How to Build a Profitable Pilates Studio Business with Joanne Mathews

How to Build a Profitable Pilates Studio Business with Joanne Mathews

"I think we're at that time where we can actually professionalize this industry, and we can have the standards that we want to set, and we can offer people careers." In this episode, we are joined by Joanne Mathews, founder and CEO of Ten Health & Fitness, one of London's longest-running Dynamic Reformer Pilates brands, now growing into franchising with Tenreformer. They explore why London's reformer studios have grown 72% in 18 months against just 50% growth in demand, and what that saturation means for studios competing on price instead of differentiation. They also dig into what it takes to build a Pilates business with longevity: going employed-only with teachers, building an in-house academy, choosing the right locations, the realities of rising costs and shrinking profitability, and Joanne's leadership philosophy after nearly two decades running studios. Timestamps  01:24 The car crash that led to her "happy accident" into Pilates 03:31 Launching Ten with one borrowed reformer studio 06:08 Finding a business partner and going employed-only from day one 09:06 The case for professionalising the Pilates industry 15:01 Training standards, VAT, and not being a recognised profession 24:21 Scaling from one studio to a London-wide brand 28:30 Choosing locations and franchising with Tenreformer 34:24 Rising costs, big-box gyms, and the race to the bottom on price 41:12 Is owning a Pilates studio still profitable? 44:10 What community really means at Ten 52:17 Building TenAcademy and what makes a great teacher today 1:00:49 Joanne's leadership philosophy: true support If you're enjoying the podcast, make sure you're following along so you don't miss future episodes. And feel free to share this one with someone you think would take something from it. Connect with Nic: * Beyond the Reformer Instagram [https://www.instagram.com/beyond_reformer_pod/] * Soul Pilates Instagram [https://www.instagram.com/soul_pilates/] * Soul Pilates Education [https://www.instagram.com/soul_pilates_education/] * Nic's Instagram [https://www.instagram.com/nic_soulpilates/] * Join Soul at Home [https://soulpilates.tv/] * Book a Pilates Class [https://www.soulpilates.co.uk/our-timetable.html] * Sign up to Our Newsletter [https://mailchi.mp/2bff55298739/beyond-the-reformer] Connect with Guest: * Joanne Mathews Instagram [https://www.instagram.com/joannemathewsten/] * Ten Health & Fitness Instagram [https://www.instagram.com/tenhealthfitness/] * Ten Health & Fitness Website [https://www.ten.co.uk/] Interested in joining the July Teacher Training intake? Find all the details and book a call here [https://www.soulpilates.co.uk/reformer-teacher-training.html].

