EN · DE Subscribe
← Sqwod Daily

Sqwod Daily

Friday, 28 August 2026 · Weekday

Two demographics are quietly reshaping studio revenue — and if you haven't named them in your programming yet, you're already behind.

Share XFacebookLinkedInWhatsApp
Listen on: RSS

Connect the dots

Pilates hit 13.8M — but which two groups own it?

When a category crosses 13.8 million participants, the smart operator stops asking 'should I add Pilates?' and starts asking 'for whom, and how explicitly?' Two specific demographics are driving this surge — and the studios winning aren't just running reformer classes, they're building language, scheduling, and pricing around those exact people. That specificity is what converts browsers into members.

Here's the pattern: mass adoption always looks homogeneous from the outside and is sharply segmented on the inside. The operators who identify the leading cohorts first get to own the positioning before it becomes generic. If your marketing still says 'Pilates for everyone,' you're already the backup option for someone else's niche offer.

In today's episode

  1. 01
    Signal

    Germany's gym lobby just declared war on a soda tax

    The DSSV is pushing back hard against proposed sugar-drink levies, arguing the costs would ripple straight into fitness facility budgets. If it passes, expect your vending contracts and member perks to get a lot more complicated.

  2. 02
    Gear

    Oura Eyes $16B IPO — The Smart Ring Is Going Public

    Oura is heading to the U.S. Open and eyeing a $16B IPO, signaling that wearable health tech has serious money behind it. For fitness operators, this is a good moment to ask whether your programming speaks to the data-obsessed client who already knows their HRV before they walk in the door.

  3. 03
    Build

    Excalibur Group snaps up SpaSeekers in booking platform play

    The wellness booking wars are heating up: Excalibur Group has acquired SpaSeekers, expanding its spa platform portfolio — a signal that aggregator consolidation is coming for recovery and wellness businesses, and your distribution strategy matters more than ever.

  4. 04
    Move

    13.8 Million Americans Now Do Pilates — 2 Groups Lead

    US Pilates participation has surged to 13.8 million, with two specific demographics driving the growth. If you're not already programming for them, your competitor probably is.

  5. 05
    Gear

    Casio's new surf watch undercuts the Garmin Fenix 9 by a mile

    Casio just dropped a new surf adventure watch priced at a fraction of the Garmin Fenix 9 — worth a look if your clients want rugged wrist tech without the premium price tag eating into their gear budget.

  6. 06
    Build

    VASA Fitness taps Liz Crisafi as CMO to drive member growth

    VASA Fitness has appointed Liz Crisafi as Chief Marketing Officer, putting a dedicated exec in charge of marketing strategy and membership expansion. For operators watching mid-market gym chains, it's a signal that growth-focused brands are doubling down on marketing leadership — not just marketing budgets.

Do this today

Pull your Pilates class attendance data this week and break it down by age bracket and gender — then rewrite one class description to speak directly to your dominant demographic.

Sqwod recs

Get Sqwod Daily in your inbox

Five minutes, every weekday. What moved in the industry — and what it means for you. Free.

Subscribe free

Sources

  1. Germany's gym lobby just declared war on a soda tax
  2. Oura Eyes $16B IPO — The Smart Ring Is Going Public
  3. Excalibur Group snaps up SpaSeekers in booking platform play
  4. 13.8 Million Americans Now Do Pilates — 2 Groups Lead
  5. Casio's new surf watch undercuts the Garmin Fenix 9 by a mile
  6. VASA Fitness taps Liz Crisafi as CMO to drive member growth