A Modern, Performance-Driven Pilates Brand Expands Coast to Coast — and the Industry Is Paying Attention
By PilatesStyle Staff
Adapted from reporting by Courtney Rehfeldt, Business of Fitness (October 6, 2025)
Photos courtesy of Pilates Addiction / Sequel Brands
The Pilates World Has Its Newest Disruptor — and It’s Growing at Lightning Speed
According to a recent Business of Fitness report by writer Courtney Rehfeldt, California-based Pilates Addiction has sold more than 100 franchise territories nationwide since launching its franchise program just a few months ago. Those numbers, combined with 11 studios already open, make it one of the fastest franchise expansions in boutique fitness history.
From One Studio to a Nationwide Movement
Helmed by CEO Sarah Luna — a seasoned industry leader known for her executive work with Club Pilates and Pure Barre — Pilates Addiction is quickly emerging as a next-generation Pilates brand built on precision, performance, and female empowerment.
“This is unprecedented for Pilates,” Luna said in her interview with Business of Fitness. “Selling over 100 territories this fast, across so many states, shows two things: the market is ready for a modern, results-driven Pilates — and the experience we’ve built is turning heads. Franchisees want in, and clients are already hooked.”
Her statement captures what many instructors and studio owners across the U.S. are feeling: Pilates is having its mainstream moment.
Inside the Sequel Brands Ecosystem
Pilates Addiction operates under Sequel Brands, the new boutique-fitness parent company launched earlier this year by Anthony Geisler, founder of Xponential Fitness.
Sequel’s current lineup includes four wellness concepts:
- Pilates Addiction
- iFlex Stretch Studios
- Beem Light Sauna
- Body20
Each concept targets a specific segment of the wellness market — from flexibility and recovery to muscle activation and mindfulness — positioning Sequel as one of the most ambitious boutique-fitness incubators to watch.
A Footprint Spanning the Nation
Since debuting its flagship studio in West Hollywood, Pilates Addiction has been on a mission to meet national demand. New territories are already in motion in Florida, Tennessee, New Jersey, Colorado, Michigan, Washington, California, Texas, Pennsylvania, Georgia, Nevada, North Carolina, Arizona, and Ohio.
Behind the scenes, franchise inquiries reportedly number in the hundreds — signaling a strong appetite for Pilates-driven business models among wellness professionals and entrepreneurs alike.
Pilates’ Big Moment
The timing of Pilates Addiction’s rise is no coincidence.
According to ClassPass, Pilates ranks as the most-booked workout for the second consecutive year — topping cycling, HIIT, and yoga across major U.S. cities.
For Luna, this wave of interest reflects a cultural shift toward strength, longevity, and low-impact, high-output movement. “Pilates has always been about control and precision,” she said, “but now people are discovering its power for performance and results. That’s what Pilates Addiction delivers.”
The Bigger Picture for the Pilates Industry
At PilatesStyle, we see this as more than a business headline — it’s a marker of change. Pilates, once an intimate studio discipline, is stepping confidently into a new era of accessibility and entrepreneurship.
Brands like Pilates Addiction are broadening the reach of the method while modernizing its presentation, attracting a new generation of clients who value both aesthetics and measurable performance.
This trend underscores what PilatesStyle has championed for years: the Pilates industry is ready for growth, innovation, and global expansion — without losing its roots in form, focus, and integrity.
About Pilates Addiction
Founded in California and led by CEO Sarah Luna, Pilates Addiction blends contemporary reformer training with results-driven programming and inclusive design. The brand operates under Sequel Brands, the boutique-fitness group launched by Xponential Fitness founder Anthony Geisler.
For more information: www.pilatesaddiction.com
Instagram: @pilatesaddiction
What’s Next
PilatesStyle Magazine will continue to follow Pilates Addiction’s expansion and its impact on the broader Pilates landscape — from studio design trends to instructor education.
Stay tuned for our upcoming Industry Watch feature on emerging Pilates franchise models reshaping how we move, teach, and connect.
