In this episode, we’re joined by James Muthana from Momence to take a clear, honest look at what is really driving growth for Reformer Pilates studios today – and what might simply be industry noise. While marketing funnels are often talked about, James unpacks the real mechanics behind sustainable studio growth, drawing on live data from thousands of studios worldwide.

A key theme of the conversation is the true cost of acquiring new clients versus the long-term value of retention. James shares why many studio owners underestimate acquisition costs, and how reframing marketing investment around lifetime value can unlock far stronger returns.

We explore the industry-wide shift from class packs to memberships, with practical insight into which marketing strategies genuinely accelerate this transition – and which consistently fail to convert. Alongside this, James addresses the growing issue of studio burnout and overmarketing, where constant promotions mask deeper issues around experience, pricing, and scheduling.

Scheduling itself is another major focus. With demand often spiking unpredictably, James explains what actually helps studios build consistent, balanced timetables rather than riding constant peaks and troughs.

The discussion also highlights where many studios are flying blind on data. James reveals the core metrics that should be reviewed weekly, but often aren’t, and why these blind spots quietly limit growth.

We take a pragmatic look at AI and automation, separating hype from what is genuinely useful for busy studio owners today. James also explains how studios can implement smart automation without losing the personal connection that clients value.

The conversation moves into the risks of over-reliance on social media, the real reasons clients disengage, and whether intro offers are still effective or becoming outdated. From there, we explore the growing importance of brand identity in a market where many studios look increasingly similar.

Community marketing also makes a return in the discussion, with James sharing why local partnerships, events, and real-world engagement are once again proving powerful for revenue growth.

Finally, we touch on tech stack fatigue, how studios can simplify their systems, and what James believes will define the studios that truly thrive over the next three years. The episode closes, as always, with a human moment, as James shares what’s brought him unbridled joy this past week.

This is a must-listen for any studio owner who wants a sharper, more data-led understanding of growth in today’s Reformer Pilates market.

In this episode, we sit down with Torah and Ayo, the founders of Refine Pilates to explore how they built one of the most forward-thinking studios in the sector. The conversation opens with the story of what prompted the shift from stable employment to entrepreneurship, and how their academic and teaching backgrounds quietly shaped the way they structured their studio, their culture, and their approach to client experience.

The discussion moves into the realities of raising capital. They reflect on the early funding challenges many founders will recognise – from managing financial risk to deciding when to lean into growth. Their advice is pragmatic, honest, and grounded in lived experience.

We also explore how Refine Pilates has diversified revenue beyond classes. From workshops to corporate programmes and new product lines, they share which ideas gained unexpected traction and how they evaluate whether a new stream is commercially viable or simply a distraction.

A standout part of the episode looks at their growing work with the corporate sector. They explain how they’ve positioned Pilates as a genuine workplace wellness solution – supporting wellbeing, stress management, and productivity – and why they believe demand here is only just beginning.

Finally, they offer thoughtful insight into working as a couple in business – the routines that keep things balanced, the boundaries that protect their relationship, and their advice for other couples considering the same path.

This episode is full of practical takeaways, honest reflections, and a refreshing look at what it really takes to build and scale a modern Pilates business.

In this inspiring episode, we sit down with Shiniqua and Georgia, the powerhouse Gen Z founders behind Outskulpted and Reform by OS. With a bold creative voice and a fierce commitment to authenticity, they’ve built one of Leeds’ most exciting movement brands, rooted in culture, community, and a clear sense of identity.

We dive into what it really means to start young and build something meaningful from the ground up. Shiniqua and Georgia share candid reflections on the leap into entrepreneurship, early misconceptions, and the lessons that shaped their thinking as leaders. They speak openly about how being Gen Z isn't just an age bracket, it’s a mindset: values led, culturally attuned, and unafraid to take risks in pursuit of a vision.

The conversation explores how Outskulpted became more than a studio, it became a movement, anchored in the city they love. We unpack the importance of building a brand that doesn’t just look good, but feels real, from the visual language to the emotions a visitor experiences the moment they step inside.

