Someone in my community reached out to me with a problem:

A large reformer studio (a la Club Pilates) moved into her town and, because they have such great prices, she’s noticed people have been flocking to the new place. 

She felt like her only options were to either lower her prices (which is far from ideal because she has bills to pay and a team to compensate) OR close the doors to her studio.

Obviously, neither one of those options feels good. Being honest . .  they’re devastating. But what can you do when your small studio is having to compete with big chain studios that are so much larger and have so many more resources at their disposal? 

It can feel like you’re a newly-christened knight (with barely any armor) going up against a fire-breathing dragon. How the heck are you supposed to make it out of that situation alive?

This isn’t anything new or unheard of. In fact, I’ve heard the same story from studio owners all over. A big-group Reformer chain rolls in and suddenly you feel like the “expensive” option that can’t compete on volume, schedule, or hype.

But here’s the truth you need to sit with: 

You are NOT in the same business as Club Pilates or the other large-group reformer studios.

It’s not apples to apples — it’s fast food versus a private chef. They thrive on volume, sameness, and speed. You thrive on depth, detail, and personalization.

You will not win their game. You don’t have to. You can thrive by doing what big studios can’t — and by talking about it clearly, proudly, and often.

Below is the blueprint.

But before we dive in, let me say this clearly: this article isn’t here to knock Club Pilates or any of the big group Reformer studios. I’ve heard plenty of inspiring stories from students whose lives have been changed inside those walls. 

At the same time, I’ve seen too many small studio owners start to shrink back, second-guess their value, and forget just how much they have to offer.

This blueprint is here to remind you of your own strengths and give you tools to stand tall next to the big players. It’s not easy . . . but it IS simple. And it works.

Key #1: Do not compete on price. Ever.

This is the trap most small studios fall into first: they see Club Pilates charging less per class and panic. They start lowering prices or adding memberships to “keep up.” 

But this is a battle you can’t win. Club Pilates makes its money on volume: dozens of teachers, hundreds of members, and back-to-back classes all day long. As a single-teacher boutique studio, you’re running a completely different business model.

Let’s go back to the fast food vs private chef analogy. McDonald’s can sell you a burger for $2 because they’re serving millions. But if you invite a chef into your home to cook a personalized meal, you don’t expect them to match McDonald’s prices. You’re paying for customization, care, and experience. Pilates is no different.

So how do you set prices? From your billable hour, not your competitor’s ads.

Here’s the fast math:

Step 1: What revenue do you need per month to pay yourself and cover expenses? Let’s say $8,000.

Step 2: How many hours can you realistically teach per week without burning out? Maybe 20. That’s about 80 hours a month.

Step 3: Do the math. $8,000 ÷ 80 = $100 required per billable hour.

Step 4: Choose how you deliver that hour:

• 1:1 session at $100 = $100/hour
• Semi-private 2:1 at $50 per person = $100/hour
• Small group 4:1 at $25 per person = $100/hour

Every option gets you to your target because the math is based on your needs — not on what Club Pilates is charging down the street.

And while we’re still on the topic of money, let’s address memberships. 

They work for big studios because memberships reward volume and predictability. But as a solo teacher, you can’t realistically offer unlimited swaps, multiple holds, and endless class times without either disappointing students or running yourself into the ground. 

Plus, your people often cross-train — they run, they play tennis, they travel. Boutique pilates should fit their real lives, not demand all-or-nothing attendance. If someone truly wants “only pilates, all the time,” the big studio might actually be the better fit. Bless and release, then pour your energy into the students who value what you uniquely offer.

Key 2: Ask your best students why they chose you. Then use their words.

When you’re worried about competing with Club Pilates, the temptation is to look across the street and guess what they’re doing. But your best source of clarity is the people already showing up for you.

Start by asking your most loyal students: “Why do you come here instead of going to the big studio?” Then really listen. Write down every phrase. Look for patterns. You might hear things like:

“I don’t feel lost in a crowd here.”

“You notice when I’m doing something wrong.”

“I don’t want to be just another face swiping a card.”

