The Pilates Journey
A customer report by TeamUp
Real customer research for
Pilates businesses.
Table of Contents
Introduction to the Fitness Journey research
Adrian is 51 years old. For the last 7 years, he has worked the same job where he sits at a computer. He commutes for 40 minutes on the tube in London, and he socializes with friends, mostly from work. He goes for walks sometimes but doesn’t do much exercise.
Then, something shifts. Something changes in Adrian’s life. He wants to get fit. What happened to cause the shift? We don’t know.
So, Adrian looks around. He sees a group running in the park near his house. He could do that, maybe. He walks past a yoga studio. Maybe once a week? His coworker goes to a spin class twice a week. That could be fun, but he doesn’t want to socialize with just his coworkers. He wants to make new friends. How is Adrian choosing where to workout? We don’t know.
After a few months, Adrian finally decides to go for it. He decides to have an open mind and check out a few different kinds of classes. When he goes online to check out what is close by, he looks at websites. One website shows impressive people with big muscles competing with each other. He’s not sure he would fit in. How is he choosing whether to book? We don’t know.
He decides to book a class, and shows up. He even bought a new pair of shorts for the occasion. But, he’s nervous. What does he need in this first class to make him feel that this is the right place for him? We don’t know.
Fitness business owners have strong instincts for answering these questions. When you decided to run a successful fitness business, you had to pay attention to what drives your customers to choose you, book with you, and stay with you. This research is meant to supplement your instinct.
We based our research methodology on a customer research framework called Jobs To Be Done. JTBD investigates the how do people see the problem your solution solves for them.
With this data, fitness business owners can identify with this problem in a way that resonates with how your customers speak, or with the situation happening in their lives, to make sure they buy from you. This work makes sure your business attracts the people you are trying to attract.
The results in this report can be used for company strategy, class planning, and marketing strategy, messaging, and distribution.
You can use the information from this report when making big decisions, planning a marketing campaign, choosing where to put your marketing, when you’re writing out flyers, emails and web pages, hiring contractors, and onboarding new hires.
The Challenge
i-Pilates is a boutique Pilates studio north of London, UK. Jen Day's students love her teaching style and say that they don't want anyone else to teach. Jen has only so much time in a day, and her classes are full. Without the opportunity to hire another teacher, or increase class times and size, how will she choose to grow her studio?
The Research
Jen and TeamUp worked together on a customer research project. We sent a survey to her 130 members and requested interviews from 20 of her best customers. 58 people filled out the survey, and 10 people agreed to interviews. That was enough to give Jen the insight she needed to plan her next steps.
The Experts
They reviewed the research and provided helpful insights and feedback that you can see throughout the results





What prompted people to look for something like i-Pilates?
What were i-Pilates members struggling with before they found Pilates? What happened
in life to cause that struggle?

How do people find i-Pilates?
How did customers find i-Pilates?

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What stood out about i-Pilates?
What were the differentiators that stood out for customers?

What made members realize that i-Pilates was right for them?
What were the differentiators that stood out for customers?

What are the ways life is better now for students of i-Pilates?
What benefits did customers experience from going to i-Pilates?

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Marketing Ideas for Pilates
How do you grow your business when it's you the customers want to work with? Boutique Pilates studios have a special challenge: the classes are small, and the students have high standards. When you can’t grow your class sizes, and it’s hard to find instructors who are as passionate as you are, how do you grow your business?
Melanie Christou says:
I think it's a bit of a limiting belief that other instructors won't be as passionate as you. What it requires is a careful process whereby the other teacher is introduced to the clients gradually. For example, co-teaching before the new teacher leads classes themselves is a great way to gradually introduce a new teacher to the clients. It's also about sharing the story and motivation of the other teachers through the newsletters, website/marketing etc.
Claire Atkin at TeamUp says:
Tim Green at TeamUp says:
There’s always an assumption that growth is necessary for growth sake. While this clearly isn’t true, there are some implicit weaknesses with a business based on the brilliance of one person. As time goes on, this can create a conflict between earnings potential versus free time.
The other side to not figuring out how to grow as a business is that the future resale value of the business is diminished. Does Jen want to create something that will last? To instill with longevity the values that have made the business so inspirational for her clients?
Jen has a unique challenge, but one that many wonderful fitness businesses face. How to scale while retaining that exceptional attention to detail and personal focus.
There isn’t one answer to this challenge, but rather a series of processes that could be created, defined and refined over time. There are touch points within each of i-Pilates fitness journey that build the whole relationship with customers, and documenting these will be the first step in understanding how to carefully systemise them, without a reduction in overall quality.
This report can act as a guiding light - as inspiration as well as a map - to start that process. Thank you to all of i-Pilates customers for taking part, and to Jen. We hope that this will help you on your onward journey.
Acknowledgements
The research for this report was conducted by TeamUp Sports Inc., with assistance from i-Pilates and Jen Day. We would like to thank Jen and the members of i-Pilates for offering their time and stories for this report.