How Much Anatomy Do Pilates Teachers Actually Need to Know With Tracy Ward

"I really worry that we will lose the essence of what Pilates actually is. How much are we going to dilute it?" In this episode, Nic is joined by Tracy Ward - physiotherapist, Pilates teacher, and author of The Science of Pilates, published by DK. Tracy sits at the unique intersection of clinical practice and Pilates, bringing over 15 years of experience teaching, treating patients, and training new teachers through APPI. They explore what it really takes to understand anatomy as a Pilates teacher - not to the depth of a medical degree, but in a way that genuinely improves your cueing, your touch, and your ability to help clients feel the work in the right places. Tracy shares why she wrote The Science of Pilates and the gap she kept seeing in teacher training that inspired it. They get honest about the state of the industry right now - the social media-driven push toward dynamic, athletic content and what that means for the integrity of the practice. Both Nic and Tracy share their concern that the essence of Pilates is being diluted, and why returning to the foundations matters more than ever. They also dig into the reality of being a new teacher - the confidence challenges, finding your own voice, managing mixed-ability classes, and why the basics taught really well will always outperform a fancy class plan that doesn't land. Timestamps 01:56 Why anatomy overwhelms Pilates teachers  03:21 Tracy's journey into Pilates and physiotherapy  09:52 How The Science of Pilates came about  12:03 How the book was created and illustrated  17:15 How to bring anatomy to life beyond the textbook  19:59 Finding your voice as a new teacher  27:10 Managing mixed ability classes  29:54 Language, modifications and empowering clients  37:11 Social media and what it's doing to Pilates  42:08 Common misconceptions about the body  43:49 The myth of perfect posture  44:37 Should we be blending Pilates with other modalities?  47:38 Pain, movement and what clients misunderstand If you're enjoying the podcast, make sure you're following along so you don't miss future episodes. And feel free to share this one with someone you think would take something from it. Connect with Nic: * Beyond the Reformer Instagram [https://www.instagram.com/beyond_reformer_pod/] * Soul Pilates Instagram [https://www.instagram.com/soul_pilates/] * Soul Pilates Education [https://www.instagram.com/soul_pilates_education/] * Nic's Instagram [https://www.instagram.com/nic_soulpilates/] * Join Soul at Home [https://soulpilates.tv/] * Book a Pilates Class [https://www.soulpilates.co.uk/our-timetable.html] * Sign up to Our Newsletter [https://mailchi.mp/2bff55298739/beyond-the-reformer] Connect with Tracy * Tracy’s Instagram [https://www.instagram.com/freshlycentered/] * Freshly Centered Website [https://l.instagram.com/?u=https%3A%2F%2Fwww.freshlycentered.com%2Fonline-studio%2F%3Futm_source%3Dig%26utm_medium%3Dsocial%26utm_content%3Dlink_in_bio%26fbclid%3DPAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQPOTM2NjE5NzQzMzkyNDU5AAGnmLwTod9ffF5HlHVMm_iW-A3hmFsD255Y0SUCFknXA0TU32ha9WxHmH5HSrc_aem_CcKPet3YGcmM_7pT6wqAag&e=AUC0nl2ZVFG8CBjOtn_1wCPsf5aSVaqzE0Euyy3XmvMImxkO-lWEJM9kCt45ITPHZgY2ncxj_AbdAi-ph2WE7UegWBetN6o_Qyoy2cA7DjpVdEQE4H4rKwHGjds_KaYl-OyutUPABnlm] * Freshly Centred Facebook [https://www.facebook.com/freshlycentered/] * Science of Pilates Book [https://www.amazon.co.uk/Science-Pilates-Understand-Physiology-Practice/dp/0241580579/?maas=maas_adg_31B5B06DBC67EDBB391B8805521B4BEA_afap_abs&ref_=aa_maas&geniuslink=true] * Pilates Kids Cards [https://www.freshlycentered.com/product/pilates-kids-cards/?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQPOTM2NjE5NzQzMzkyNDU5AAGnDs94ESdZCJ7i9aVzZoINPODDBoIG6BWLTtxRusZudVVPa57V3SWqs7Fs81o_aem_ZCuCmactx45CcMt5ZzMQyw] Join the Soul Pilates Retreat in Cornwall on 19 June for a weekend of movement, rest and nourishment. Find all the details here. [https://www.soulpilates.co.uk/restful-retreats.html] Thinking about investing in Pilates equipment? Balanced Body are offering our listeners a special discount! Fill in the form here [https://docs.google.com/forms/d/e/1FAIpQLSd-lGFiH2VDIZP7OY1xB3Mew_NgD79rR-Vccrr8pFD3j_MMew/viewform] and mention Soul Pilates when you order. Interested in joining the July Teacher Training intake? Find all the details and book a call here [https://www.soulpilates.co.uk/reformer-teacher-training.html].

The Wild West of Pilates: Why Teaching Standards Are Letting Everyone Down with Katie Nankivell

"There is a lot of money-hungry people chasing trends with a lack of moral compass and ethics behind them." The Pilates industry is growing fast - but not always in the right direction. In this episode, Nic is joined by Katie, founder of Pilates Delivered, an Amsterdam-based at-home and private Pilates service. Katie trained comprehensively with Polestar Pilates and has been teaching for over a decade across private clients, studios, and her own business. They get straight into the hard conversation: what's actually happening with teaching standards right now, why weekend certifications are producing a generation of teachers who only know the choreography, and why loving Pilates does not make someone qualified to teach it. They also explore what separates good teachers from great ones - from personality and people skills to the ability to read a body, adapt on the spot, and never stop learning. Katie shares how expanding into sound healing, Reiki, fascia, and nervous system work has made her a more intuitive, holistic teacher - and why Pilates has always been about the whole person. And on the business side, Katie talks candidly about building a sustainable private practice from scratch in a new city, setting boundaries with clients, pricing at a premium, and designing a career entirely on her own terms. Timestamps 00:00 Intro to Katie 00:21 What's really happening in the Pilates industry right now 01:47 Weekend certifications and the choreography problem 06:17 Katie's journey into Pilates and why she chose Polestar 10:13 Building Pilates Delivered: at-home Pilates in Amsterdam 13:47 What clients actually want — and what keeps them coming back 18:55 Expanding beyond Pilates: sound healing, Reiki, and fascia work 23:17 How holistic training makes you a more intuitive teacher 26:57 Pilates and wellness as complementary — not competing 32:35 What actually makes a great Pilates teacher 37:09 Just because you love Pilates doesn't mean you should teach it 39:29 Authenticity, personality, and being exactly who you are 44:04 Building a sustainable career outside the studio model 49:02 Quick-fire questions 50:26 Where to find Katie If you're enjoying the podcast, make sure you're following along so you don't miss future episodes. And feel free to share this one with someone you think would take something from it. Connect with Nic: * Beyond the Reformer Instagram [https://www.instagram.com/beyond_reformer_pod/] * Soul Pilates Instagram [https://www.instagram.com/soul_pilates/] * Soul Pilates Education [https://www.instagram.com/soul_pilates_education/] * Nic's Instagram [https://www.instagram.com/nic_soulpilates/] * Join Soul at Home [https://soulpilates.tv/] * Book a Pilates Class [https://www.soulpilates.co.uk/our-timetable.html] * Sign up to Our Newsletter [https://mailchi.mp/2bff55298739/beyond-the-reformer] Connect with Katie * Pilates Delivered Instagram [https://www.instagram.com/pilatesdelivered?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==] * Pilates Delivered Website [https://pilatesdelivered.co/?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQPOTM2NjE5NzQzMzkyNDU5AAGnI1m9tlz7ElKctgAMxu7J1jWwhAWvvoMee52SEmG-eGgJVe4Prz5CRajOBPY_aem_NW2qTMlRFTdKtWUm9m8l7g] * Katie’s Substack [https://katieunglossed.substack.com/?utm_source=%2Fsearch%2Fwellwithkatie&utm_medium=reader2&utm_campaign=reader2] Join the Soul Pilates Retreat in Cornwall on 19 June for a weekend of movement, rest and nourishment. Find all the details here. [https://www.soulpilates.co.uk/restful-retreats.html] Thinking about investing in Pilates equipment? Balanced Body are offering our listeners a special discount! Fill in the form here [https://docs.google.com/forms/d/e/1FAIpQLSd-lGFiH2VDIZP7OY1xB3Mew_NgD79rR-Vccrr8pFD3j_MMew/viewform] and mention Soul Pilates when you order. Interested in joining the July Teacher Training intake? Find all the details and book a call here [https://www.soulpilates.co.uk/reformer-teacher-training.html].

