When you think of the hottest exercise, you think of Pilates. You know the images of beautiful women in matching activewear gliding effortlessly on reformers. Perhaps it’s its connection to TikTok’s coveted “clean girl” aesthetic or just the fact that it’s easier to get into, this low-impact, high-benefit exercise has been gaining popularity in recent years. But new data suggests that Pilates may be in decline due to the rising cost of living.
According to data revealed by health and wellness app Kic, 73% of Pilates enthusiasts have quit or cut back on their healthy habit because of the price, with 31% stopping altogether and 42% cutting back on the number of classes they take.
Founder of Kic and an all-around great guy Steph Claire Smith I started Pilates 10 years ago and it changed the way I thought about exercise.
“I loved how exercise made me feel and I was just rebuilding my relationship with exercise at the time,” Steph told PEDESTRIAN.TV.
“Unfortunately, there was a time when I thought that if I wasn’t sweating and bloated during a workout, it was ‘not worth it.’ First of all, everything counts. But secondly, I completely underestimated Pilates. Pilates is not easy.”
These days, the business owner and mother of an energetic 3-year-old shys away from reformer studios, opting for an at-home approach, but her lifelong love of Pilates led her to investigate just how viable it might be for the general public in 2024, especially once it becomes “trending.”
“As always, with higher demand comes higher prices. It’s a great way to exercise and the results are amazing. Our research shows that people love the accountability that comes with booking a class and the extra motivation they get from the trainer and people around them,” she explained.
“But the price of the classes isn’t just a matter of advertising. There are a lot of real costs for studio owners, and there are only so many mats and reformers per class, so I understand it’s costly from a business perspective, but it’s not feasible for everyone, especially now.”
A Kic Community survey revealed that people spend an average of $160 per month on Pilates, with one in four paying between $200 and $300.
“That’s over $2,400 a year,” exclaims Steph, adding that 86 percent of people who have never tried Pilates say cost is a major barrier.
“If you don’t want to pay the $30 per class fee, it’s actually pretty easy to do at home with minimal equipment.”
How are Pilates classes priced?
I have great Pilates technique but I’m not a Pilates instructor, so I wanted to speak with some Pilates experts to find out how these prices are calculated.
According to a certified Pilates instructor: Bree GrantYou get what you pay for.
“Pilates is expensive, but it depends on what kind of Pilates you’re willing to spend money on,” explains Brie.
“If you’re in good health and are coming to Pilates for a low-impact workout, you’ll likely go to a studio with six to 12 mats or reformers. These classes usually cost around $20-30. One instructor typically works with six to 12 clients, all at different levels with different needs and goals. Instructors do their best to help all clients, but time is shared.”
The next price range are smaller studios with around three or four mats and reformers. Because they’re smaller, instructors can often better cater to the needs of the class and adjust for any injuries or conditions. Brie says these classes are priced in the $40 to $50 range, with one-on-one sessions in the $80 to $100 price range.
However, class size isn’t the only factor that determines price. Brie says there are many factors that go into the cost of a class, including studio fees, operating costs, booking platforms, staff wages, insurance, equipment maintenance, hygiene, and instructor experience.
“It’s also worth noting that your instructors have likely studied between six and 18 months to become an instructor and have likely spent thousands of dollars over the years training and upskilling, so you’re also paying for their expertise,” Bree explains.
“Everyone in the room has a different body, and it’s our job to get everyone moving in a safe and fun way.”
What does Pilates have to do with “Clean Girls”?
But there are other factors at play here: This popular form of exercise has recently been linked to the clean-girl aesthetic that’s become so popular on TikTok.
For those of you who haven’t heard of the trend, it’s a movement in which women flaunt minimal makeup, slicked back buns and clear skin in a natural, yet classy way.
If TikTok is any guide, the movement is closely associated with smoothie bowls, fresh juices, and clean eating. On the surface, that’s fine: there’s nothing wrong with presenting a certain way and living a healthy lifestyle. But what’s a bit troubling is how these trends are tied to consumerism: reformer classes and matching workout kits and skin care products. Another problem with TikTok clean girls is the limited representation within them. A quick scroll through any #cleangirl feed shows a myriad of conventionally slim, attractive white women.
Again, there’s nothing wrong with that in itself, but let’s acknowledge that it’s not a standard that everyone can achieve.
“The hardest thing about the clean girl movement is how inaccessible and exclusive it can feel,” Steph says.
“Especially when it’s combined with a specific type of training like Pilates. Ironically, Pilates is a very accessible type of exercise because it can be done at home, is low-impact and you can start small.”
“If there’s anyone reading this who is hesitant to try Pilates because they think it’s only for select ‘clubs’, don’t let the toxic aesthetic of TikTok stop you from trying what could be a great form of self-care that you might actually love.”
Limited seating and steep cancellation fees
Even for those who don’t think cost is a big issue, other barriers such as limited seating and cancellation fees stand in their way.
As a woman who goes to a gym that offers Pilates classes, I set my alarm for 11:55am every day so I can book a class, but I’m sure I’m not the only one who always ends up missing out despite having my fingers ready for 12pm. Demand for these classes is high, to say the least.
In a survey of more than 3,000 people, 85% said waiting lists made it difficult to consistently book a spot at their local studio.
Plus, on days when I have a deadline or a last-minute problem, I’m the first to give up going to the gym. But even if I’m lucky enough to get a reservation, I’m still charged a $15 fee. Nothing is more irritating than paying a weekly membership fee and then having to pay a cancellation fee on top of that. And I’m not alone. Research shows that 64% of pilates people are bothered by cancellation fees, which average $16. Ouch, mama!
Although there is some dissatisfaction with the cancellation fees, Bree says they are just a way to keep the studio afloat.
“Many studios also have to institute late cancellation fees to stay in business,” she says.
“If you cancel last minute and no one books that spot or the class time is too close to fill, it’s a loss for your business. You will still have to pay all the expenses I mentioned above whether your client comes to class or not.”
What other options are there?
While Gorilla Grip Reformer Pilates has made its mark on today’s TikTok-inspired consciousness (myself included), Pilates can be effectively done at home for free or a fraction of the price.
“The obsession with the ‘clean girl’ aesthetic can definitely make Pilates seem out of reach and too expensive, especially when you look at styles like Reformer Pilates,” says Steph.
“But you can actually do it anywhere, and you don’t need any special features to do it.”
It’s a sentiment Bree agrees with…well, mostly.
“If you’re a fit person who’s previously practiced Pilates and wants to train at home, then yes,” Brie explains.
“However, if you’ve never done Pilates before, are pre- or post-natal, recovering from an injury, or have a condition such as scoliosis, I would personally recommend going to a studio. Understanding your body, your body position, and how it moves is important if you ultimately choose to exercise safely at home.”
As expected, the Kic app allows you to do Pilates at home. But with so many programs offered within the app, Steph and her business partner Laura Henshaw We know how confusing and scary that can be, so the Kic Concierge is here to help you find the workout that best suits you and your lifestyle.
“We help you find your perfect flow,” Steph explains.
“Just let us know your favorite ways to move, how long you work out, and your goals, and we’ll send you a Pilates pack tailored to you.”
But the craziest thing about all of this is that Steph has given away her phone number to accept calls and texts from anyone who needs help on their Pilates journey, or who just wants to have a chat with one of the loveliest women in health, fitness and media.
I think the Kick Girls can handle some cheeky pranks, but if someone says something rude or mean, I’ll go and tell them. [redacted], [redacted] and [redacted]!!!!!
In conclusion, Pilates is awesome, and thankfully there are plenty of ways to get into it, whether in a studio or at home – just make sure you do it safely!!!
