The brand is targeting key expansion markets including Texas, California, Florida, and Nevada, with specific focus on high-density urban centers like Dallas, Austin, and San Francisco. This shift in strategy follows a year of aggressive franchise sales, moving the company toward the operational phase of its national rollout. CEO Sarah Luna noted that the current objective is to translate the brand’s signature black-and-gold aesthetic and patented Aurum™ Reformer equipment into consistent, high-energy member experiences across these new territories.
Pilates Addiction Scales National Footprint to 350 Franchises
With 350 licenses sold across 27 states, boutique fitness brand Pilates Addiction is transitioning from rapid acquisition to large-scale studio operations. The Newport Beach-based company, currently operating 40 locations, has another 75 sites slated for launch through early 2027 as it attempts to capture surging demand for specialized reform-based training.
The fitness chain distinguishes itself through proprietary programming, such as its IGNITE and MOBILITY RX classes, which aim to blend traditional Pilates precision with a more intensive boutique atmosphere. This growth trajectory aligns with broader industry trends, as U.S. Pilates participation grew to 13.8 million people in 2025, a 6.8% increase over the previous year. By leveraging its existing infrastructure for real estate and marketing support, Pilates Addiction intends to solidify its presence in the competitive fitness landscape as it enters its most significant wave of openings to date.
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