contents · 4 these are findings from an ipsos poll conducted from august 12th – september 26th,...

2

Contents

03 Methodology

05 Executive Statement

11 Client Results

57 Demographics

24 Pilates Teachers Results

37 Studio Owner Results

07 Summary

62 Conclusion & Discussion

3

Methodology

4

These are findings from an Ipsos poll conducted from August 12th – September 26th, 2016 on behalf of the Pilates Method Alliance and Pilates Anytime. For the survey, a sample of 930 clients, 102 inactive and lapsed clients, 243 teachers, and 230 studio owners responded to a set of online interview questions. Respondents were recruited in a number of different ways. Invitations to specific individuals were sent to lists provided by the Pilates Method Alliance and by Pilates Anytime. In addition, an open link (not targeted to any specific individual) to complete the survey was included in a number of social media locations, including:

Facebook (Pilates Method Alliance and Pilates Anytime) Twitter (Pilates Anytime) Blog post (Pilates Anytime) Newsletters (Pilates Anytime)

Methodology

5

Executive Statement

6

Welcome to the first Pilates in America Study This study was undertaken jointly by the Pilates Method Alliance and Pilates Anytime. Together we chose to commission Ipsos, the global market and opinion research specialists, to assist with the construction of the survey questionnaires, to implement the survey itself, to process the data, to deliver the findings, and to ensure that the conclusions in this report are a direct and accurate reflection of the data collected. This study provides informative data that can assist the reader to better understand the landscape of the Pilates field - specifically Pilates clients, teachers, and studio owners. Having completed this first study, many more questions have arisen that we plan to ask in the future.

We look forward to receiving feedback from our stakeholders about this important area of research. If you have any questions or comments, please email [email protected].

Sincerely, Elizabeth Anderson John Marston Executive Director Chief Executive Officer Pilates Method Alliance Pilates Anytime

Executive Statement

7

Summary

8

Overview In Pilates Method Alliance and Pilates Anytime's survey of attitudes and views among Pilates clients, teachers, and studio owners, a constant theme present was the dedication and loyalty respondents have for Pilates. Some factors that demonstrated this were the numerous years many respondents have been familiar with Pilates and the resources and time spent carrying out activities related to its practice. While there were many similar feelings and attitudes among clients, teachers, and studio owners, there were also some differences, most notably the qualities that clients ascribe to a great Pilates teacher and that which teachers and studio owners ascribe to a great Pilates teacher. Key Findings •  Long-term experience with Pilates was noticeable among each of the three

groups of clients, teachers, and studio owners. Nearly half (48%) of clients said that they have been practicing for 6 or more years. Among teachers, 49% said they have taught for 6 or more years. Finally, 60% of studio owners said that they have owned their studio for 6 or more years.

Summary

9

Key Findings Continued •  While clients pointed to many benefits from practicing Pilates, overall physical

self-improvement was a key motivating factor behind their decisions. •  Costs (50%) were far and away the most important factor for why people

became inactive in Pilates. However, for committed Pilates clients, cost was low on their list of concerns; whereas quality of teaching and cleanliness ranked higher than cost.

•  Strengthening their own ability in Pilates and helping others to do likewise were consistent motivating factors for teaching Pilates among teachers, as well as what they considered to be key characteristics for the makings of a great teacher.

•  More traditional means such as referrals (75%) and emails (64%) were common ways in which owners reach out to clients. Social media options such as Facebook posts (65%) and Instagram posts (31%) were among the popular new media options used.

•  Average annual net incomes of Pilates studio owners was $45K with nearly four out of ten (38%) making $50,000 or more annually.

Summary

10

Detailed Results •  Clients •  Teachers •  Studio Owners •  General Public •  Demographics

11

Clients

12

PILAQ1. How long have you practiced Pilates? (Please select one response) Base: Clients (n=930)

EXPERIENCE PRACTICING PILATES

•  Many Clients have extensive experience practicing Pilates with nearly half (48%) saying that they’ve practiced for 6 or more years.

52%

25%

23%

5 YEARS OR LESS

6 TO 9 YEARS

10 YEARS OR MORE

13

PILAQ3. How frequently do you typically practice Pilates? (Please select one response) Base: Clients (n=930)

FREQUENCY PRACTICING PILATES

•  Most Clients practice Pilates two to four times per week.