We also explore how they distinguish themselves in an increasingly crowded wellness landscape, staying ahead through creative expression, strong brand identity, and an unwavering commitment to experience design.

Finally, we go deeper into friendship, partnership, and personal growth, discussing how they balance being friends and co-founders, how they invest in themselves as leaders, and where they see Outskulpted heading next.

A must-listen for young founders, brand-led entrepreneurs, fitness innovators, or anyone fascinated by the future of movement culture.

In this episode of the ReformerPilates.com podcast, host Karl Knights interviews Georgia Testa, founder and owner of Studio 281.

The episode delves into Georgia's journey of establishing and expanding her network of Pilates studios, as she overcomes challenges such as COVID-19, financial struggles, and balancing motherhood. Georgia shares her insights on the importance of a strong vision, self-belief, community building, and maintaining a long-term perspective.

The episode is packed with actionable advice for anyone looking to start or scale a Pilates studio, emphasising the need for passion, dedication, and strategic planning. Tune in to gain invaluable lessons from someone who's successfully navigated the highs and lows of the Pilates business.

More Than One: The Studio Growth Story — with Elle Kealy, Founder of MO Pilates

In this episode, we’re joined by Elle Kealy, founder of MO Pilates, one of the fastest-growing names in boutique fitness. What started in 2022 as a HIIT concept born over a cocktail has quickly evolved into a thriving Reformer Pilates brand with two Bristol studios, a distinctive “fresh, cheeky vibe,” and a growing reputation for inclusivity and innovation.

Elle shares how her 25 years in movement shaped the ethos of MO, the strategic choices behind expanding to Clifton and Wapping Wharf, and the challenges of scaling while keeping the brand’s playful spirit intact. We explore how MO’s signature classes — CoreForm and FitForm — resonate with clients from beginners to athletes, why storytelling plays a pivotal role in her marketing, and what she’s learned from launching not just MO, but also Move Union, her training and consultancy venture for studios and instructors.

This conversation is packed with insights on growth, branding, and cultivating community without losing the personality that makes a studio unique. Whether you’re a first-time founder or already thinking about expansion, Elle’s story offers both inspiration and practical lessons.

And, as always, we wrap up by asking Elle what’s brought her unbridled joy this week.

Real studios. Real growth. Real stories.

Building the Operating System for Boutique Fitness — with Rachel Lea Fishman

In this episode, we sit down with Rachel Lea Fishman, founder of Arketa, the platform that’s fast becoming the operating system for boutique fitness and wellness. From teaching yoga alongside a demanding career in tech to launching Arketa at the height of COVID, Rachel shares how her journey has shaped the way she builds, leads and innovates.

We dive into why customer obsession sits at the core of Arketa’s culture, how AI is streamlining the everyday realities of running a studio, and why focusing on meaningful metrics matters more than chasing vanity numbers. Rachel also lifts the lid on raising capital in the wellness space, building a team culture rooted in empathy, and where she sees the biggest opportunities shaping the future of movement and boutique fitness.

For studio owners, entrepreneurs and anyone curious about the next chapter of fitness, this is a conversation full of insight, lessons learned and practical ideas you can take away today.

And as always, we finish by asking Rachel what has brought her unbridled joy this past week.

Real stories. Real insight. Real future.

Train Them or Lose Them — with Michael King

In this episode, we sit down with one of the most respected voices in the Pilates world, Michael King. From his roots as a performer to training under legends like Carola Trier and Romana Kryzanowska, Michael shares how his journey has shaped a unique perspective on movement and teaching.

We explore why the strength of any studio lies in its teachers, what it really means to teach the method, not just the moves, and how investing in people—not just equipment—builds long-term success. Michael also opens up about the future of Reformer Pilates, the fine line between chasing trends and staying true to the method, and what UK studios can learn from practices around the globe.

If you’re a studio owner, instructor, or simply passionate about Reformer Pilates, this conversation is packed with insights on creating lasting impact in your teaching and your business.

And of course, we close with Michael’s take on the simple joys that make his week.

Real teachers. Real talk. Real Pilates.