From Basement Studio to 9 Locations: How New York Pilates Defined Its Method

"Real change in your body happens from grounded, consistent work. Doing the split and a handstand is entertaining, but that's not what Pilates is about." In this episode, Nic is joined by Heather Andersen, founder of New York Pilates - one of the most recognisable reformer studio brands in the world, with nine locations across New York City and counting. Heather built New York Pilates from a basement space in Greenwich Village in 2013, at a time when group reformer classes simply didn't exist. She shares what it actually took to scale to nine studios - from building onboarding systems and maintaining consistency across locations, to the pricing mistakes and people management lessons learned the hard way. They also get into the state of the industry: why clients are confused about what Pilates even is, what separates genuine contemporary Pilates from the "Pilates adjacent" world, and why the most transformational work looks like nothing on camera. Timestamps 00:23 How New York Pilates started 01:37 Heather's background in ballet and early Pilates training 07:14 Making the leap from teacher to studio owner 13:14 Building the brand from day one 14:38 Early mistakes and people management 16:03 What a New York Pilates class feels like 18:44 Classical vs. contemporary vs. Pilates adjacent 25:20 Scaling from one studio to nine 29:16 Building systems for consistency 31:34 Teacher onboarding and quality management 37:51 Pricing, ClassPass, and why loyalty beats volume 44:34 Social media and the decision to talk about real Pilates 55:22 Where to find Heather If you're enjoying the podcast, make sure you're following along so you don't miss future episodes. And feel free to share this one with someone you think would take something from it. Connect with Nic: * Beyond the Reformer Instagram [https://www.instagram.com/beyond_reformer_pod/] * Soul Pilates Instagram [https://www.instagram.com/soul_pilates/] * Soul Pilates Education [https://www.instagram.com/soul_pilates_education/] * Nic's Instagram [https://www.instagram.com/nic_soulpilates/] * Join Soul at Home [https://soulpilates.tv/] * Book a Pilates Class [https://www.soulpilates.co.uk/our-timetable.html] * Sign up to Our Newsletter [https://mailchi.mp/2bff55298739/beyond-the-reformer] Connect with Heather * Heather’s Instagram [https://www.instagram.com/heatherandersen_?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==] * New York Pilates Instagram [https://www.instagram.com/newyorkpilates/] * New York Pilates Website [https://www.newyorkpilates.com/] * New York Pilates Intro Offer [https://www.newyorkpilates.com/intro-offers-nyc-and-hamptons/?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQPOTM2NjE5NzQzMzkyNDU5AAGnqGvmbSZlzg8VGmaYm6M9Pal3E0aqsXXhGOpTbaZjE2iDhmeeJBJTBas1Zz8_aem_KpAadhiQ7bh8JLGE2uCy0g] * New York Pilates Reformer Certification [https://www.newyorkpilates.com/reformer-pilates-certification/] Join the Soul Pilates Retreat in Cornwall on 19 June for a weekend of movement, rest and nourishment. Find all the details here. [https://www.soulpilates.co.uk/restful-retreats.html] Thinking about investing in Pilates equipment? Balanced Body are offering our listeners a special discount! Fill in the form here [https://docs.google.com/forms/d/e/1FAIpQLSd-lGFiH2VDIZP7OY1xB3Mew_NgD79rR-Vccrr8pFD3j_MMew/viewform] and mention Soul Pilates when you order. Interested in joining the July Teacher Training intake? Find all the details and book a call here [https://www.soulpilates.co.uk/reformer-teacher-training.html].

