors who reflect the full spectrum of our community, across age, background, and ability.
- In our programming and experience. We’re committed to reducing barriers to entry, offering formats and instruction that make Pilates feel safe, accessible, and empowering for anyone walking through our doors.
- In our community-building. Connection is a core value. We’ll continue investing in events, digital touchpoints, and in-studio experiences that foster belonging and deepen relationships.
Our goal is simple: every person who comes to Club Pilates should feel seen and supported. “Every Body Club Pilates” is not the end of that mission, it’s the beginning of how we elevate it.
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