January 8, 2025
Athletech News
Luxury living, elevated fitness: JetSet Pilates is the latest to lean into premium mixed-use residential real estate
Miami-based JetSet Pilates is gearing up to launch a two-story flagship studio in Coconut Grove, Florida, this year at Mr. C Residences, the sister company to international hospitality brand Cipriani.
The upscale waterfront residential building is an ideal backdrop for the elevated Pilates brand, whose name exudes a sense of luxury and sophistication. Taking advantage of mixed-use real estate spaces has become a trend with boutique fitness brands looking to attract members who desire a bespoke fitness experience.
JetSet Pilates – which began franchising in 2022 – now has 87 modern Reformer Pilates studios open or in the works and plans to expand internationally, with studios set for Melbourne, Australia and London. Development agreements were also signed in several states, including Texas, California and South Carolina.
Along with enhancing its franchisee support systems last year — which included the roll-out of a territory and marketing analytics tool — JetSet also created a special training and innovation center. Located in South Beach, the lab will serve as fertile ground for new programming development and instructor development and a space to test equipment enhancements.
“We’re committed to shaping the future of boutique fitness by prioritizing quality, client satisfaction, and innovation,” JetSet Pilates CEO Bert Albertse said. “Having reached new heights last year, we’re excited for the opportunities 2025 will bring and the continued impact it will have on our clients, teams and communities.”
The Pilates franchise has provided insight on several initiatives this year: a premium access membership where clients have the flexibility to access any JetSet location worldwide, experiential “on the mat” experiences hosted at outdoor and community spaces and locally-focused marketing campaigns.
“We’ve come such a long way in the last year, and I couldn’t be more proud of what we’ve built,” JetSet Pilates founder and brand president Tamara Galinsky said. “Looking ahead, we are committed to continuing our growth by empowering our franchisees, supporting our clients, and staying true to the community-driven culture that’s at the heart of JetSet. It’s an exciting time, and we’re just getting started.”
Galinsky founded the Pilates brand in 2010 and remains bullish on the popular fitness method despite the growing number of competitors. At the beginning of 2024, she indicated that JetSet envisions 600 franchise locations as it grows.
“Pilates may seem like a crowded space, however, I see a renaissance and reinvention of reformer Pilates as a modern method that attracts so many and not just an elite few,” Galinsky told Athletech News last February. “Reformer Pilates is still in the early stages of its growth phase within the market.”
