More Than a Workout: Exeter's New Studio Builds a Community First

EXETER, NH – July 07, 2026 – On paper, the news is straightforward: BODYBAR Pilates, a rapidly growing national fitness franchise, is set to open its first New Hampshire studio in Exeter on August 10. The 2,400-square-foot space on Portsmouth Avenue will soon be filled with 15 state-of-the-art reformers and the hum of athletic-style Pilates classes. But to see this opening as just another boutique gym joining a competitive market is to miss the story of tangible difference unfolding on the Seacoast. The real innovation lies not in the equipment, but in a carefully orchestrated strategy of building a community before a single membership is sold.

This strategy is the vision of Aaron Smith, the franchise owner and a New Hampshire native. His approach offers a compelling blueprint for how businesses can create authentic local roots, prioritizing connection over conversion in a world saturated with transactional relationships.

From Pro Athlete to Community Anchor

Aaron Smith’s journey to opening a Pilates studio is anything but conventional. A former professional BMX rider, his career was built on high-impact intensity and a deep understanding of body mechanics. It was during his competition days that he first recognized the growing buzz around Pilates, not as a gentle stretching regimen, but as a powerful tool for athletic training, core strength, and injury prevention. This personal insight planted a seed that would blossom years later into a new entrepreneurial venture.

Smith is not new to the local business scene. As the owner of two popular health-focused restaurants, Salud and NU Chicken, he has already demonstrated a commitment to the well-being of the communities in Portsmouth and Worcester. His decision to bring BODYBAR Pilates to Exeter is a natural extension of this ethos. He isn’t just importing a brand; he’s curating an experience he believes is precisely what his community needs.

"I'm proud to introduce BODYBAR Pilates to New England," Smith stated, emphasizing his local perspective. "I know what folks in this community are looking for, and knew a flash-in-the-pan workout wouldn't resonate here. I see a lot of opportunity for Pilates in Exeter, and my goal is to create a welcoming, inclusive, and closeknit community."

His words reflect a core principle of effective, sustainable change: understanding the unique character of a place. Smith’s strategy is predicated on the belief that for a fitness concept to thrive, it must become part of the local fabric, not just occupy a storefront within it.

A Blueprint for Belonging

Where many new businesses might focus their pre-launch efforts on digital ad campaigns and discount flyers, Smith’s team has turned Exeter and its surrounding towns into a living showroom for their community-first mission. A series of free, engaging public events scheduled throughout July are designed to introduce the brand’s philosophy in settings that are familiar, social, and decidedly unintimidating.

Consider the lineup: 'BODYBAR on Tap' invites locals for a free mat Pilates class at Throwback Brewery, blending fitness with a casual social outing. 'Pilates in the Park' leverages the natural beauty of Stratham Hill Park to offer a dose of sunshine and movement. These events cleverly remove the perceived barriers of a formal studio environment, making the workout accessible to the curious and skeptical alike.

Even more telling are the partnerships. The 'Align & Restore' event is a collaboration with The DRIPBaR Portsmouth for B12 drips and Variegated Roots of Hampton for a DIY flower bouquet station. This isn't just cross-promotion; it’s a deliberate weaving of local businesses into a shared wellness experience. By creating a micro-ecosystem of health and lifestyle brands, BODYBAR is demonstrating its commitment to being a collaborative community member, not just a competitor. This proactive integration fosters goodwill and embeds the studio in the local economy before its doors even open, a tactic that builds social capital far more valuable than any initial marketing spend.

The Reformer Revolution Hits the Seacoast

The arrival of BODYBAR Pilates in Exeter is also perfectly timed to capitalize on a seismic shift in the fitness industry. For the third consecutive year, Pilates was the most booked workout globally, according to industry data from ClassPass. The broader Pilates and yoga studio market, valued at over $142 billion in 2025, is projected to soar to nearly $480 billion by 2034. This explosive growth is fueled by a collective desire for workouts that do more than just burn calories; people are seeking improved mobility, core stability, and a stronger mind-body connection.

Reformer Pilates, which uses a specialized apparatus with springs, straps, and a sliding carriage, is at the epicenter of this trend. It provides resistance and support simultaneously, allowing for a low-impact workout that builds lean muscle, enhances flexibility, and improves posture. It’s a modality that appeals to everyone from elite athletes seeking a competitive edge to seniors looking to maintain balance and strength.

BODYBAR positions its 'athletic Pilates' approach as a dynamic middle ground in a crowded market. It aims to be more intense and results-driven than some classical styles, yet more focused on Pilates principles than high-intensity fusion classes. By offering a variety of class formats on its 15 reformers, the Exeter studio is poised to meet the diverse needs of the Seacoast fitness community, from beginners to seasoned practitioners.

Scaling a Community-Centric Model

Exeter’s story is a local manifestation of a national strategy that has proven remarkably successful. With over 18,000 members across a rapidly expanding network of studios, BODYBAR has found a replicable model for growth. The company saw its studio footprint increase by 60% in 2025 and has plans to open over 70 more locations this year. This isn't just expansion; it's a validation of their core mission to "cultivate a balanced, athletic, and real community."

The corporate leadership seems to understand that this mission is only as strong as the local leaders who execute it. "From day one, Aaron has shown a strong commitment to investing in the right team, making sure they'll genuinely connect with our brand, mission, and core values," said Kamille McCollum, the brand’s co-founder, president, and chief brand officer. "We're confident he'll lead our Exeter studio with enthusiasm and passion."

This confidence is backed by a powerful statistic: approximately a quarter of the brand's future growth is projected to come from existing franchisees opening additional locations. It’s a testament to a model that works not only for its members but for its owner-operators. For Aaron Smith, this means his vision for a healthier, more connected Seacoast may just be getting started, with plans to open another studio in the coming years.