Fitt Insider's milestone 300th issue, "Powerhouse," is a love letter to Pilates, and the numbers are eye-watering. Per the issue, Pilates made up more than 20% of class bookings in 2023, up 92% year over year, with roughly 12 million people trying the modality. That is a lot of first-timers walking through studio doors. The question every operator is now asking: how many of them are still here in six months?
A boom is not the same as retention
The growth is real and the brands are scaling. Per Fitt Insider, XPOF-owned Club Pilates has swelled past 1,000 studios, reformer boutique [solidcore] was exploring a sale that could fetch $750M, and Les Mills re-envisioned the practice for Gen Z with music-driven programs. Aussie import Pvolve is leaning on community activations, while Lagree and JETSET push the athletic-style trend.
But the issue also flags the risk: Pilates carries exclusive, invite-only undertones that hamper mainstream adoption, and fast-tracking studios without proper instructor education could increase injuries. Hype fills a class once. Community and habit are what fill it every week.
Turn the trial member into the regular
Cadoo helps studios convert curiosity into commitment. Members bet money with friends on reaching fitness goals, so the reason to book the next class is social and financial, not a fading New Year resolution. A recurring challenge keeps new Pilates members consistent in the fragile early weeks when most drop off.
- Reduce early churn: money and friends on the line carry a member past the trial phase into a routine.
- Between-class movement: recurring challenges reward the mat work, walks, and strength sessions members do on non-studio days.
- Measurable engagement: steps and distance sync from Apple Health and Google Health Connect, while the phone camera verifies bodyweight reps for at-home work.
- Community and word of mouth: verified workouts become shareable, skinned videos that turn members into your marketing.
The low-impact crowd is a retention goldmine
Pilates members skew consistent and community-minded, exactly the audience a challenge rewards. The same issue shows the category spreading everywhere, from reformers as a must-have amenity at upscale clubs to home machines from Flexia, Frame, and Reform RX. Wherever a member trains, a challenge follows the movement, not the room.
Cadoo is an independent industry app, not affiliated with any studio or brand named here. Any Pilates or boutique operator can host a game for its members to build the habit that keeps the boom from becoming a bust. Reach us at Tim@cadoo.io or via Cadoo for brands.
Frequently asked questions
Can a Pilates studio run a challenge if classes are low-impact?
Yes. Challenges can reward steps and distance synced from Apple Health or Google Health Connect for everyday movement, plus bodyweight reps verified on the phone camera, so low-impact members stay engaged between classes.
How does a challenge help convert trial members into regulars?
New members drop off fastest in the first few weeks. A money-backed challenge with friends creates social accountability that carries them past the trial phase and into a lasting studio routine.
Does Cadoo work alongside my studio's existing systems?
Yes. Cadoo is a separate challenge app that any studio can host for its members. It complements your booking and membership software rather than replacing it.
Is Cadoo affiliated with Club Pilates or [solidcore]?
No. Those are industry references drawn from the Fitt Insider issue. Cadoo is an independent app any fitness brand can use to run challenges for its own community.
