Pilates Addiction, a bold evolution of the traditional Pilates studio, is opening its first location in West Hollywood, marking the start of a national rollout that will potentially redefine the popular group fitness modality.
The new brand will be led by CEO Sarah Luna, the former president of Xponential Fitness and an executive at brands including Club Pilates and Pure Barre.
With further plans expansion already underway in Los Angeles and New York City, Pilates Addiction is positioning itself to scale rapidly in markets across North America.
“Pilates Addiction was built to meet the moment,” Luna tells Athletech News. “Clients are seeking results, community and a brand they can commit to. We’ve created a system that delivers all three – designed for growth and ready to meet the demand.”
A New ‘Gold Standard’ in Pilates
Developed around a patented reformer called the “WundaFormer,” Pilates Addiction is designed to offer a results-driven fitness experience that blends intelligent class programming with innovation and intensity.
The WundaFormer, a sleek machine that fuses a reformer, jump board, ballet barre and Wunda Chair, is exclusive to Pilates Addiction and central to the brand’s workout experience. Classes combine deep core activation, cardio-driven strength training and expert-led instruction, with each class engineered to improve how clients move, feel and perform, the brand tells ATN.
In essence, the concept is designed to take the best of both worlds from classical Pilates – core activation, alignment, control, breath and efficient movement – and combine it with modern fitness principles including an emphasis on strength, endurance and athleticism.
“Pilates, at its core, intends to build strong, functional bodies. Over time, however, the method split into extremes: traditional Pilates, which is often criticized for being too slow, rigid, and dogmatic, while newer versions pushed intensity at the expense of biomechanics and foundational strength. Pilates Addiction is the industry’s course correction to the extreme,” the brand says.
Pilates Addiction offers 50-minute classes and private sessions: Ignite, Core+, Max, Mobility RX and The Private Fix, which are designed to cater to all fitness levels, from beginners to seasoned athletes. The brand says its “gold standard” method includes core activation, mobility, strength and precision.
In line with its fitness approach, Pilates Addiction’s branding includes a bold black-and-gold color scheme.
Eyeing Expansion With a Scalable Model, Proven Leadership
Luna’s involvement as CEO brings immediate credibility to Pilates Addiction as it eyes ambitious growth. One of the most well-respected executives in boutique fitness franchising, Luna helped scale Club Pilates into the world’s biggest Pilates brand.
She’ll look to do the same with Pilates Addiction, backed by an already assembled team of experts across operations, Pilates instruction, and branding.
Pilates Addiction comes as the Pilates market is booming, particularly through franchising as investors seek to align themselves with the popular fitness modality.
“Pilates Addiction enters the market at a time when boutique fitness is thriving, and clients are increasingly seeking experiences that combine personalization with performance,” says the brand’s vice president of education Liza Beres. “Backed by anatomy-driven programming, a powerful brand identity and a loyal community built on shared commitment, Pilates Addiction is uniquely positioned to lead the next evolution of Pilates, and set a new ‘gold standard’ for what boutique fitness can be.”
The brand opens its inaugural location in West Hollywood this week with additional studios planned this summer for Los Angeles and New York City as it lays the groundwork for a nationwide presence. It’s is actively exploring opportunities with qualified franchise partners in both major metros and high-growth suburban markets.
Why should franchise investors choose Pilates Addiction?
Besides the draw of Luna’s involvement, the brand is built for scale with a recurring revenue model. Each studio features an efficient, upscale layout, proprietary equipment, and amenities designed to inspire and support practitioners while fostering connection and consistency.
“Every element is engineered to support a repeatable, results-focused experience, ensuring that no matter the location, clients receive the same gold-standard workout that defines Pilates Addiction,” Luna says.
To learn more about Pilates Addiction franchise opportunities, visit www.pilatesaddiction.com or contact [email protected].
