Club Pilates Inks 30-Studio Deal to Enter Philippine Market

IRVINE, CA – April 16, 2026 – Club Pilates, the world's largest Pilates brand, has announced a significant expansion into Southeast Asia, signing a master franchise agreement to establish 30 new studios across the Philippines over the next ten years. The deal, made with local powerhouse DM Active Wellness Inc. (DMAW), marks a strategic entry into one of the region's fastest-growing wellness economies and underscores the global surge in demand for boutique fitness.

The agreement represents the latest move in an aggressive international growth strategy for Club Pilates and its parent company, Xponential Fitness. It follows recent successful launches in markets including Mexico, Thailand, and Belgium, solidifying the brand's position as a dominant force in the global fitness landscape. By partnering with DMAW, an affiliate of the diversified lifestyle conglomerate DM Global Inc. (DMGI), Club Pilates is leveraging deep local expertise to penetrate a market ripe with opportunity.

Asia's Next Wellness Frontier

The Philippines has rapidly emerged as a prime target for international wellness brands, driven by a confluence of economic and cultural shifts. The nation's wellness economy has shown explosive growth, reaching an estimated $47.3 billion in 2024 and contributing a remarkable 10.2% to the country's GDP—one of the highest rates globally. This boom is fueled by a growing middle class with increasing disposable income, rapid urbanization, and a profound cultural shift towards health consciousness and preventive care.

Market data reveals a strong appetite for specialized fitness. The physical activity sector in the Philippines grew by over 21% between 2022 and 2023 alone. Consumers are moving beyond traditional gyms, seeking personalized, community-driven experiences offered by boutique studios. Pilates and yoga, in particular, are experiencing a surge in popularity, aligning perfectly with Club Pilates' accessible, reformer-based method.

"The Philippines is ready for a globally trusted Pilates brand that combines world-class programming, premium studio experiences, and a strong sense of community," said Dick Balajadia, President of DM Global Inc., in the original announcement. His confidence reflects a market where, unlike more saturated Western countries, the boutique fitness sector is still developing, leaving ample room for a well-resourced, globally recognized brand to establish a commanding presence.

The Xponential Global Playbook in Action

This expansion is a textbook example of the strategy that has propelled Xponential Fitness to the forefront of the industry. The California-based company, which curates a portfolio of leading boutique brands including Pure Barre and Rumble, relies on a master franchise model to scale rapidly across diverse international markets. This approach allows Xponential to partner with seasoned local operators who possess the market knowledge, capital, and operational acumen to navigate regional complexities.

With over 350 international studios across 23 countries, the model is a proven success. The selection of DM Active Wellness Inc. is a testament to this meticulous strategy. Led by CEO Mars Balajadia and President Dick Balajadia, the group brings 17 years of experience in consumer-facing businesses spanning wellness, hospitality, real estate, and professional sports. Their portfolio, which includes The 3rd Fitness Lab in Quezon City, demonstrates firsthand experience in the local fitness industry.

"The Philippines is a great market for Club Pilates,” noted Bob Kaufman, President of International at Xponential Fitness. “Health & wellness and personal image are high priorities for the Philippine consumer. Both Mars and Dick reflect the health & wellness lifestyle that is synonymous with Club Pilates. Their energy, passion, and operational experience make them the perfect Master Franchisee in the Philippines.” This partnership is designed to blend Club Pilates' proven system with DMAW's on-the-ground expertise to ensure the brand resonates with Filipino consumers.

The Democratization of Pilates

The strategic timing of this expansion aligns with the meteoric rise of Pilates on the global stage. Once a niche practice favored by dancers and elite athletes, Pilates has transformed into a mainstream phenomenon. The global Pilates and yoga studio market is projected to grow at a staggering rate, with some forecasts predicting it will exceed $520 billion by 2035. In 2025, for the third consecutive year, Pilates was named the top global fitness trend, with bookings jumping 66% worldwide.

This explosion in popularity is driven by a demand for low-impact, holistic exercise that builds core strength, improves flexibility, and fosters a mind-body connection. Its accessibility appeals to a vast demographic, from Gen Z consumers influenced by social media trends to baby boomers seeking safe and effective ways to stay active. Club Pilates has been a primary catalyst in this democratization. Founded in 2007 with a vision of making Pilates “more accessible, approachable and welcoming to everyone,” the brand has stripped away the intimidation factor, offering group reformer classes that are both effective and community-oriented.

One of the critical challenges of this rapid growth is a scarcity of qualified instructors. Club Pilates addresses this head-on with its proprietary 500-hour teacher training program, ensuring a consistent, high-quality experience across its vast network of studios. This commitment to instructor excellence will be a key differentiator as it builds its presence in the Philippines, creating not only fitness spaces but also career opportunities within the local wellness community.

By introducing its proven model to the vibrant Philippine market, Club Pilates is not just opening new studios; it is planting a flag for the future of accessible, community-focused wellness in Southeast Asia. The partnership with DM Active Wellness Inc. provides a robust foundation for growth, combining a globally recognized brand with invaluable local insight. As the first of the 30 planned studios prepare to open their doors, the venture is poised to reshape the country's fitness landscape and introduce a new generation of Filipinos to the transformative benefits of Pilates.