How to Market Your Pilates Studio to Men

Joseph Pilates was a boxer and a gymnast. His method was designed to build strength, not just flexibility. Yet, most studios market with soft pastels and words like "long and lean."

The "Strength" Pivot

Men don't want to be "lean." They want to be "strong" and "mobile." Change your copy.

• Instead of "Toning," say "Core Stability."
• Instead of "Lengthening," say "Injury Prevention."
• Instead of "Flow," say "Control."

The "Bro-lates" Workshop

Host a specific "Pilates for Athletes" workshop targeted at golfers, runners, and weightlifters. Show them how the reformer can fix their back pain. Once they feel the burn, they will be hooked.