Your Step-by-Step Guide to Opening a New Pilates Studio

By Seran Glanfield, CEO Spring Three Studio Business Consulting

October 2025

You’ve spent years refining your craft, developing precise cues, investing in your education, understanding how different bodies move and creating truly transformative outcomes for your clients. Opening your own studio space is a natural next step, but it’s also a new and different set of responsibilities, activities and goals. 

If you’ve always wondered what it takes; then this is the guide for you! Read on for a structured, practical, and respectful step-by-step for bringing your unique vision to life!

Step 1: Define Your Studio’s Promise

Before you explore spaces or equipment, design the impact your studio will deliver consistently. This becomes the lens for every decision you make from now on.

Ask yourself:

• Who am I serving first? (e.g., postpartum women, busy professionals, athletes returning from injury, 50+ active adults)
• What problem am I solving for them? (pain, stiffness, stress, inconsistency, fear of “not being flexible enough”)
• How will my approach deliver that outcome? (progressive reformer series, small-group privates, integrated mat + spring work, fascia-focused programming)

This short exercise will help you to develop your business plan and identify the most appropriate business model. Yes, it’s also the most overlooked step which is why I strongly recommend you do this first before you get swept into the following steps!

Step 2: Research Your Market (With Curiosity, Not Comparison)

Your goal isn’t to be “better than everyone” nor is it about copying what others are doing. Your goal is to be unmistakably and uniquely you in your local community. However, it pays to be informed which is why all smart business owners conduct market research before committing financially – and a boutique fitness studio is no different.

Start by doing a simple audit within a 10–15 minute radius on:

• Modalities offered, pricing, intro offers, memberships
• Schedule density (AM, midday, PM), waitlists, and class sizes
• Who each studio clearly serves (and who they don’t)

Then, look for gaps:

• Times of day that are under-served
• Populations with needs that aren’t addressed (pre/postnatal, desk-bound professionals, surgical recovery)
• Entry points that reduce fear (e.g., 6-week “Start Strong” fundamentals series with guaranteed progression)

At this stage, you’re simply taking the time to objectively understand the market and client behavior. Nothing more, nothing less.

Step 3: Prove Financial Feasibility

In today’s competitive landscape, your teaching expertise is essential—but so is your studio’s financial foundation. To ensure long-term success and avoid becoming part of the 33% of small businesses that close within their first two years, it’s vital to ground your vision in achievable, data-driven financial modeling. Develop a first-year plan with three projections (conservative, base case, and stretch) and take the time to truly understand what each scenario means for your revenue, expenses, and growth potential. These numbers are not just figures on a spreadsheet; they are strategic tools that will help you select the right space, allocate resources wisely, and build a business that is both profitable and sustainable.

Startup costs could include:

• Lease costs (deposit, first month), professional fees (legal/accounting), permits
• Build-out and finishes (flooring, mirrors, sound, signage, lighting)
• Equipment (with realistic lead times)
• Insurance (liability, property; workers’ comp if applicable)
• Studio management software + POS hardware
• Brand + website essentials (logo, photography, copy)
• Launch marketing (founding offers, local promos, events)
• Furnishings/storage/amenities
• Contingency buffer (10–20%) for the unknowns that inevitably appear

Monthly operating costs to model:

• Rent + utilities + internet
• Payroll/contractor pay for teachers and admin
• Subscriptions (software, email/SMS)
• Merchant processing fees
• Cleaning, laundry, supplies, retail replenishment
• Ongoing marketing and community partnerships
• Insurance and professional services

Revenue modeling:

• Define your capacity (e.g., 8 reformers × classes/week) and your expected occupancy growth by month.
• Price your intro, membership tiers, packs, and privates – each must have a role in your client journey.
• Identify your break-even (classes at X% occupancy) and your target owner pay by month 12.

When the numbers work on paper, your daily decisions, like schedule, promos, and hiring, become much clearer which makes your success more likely!

Step 4: Choose the Legal & Administrative Foundation

It’s not glamorous, but it protects your dream and can save you from scenarios you never thought possible. The more informed you are about the legalities – truly the less stress you will feel so I recommend you understand all the requirements early on your business journey. 

• Entity & registrations: Choose a structure (e.g., LLC) with a local professional. Register for taxes and necessary permits.
• Policies, waivers, contracts: Draft client waivers, terms, cancellation/no-show policies, and teacher agreements (employee or contractor) with a lawyer who understands boutique fitness.
• Insurance: Confirm coverage for group classes, privates, workshops, off-site events, and retail inventory.
• Zoning & signage: Verify permitted use for a fitness studio, required parking, occupancy limits, and sign approvals before signing a lease.

Take the time to get this right so you can focus on the parts that are more fun!