10%

69%

15%

4%

1%

1%

% 20% 40% 60% 80% 100%

FIVE OR MORE TIMES PER WEEK

TWO TO FOUR TIMES PER WEEK

ONCE A WEEK

SEVERAL TIMES A MONTH

ONCE A MONTH

LESS THAN ONCE A MONTH

14

PILAQ4. Where do you practice Pilates the most? (Please select one response) Base: Clients (n=930)

PLACES WHERE PILATES IS PRACTICED

•  Most Clients practice Pilates at a Pilates studio or at home.

52%

34%

10%

1%

1%

1%

1%

% 20% 40% 60% 80% 100%

PILATES STUDIO

HOME

HEALTH CLUB OR GYM

COMMUNITY CENTER

DANCE STUDIO

HOSPITAL OR PHYSICAL THERAPY CENTER

OUTDOOR

HOTEL, RESORT OR SPA

SCHOOL

OTHER

15

PILAQ5. What types of classes do you typically take? (Please select all that apply) Base: Clients (n=930)

TYPES OF PILATES CLASSES TAKEN

•  Most Clients take Group Reformer, Group Mat, and Private Lessons.

47%

45%

30%

21%

8%

17%

% 20% 40% 60% 80% 100%

GROUP REFORMER

GROUP MAT

PRIVATE LESSON

SEMI-‐PRIVATE WITH TWO TO FOUR PEOPLE

GROUP CHAIR

OTHER

16

PILAQ6. How much to you agree or disagree with each of the following statements? Pilates… (Strongly agree) Base: Clients (n=930) and Lapsed Clients (n=102)

PERCEPTIONS OF PILATES •  Positively associated perceptions of Pilates such as that it is good for you (95%), improves muscle

tone (87%), increases flexibility (84%), and that it enhances performance (83%) ranked at the top of statements Pilates Clients strongly agreed with.

95%

87%

84%

83%

80%

80%

77%

34%

34%

3%

2%

2%

1%

1%

% 20% 40% 60% 80% 100%

IS GOOD FOR YOU

IMPROVES MUSCLE TONE

INCREASES FLEXIBILITY

ENHANCES PERFORMANCE

REQUIRES MENTAL FOCUS

IS FOR PEOPLE MY AGE

RELIEVES STRESS

IS HARD

IS EXPENSIVE

DOESN'T MAKE YOU SWEAT

IS BORING

IS LIKE YOGA

IS REALLY JUST FOR WOMEN

IS A FAD

17

PILAQ7. What encouraged you to start practicing Pilates? (Please select all that apply) Base: Clients (n=930) and Lapsed Clients (n=102)

WHAT ENCOURAGED YOU TO START PRACTICING PILATES?

•  The highest percentage of Clients describe starting practicing Pilates because of personal interest (55%) and because of a friend or relative or colleague (26%).

55%

26%

14%

12%

6%

5%

4%

4%

2%

11%

% 20% 40% 60% 80% 100%

PERSONAL INTEREST

A FRIEND OF RELATIVE OR COLLEAGUE

FREE CLASS

A MEDICAL PROFESSIONAL

SPORTS TRAINER OR COACH

DANCE SCHOOL/TEACHER

ADVERTISING

MEDIA

CELEBRITY ENDORSEMENT

OTHER

18

PILAQ8. Which of the following motivated you to start Pilates? (Please select all that apply) Base: Clients (n=930) and Inactive and Lapsed Clients (n=102)

MOTIVATIONS FOR DOING PILATES

•  The desire to self-improve in a variety of areas such as to increase muscle tone (68%), gain additional strength (63%), improve overall health (61%), and increase flexibility (61%), were chief motivating factors for people starting Pilates.

68% 63% 61% 61%

46% 34% 33% 32%

26% 25% 19%

2% 5%

19

PILAQ9. Please rate how important each of the following are to you personally when selecting a Pilates Studio. (With 5 being extremely important and 1 being not important all) Base: Clients (n=930)

FACTORS IN CHOOSING A PILATES STUDIO

•  The quality of a teacher’s instruction (89%) is the paramount factor for Clients when deciding on a Pilates studio indicating that clients place a premium on well trained teachers.

89%

68%

57%

55%

49%

42%

38%

35%

30%

20%

16%

7%

2%

8%

24%

29%

32%

33%

37%

36%

34%

32%

28%

30%

18%

1%

1%

6%

10%

10%

12%

15%

19%

26%

24%

26%

37%

32%

7%

1%

2%

1%

3%

3%

4%

3%

11%

14%

13%

22%

13%

1%

1

2%

1%

3%

2%

3%

2%

3%

12%

5%

20%

77%

% 20% 40% 60% 80% 100%

QUALITY OF INSTRUCTION

CLEANLINESS

CLASS SCHEDULE

PERSONALITY OF TEACHERS

EQUIPMENT

CONVENIENT LOCATION

REPUTATION

COST

VARIETY OF CLASSES

EASY PARKING

SPACIOUSNESS

SOCIAL INTERACTION

PRODUCTS/APPAREL

Extremely Important (5) 4 3 2 Not at all important (1)

20

PILAQ10. What are the most important characteristics of a great Pilates teacher? (Please select up to three of the most important characteristics) !Base: Clients (n=930)!

