The Xponential Fitness-owned brand has signed an agreement to bring 20 studios to Bangkok, tapping into Thailand’s surging wellness economy
Club Pilates, the Xponential Fitness-owned boutique fitness brand, is taking its reformers to Thailand. A new master franchise agreement will bring 20 studios to Bangkok, with the first location set to open next spring.
Club Pilates’ move comes as Thailand emerges as one of the world’s fastest-growing wellness markets. According to the Global Wellness Institute, the country’s wellness economy grew 28.4% from 2022 to 2023, expanding from $31.6 billion to $40.5 billion.
“Thailand has always been a strong, trend-setting market and Pilates is on the rise here,” Xponential Fitness president of international Bob Kaufman said. “Now is the right time to launch Club Pilates in Bangkok. Thanayous and Varissara have a proven track record of building multiple global brands in Thailand. Their passion for the fitness and wellness lifestyle makes them the perfect team to lead the Club Pilates expansion in Thailand.”
The agreement marks the brand’s 22nd international market for Club Pilates and brings together seasoned entrepreneurs and franchise operators Thanayous Kositsakul and his wife, Varissara, who lead Me In Motion, a diversified lifestyle and wellness business.
“Pilates is perfectly aligned with the wellness and lifestyle trends we are seeing in Thailand, and Club Pilates is the gold standard in the industry,” Thanayous Kositsakul said. “Our team has successfully launched multiple international brands in Thailand, and we’re excited to now bring Club Pilates’ inclusive, premium fitness experience to our local communities.”
The Thailand deal follows a string of global agreements for Club Pilates that demonstrate just how far the brand’s reach has stretched. Other recent master franchise agreements have been inked in areas including Belgium, Luxembourg, Monaco and Australia.
Thailand’s fitness scene is heating up beyond Pilates, too. Boutique training brand Aarmy, known for its high-intensity cycling and bootcamp workouts, recently announced plans to open franchise locations in Singapore and Thailand through a partnership with Absolute, one of Asia’s leading performance operators.