Step 5: Select a Space That Serves the Work

When it comes to finding the perfect space for your vision, think “function first, then aesthetics.” Beautiful matters but so does air flow, sound, parking and a lobby that aligns with your brand experience.

Be sure to list your priorities, which could include:

• Proximity and parking for your ideal client (make it easy to say yes)
• Natural light 
• Visibility (nice-to-have but not mandatory)
• Ceiling height, ventilation, and neighbors (sound transfer is real)
• Logical flow: entry → welcome → studio → storage → restroom
• Storage designed for speed (props live where you need them)

Layout considerations:

• Enough space between reformers for safe spotting and mat transitions
• Teacher line-of-sight to every client
• All the extras for successful operations: hooks, water, bag and shoe storage, towels
• Acoustic treatment (even small panels make a big difference)

Equipment strategy:

• Start with the quantity of equipment that your financial model supports and your teaching quality demands. Add later as demand and cash flow build.
• Confirm lead times and delivery logistics early – your opening date may depend on them.

Take your time when choosing and finalizing a lease – and always negotiate. The wrong space can quickly become the most expensive mistake a studio owner makes, affecting both profitability and peace of mind. Before signing anything, engage a qualified legal professional to carefully review the terms and ensure your interests are fully protected. A thoughtful approach at this stage safeguards your investment and sets the foundation for long-term stability and success.

Step 6: Re-check the Math (Now That the Space Is Real)

With lease terms, build-out quotes, and equipment numbers in hand, revisit your financial model:

• Does rent align with projected revenue and payroll?
• Do your membership targets still make sense at your new capacity?
• Do you have 3–6 months of cash buffer (including owner pay) to reduce pressure?

Adjust pricing, capacity, and schedule now – not after opening!

Step 7: Choose Software That Matches Your Model

Your studio management software should streamline every aspect of the client experience while providing meaningful data that informs smarter business decisions. Think of it as your partner to business growth so it’s great to invest early in software that you can trust and that will support your growth.

Look for:

• Smooth intro pathways and automated follow-ups (email/SMS)
• The ability to sell memberships, packs, workshops, and gift cards
• Waitlists and late cancel/no-show automation with clear client communication
• Reporting that surfaces what matters: intro → membership conversion, LTV, churn, attendance patterns
• Simple POS, fast check-in, and mobile-friendly booking

If you’re launching solo or micro, a lighter system can work. If you plan to scale to multiple teachers quickly, invest in automation that decreases manual work and inconsistency.  Click here to view Pilates studio scheduling software comparison to find a solution that would work best for you.

Step 8: Build a Compelling Brand

You don’t need to spend a fortune on branding to build a successful studio. The size of your budget isn’t what creates connection or trust. What matters far more is the strength and consistency of your brand messaging. 

A clear, authentic brand begins with understanding who you serve, the transformation you provide, and how you want clients to feel each time they interact with your business. From there, simplicity and consistency become your most valuable assets. Use the same colors, fonts, tone, and visual style across every touchpoint – from your studio website and signage to social media and email communication. Consistency builds familiarity, and familiarity builds trust. When your message and visuals align seamlessly, your studio becomes instantly recognizable and memorable, creating genuine connection long before a client ever walks through your doors.

Step 9: Design a Pre-Launch Runway

Your studio launch should unfold like a story, not a single announcement. Plan layered communication that builds anticipation and connection over time so your audience feels part of your journey.

90–60 days before opening, introduce your concept and who it’s for. Share behind-the-scenes updates – lease signing, paint choices, equipment arrivals, teacher introductions and start a “founding member” waitlist with clear benefits like special pricing or early access.

60–30 days out, bring your studio to life in the community. Host pop-up classes to test your systems, meet potential clients, and start building buzz. Launch your founding offers with urgency and clarity—limited spots, defined timelines, and a clear promise of transformation.

In the final 30 days, host a soft opening for friends, family, and local partners, followed by open-house events at varied times to welcome the wider community. Capture every moment – smiles, first classes, and behind-the-scenes glimpses – for use in social media and email storytelling.

Your goal is to open your doors to familiar faces, not strangers. When your launch unfolds thoughtfully, you don’t just attract clients – you create a community that’s already connected to your mission.

Step 10: Build Your Team – and Your Leadership

Building your team and stepping into leadership, starts long before you hire your first instructor. Whether you open solo or with a small team, lead as though you’re already the studio you’re becoming! This means complete clarity on the different roles your studio requires from the very beginning including clear teaching standards, client care expectations, opening and closing duties, cleanliness checklists, and even guidelines for how your brand shows up on social media. 

And when it comes to scheduling, design around real demand curves, resist the temptation to overstaff before the numbers support it. Remember, leadership isn’t about micromanagement; it’s about making it easy for good people to do excellent work.