11/10/2021 – 13:07
The company specialized in pilates reformer launches its expansion plan to be present throughout the national territory within ten years. The ‘fitness boutiques’, which generate between seven and ten jobs, require an area of between 180 and 220 square meters.
After its birth in California (United States) in 2007 and with more than 650 studies in eight countries such as Australia, Canada, South Korea, Japan, Singapore or the Dominican Republic, among others, Club Pilates now reaches Europe within its expansion process started in 2020. Spain is a strategic country within the growth plan of this franchise -the world’s largest Pilates reformer-, which has recently opened its first center in the country as Club Pilates Espaa, located in Barcelona, in the Folgueroles area.
After the opening of this own center -for which development rights have been acquired in the country-, the plan is to continue expanding the boutique fitness network in the main cities of the national territory (population over 50,000 inhabitants), both with its own studios and with franchises to be present throughout Spain in ten years. More in the short-medium term, the objective is to open 30 centers in five years, although the opening plan is being accelerated by the response of the market, explains Fernando Rosentgberg, manager of Club Pilates Espaa, since the initial forecast was to open franchises to from the second half of 2022.
Madrid is the next city in which the opening of its own Club Pilates center is contemplated in the first months of next year, predictably in the Salamanca district or in Chamber, which will be completed with franchised studios, reaching three fitness boutiques in the capital of Madrid in 2022.
Expansion will also continue in Valencia with the opening of a franchise studio for which the agreement is already being finalized, which could be operational next year. Furthermore, Seville, Bilbao and Galicia are in turn target areas for opening centers in Spain with franchisees. The focus is also still on Barcelona, the capital where it is planned to launch a second center of its own, foreseeably next year. In all of them, the Club Pilates model is replicated, as happens in all fitness boutiques in the world. The expansion could be extended to Portugal, a country that is currently being explored and that is not ruled out at a later stage.
The fitness boutiques, which generate between seven and ten jobs, require an area of between 180 and 220 square meters to house a room with capacity for about 12 people, the area for individual sessions and the store to sell clothing, objects and articles. related to Club Pilates and the practice of this activity with leading brands in the world market.
The center requires a total investment of between 250,000 and 280,000 euros. “We work with people interested in defining the target market in which they have exclusivity. The investment allows financing everything that is needed to open the study, including reforms and equipment, among other concepts, and the payment of the amount that we perceive as master franchisees. The investment can be recovered in 23 26 months, but it all depends on how the pre-sale works (all studies start with this phase), although the average is 24 months. From there, there are benefits “, points out Gabriel Mops , business partner of Pilates Club Espaa. The company supports all franchisees in the design, recruitment of personnel, marketing or analysis of the opening in an area, among other aspects.
“The area that is defined by the contract is exclusive. We work on the development plan for areas”, adds Mops, who indicates that Club Pilates Espaa centers are profitable and with having between 300 and 400 members, it allows opening several centers in one same city that can even be from the same franchisee. “We not only bet on the franchise, but also on our business model. All the centers operate the same and under the same conditions. They buy the rights in a certain area”, asserts Fernando Rosentgberg.
A revolutionary concept
The fitness boutique barcelons, like the rest of the studios, specializes in reformer pilates. This activity consists in that people perform exercises with a machine that was designed by Joseph Pilates with which resistance is worked through a system of springs and pulleys that favors greater toning and strength. With the machine, the results are accelerated since resistance, when performing the movements, forces the muscles of the body to work more and advance more quickly.
“Club Pilates revolutionized the way of doing reformer pilates that was more seen as physiotherapy or postural redirection. It democratized to do it as a sports club. Pilates reformer is complementary to any physical activity that one does and all people can do it. It allows to improve as you grow and age to have a better quality of life, “says Fernando Rosentgberg, who adds that they work with people from 15 to 80 years old, although, as it is not an impact activity, all ages can join.
“With this methodology there is no injury. The machine takes care of you and does not allow you to make bad movements. All the instructors are certified and have a minimum of hours of professional experience in other centers. We verify the information. In addition, we are going to work, in six or nine months, with their own courses to guarantee 500 hours of theoretical and practical training to know that our instructors can give the classes “, says Fernando Rosentgberg.
The operation of Club Pilates Espaa is like that of a gym with a pleasant environment and in which it is easy to sign up through an app. Instructor-led classes are held in each center – there are no virtual sessions – in which a maximum group of 12 people participate. Every week, there are around 50 classes with different levels to respond to the different physical abilities and demands of people in order to make it possible to start at the lowest level and to improve the body. In addition, there are individual or semi-private classes for one to three people.
The center allows three types of membership with different Pilates sessions per month. In the case of group classes, it is possible to choose between four times a month (normally one class per week), eight times a month (two per week) or unlimited (all the sessions that one wishes monthly). For individual or semi-private classes, a specific voucher system has been established. Prices will not be the same throughout Spain, but will vary according to the local market. The hours of the fitness boutiques are extensive. In general, it is from Monday to Friday from 7:00 a.m. to 8:00 p.m. and Saturdays and Sundays in the morning, although each study has the flexibility to adapt it according to its clients “because the centers are for the members and they have to evaluate their demand. For example, in Miami, there is a studio that opens at 5.30 am, “says Fernando Rosentgberg.