What does it actually take to build a boutique fitness brand that scales globally — without losing the quality, culture, and client experience that made it special in the first place? 

In this episode of The Pilates Business Podcast, host Seran Glanfield sits down with Michael Ramsey, co-founder and director of Strong Pilates — one of the fastest-growing hybrid fitness concepts in the world. Since launching in 2019, Strong Pilates has expanded to over 100 studios across 14 countries, with 155 more planned for the U.S. alone. 

Michael pulls back the curtain on how they did it — from proving the concept and franchising fast, to building the systems that hold it all together at scale. If you're a boutique fitness studio owner wondering how to grow beyond your four walls — whether that's a second location, a stronger team, or a more systemized business — this conversation is packed with the kind of real-world insight that will shift the way you think about your Pilates business. 

From client retention strategies and pre-sale best practices to the future of tech-driven fitness experiences, this episode is a masterclass in building something that lasts.

Connect with Michael Ramsey & Strong Pilates: 🌐 Website: www.strongpilates.co 📲 Instagram: @strong

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From 1 Studio to 100 Locations in 14 Countries: The Systems, Strategy & Secrets Behind Strong Pilates' Global Growth

The Pilates Business Podcast | Episode 262 | Hosted by Seran Glanfield

What if everything you thought you needed to grow your Pilates studio was only half the picture? Most boutique fitness studio owners are laser-focused on getting more clients through the door — and while client acquisition matters, it's rarely the thing that separates a struggling studio from a thriving one. The real differentiator? Systems, structure, and a willingness to think like a CEO — not just a teacher.

In Episode 262 of The Pilates Business Podcast, host Seran Glanfield sits down with Michael Ramsey, co-founder and director of Strong Pilates — one of the fastest-growing hybrid fitness concepts in the world. Since launching in 2019, Strong has expanded to over 100 studios across 14 countries, with 155 more locations planned in the U.S. alone. The insights Michael shares aren't just for those dreaming of global domination. They're for every boutique fitness studio owner who wants to build something that lasts.

The Pilates Business Origin Story: From Broken Ankle to Global Brand

Michael Ramsey didn't start out in the Pilates world. A former F45 franchise owner with a background in high-intensity training, he discovered reformer Pilates after breaking his ankle and beginning clinical rehabilitation. What surprised him most wasn't just how quickly his body healed — it was how much better he felt overall. Nagging injuries disappeared. Strength improved. And he fell, as he puts it, completely in love with Pilates.

But as a lifelong athlete and personal trainer, he craved more intensity. That's when he discovered the Roe Former — a reformer with a rowing machine integrated into a single piece of equipment — and the lightbulb went on. Together with his business partner Mark, Michael set out to build a fitness experience that combined the very best of reformer Pilates with cardio and strength training. Strong Pilates was born.

The concept filled a genuine gap in the boutique fitness market: a low-impact, high-results workout that appealed to Pilates lovers, gym-goers, CrossFit athletes, and everyone in between. The proof? When Strong launched in Melbourne, Pilates teachers from surrounding studios started showing up — and paying — to take classes. That early signal told Michael everything he needed to know.

Why Systems Are the Real Secret to Scaling a Pilates Business

If you ask Michael Ramsey what made Strong Pilates scalable, his answer is refreshingly unromantic: systems. "I know it's boring," he says with a laugh. "But you cannot grow without them."

This is a truth that resonates deeply for boutique fitness studio owners at every stage. Whether you're managing two locations or twenty, the absence of clear systems is what causes quality to slip, teams to struggle, and owners to burn out. For Strong, building scalable infrastructure meant getting crystal clear on teacher training and certification, brand standards across every touchpoint, onboarding processes for new franchisees, hiring frameworks and performance support, and pre-sale strategies that maximize every studio launch.

