Franchisor Stories
Franchise Opportunity Deep Dive: BODYBAR Pilates is a reformer-first, community-driven boutique studio with recurring membership revenue, strong training and support, and flexible owner models.
BODYBAR Pilates is a boutique reformer-based fitness brand and franchise that delivers instructor-led classes in an upbeat, community-driven studio setting focused on strength, balance and “real” connection.
BODYBAR Pilates was founded by Steve and Laurie Gatlin, who launched the first studio in Dallas-Fort Worth in 2012. The was developed into a national franchise by Kamille and Matt McCollum, who partnered with the founders in 2019.
Mission: BODYBAR’s mission is to “cultivate a balanced, athletic and real community,” providing a fiercely effect Pilates-powered workout that helps people discover their physical potential on and off the reformer.
Vision: BODYBAR’s vision is to “build a community of people who love, respect, encourage and motivate one another to be strong, healthy human beings,” delivered through values-focused entrepreneurs operating BODYBAR studios.
BODYBAR Pilates is offering franchise opportunities across the U.S., with pending development in Maryland, New York, North Dakota, Rhode Island, South Dakota and Washington.
Initial Costs: The estimated initial investment required to begin operation of a BODYBAR franchise ranges from $389,964 to $759,356. The 2025 Franchise Disclosure Document (FDD) breaks these costs down as follows:
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $60,000 | $60,000 |
| Training Expenses | $1,500 | $7,125 |
| Instructor Training Program | $7,500 | $9,000 |
| Real Estate/License | $13,500 | $17,500 |
| Leasehold Improvements | $99,444 | $311,951 |
| Pilates Equipment Package | $124,300 | $128,700 |
| Audio/Visual Items | $23,830 | $39,730 |
| Signage | $9,750 | $11,525 |
| Computer System & Equipment | $1,600 | $3,825 |
| Initial Inventory Kit | $10,000 | $10,000 |
| Advertising/Marketing | $16,500 | $17,500 |
| Insurance | $3,540 | $6,000 |
| Shipping | $1,000 | $1,500 |
| Professional Fees | $3,500 | $45,000 |
| Additional Funds (3 Months) | $14,000 | $90,000 |
Initial Franchise Fee: The initial franchise fee is $60,000, which is due upon signing the franchise agreement.
Some franchisees may be qualified to own and operate multiple BODYBAR studios through an area development agreement. The area development fee is payable upon signing the agreement and is based on the number of studios to be developed:
Number of Studios To Be Developed | Total Area Development Fee |
2 | $110,000 |
3 | $155,000 |
4 | $200,000 |
5 | $240,000 |
6 | $275,000 |
10 | $400,000 |
11+ | +$40,000 per studio |
BODYBAR offers a $5,000 discount on the initial franchise fee — bringing it down to $55,000 — for qualifying active military and military veterans.
Ongoing Fees: According to the 2025 FDD, BODYBAR franchisees are responsible for the following ongoing payments and fees:
| Type of Fee | Amount |
| Royalty | 7% of gross sales/week |
| Marketing Fund | 2% of gross sales/week |
| Local Advertising Requirement | $3,000/month (minimum) |
| Technology Fee | $500/month |
ROI Potential: According to the 2025 FDD, the 21 BODYBAR Pilates studios that were open and operating for the entirety of FY 2024 reported the following gross sales and net income:
Average | Median | High | Low | |
| Gross Sales | $751,000 | $733,106 | $1,141,265 | $451,723 |
| COGS | ($31,484) | ($28,402) | ($100,842) | ($8,385) |
| Expenses | ($537,372) | ($536,840) | ($777,669) | ($402,500) |
| Net Income | $182,143 | $206,105 | $444,989 | ($16,700) |
BODYBAR provides a structured ramp-up that starts with a 30-hour owner training module covering brand principles, staffing and HR, operations and sales (including retail), customer service, studio management software (a point-of-sale backbone), marketing and finances. Managers are required to complete training no later than 60 days before opening; owner-operators complete manager training in addition to owner training, while semi-absent owners must hire a manager in time for that requirement. Owners who want to teach can also pursue a 40-hour instructor track.
