Beyond the Studio: What Building CORE. Taught Me About Growing a Pilates Brand

When I opened CORE. my plan was simple: small reformer classes, done really well. I'd spent over ten years in health and fitness, and I knew I wanted a space where movement felt empowering, not intimidating. I always wanted a brand that had more than just classes, I studied business and events at university and I loved fitness.

I knew I wanted to merge my two passions together and building CORE. has given me the opportunity to do just that.  

What I didn't have was a plan for building a team, an app or an online studio. Every one of those grew out of listening to our community. So rather than a polished success story, here's what I've learned about growing beyond classes, including what I'd do differently. 

1. Get the heart of your business right first 

Everything we've built rests on our classes. From day one we capped them at six people,  which meant instructors could learn names, spot the shoulders creeping up, and remember the knee that was sore last week. 

It's tempting to add new offers when growth slows, but extensions only work if the thing at the centre is loved. 

CORE. tip: Before you expand, ask yourself honestly whether your clients recommend your classes without being asked. If they don't yet, that's where your energy should go. 

2. Let your community show you where to grow 

Looking back, almost every expansion at CORE. was an answer to a question clients kept asking. They wanted to lift heavier, so we created Athletic Reformer and CORE Power. They couldn't always make it in, so we built our Online Studio. They kept asking where our tops came from, and that grew into merch and a Wellness Shop. Some wanted a proper reset, so we launched CORE. Wellness Retreats. 

Some of that came from a business plan, but the majority came from listening. 

We request annual feedback from our members; you may get an inclination as to whether certain classes or instructors are more popular, but hearing it from the members is the most important.  

CORE. tip: Keep a running note of every request and "do you ever do…?" question. When the same one comes up again and again, that's probably your next opportunity.  Look at the feedback and work on it, fast.  

CORE. Pilates & Wellness Retreat

3. Build a pathway, not just a timetable 

One of the best decisions we made was structuring classes as a clear progression: CORE Intro, then 1.0, 2.0 and 3.0, with mat, strength and pregnancy-friendly options alongside. Beginners know exactly where to start, and regulars always have something to work towards. 

A pathway keeps people moving forward with you instead of plateauing and drifting away.

CORE. tip: Name your levels simply and explain who each one is for. If a new client can't pick the right class in ten seconds, simplify. 

4. Your members might become your team 

Some of my proudest moments are watching clients fall so in love with the studio that they train to teach. Several of our instructors, including Ava, Jess, Liv and Stacey, first walked through our doors as members. They already understood what CORE. feels like, and our clients see themselves in them. 

CORE. tip: Notice the members who light up a room and encourage others. Have a  conversation about instructor training. Growing your team from within protects your  culture as you grow. 

5. Give people a reason to connect beyond class 

Community isn't something you can announce. It's built through shared experiences. For us, that's meant events, socials and moments like our charity sports day for the Walking With Giants Foundation, a cause very close to our team's hearts. Those days did more for our community than any marketing campaign could. 

We celebrated International Pilates Day together this year with a free class and coffee with our community to celebrate. Those moments are so special and what builds community far beyond another offer.  

CORE. tip: Start small. One event a quarter, this gives people a chance to become  friends, and friends keep coming back. 

6. Make staying connected effortless 

Our CORE. App has enabled members to book classes, events and merch in one place. The easier it is to engage with your brand, the more naturally people will. 

CORE. tip: Certain apps will allow you to build an email list where you can keep members informed on new classes and events. Social media is great, but not all members are on there.  

What I'd do differently 

If I started again, I'd test new ideas on a small scale before fully committing, so I could learn what our community actually wanted. I’d get better at dealing with uncomfortable conversations, if instructors need to be given feedback sooner, ensure I’m equipped with delivering feedback that needs to be worked on. I’d learn business in more depth and I’d be more professional rather than personable where it mattered. And I'd remind myself sooner that I don't have to do everything alone. Trusting a great team has been one of the best things for both the business and me. 

The bigger picture 

Thinking beyond classes isn't about adding income streams for the sake of it. Every new thing we've added has felt like a natural extension of why people love CORE. in the first place. If an idea doesn't fit that feeling, it's not the right idea, however good it looks on paper. 

Start with your community, listen closely, and let your brand grow in the direction they're already pointing. I have so much passion in what I do, it reflects on to the team and the members. This is something that can’t be taught, but if you’re doing it for the right reasons, you and your business will grow.  

30 Blogs in 30 Days

Throughout October, we’re sharing one new blog every day, bringing together studio owners, instructors and industry experts to share their experiences, knowledge and perspectives on the Pilates industry.

Day 6 of 30, come back tomorrow for the next blog.