Australian Pilates and yoga brand CorePlus has entered the U.S. market with the support of Mindbody’s enterprise tools
CorePlus, a Melbourne-founded Pilates and yoga brand, is bringing its studio experience to the United States for the first time, opening a location in Gilbert, Arizona. The move marks the company’s 33rd studio worldwide and highlights a year of significant growth, with new sites also launched in Sydney, Adelaide and the Gold Coast.
The brand has built its reputation on offering 11 class styles across reformer Pilates, mat Pilates and yoga, both heated and non-heated, alongside a focus on elevated studio design and a holistic approach to movement.
Supporting this expansion is CorePlus’ long-time technology partner, Mindbody, whose enterprise platform provides operational consistency across locations. Tools like the Corporate Dashboard and Enterprise site allow studio owners to track performance, streamline openings and minimize administrative tasks, enabling staff to focus on client experience.
“CorePlus is a shining example of how a business can grow quickly while keeping client experience at its center,” said Kinsey Livingston, VP of APAC Sales at Playlist, Mindbody’s parent company.
Founder Amy King pointed to the role of technology in scaling the brand. “What started as one local space has evolved into a multi-location, multi-country business and having a platform that could scale with us has been essential,” she said. Last year, CorePlus recorded nearly two million member visits.
The Arizona studio will feature reformers, an infrared-heated room and other amenities. Its U.S. entry reflects both growing international demand for Pilates and yoga and the increasing reliance on technology to facilitate boutique fitness growth across borders.
The CorePlus expansion comes just months after Mindbody and ClassPass formally came under a new parent brand, Playlist, alongside salon and spa software provider Booker. Announced this past June, the rebrand brought together three well-known fitness and wellness platforms under one umbrella.
The move followed Mindbody’s $3 billion acquisition of ClassPass in 2021, a deal that cemented the combined company as one of the biggest players in the fitness tech space. Since then, Playlist has leaned into AI-powered apps, tools and partnerships to expand its reach, while consumer demand for wellness continues to grow. According to the company, ClassPass reservations jumped 44% year-over-year as of May 2025, reflecting heightened engagement. The launch of CorePlus in the U.S. illustrates how Playlist’s scale can help boutique fitness brands cross borders and meet rising consumer demand.