WHAT ARE THE MOST IMPORTANT CHARACTERISTICS OF A GREAT PILATES TEACHER?

•  Clients place a great deal of importance on teachers who display a diverse skill set such as their ability to challenge students (52%), give hands-on help (45%), and their overall experience (45%).

52%

45%

45%

43%

43%

24%

21%

19%

% 20% 40% 60% 80% 100%

CHALLENGES ME

GIVES HANDS-ON CORRECTIONS

EXPERIENCED

KNOWLEDGEABLE ABOUT ANATOMY

HELPS ME WITH MY UNIQUE NEEDS

EASILY UNDERSTOOD

PARTICIPATES IN ONGOING LEARNING

FRIENDLY

21

PILAQ11. In the past six months, how much have you spent on the following? (Please select one response) Base: Clients (n=930)

PERCENTAGE SPENT ON GROUP AND PRIVATE CLASSES IN THE PAST SIX MONTHS

•  In the past six months, the largest percentage (42%) of Clients spent between $500 - $999 on Pilates group classes. •  In the past six months, the largest percentage (24%) of Clients spent between $100 - $999 on Pilates private classes.

27%

9%

6%

13%

16%

18%

12%

52%

4%

2%

9%

6%

9%

14%

$0

$1 -‐ $49

$50 -‐ $99

$100 -‐ $249

$250 -‐ $499

$500 -‐ $999

$1,000 OR MORE

Pilates group classes Pilates private classes

22

PILAQ12. When you practice Pilates at home, which of the following do you do? (Please select all that apply) Base: Practice Pilates At Home (n=313)

WHEN YOU PRACTICE PILATES AT HOME, WHICH OF THE FOLLOWING DO YOU DO?

•  For those that practice Pilates at home, 79% stream videos over the internet.

79%

46%

36%

5%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

WATCH VIDEOS STREAMING OVER THE

INTERNET

CREATE MY OWN WORKOUT

WATCH A DVD

HIRE A PILATES TEACHER

23

PILAQ13. Where do you get information about Pilates? (Please select all that apply) Base: Clients (n=930)

SOURCES OF INFORMATION FOR PILATES

•  Direct sources of information like classes (67%), teachers (65%), and the Internet (65%) are where Clients most often receive information about Pilates.

67%

65%

65%

37%

30%

11%

8%

2%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

IN PILATES CLASS

PILATES TEACHER

ONLINE

BOOKS/MAGAZINES

VIDEOS/DVDS

WORKSHOPS/CONFERENCES

FRIENDS

DO NOT GET INFORMATION ABOUT PILATES

24

Pilates Teachers

25

PILBQ1. What best describes your teaching experience? (Please select one response) Base: Teachers (n=243)

EXPERIENCE LEVEL OF PILATES TEACHERS

•  Nearly half (49%) of responding Teachers said that they have 6 or more years of experience indicating that there is a great deal of expertise among teachers.

14%

36%

21%

28%

STUDENT TEACHER

PILATES TEACHER WITH 5 YEARS OR LESS OF

EXPERIENCE

PILATES TEACHER WITH 6 TO 10 YEARS OF

EXPERIENCE

PILATES TEACHER WITH MORE THAN 10 YEARS

OF EXPERIENCE

26

PILBQ2. How many hours per week do you typically teach Pilates? (Please select one response) Base: Teachers (n=243)

HOURS SPENT TEACHING PILATES PER WEEK

•  The majority of respondents, approximately 72%, teach Pilates part-time, up to 20 hours per week.

5%

28%

22%

22%

10%

8%

4%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

HAVE NOT STARTED TEACHING YET

5 HOURS OR FEWER A WEEK

6 TO 10 HOURS A WEEK




41 HOURS OR MORE A WEEK

NO LONGER TEACHING

27

PILBQ3. Of the following do you consider teaching Pilates… (Please select one response) Base: Teachers (n=243)

TEACHING PILATES AS A SOURCE OF INCOME

•  A large percentage of Teachers teach part-time (44%). This could mean that teaching Pilates is attractive to people who want flexibility in their schedules and who may do other kinds or work as well, including raising a family.

