Club Pilates On Demand, Pilates for Everyone
Pilates & Fitness | Apple TV, Fire TV, Android, iOS, Web Platform
Quick Facts about Club Pilates On Demand
- Memberships: $29.99/monthly or $289.99/annually
- Offers 7 day Free Trial
- Initially launched in 2016 as Pilates fitness On Demand app
- Marketed to new markets and existing Club Pilates members
- Uses Intelivideo’s Hubspot Integration for member-specific communication
- Built unique workout selector for apps
- Needed apps, sophisticated platform flexibility and marketing strategy
Club Pilates is the fastest-growing pilates franchise and one of the most innovative studio brands in the market. The company is built on the mission to make Pilates accessible and affordable for any member.
Maxing out around 450 members per location and exponentially growing the number of studios domestically, Club Pilates offers a wide-reaching membership experience across the country. Innovative programming, studio spaces and new company initiatives positions Club Pilates to scale and transform as the studio experiences change.
Club Pilates and Technology
Club Pilates focuses on maintaining a great experience for every studio member. They wanted to further evolve their brand by working closely with Franchisees to complement their in-studio workouts with a digital experience.
With the three-digit market growth in Video On Demand year-over-year, Club Pilates recognized the need and reach an On Demand offering could provide the brand.
As Sara Luna, VP of Operations, said, “It will allow us to bust through the four walls we have in every single studio and expand our footprint.”
Not only will the Club Pilates brand see additional revenue and market opportunity, but every franchise member participates in a revenue share model. This sharing program allows the franchisee owners to reach subscribers beyond their four walls. No longer are they restricted to a 450-person membership size because of studio space.
“It will allow us to capture a new audience that has never been able to afford Pilates before,” Luna said. “With Video On Demand, the membership is limitless.”
One of the largest marketing opportunities they see is how On Demand subscribers are invited to a studio experience and how studio members can use their On Demand app to further their Club Pilates experience. Providing data for that complementary use case is one of the main priorities in 2019.
Club Pilates On Demand Experience
Launching mid-2018, Club Pilates worked hard to capture the spirit and premium experience in their app. CP On Demand organized their video library for a Home, Gym, Hotel or even Airplane (Yes! Even airplane programming) experience. CP On Demand has 16 different instructors guiding subscribers through these various workouts.
A subscriber can select different items like Home and then choose from Type of Equipment and target a Part of the Body. Since CP On Demand releases new content weekly, their library quickly scales. The structure of their app and videos allow consumers to have a guided, self-selected experience and workout.
The variety and breadth of their content gives CP On Demand the most robust branded Pilates app on the market and an edge on other workout apps, which do not have the variety or scale of content that Club Pilates offers.
Club Pilates On Demand Looking Towards the Future
One of the main focuses for Club Pilates On Demand is to continue to help their Franchisees offer their members the On Demand access to complement the studio experience. They continue to look at the various opportunities to drive digital subscribers into studios and studio members to their On Demand experience.
Club Pilates is quickly becoming the #1 Pilates experience and expects high subscriber growth in early 2019 by rapidly establishing more studios in the U.S. and Canada; strategizing to expand internationally to Europe, Asia, Australia, Africa and South America; and unifying those Franchise locations with the CP On Demand offering.
Have questions about Franchise On Demand models or launching an On Demand offering?
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