Contemporary Pilates offers a golden opportunity, and today, more than ever, the rush is on. Baby boomers heading north of 50 are prospecting new ways to preserve their health, and professionals serving this growing market are realizing that integrating Pilates into their fitness or wellness center can help them meet client needs and mine additional profits.
Because it blends fitness and rehabilitation principles, Pilates is particularly beneficial for older adults. The repertoire of 500 mat- and equipment-based exercises can provide versatile workouts for the semi-frail to the super-fit. This low impact, mind-body system enhances core stability, postural alignment, muscular strength, balance and coordination. It provides relief from stress, back pain, prevents injury and is joint friendly. All this helps maintain functional fitness for activities like lifting groceries, swinging golf clubs or playing with grandchildren.
A growing demographic with disposable income and an affinity for mind-body fitness adds up to a golden business opportunity for those who establish a Pilates program. But before you dig in and stake your claim, here are some nuggets of advice.
1. Assess demand.
Don’t just jump on the Pilates bandwagon because it’s the trend-du-jour. Do your homework. Surveys, focus groups, market research and face-to-face communication are effective ways to measure the demand in your area. Talk to people. Determine if your clients and community are receptive to mind-body fitness. Find out what current and potential members want, need and can afford.2. Evaluate the opportunity.
Before presenting Pilates to your clients, try the exercises yourself. Take a few private or group classes, watch some videos and attend workshops. Get on the equipment at trade shows and network with those who have successfully integrated Pilates into their facilities.Assess if you have the floor space to accommodate equipment – 600 to 1500 sq. ft. is ideal. Some clubs have converted an under-used squash court or back office space into a Pilates studio. A dedicated area allows you to exploit your equipment investment, but if space won’t permit this, some equipment is portable enough to be brought into a room for scheduled group classes or personal training. If you limit your program to matwork and small props, you can easily share a multi-purpose room.
3. Determine programming options.
Pilates provides a plethora of programming options, from introductory mat-based group classes to challenging equipmentbased personal training sessions. Workouts can be themed for the older exerciser, promoting functional fitness, back care and independent living, even golf training. Hybrid programs that blend Pilates with other disciplines – such as yoga or group cycling – are also popular.Many facilities gauge interest by introducing group mat classes, as the barrier to entry is low. Try to limit class size, as the precise exercises require close instructor supervision, especially when working with an older population. Small, personal classes allow instructors to build relationships with clients, customize routines and guide them safely toward optimal results.
4. Equip your facility.
A standard studio and one mat per participant is all it takes to start a Pilates program. Mat classes can accommodate beginner to advanced level participants, and by introducing small props such as a Flex- Band. , Fitness Circle., Arc Barrel, bands or stability balls, you can add resistance, support, challenge and variety to your program for little up-front investment.Because of its foundation in rehab, Pilates equipment is inherently age-friendly. Most Reformers and Cadillacs are bed-level, with comfortable padding and adjustable springs for incremental increases in resistance. Stability Chairs. and Supportive barrels and chairs are easy to mount, with many exercises being performed in a seated position.
5. Staff well-trained instructors.
The key to a successful Pilates program is certified trainers. Be sure your instructors hold credentials from a reputable institution – one that requires class instruction, practice teaching, observation, examinations and continuing education.Instructors need to understand the effects of aging and the ways Pilates can positively influence this process. To design a seniorsafe program, they must know appropriate pacing, intensity and movement progression. They have to modify exercises for age-related health issues and physical limitations and have knowledge of disabilities, chronic conditions and medications that could affect safety.
6. Generate revenue.
A profitable Pilates program should attract new members and retain current members. It can be included with the cost of membership or offered as a fee-for-service program for members and non-members.Some facilities offer a free introductory class, to give members a chance to experience Pilates, then they roll out prepaid packages of 5 to 10 sessions. The up-front commitment increases members’ potential for positive results.
A solid Pilates program can launch with group mat classes, a Reformer for personal training sessions and one certified instructor – and grow from there. The group classes and one-on-one sessions tend to feed each other, and you can expand your program as demand dictates.
7. Creative marketing.
Pilates has become popular in the mainstream media, but you still need marketing strategies to drive your success. Promote Pilates aggressively through staff incentives and a client referral program. Display flyers and signage at reception, in locker rooms and around other high traffic areas. Advertise in community newsletters and local papers and post information on your website. Position equipment in a visible area and conduct informative demonstrations. Inform clients about Pilates benefits and word-of-mouth will spread.
Long-term profitability.
With aging demographics and the growing interest in holistic health, the potential for a profitable Pilates program is primed. If you plan carefully, implement intelligently, evolve progressively and communicate effectively, Pilates programs can be a gold mine.
Lindsay G. Merrithew is President and CEO of STOTT PILATES, a subsidiary of Merrithew Corporation. He can be contacted at 800.910.0001, or by e-mail at lindsay@stottpilates.com.