34%

44%

19%

3% YOUR PRIMARY SOURCE OF INCOME

A PART-‐TIME JOB

A HOBBY, OR AVOCATION

OTHER

28

PILBQ4. What is your employment status as a Pilates teacher? (Please select all that apply) Base: Teachers (n=243)

EMPLOYMENT STATUS

•  The highest percentage of Teachers are independent contractors (44%), followed by employees paid by the hour (34%).

44%

34%

17%

16%

19%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

HOURLY PAID INDEPENDENT

CONTRACTOR (YOU RECEIVE A 1099)

HOURLY PAID EMPLOYEE (YOU RECEIVE A W2)

RENT SPACE IN A STUDIO

VISIT CLIENTS IN THEIR HOMES

OTHER

29

PILBQ5. Do you regularly do any of the following to promote your Pilates teaching? (Please select all that apply) Base: Teachers (n=243)

HOW PILATES TEACHERS SELF PROMOTE

•  More than half of Teachers use referrals to promote their services (56%). Facebook posts (45%) and email marketing (32%) were the next most popular promotion methods.

56%

45%

32%

19%

9%

5%

5%

2%

22%

15%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

SEEK REFERRALS FROM CLIENTS, TEACHERS,

POST ON FACEBOOK

EMAILS

POST ON INSTAGRAM

DISTRIBUTE FLYERS

POST ON TWITTER

PUBLISH A BLOG

POST ON YOUTUBE

NONE OF THESE

OTHER

30

PILBQ6. Where do you most frequently teach Pilates? (Please select one response) Base: Teachers (n=243)

WHERE DO YOU MOST FREQUENTLY TEACH PILATES?

•  The majority of Teachers (64%) teach in a Pilates studio. A significantly lower percentage (11%) teach in a health club or gym.

64%

11%

5%

4%

2%

2%

1%

1%

1%

10%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

PILATES STUDIO

HEALTH CLUB OR GYM

HOSPITAL OR PHYSICAL THERAPY CENTER

CLIENT'S HOME

COMMUNITY CENTER

DANCE STUDIO

OUTDOORS

HOTEL, RESORT OR SPA

SCHOOL

OTHER

31

PILBQ7. Which of the following are you trained in? (Please select all that apply) Base: Teachers (n=243)

WHICH OF THE FOLLOWING ARE YOU TRAINED IN?

•  The highest percentages of Teachers are trained in Mat (98%) and Reformer (92%).

98%

92%

84%

80%

74%

71%

42%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

MAT

REFORMER

CHAIR (WUNDA, COMBO, OR HIGH)

TRAPEZE TABLE

LADDER BARREL

SPINE CORRECTOR

PEDI-‐POLE

32

PILBQ8. What types of classes do you typically teach? (Please select all that apply) Base: Teachers (n=243)

WHAT TYPES OF CLASSES DO YOU TYPICALLY TEACH?

•  A high percentage of Teachers teach private classes (87%); while the next most commonly taught types of classes are group Mat (58%) and group Reformer (56%). Teachers may teach many of the different types listed below.

87%

58%

56%

54%

22%

9%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

PRIVATE

GROUP MAT

GROUP REFORMER

SEMI-‐PRIVATE WITH TWO TO FOUR PEOPLE

GROUP CHAIR

OTHER

33

PILBQ9. What encouraged you to start teaching Pilates? (Please select all that apply) Base: Teachers (n=243)

MOTIVATIONS FOR STARTING TO TEACH PILATES

•  Teachers are motivated by both their desire to improve on their own Pilates skills (67%) as well as by helping others (59%) improve on theirs.

67%

59%

33%

23%

17%

14%

12%

16%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DEEPEN MY OWN PILATES EXPERIENCE

INTERESTED IN WORKING TO HELP OTHERS

WANTED A CHANGE OF CAREER

DESIRE TO SET MY OWN SCHEDULE

JUST FELL INTO IT

NEEDED AN INCOME

BROADEN MY SPORTS TRAINER SKILLS

OTHER

34

PILBQ10. What are the most important characteristics of a great Pilates teacher? (Please select up to three characteristics) Base: Teachers (n=243)

MOST IMPORTANT CHARACTERISTICS OF GREAT PILATES TEACHERS •  Teachers differ from Clients (page 20) in what they believe are the most important characteristics of

great Pilates teachers. Teachers believe that the most important characteristics of a great teacher are skills such as helping people with their unique needs (82%), participation in ongoing learning (52%), and someone who is knowledgeable about anatomy (37%).

