It’s official: New York loves Pilates, according to new research from Pilates Matters, a Pilates equipment and accessories retailer.
Pilates Matters analyzed Google search data across all 50 states, using information from Ahrefs and Google Keyword Planner. To account for population differences, search volumes were adjusted per 100,000 residents.
“With celebrities flaunting their reformer sessions on Instagram and TikTok turning Pilates moves into viral challenges, we’ve seen interest in Pilates equipment skyrocket,” Pilates Matters founder Sol Scheinmann says. “But we wanted to know exactly where in America this passion for Pilates burns hottest.”
The Empire State has claimed the top spot as the most Pilates-obsessed, with more than 161,000 monthly searches for the popular fitness modality.
“New Yorkers live fast-paced lives in a city that’s always moving,” Scheinmann says. “Pilates offers them the perfect counterbalance – a workout that builds core strength and flexibility while reducing stress. Plus, in a city where apartment space is precious, mat Pilates gives them a serious workout without needing much room.”
New Jersey and Massachusetts also joined New York in the top three rankings, respectively.
New Jersey saw 67,694 monthly searches and 703.53 searches per 100,000 residents while Massachusetts recorded 48,802 monthly searches, equating to 677.26 searches per 100,000 residents.
From a broader perspective, the findings show that the East Coast stands out when it comes to interest in Pilates. Of the top 10 states on the list, five are on the East Coast—in addition to New York, New Jersey and Massachusetts, Maryland and Rhode Island made the list.
“The East Coast has always been quick to adopt fitness trends,” Scheinmann says. “There’s a concentration of studios, instructors and a culture that values both efficiency and results – all things that Pilates delivers.”
As Scheinmann points out, the total search volumes reveal that California tops raw numbers with 222,599 monthly searches, followed by Texas (183,835) and New York (161,453), suggesting that population numbers fuel Pilates communities in larger states.
“It’s interesting seeing states like Texas ranking so high,” Scheinmann says. “It breaks the stereotype that Pilates is just a coastal workout trend. It’s clear Pilates has mainstream appeal across America.”
Social media has also played a key role in the Pilates boom, with platforms like Instagram and TikTok helping boost consumer awareness of reformer exercises.
“We’ve noticed a shift in perception,” Scheinmann adds. “People used to frequently confuse Pilates with yoga or thought it was just for rehabilitation. Now, it’s recognized as a comprehensive fitness approach that appeals to a wide demographic – from athletes looking for cross-training to office workers wanting to improve posture and core strength. We’ve also noticed these regional trends reflected in our equipment sales, with home reformers and mat accessories becoming increasingly popular purchases. People aren’t just doing Pilates in studios anymore – they’re bringing the practice home and making it part of their daily routines.”
