Built on real data from Mariana Tek studios, this quarterly series breaks down the behaviors, strategies, and trends separating top performers from the rest.

Across Mariana Tek data, three themes emerged in the last few months: Pilates growth continues, new studio openings are concentrated regionally, and other types of expansion are driving a need for new tech support.

1) It’s a Pilates-led market

We saw growth across every modality in the last three months, but Pilates led the charge. In Q2, more than half (55%) of new brands on Mariana Tek offered Pilates, Lagree, or Megaformer. Runner-ups by modality were HIIT (23%), strength/circuit training (19%), and yoga (19%). 

Mariana Tek data shows that Pilates has been growing steadily for five years. Since 2021, the number of studios offering Pilates classes on our platform has tripled. Pilates formats are winning with several key groups—women and Gen Z—and they also demand the highest prices for both individual classes and memberships.

“Demand for Pilates and Lagree continues to accelerate and our studios are ramping faster than in prior years. The strongest growth is coming from strength-forward classes centered on muscular endurance, control, and full-body efficiency. Clients are seeking workouts that feel challenging and effective without the burnout or injury risk of higher-impact training.” -Greg Galloway, Owner and Founder of Peak45

Learn more about the Pilates surge in our 2026 Pilates Report.

2) New studio momentum is accelerating, but it’s concentrated

Boutique fitness never stays the same for long. Even when staples of the industry (like community focus and personalization) stay consistent, there’s always new trends brewing out in the market. And one of the best ways to spot those trends is to look at how newly opened studios are doing things—and where they’re popping up.

Nearly one-third (31%) of all new studios opened in the Southern region of the US, with the West not far behind at 28%. California in particular saw a strong Q2, accounting for 17% of all new studios on Mariana Tek, along with Florida and Texas (8% each).

As for our neighbors to the north, Canada is seeing growth as well! British Columbia accounted for 5% of all new studios and Quebec achieved the most momentum of any region: 25% growth rate since Q1. 

Read more about regional trends in our Data Library.

3) Growth is happening through other types of expansion

Opening new studios isn’t the only way brands are growing this year. In our 2026 Boutique Fitness Trends Report, we reported that 25% of survey respondents considered their studio multi-modality and 43% planned to add new class formats in 2026. We can see this playing out in real time in the data, and will provide updates in our 2027 report.

Other ways brands are growing:

  • Special events and partnerships
  • Adding more classes to the schedule
  • Adjusting class or membership costs
  • Offering recovery services and private training

The last one has been big for Mariana Tek this quarter. We launched Appointments in May to help boutique fitness studios turn private training and recovery services into a consistent, scalable revenue stream. And it’s already having a huge impact!

Cody Stitely, Mariana Tek Onboarding Lead and owner of Motive Fit in Pennsylvania, is using Appointments to support bookings for Rejuvenate, his studio’s recovery room:

“Now customers can toggle between the class schedule and the Rejuvenate schedule and see all the available slots, the same experience they’d have booking a regular class. A lot less manual work on our end adding people in. We’ve seen about a 30% uptick in bookings since the feature turned on.”

Three brands with newly opened locations that are getting growth right

Each of these brands opened a new studio location in Q2 of 2026. Mariana Tek sees many different paths operators take to get there: Independent founders launching with a strong sense of the local market, existing operators expanding into new markets, brands that are migrating platforms to unlock their next phase of growth, and also corporate-owned or franchise-backed concepts continuing to scale. 

These studio openings reflect what we’re seeing in the data: Growth that is intentional and localized. 

1) Caldera Pilates – Knoxville, TN

Every class at the newly opened Caldera Pilates studio is built around heat, intention, and transformation. They offer 3 class types—signature sculpt, yoga sculpt, and power flow—all in their gorgeous space that looks like it’s made of lava rock. We told you it was all about heat!

What caught our eye:

  • Unique and eye-catching studio space & brand
  • Laser-focused class offerings 

2) The Rockhaus – Haworth, NJ

Another exciting new studio is The Rockhaus, offering multiple formats: Reformer, Pilates, strength, and sculpt.Their small-group classes combine expert coaching with personalized attention, so every member feels supported, challenged, and empowered.

What caught our eye:

  • Strong intro offers & founding memberships to bring in new clients at launch
  • Multiple complementary modalities

3) Studio Thrive – Saint-Sauveur, Quebec

The newly opened Studio Thrive has a warm and welcoming space located in a quiet neighborhood—but that doesn’t mean they don’t keep the energy up! With both spin and megaformer classes, the team is determined to create a space where everyone can move in their own way. “Here, we’re not looking for perfection. We’re looking to grow.”

What caught our eye:

  • Elevated brand and in-studio experience that supports premium positioning
  • Emphasis on design and environment

For more studios defining the future of boutique fitness, explore our full list of trendsetting brands to watch in 2026. Looking for more trends shaping boutique fitness? Explore the Mariana Tek Boutique Fitness Data Library.

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by Julie Sippy Senior Marketing Manager

  • First published: August 03 2026

    Written by: Julie Sippy