82%

52%

37%

33%

25%

25%

22%

14%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

HELPS PEOPLE WITH THEIR UNIQUE NEEDS



CHALLENGES THE CLIENT

EXPERIENCED


EASILY UNDERSTOOD

FRIENDLY

35

PILBQ11. What is your typical annual net income (revenue less expenses) from teaching Pilates? Base: Teachers (n=243)

TYPICAL ANNUAL NET INCOME (REVENUE LESS EXPENSES) FROM TEACHING PILATES

•  Bearing in mind that 63% of responding Pilates Teachers work part-time or as a hobby (page 27), 33% of Teachers report earning less than $10K per year; 31% of report earning between $10K - $35K; and. 15% of report earning $35K or more.

12%

33%

16%

15%

8%

4%

1%

2%

8%

% 10% 20% 30% 40%

I DO NOT MAKE ANY INCOME

LESS THAN $10,000

$10,000 -‐ $19,999

$20,000 -‐ $34,999

$35,000 -‐ $49,999

$50,000 -‐ $74,999

$75,000 -‐ $99,999

$100,000 OR MORE

DECLINE TO STATE

36

PILBQ12. How do you get information to improve your Pilates teaching? (Please select all that apply) Base: Teachers (n=243)

HOW DO YOU GET INFORMATION TO IMPROVE YOUR PILATES TEACHING?

•  A high percentage of Teachers attend workshops and conferences to improve their teaching (81%). Attending classes with other teachers (79%), and watching videos/DVDs (75%) are the next most common methods.

81%

79%

75%

62%

51%

47%

10%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ATTEND WORKSHOPS OR CONFERENCES

ATTEND CLASSES WITH OTHER TEACHERS

WATCH VIDEOS/DVDS

READ ONLINE ARTICLES

READ MAGAZINES

ONLINE CONTINUING EDUCATION COURSES

OTHER

37

Studio Owners

38

PILCQ1. Which best describes your studio owner experience? (Please select one response) Base: Studio Owners (n=230)

EXPERIENCE OF PILATES STUDIO OWNERS

•  About six out of every ten (61%) Studio Owners said they’ve been a studio owner for six or more years indicating strong longevity for this business type.

8%

32%

22%

39%

STUDIO OWNER FOR LESS THAN 1 YEAR

STUDIO OWNER FOR BETWEEN 1 AND 5 YEARS

STUDIO OWNER BETWEEN 6 AND 10 YEARS

STUDIO OWNER FOR OVER 10 YEARS

39

PILCQ2. What type of Pilates facility or facilities do you own? (Please select all that apply) Base: Studio Owners (n=230)

TYPES OF PILATES FACILITY/FACILITIES OWNED

•  More than half of Studio Owners own a dedicated Pilates studio (54%). A home studio (32%) or a fusion studio (27%) are the next most common.

54%

32%

27%

7%

5%

% 10% 20% 30% 40% 50% 60%

DEDICATED PILATES STUDIO

HOME STUDIO (HOME SPACE THAT CLIENTS VISIT)

STUDIO THAT DOES MORE THAN PILATES (E.G., YOGA AND

PILATES)

A STUDIO IN HEALTH CLUB OR GYM

PART OF A CHAIN PILATES STUDIOS

A STUDIO IN A HOTEL, RESORT OR SPA

OTHER

40

PILCQ3. How many hours a week do you typically work (teaching and management) at your Pilates studio(s)? (Please select one response) Base: Studio Owners (n=230)

TYPICAL NUMBER OF HOURS SPENT WORKING IN STUDIO (TEACHING & MANAGING)

•  67% of Studio Owners work between 11 – 40 hours/week.

10%

21% 23% 23%

17%

10 OR FEWER HOURS PER WEEK

11 TO 20 HOURS PER WEEK




51 OR MORE HOURS PER WEEK

7%

41

PILCQ4. For you, is owning a Pilates studio… (Please select one response) Base: Studio Owners (n=230)

FOR YOU, IS OWNING A PILATES STUDIO…

•  For 67% of Studio Owners, the studio is their primary source of income.

67%

21%

5% 7%

YOUR PRIMARY SOURCE OF INCOME

A PART-‐TIME JOB

A HOBBY, OR AVOCATION

OTHER

42

PILCQ5. How do you employ your Pilates teachers? (Please select all that apply) Base: Studio Owners (n=230)

HOW DO YOU EMPLOY YOUR PILATES TEACHERS?

•  The 47% of Studio Owners who do not have employees or contractors must do the teaching themselves. The next highest percentage are independent contractors (33%).

