For a brand approaching its 20th anniversary and reaching its 1500th location, standing still isn’t an option. Tianna Strateman, the brand president of Club Pilates, joined the podcast to explain how the brand is evolving on two fronts at once: introducing a new circuit-style class format and rolling out studio refreshes system-wide, all while protecting the member experience that got it here.
Strateman sat down with Club Solutions editor and podcast host Taylor Gabhart to discuss the signals that led Club Pilates to build the new class offering, how the brand designed the studio refreshes to minimize disruption and maximize ROI for franchisees, and what KPIs the brand tracks to measure success of a system-wide launch. The conversations offers insights for any operator weighing how to innovate without losing what made their brand work in the first place.
Show Notes:
- At 0:25, Strateman shares her path to brand president, from joining Club Pilates as VP of training and experience over eight years ago to leading the brand today.
- Strateman explains the two industry signals — the rise of strength training and GLP-1use — that pointed Club Pilates toward building a circuit style class at 1:45.
- At 3:00, Strateman breaks down the new class format: three progressive rounds using Pilates equipment, with cardio bursts woven in between.
- Strateman offers advice for operators launching new programming, stressing the importance of staying flexible and listening closely to member and instructor feedback throughout development at 5:15.
- At 7:12, Strateman outlines the KPIs Club Pilates tracks to measure the launch’s success, including member retention, studio utilization and qualitative feedback.
- Strateman details where Club Pilates is prioritizing spend in its studio refreshes, with a focus on the lobby as the first touchpoint of the member experience at 8:20.
- At 10:55, Strateman describes how the brand minimized disruption during construction, giving franchises flexible timelines and clear member communication plans.
- Lastly, at 13:30, Strateman looks ahead to Club Pilates 20th anniversary in 2027, following the brand’s recent milestone of surpassing 1500 locations.
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