With 160 studios sold, new leadership hires, international expansion and national membership initiatives, JetSet Pilates is laying the groundwork to become a household name in Reformer fitness
JetSet Pilates is thinking far beyond its Miami roots.
The modern Reformer Pilates franchise kicked off 2025 with 16 new studio openings in the first six months of the year, expanded into several new U.S. markets and launched its first international location in Melbourne, Australia. With 67 development deals signed and 21 more openings planned before the end of the year, the franchise has now sold 160 locations across its system and secured an undisclosed investment from Purchase Capital to support its expansion and operations earlier this year.
The brand’s growth comes as Pilates continues to dominate the boutique fitness space, recently earning the title of most-booked workout on ClassPass for the second year in a row.
“JetSet has experienced incredible growth so far this year, and I couldn’t be more proud of the growing community we’re building,” JetSet Pilates founder and brand president Tamara Galinsky said. “Our recent and upcoming openings further strengthen our presence in the existing markets we serve and will establish a strong foothold in new territories, allowing us to bring the JetSet experience to more individuals throughout the country.”
JetSet’s newest studio in Glen Iris marked its international debut, introducing its music-driven Reformer experience to the Australian boutique fitness scene. Domestically, the brand broke into high-demand cities including Charlotte, Denver, Salt Lake City, San Diego, Austin, Houston and Boston.
To support its growth, JetSet has expanded its leadership team across marketing, operations, real estate and digital, bolstering its staff with experienced leaders to strengthen franchisee support, improve site selection and construction, and build out systems for onboarding, local marketing and digital engagement.
“We are proud of the steps we’ve taken this year, strengthening our collaborative and healthy culture within the system,” JetSet Pilates CEO Bert Albertse said. “Our studios continue to deliver high AUVs, showcasing the work we’ve put in towards operational success and the strong consumer demand we’ve experienced.”
JetSet has also invested in initiatives to unify the member experience, such as a national membership program that allows clients to access any JetSet studio regardless of location and the expansion of its training academy in Miami’s South of Fifth neighborhood to better prepare instructors. Community activation has become another pillar of JetSet’s strategy, with its pre-opening event series, JetSet on the Mat, helping build local buzz ahead of studio launches.
JetSet expects to surpass 200 awarded territories by the end of the year, building on its current pipeline of 160 locations sold and 67 development deals already in motion. The brand is continuing its expansion into major metropolitan areas, including New York, Chicago, Boston, San Francisco, and Washington, D.C., with additional growth planned in Scottsdale, Phoenix, Seattle, and the greater Los Angeles area. The Pilates franchise also plans to roll out upgraded digital tools, a refreshed merchandise line and expanded training programs for instructors and franchisees.
Elsewhere in the Pilates space, brands are experimenting with new formats to meet growing consumer demand. Fitness pioneer Tracy Anderson recently debuted Rheametis, a next-gen reformer exclusive to her Sag Harbor, New York, studio. Meanwhile, Life Time is piloting a new group class called CTR (Core.Tone.Reform) at seven of its luxury clubs. On the equipment side, budget grocer Aldi has launched a £150 at-home machine in the UK after a sellout debut in Australia, while Technogym is gearing up to introduce its own high-end reformer.