47%

33%

14%

13%

1%

% 20% 40% 60% 80% 100%

I DON'T HAVE ANY EMPLOYEES OR CONTRACTORS

HOURLY PAID INDEPENDENT

CONTRACTORS (THEY RECEIVE A 1099)

HOURLY PAID EMPLOYEES (THEY RECEIVE A W2)

I RENT SPACE TO TEACHERS IN MY STUDIO

OTHER

43

PILCQ6. How do you compensate your Pilates teachers? Base: Studio Owner & Employer (n=121)

HOW DO YOU COMPENSATE YOUR PILATES TEACHERS? •  The largest percentage of Studio Owners pay teachers by the hour (40%). The next largest group pays

teachers a percentage of the fees paid by clients (31%).

40%

31%

18%

15%

17%

% 20% 40% 60% 80% 100%

PAID BY THE HOUR

PERCENTAGE OF STUDENT CLASS COST

FLAT FEE PER STUDENT IN CLASS

HOURLY PLUS FLAT FEE PER STUDENT

OTHER

44

PILCQ7. Do you regularly do any of the following to promote your Pilates studio and communicate with your clients? (Please select all that apply) Base: Studio Owners (n=230)

PROMOTING YOUR PILATES STUDIO •  Studio Owners used a variety of ways to communicate with their clients. Referrals (75%), Facebook

posts (65%), and emails (64%) are the most common ways used to reach out to clients.

75% 65% 64%

31% 31%

25% 23% 21% 20% 20%

15% 12% 17%

5% % 20% 40% 60% 80% 100%

REFERRALS

POSTS ON FACEBOOK

EMAILS

POST ON INSTAGRAM

FREE CLASSES

OPEN HOUSE

DISTRIBUTE FLYERS

POST ON TWITTER

PUBLISH A BLOG

ONLINE ADVERTISING

POST ON YOUTUBE

USE CLASSPASS OR GROUPON

OTHER

NONE

45

PILCQ8. What types of classes do you typically offer? (Please select all that apply) Base: Studio Owners (n=230)

TYPES OF CLASSES OFFERED

•  Almost all Studio Owners offer private classes (99%), and a large percentage offer semi-private classes (82%). Group Mat (61%) and group Reformer (58%) classes are offered by a little over half of studio owners.

99%

82%

61%

58%

29%

16%

% 20% 40% 60% 80% 100%

PRIVATE LESSONS

SEMI-‐PRIVATE WITH TWO OTHER PEOPLE

GROUP MAT

GROUP REFORMER

GROUP CHAIR

OTHER

46

PILCQ9. About how many clients visit your Pilates studio during an average week? (Please select one response) Base: Studio Owners (n=230)

ABOUT HOW MANY CLIENTS VISIT YOUR PILATES STUDIO DURING AN AVERAGE WEEK

•  The largest percentage of Studio Owners (40%) report visits from between 1 to 25 clients in an average week.

40%

23%

20%

11%

3%

1%

% 20% 40% 60% 80% 100%

1 TO 25

26 TO 50

51 TO 100

101 TO 250

251 OR MORE

DECLINE TO STATE

NONE

47

PILCQ10. How do clients purchase classes? (Please select all that apply) Base: Studio Owners (n=230)

HOW DO CLIENTS PURCHASE CLASSES? •  Multi-class packages (86%) are the most common way that clients purchase Pilates classes.

86%

60%

15%

11%

% 20% 40% 60% 80% 100%

PURCHASE MULTI-‐CLASS PACKAGES

PURCHASE INDIVIDUAL CLASSES

PURCHASE UNLIMITED MONTHLY PASSES

OTHER

48

PILCQ11 (A). What is the typical cost of an individual Mat class? (Please select one response) Base: Studio Owners (n=230)

TYPICAL COST OF AN INDIVIDUAL MAT CLASS

•  56% of Studio Owners charge up to $20 per individual Mat class.

27%

28%

12%

6%

26%

% 20% 40% 60% 80% 100%

$0 TO $15

$16 TO $20

$21 TO $30

$31 OR MORE

DO NOT OFFER

49

PILCQ11 (B). What is the typical cost of a group Reformer class? (Please select one response) Base: Studio Owners (n=230)

TYPICAL COST OF A GROUP REFORMER CLASS

•  The largest percentage of Studio Owners (33%) charge between $26 to $35 per group Reformer class.