The Missing Piece in Pilates Teacher Training with Amy Havens

"I think self-acceptance and self-compassion... it's gonna keep changing and if you hear the loud stuff saying, I can't do that anymore - no." - Amy Havens In this episode, Nic is joined by Amy Havens, a veteran Pilates educator, mentor, and movement teacher based in Santa Barbara with over 30 years of experience in the industry. Amy has trained across multiple lineages - including Fletcher, BASI, Kathy Grant, and Madeleine Black - and is widely respected as one of the most thoughtful voices in Pilates education today. They explore what it really takes to become a truly great Pilates teacher - from the qualities that no training manual can teach, like patience and compassion, to the art of learning to see and respond to the bodies in front of you. Amy shares her rich origin story, from discovering Pilates as a dance student in 1989 to becoming injured, finding healing through the work, and eventually committing to teaching as a lifelong calling. They also dig into the current state of the Pilates industry - the growing divide between fitness Pilates and the more healing-oriented tradition, the case for prerequisites before teacher training, and why mastering the fundamentals will always matter more than creative programming. Amy makes a compelling case for mentorship as the missing piece for so many new teachers, and shares what that relationship can look like when it's done well. Timestamps 00:00 Intro to Amy Havens 00:14 What makes a truly great Pilates teacher 02:08 Learning to see and respond to different bodies 04:49 Amy's origin story - discovering Pilates in college 08:10 Observing from the front desk and falling in love with the work 10:42 Getting cold feet before teacher training - and why that was the right call 13:23 Amy's formal training with Madeleine Black at the Physical Mind Institute 15:27 Learning to teach, not just to do 17:34 How injury became the turning point toward teaching 21:38 Why the best teachers are often those whose lives were changed by Pilates 22:40 The case for prerequisites in Pilates teacher training 28:13 What great mentorship actually looks like 31:46 Amy as a forever student - training across multiple lineages 37:06 How studying different styles shaped Amy's teaching 43:29 The state of the Pilates industry - two forks in the road 45:14 Fitness Pilates vs. healing Pilates - is it all Pilates? 47:52 Why studio owners need to do better at describing what they offer 53:00 Don't teach too much too soon - a lesson from Madeleine Black 55:25 Why mastering fundamentals matters more than creative programming 56:44 Quick-fire questions 01:03:28 Where to find Amy If you're enjoying the podcast, make sure you're following along so you don't miss future episodes. And feel free to share this one with someone you think would take something from it. Connect with Nic: * Beyond the Reformer Instagram [https://www.instagram.com/beyond_reformer_pod/] * Soul Pilates Instagram [https://www.instagram.com/soul_pilates/] * Soul Pilates Education [https://www.instagram.com/soul_pilates_education/] * Nic's Instagram [https://www.instagram.com/nic_soulpilates/] * Join Soul at Home [https://soulpilates.tv/] * Book a Pilates Class [https://www.soulpilates.co.uk/our-timetable.html] * Sign up to Our Newsletter [https://mailchi.mp/2bff55298739/beyond-the-reformer] Connect with Amy: * Move with Amy Website [https://www.movewithamyhavens.com/] * Amy’s Instagram [https://www.instagram.com/movewithamyhavens/] * Amy’s Facebook [https://www.facebook.com/amychavens] * Amy’s Email  [amychavens@gmail.com] * Pilates Anytime Website [https://www.instagram.com/pilatesanytimeus/] Join the Soul Pilates Retreat in Cornwall on 19 June for a weekend of movement, rest and nourishment. Find all the details here. [https://www.soulpilates.co.uk/restful-retreats.html] Thinking about investing in Pilates equipment? Balanced Body are offering our listeners a special discount! Fill in the form here [https://docs.google.com/forms/d/e/1FAIpQLSd-lGFiH2VDIZP7OY1xB3Mew_NgD79rR-Vccrr8pFD3j_MMew/viewform] and mention Soul Pilates when you order. Interested in joining the July Teacher Training intake? Find all the details and book a call here [https://www.soulpilates.co.uk/reformer-teacher-training.html].