Newport Beach – October 13, 2026 -- Pilates Addiction has sold more than 350 licenses across 27 states, with 40 studios open in 12 states and another 75 scheduled to launch through early 2027.
Franchisor shifts from license sales to studio openings
The brand is entering its largest wave of openings to date, just over a year into its national expansion. It is moving from rapid franchise sales to opening studios at scale, supported by systems that guide owners through real estate, training, pre-opening marketing and launch.
New locations are planned across Texas, California, Florida, Nevada, New Jersey, Michigan, Ohio and Georgia. Target markets include Dallas, Austin, San Francisco, Denver and Las Vegas.
CEO Sarah Luna said the 350-license milestone matters less than the next phase, adding that "this fall will set the pace for what's ahead."
Patented Aurum Reformer anchors the concept
Each studio is built around the patented AurumTM Reformer, a black-and-gold design and boutique-style programming. The class lineup includes IGNITE, CORE+, MAX and MOBILITY RX.
U.S. Pilates participation rose 6.8% to 13.8 million in 2025
The rollout comes as demand for the category grows. According to Sports & Fitness Industry Association data reported by Athletech News, U.S. Pilates participation reached 13.8 million people in 2025, up 6.8% year over year.