1%

21%

33%

17%

28%

% 20% 40% 60% 80% 100%

$0 TO $15

$16 TO $25

$26 TO $35

$36 OR MORE

DO NOT OFFER

50

PILCQ11 (C). What is the typical cost of a monthly unlimited group Reformer pass? (Please select one response) Base: Studio Owners (n=230)

TYPICAL COST OF A MONTHLY UNLIMITED GROUP REFORMER PASS

•  84% of Studio Owners do not offer a monthly unlimited group Reformer pass option.

1%

3%

11%

84%

% 20% 40% 60% 80% 100%

$0 TO $50

$51 TO $100

$101 TO $150

$151 OR MORE

DO NOT OFFER

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PILCQ12. What encouraged you to open a Pilates studio? (Please select all that apply) Base: Studio Owners (n=230)

MOTIVATIONS FOR OPENING A PILATES STUDIO

•  Studio Owners were motivated by a variety of differing factors when deciding to open a Pilates studio including it being their passion (80%), their interest in helping others (70%), and their desire to be self-employed (58%).

80%

70%

58%

28%

25%

23%

14%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

PILATES IS MY PASSION

INTERESTED IN WORKING TO HELP OTHERS

DESIRE TO BE MY OWN BOSS

INCREASE MY INCOME

WANTED A CHANGE OF CAREER

BROADEN MY SKILLS

OTHER

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PILCQ13. How many teachers regularly teach at your Pilates studio (including yourself)? (Please select one response) Base: Studio Owners (n=230)

HOW MANY TEACHERS REGULARLY TEACH AT YOUR STUDIO (INCLUDING YOURSELF)

•  72% of Studio Owners have between 1 and 4 teachers at their Pilates studio. The 49% who reported having 1 teacher is in close alignment with page 42 where 47% said they have no independent contractors or employees. It seems that approximately half of Studio Owners are the sole teacher in their business.

49%

23%

16%

4%

6%

2%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1

2 TO 4

5 TO 7

8 TO 9

10 OR MORE

DECLINE TO STATE

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PILCQ14. What are the most important characteristics of a great Pilates teacher? (Please select up to three characteristics) Base: Studio Owners (n=230)

MOST IMPORTANT CHARACTERISTICS OF GREAT PILATES TEACHERS •  Studio Owners agreed with Pilates teachers (page 34) that helping people with their unique needs

(80%), participation in ongoing learning (67%), and having knowledge of anatomy (33%) were the top characteristics that make a great Pilates teacher. Clients, on the other hand, have different priorities (page 20).

80%

67%

33%

30%

25%

19%

19%

16%

3%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

HELPS PEOPLE WITH THEIR UNIQUE NEEDS



EXPERIENCED

FRIENDLY


CHALLENGES THE CLIENT

EASILY UNDERSTOOD

OTHER

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PILCQ15. How do you find new Pilates teachers when you need them? (Please select all that apply) Base: Studio Owners (n=230)

HOW DO YOU FIND NEW PILATES TEACHERS WHEN YOU NEED THEM?

•  While referrals (35%) were the most popular method listed for finding new Pilates Teachers, 48% of Studio Owners also selected “Other.” This indicates a need for further research.

35%

27%

17%

13%

12%

48%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ASK FOR REFERRALS

ENCOURAGE EXISTING STUDENTS TO BECOME

TEACHERS

POST JOBS ONLINE

ENQUIRE AT A PILATES TRAINING CENTER

SEARCH THE PILATES METHOD ALLIANCE

DIRECTORIES

OTHER

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PILCQ16. What is your typical annual net income (revenue less expenses) from your Pilates studio(s)? (Please select one response) Base: Studio Owners (n=230)

OWNERS’ ANNUAL NET INCOME (REVENUE LESS EXPENSES) FROM THEIR STUDIO

•  38% of Studio Owners say that they make on average $50,000 or more in annual net income.

1%

23%

37%

22%

8%

8%

NO INCOME

LESS THAN $20,000

$20,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 OR MORE

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PILCQ17. How do you get information to improve the operations of your Pilates studio(s)? (Pease select all that apply) Base: Studio Owners (n=230)

HOW DO YOU GET INFORMATION TO IMPROVE THE OPERATIONS OF YOUR STUDIO?

•  Attending workshops and conferences (70%), talking with other studio owners (63%), and reading online articles (60%) were among the sources Studio Owners most often cited as the means by which they gather information in order to improve their studio’s operations.