Michael is quick to point out that systems aren't static — they evolve as the business grows. "Running a franchise with 20 studios compared to 100 is very, very different," he explains. "You build the plane while you're flying it. But you can't survive without that infrastructure." For studio owners in the boutique fitness space, this is a powerful reminder: the systems you build today are the foundation your future growth stands on.

Retention Is the Lifeblood of Every Boutique Fitness Studio

One of the most compelling moments in this conversation comes when Michael addresses client retention — and flips a commonly held belief on its head. While the boutique fitness industry loves to talk about community as the ultimate retention driver, Michael offers a more direct truth: clients stay because they get results.

"I don't want to use a buzzword like community because everybody does," he says. "What our clients want are results. And that's what we can give them." At Strong, this means engineering progression directly into the programming — progressive overload blocks that build strength week on week, cardio conditioning that improves over time, and Pilates sequences that develop alongside the client's growing capability. Members see and feel physical adaptation. And that is what keeps them renewing.

For Pilates studio owners, this is a critical insight. Your clients aren't Googling "Pilates studio with great community." They're searching for transformation — for relief from back pain, for a stronger body, for more energy, for visible change. Community is the beautiful bonus that makes them feel at home. But results are the reason they show up in the first place, and the reason they keep coming back. Build your retention strategy around that truth.

The Leadership Shift Every Growing Studio Owner Must Make

As Strong has grown, so has Michael's role — and his identity as a leader. In the early days, he was hands-on across every function. Today, he leads global operations, manages multi-country teams, and thinks strategically about a brand operating across 14 countries. The shift required a fundamental change in how he showed up.

"I don't jump in and teach a class anymore," he reflects. "I need to look at this from a top level perspective. Being more definitive about my role — that's been everything." His guiding principle? Never assume. Never assume that members understand the brand. Never assume that staff know what to deliver. Never assume that the message has landed. Clarity, intentionality, and consistent communication from the top — these are the hallmarks of effective leadership at scale.

This evolution mirrors the journey every boutique fitness business owner must eventually navigate. The skills that make you a brilliant teacher are not the same skills that make you an effective CEO. Growing your Pilates business requires growing yourself — stepping back from the floor, building the team, and leading from strategy rather than survival mode.

The Future of Boutique Fitness: Tech That Supports, Not Replaces

Looking ahead, Michael sees the boutique fitness industry moving toward a more connected, tech-enabled experience — but with an important caveat. "Tech to support the experience," he says, "but not tech to be fancy for the sake of tech." At Strong, this means rolling out connected tablets that track lifetime performance data, suggest spring changes based on client profiles, and even use AI to flag form issues to instructors in real time. It means celebration messages for milestone classes, introductory videos for first-timers, and heart rate displays that help instructors monitor effort levels across a full room.

The goal isn't to replace the instructor — it's to make them more effective. And in doing so, to deliver a client experience that feels personal, progressive, and results-driven at every single visit. For boutique fitness studio owners thinking about how technology might serve their business, this is a compelling framework: what would make your instructors better, your clients feel more seen, and your results more measurable?

A Final Thought for Studio Owners Ready to Build Something That Lasts

Strong Pilates didn't grow to 100 studios across 14 countries by accident. It grew because its founders were intentional — about the concept, the systems, the culture, and the client experience. And while most boutique fitness studio owners aren't building a global franchise, the principles that drove Strong's success are universally applicable.

Build systems before you think you need them. Focus on results before you talk about community. Evolve your leadership as your business evolves. And never, ever assume — that your team knows, that your clients understand, or that what got you here will automatically get you where you want to go.

The gap between where you are and where you want to be isn't about working harder. It's about building smarter. And the conversation in Episode 262 of The Pilates Business Podcast is the perfect place to start.

🎧 Listen to Episode 262 of The Pilates Business Podcast now.

Connect with Seran Glanfield: www.springthree.com  |  Instagram: @seran_spring_three

Ready to grow your studio? Explore the Thrive Business Coaching Program: www.springthree.com/thrive