When you line up those answers, you’ll see the common thread. Your students don’t actually want the big, anonymous group experience. They value the attention, safety, and trust that only a boutique setting can provide.

Often, your students will share private information about their health with you. Things they’d never feel comfortable saying out loud in a large class with rotating teachers. They embrace you as a confidante and a trusted partner in their movement and wellness journey. And that close relationship becomes part of what keeps them coming back. 

This becomes the foundation of your messaging. Don’t guess what sets you apart. Ask, document, and then put their words front and center — on your website, in your conversations, and in every place you talk about what you do.

Key 3: Pick a niche that reflects who you already attract

Here’s the truth: not everyone is your student. And that’s a good thing. Trying to be everything to everyone is how small studios burn out and blur into the noise.

Your niche is what all your people have in common. And here’s the kicker: it’s not always about a body type or injury. Sometimes it’s about personality, values, or priorities. For example:

Injured or cautious movers. These are people who can’t risk being lost in a giant class. They need eyes on them, careful progressions, and the confidence that they’re not making things worse. If everyone loved Planet Fitness, nobody would ever pay more than $10/month. But there are people who need something safer, smarter, and more supportive. That’s you.

Motivated athletes. These are the runners, golfers, or tennis players who want pilates to fine-tune their game. They’re focused and goal-oriented. They’ll pay more because they see the value of targeted work that gets them results.

People with resources. This may sound blunt, but it’s reality. You can’t build a business serving people who can’t afford you. Your studio thrives when you’re clear that your work is an investment. 

That doesn’t mean you can’t have one lower-cost, higher-volume option if you want to. Think of it as your “entry point” offering — it gives price-sensitive folks a way to stay connected to you without undercutting your premium work. Whether it’s a weekly large mat class in a rented hall or an Open Studio model with supervised self-practice, these formats create community and keep the door open while your higher-touch services remain your core focus.

And remember: your niche doesn’t lock you in. It gives you a compass. When you know who you serve best, your marketing, pricing, and teaching all fall into place.

Key 4: Make a clear “We are/We are not” message and use it everywhere

This is where everything comes together. Once you know what your people value (Key #2) and who you’re for (Key #3), you have to make it crystal clear — in your own words — what makes you different from the big-group Reformer studios.

Make a side-by-side list: What do you offer that Club Pilates can’t? Maybe it’s:

• Individual programming instead of cookie-cutter classes.
  
  
• Flexible payment options instead of rigid memberships.
  
  
• Expertise from a single dedicated teacher instead of a rotating roster of part-timers.
  
  
• A calm, grounding environment instead of a crowded, high-energy “club.”

Don’t just keep that list in your head. Put it into your conversations, your website copy, and your social media posts. Students need to hear the difference over and over again. Because if you don’t tell them, they’ll assume it’s all the same — and default to the cheaper, flashier option.

This is also where movements like the Lion Pilates Manifesto come in. It’s not just about saying you’re “different.” It’s about showing a united front: boutique studios that prioritize quality, care, and individuality. When you stand firmly in that identity, you stop playing defense and start leading with confidence.

At the end of the day, running a boutique pilates studio next to a big-chain giant like Club Pilates isn’t about out-pricing them, copying their schedule, or trying to match their volume. It’s about leaning into what makes you different.

When you:

• Price from your billable hour instead of panicking about the ad down the street
  
  
• Listen closely to what your best students already value about working with you
  
  
• Define (and own) the niche you serve best — with maybe one smart volume option to keep the door open, and
  
  
• Clearly articulate the ways you’re different from the big studios . . .

That’s when your studio stops competing and starts standing out.

And you don’t have to figure this out alone. That’s exactly why I created the Professional Tier of Pilates Encyclopedia — to help teachers like you refine your pricing, messaging, and business model so your studio thrives without burnout.

Inside, you’ll find career resources, business guidance, and a community of teachers navigating the same challenges you are. Together, we’ll make sure your studio doesn’t just survive next to the big chains . . . it thrives.

👉 Click here to join the Professional Tier and get the clarity, tools, and support you need to grow on your own terms.