3 Strategies to Bring Gen Z and Millennials into Your Pilates Studio

The wellness landscape is changing, and younger generations are shaping a new definition of what it means to live well. For millennials and Gen Z, wellness isn't a once-a-week commitment but a daily ritual. They crave movement that prioritizes more than aesthetics, delivering stress relief, mental clarity, longevity, and balance. 

Here are three powerful strategies your Pilates studio can use to attract, engage, and retain younger clients. 

1. Step up your social media marketing

For younger audiences, social media isn't just entertainment—it's research. Before booking a class, millennials and Gen Z often scroll through a studio's feed to get a feel for how it operates, what the vibe is, and whether it aligns with their lifestyle and values. They're looking for more than polished ads. They want a glimpse of your personality, your community, and what it actually feels like to be part of your space. 

To capture their attention, focus on storytelling through short-form video. Share clips of reformer flows, client transformations, and "Day in the Life of a Pilates Instructor" moments that showcase your studio's energy and authenticity. Behind-the-scenes content and real interactions highlight your unique culture, while trending audio and relatable captions help you connect on a human level. 

Consider partnering with local micro-influencers or fitness creators who already speak to your target demographic. Their endorsements build credibility and can bring in new clients who've already seen your space on their "For You" page or feed. 

Pro tip: Use interactive features like polls, Q&As, and "Ask Your Instructor" stories to boost engagement and spark conversations with potential clients before they ever walk through the door. 

2. Offer specialty classes that stand out

Younger clients crave variety and creativity in their workouts. While traditional reformer classes will always have a place, adding specialty offerings can help your studio stand out and attract new members looking for something fresh. 

Try experimenting with themed classes like: 

• Pilates + strength: Mix traditional reformer moves with resistance bands or weights for a hybrid workout
• Pilates beats: Sync movements to music for a more energetic, rhythm-based experience
• Recovery reformer: Offer slower-paced sessions focused on stretching, mobility, and mindfulness 

You can also design short, high-intensity Pilates circuits or beginner-friendly workshops that make the method less intimidating for first-timers. Rotating specialty classes or limited-time "series" helps maintain excitement and encourages repeat visits. 

Rotating specialty classes or hosting limited-time "series" (like a 6-week core challenge or summer strength program) keeps your schedule exciting and encourages members to book early before spots fill up. By infusing creativity into your programming, your studio can strike the perfect balance between tradition and innovation—offering a Pilates experience that feels timeless yet tailor-made for today's wellness-minded generations. 

3. Build a community-focused environment

Millennials and Gen Z aren't just looking for workouts; they're looking for belonging. For them, fitness is as much about connection as it is about movement. Fostering a strong sense of community doesn't just build loyalty between your business and your clients. It also helps forge lasting friendships among the people sweating side by side in your classes. These relationships create a powerful network of accountability and support that keeps members coming back week after week. 

To build these relationships and improve the camaraderie in your studio, you can host social events like member mixers, wellness workshops, or themed classes followed by post-session refreshments. Encourage instructors to learn names, celebrate milestones, and create moments of genuine connection that extend beyond the reformer. When clients feel seen and supported, they're far more likely to stay engaged long-term. 

You can also carry that same sense of community online through your content. Share client stories, highlight achievements, and capture authentic moments that reflect the atmosphere in your studio. Small gestures, like tagging clients in photos, replying to comments, or sharing member spotlights, can make your brand feel warm, welcoming, and people-centered. 

Pro tip: Create a referral or loyalty program that rewards members for bringing friends. This helps grow your client base organically and helps new members enter the studio already feeling connected. 

Bring new energy to your studio

The Pilates boom among younger generations isn't slowing down, and studios that evolve with the times will lead the charge. By amplifying your social presence, refreshing your class lineup, and nurturing a connected community, your studio can become the destination for millennials and Gen Z looking to move, sweat, and belong.