After you sign, BODYBAR’s team stays hands-on with weekly operations calls, a comprehensive monthly marketing plan, and recruiting resources. Owners also get access to a CRM for communications and internal documents, a network of approved vendors, and the brand’s annual CHEERS! conference to learn, share best practices and connect with peers. Real estate support brackets the process: before signing, the team uses mapping tech to identify prime areas; after signing, they review territory demographics to validate site potential.
Studios run on a trained-on point-of-sale studio management system, and franchisees use a CRM to streamline communication and document workflows. For market planning, the brand employs mapping technology to evaluate prime trade areas and demographic fit, and it highlights “robust CRM and financial benchmarking technology” among the core tools supporting owners’ growth.
BODYBAR does not specify any franchisee requirements with regards to liquid assets or net worth. The brand is looking for natural leaders with management skills and an appreciation for fitness.
BODYBAR offers two ownership tracks — owner-operator and semi-absent — with different day-to-day roles. Before opening, owners complete two to three days of on-site training at the Texas headquarters, and fitness managers must finish required training at least 60 days before opening; owners who plan to teach can take the separate 40-hour instructor course.
Once open, support includes weekly operations calls, a monthly marketing plan, recruiting help, access to a CRM and approved vendors, and the brand’s CHEERS conference. Semi-absent ownership is available when a trained studio manager is in place.
While BODYBAR does not specify any banks, SBA programs or financing partners, the franchisor does state that financing is available through third-party lenders and notes that its team will help candidates evaluate which option fits best.
“As someone who always wanted to own my own business, I am in love with BODYBAR. Not only does BODYBAR provide an opportunity to work out, but it also has a true sense of community, allowing everyone to meet new friends and feel like they can fit in.”
- Ashley Van Emmerik, Franchise Owner — Farmington, Utah
“We just knew we wanted to be a part of what BODYBAR was creating. The entire BODYBAR staff made us feel like family. The BODYBAR headquarters team took the time to answer all of our questions.”
- Collin Christensen, Franchise Owner — Salt Lake City, Utah
“One of the things that we love about the BODYBAR franchise is the culture and overall environment. The BODYBAR team contributes so much to us on a personal and professional level.”
- Karie Majaraj, Franchise Owner — Katy, Texas
“One of my most favorite things about BODYBAR is that we are totally focused on community.”
- Sarah Chaves, Franchise Owner — Tampa, Florida
“After our son was born, Cory and I were looking for an opportunity to open our own business and find financial independence. But we wanted to be part of an industry and movement that we were genuinely passionate about. We’re confident that we’ve found that in BODYBAR Pilates.”
- Nikki White, Franchise Owner — Keller, Texas
Pilates demand in the U.S. is rising within a steady, post-pandemic fitness recovery: the U.S. Pilates and yoga studio industry generated about $14.7 billion in revenue in 2024-2025, after growing roughly 2 percent annually from 2018 to 2023, with more than 42,000 businesses operating nationwide.
Participation is expanding, too — Pilates has seen the sharpest multi-year gain among class formats, up nearly 40 percent since 2019 (from 9.2 million to 12.9 million participants), as overall fitness membership reached new highs in 2024.
Macro tailwinds also help: boutique studios continue to scale globally, with market value projected to climb from about $37 billion in 2024 to nearly $60 billion by 2030, reflecting consumer preference for specialized, coached experiences — conditions that favor reformer-based concepts.
BODYBAR Pilates’ chief competitors include Club Pilates (Xponential Fitness), [solidcore], SLT, Studio Pilates International and IM=X Pilates & Fitness.
What sets BODYBAR apart is a reformer-first approach with real variety — from signature reformer and low-impact jumpboard to power tower, chair and beginner-friendly 101. It pairs a welcoming, community vibe with member-friendly perks like the ability to freeze a membership, offering a Pilates-forward alternative to higher-intensity Megaformer/Lagree concepts.
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