Pilates attracts a wide range of people, each with their own motivations, fitness levels, and goals. Understanding these personas can help studios tailor classes to meet the needs of their clientele and even determine who they want to attract to their studio. Below, we explore some of the different customer personas in the Pilates industry.
The Gym-Goer (Masses) – Alex, 35
- Work: Government employee working in finance
- Family Situation: Single or in a relationship, may have a family but prioritizes fitness.
- Character Archetype: The Everyman – seeks belonging, routine, and community.
- Personality: Extrovert, sensing, thinking, judging.
- Goals: Maintain fitness, improve mobility, be part of a community.
- Frustrations/Pain Points: Lack of consistency, finding high-quality group classes, avoiding injuries.
- Motivation: Increase strength, visual aesthetics, self esteem.
- Brands & Influencers: Nike, Under Armour, ClassPass, Peloton; follows fitness influencers like Kayla Itsines or Joe Wicks.
- Preferred Channels for Information: Blogs, online reports, referrals from gym trainers.
The Social Media Enthusiast – Bella, 25
- Work: Freelancer doing social media work and working part time at a local coffee shop
- Family Situation: Mostly single, some in relationships.
- Character Archetype: The Explorer – seeks new experiences and trends.
- Personality: Extrovert, intuitive, perceiving, feeling.
- Goals: Try trendy workouts, achieve a sculpted physique, document fitness journey.
- Frustrations/Pain Points: Finding classes that match social media hype, avoiding injuries from advanced moves.
- Motivation: Success (social status, aesthetic appeal).
- Brands & Influencers: Alo Yoga, Lululemon, Gymshark; follows influencers like Blogilates, Melissa Wood Health.
- Preferred Channels for Information: Online & social media, TikTok, Instagram, YouTube.
New Mothers – Emily, 38
- Work: On maternity leave. Working in technology.
- Family Situation: Married
- Character Archetype: The Caregiver – prioritizes family and self-care.
- Personality: Introvert, sensing, feeling, judging.
- Goals: Recover core strength (diastasis recti), rebuild fitness post-birth.
- Frustrations/Pain Points: Lack of time, fatigue, need for baby-friendly workout options.
- Motivation: get back to pre pregnancy body and energy
- Brands & Influencers: Hatch, Kindred Bravely, Tracy Anderson Method.
- Preferred Channels for Information: Referrals, blogs, online reports, mom communities.
Women Who Need Accountability – Sarah, 42
- Work: works in the private sector in a non-profit. Long hours. Sometimes overtime.
- Family Situation: Single
- Character Archetype: The Hero – seeks discipline, structure, and self-improvement.
- Personality: Extrovert, sensing, thinking, judging.
- Goals: Stay committed to fitness through scheduled classes.
- Frustrations/Pain Points: Struggles with self-motivation outside structured programs.
- Motivation: Find a form of exercise that they can do consistently
- Brands & Influencers: ClassPass, Equinox, Apple Fitness+.
- Preferred Channels for Information: Online & social media, blogs, fitness newsletters.
Busy Women in Their 40s and 50s – Laura, 50
- Work: Director at hospital
- Family Situation: Parents with older kids, balancing work and home life.
- Character Archetype: The Sage – seeks knowledge, balance, and mindfulness.
- Personality: Introvert, thinking, judging, intuitive.
- Goals: Find an effective yet manageable workout.
- Frustrations/Pain Points: Time constraints, fluctuating energy levels.
- Motivation: manage menopause symptom
- Brands & Influencers: Lululemon, Calm, Peloton.
- Preferred Channels for Information: Ted Talks, blogs, podcasts.
Older Women (60s-70s+) – Margaret, 68
- Work: Retired from working in education; working part-time.
- Family Situation: Grandparents, living with retired husband
- Character Archetype: The Sage – values wisdom, social connection.
- Personality: Introvert, sensing, feeling, perceiving.
- Goals: Stay active and socially connected.
- Frustrations/Pain Points: Physical limitations, class accessibility.
- Motivation: Increase mobility, strength and manage pain.
- Brands & Influencers: AARP, SilverSneakers, Essentrics.
- Preferred Channels for Information: Referrals, community centers, online articles.
Men Brought in by Their Partners (30s-60s) – Tom, 45
- Work: Cybersecurity
- Family Situation: Married
- Character Archetype: The Everyman – initially hesitant but open to new habits.
- Personality: Introvert, sensing, thinking, judging.
- Goals: Support their partner, improve flexibility and strength.
- Frustrations/Pain Points: Feels out of place, doubts effectiveness.
- Motivation: Minimize injuries from other sports and activities.
- Brands & Influencers: Lululemon Men, WHOOP, Men’s Health.
- Preferred Channels for Information: Referrals, online articles.
Men Seeking Rehabilitation (40s-50s+) – Mark, 52
- Work: Data analyst
- Family Situation: Divorced with children finishing high school and in university or college
- Character Archetype: The Warrior – seeks discipline and recovery.
- Personality: Introvert, thinking, sensing, judging.
- Goals: Manage pain, improve mobility, regain strength.
- Frustrations/Pain Points: Pain, injury setbacks, lack of consistency.
- Motivation: Health.
- Brands & Influencers: Rogue Fitness, Therabody, Functional Patterns.
- Preferred Channels for Information: Online reports, blogs, physical therapists.
Summary
Pilates is an adaptable and accessible form of fitness that suits all body types and fitness levels. Whether someone is drawn in by social media, looking for rehabilitation, or simply seeking an effective and enjoyable workout, there is a suitable Pilates class. Understanding the different customer personas for Pilates allows instructors and studios to create targeted programs that maximize engagement and benefits for their clientele.
Certified Stott Pilates instructor in mat and reformer Pilates.