70%

63%

60%

40%

36%

26%

22%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ATTEND WORKSHOPS OR CONFERENCES

TALK WITH OTHER PILATES STUDIO OWNERS

READ ONLINE ARTICLES

WATCH VIDEOS

READ MAGAZINES

TAKE A BUSINESS COURSE

OTHER

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Demographics

58

Client Demographics Gender Male 5%

Female 96%

Age 18 -‐ 24 1%

25 -‐ 34 9%

35 -‐ 44 23%

45 -‐ 54 26%

55 -‐ 64 29%

65+ 12%

Education Less than High school -‐

High school graduate 3%

Associate’s degree 4%

Some College 13%

Bachelor’s degree 39%

Master’s degree 29%

Professional degree (MD, JD, Ph.D.) 12%

Household Income Less than $20,000 1%

$20,000 -‐ $49,999 6%

$50,000 -‐ $74,999 11%

$75,000 -‐ $99,999 14%

$100,000 or more 45%

Decline to state 23%

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Inactive and Lapser Demographics Gender Male 3%

Female 97%

Age 18 -‐ 24 2%

25 -‐ 34 14%

35 -‐ 44 21%

45 -‐ 54 28%

55 -‐ 64 28%

65+ 7%




Some College 17%





$20,000 -‐ $49,999 18%

$50,000 -‐ $74,999 11%

$75,000 -‐ $99,999 12%

$100,000 or more 29%


60

Teacher Demographics Gender Male 5%

Female 96%

Age 18 -‐ 24 2%

25 -‐ 34 14%

35 -‐ 44 27%

45 -‐ 54 29%

55 -‐ 64 24%

65+ 4%




Some College 11%





$20,000 -‐ $49,999 9%

$50,000 -‐ $74,999 14%

$75,000 -‐ $99,999 10%

$100,000 or more 43%


61

Owner Demographics Gender Male 2%

Female 98%

Age 18 -‐ 24 -‐

25 -‐ 34 6%

35 -‐ 44 21%

45 -‐ 54 37%

55 -‐ 64 28%

65+ 8%




Some College 13%





$20,000 -‐ $49,999 8%

$50,000 -‐ $74,999 12%

$75,000 -‐ $99,999 11%

$100,000 or more 50%


62

Conclusion & Discussion

63

This study will likely inspire many discussions, debates, and conclusions. We’d like to offer the following for further thought and investigation. Page 26. Hours Spent Teaching Pilates Per Week. We were surprised that 72% of teachers (the sum of the 2nd, 3rd, and 4th horizontal bars) said they teach up to 20 hours/week because our experience (in the PMA office with our members and certificants) is that many teachers appear to work more hours than that per week. Page 27. Teaching Pilates as a Source of Income. On this page, 44% of respondents said that Pilates was a part-time job. In our next study, we’d like to ask additional questions on this topic such as, if you responded that Pilates is a part-time job, is it your preference to teach Pilates part-time? Or would you prefer to teach full-time if you had sufficient clients? If it is your preference to teach part-time, why is that? Is it because you are raising a family and teaching part-time suits your schedule? Or is it because you have other employment with which you are also engaged? What other sort of employment do you undertake?


64

Page 35 and page 60. Typical Annual Net Income and Teacher Demographics. When we compare the responses regarding Typical Annual Net Income (page 35) to the Teacher Demographics Household Income (page 60), it seems that for many, the Pilates teacher’s income is a fraction of the household income. Therefore, many Pilates teachers must live in households where another breadwinner provides the majority of income for the household. “Other.” There were various times that “Other” was a selection offered. We now see which questions would have benefitted from a text box that would have allowed the respondents to explain further, such as:

Page 15. Types of Pilates Classes Taken. 17% of clients were not taking the types of classes listed. What types of classes were those 17% doing?

Page 28. Employment Status. 19% of teachers said they were not 1099 or W2. Were those 19% being paid in cash or by bartering? What is the employment status of the 19% (these are self-identified “teachers” who are not “studio owners”)?


65

Our budget determined the size and scope of this study. In order to do a more extensive study, a much larger budget would need to be available. Lastly, we would like to see a much greater number of respondents in the next study. What are your conclusions, discussion points or questions? Please let us know at [email protected].


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Pilates Method Alliance The Pilates Method Alliance (PMA) is the not-for-profit professional association dedicated to the Pilates field. Pilates Method Alliance 1666 Kennedy Causeway, Suite 402 North Bay Village, FL 33141 USA Toll-Free: +1-866-573-4945 [email protected] www.pilatesmethodalliance.org

Pilates Anytime Online Pilates Classes for Everyone Over 2500 Pilates videos for beginners, experts, and teachers Pilates Anytime 2150 Park Place, Suite 100 El Segundo, CA, 90245, USA (424) 241-0269 [email protected] www.pilatesanytime.com

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