Life Time Capitalizes on Pilates Boom, Drives Expansion with New Class Format

Event summary

  • Life Time is the largest provider of Pilates and private sessions in the U.S., with over 175 locations.
  • The company's new 'CTR' athletic reformer class has become the most waitlisted class in Life Time history.
  • Life Time plans to offer CTR at over 60 locations by the end of 2026.
  • Pilates studios will be included in each of the company's 12–14 planned new locations in 2026.
  • Life Time saw a significant increase in private Pilates sessions in 2025.

The big picture

Life Time's dominance in the Pilates space, coupled with the rising popularity of reformer workouts, positions the company to capitalize on a growing segment of the fitness market. The introduction of CTR demonstrates a strategic effort to broaden appeal and attract a new demographic, leveraging the 'halo effect' of established Pilates programming. This expansion aligns with the broader consumer trend towards low-impact, high-results fitness and longevity-focused wellness practices.

What we're watching

Cross-Selling
The success of CTR in attracting new members and their subsequent adoption of traditional Pilates will be a key indicator of Life Time’s ability to expand its Pilates offerings and increase member lifetime value.
Competitive Response
Other fitness chains will likely attempt to replicate Life Time’s success with reformer-based classes, potentially intensifying competition and requiring Life Time to further differentiate its offerings.
Expansion Pace
The speed at which Life Time integrates Pilates studios into new locations will reveal the company’s commitment to the category and its confidence in the continued demand for reformer-based workouts.