In many hotels, reformer Pilates has moved from a niche offering to an established part of the wellness and fitness area. Deciding to acquire a few reformers is quick. Whether the offering is also economically viable, however, is decided elsewhere: by space, staffing, utilisation and pricing model. This article shows how to evaluate a hotel Pilates offering soberly and plan it so that it suits your property and your guests.
Why Pilates fits the hotel industry so well, and which equipment configurations have proven themselves, is covered in our article Pilates Reformers for Hotels & Wellness Resorts. Here we turn to the next question: how do you turn it into a sustainable concept?
The context: demand with a clear direction
Two recent surveys offer orientation. According to the Global Wellness Institute's 2025 Global Wellness Economy Monitor, wellness tourism grew by 13.8 per cent between 2023 and 2024; the institute expects annual growth of around 9 per cent through 2029. In the American College of Sports Medicine's "2026 ACSM Worldwide Fitness Trends" survey, the category "Balance, Flow, and Core Strength" – which explicitly includes Pilates – ranks fifth, with fitness programmes for older adults in second place.
For hotels, this is a relevant signal: guests are increasingly looking for offerings that combine movement, recovery and body awareness – across many age groups. Demand alone, however, does not make an offering profitable. What matters is how well it fits the profile of your property.
Step 1: Define the role of the offering
Before discussing the number of reformers and prices, clarify what role Pilates is to play in your property. Three roles are common:
- Amenity: Pilates is part of the overall experience, included in the room rate, and strengthens positioning, reviews and repeat bookings. Its economic value is indirect.
- Stand-alone revenue stream: sessions are sold separately, as small groups or private sessions. Here, revenue must cover the costs of staff, space and equipment.
- Reason to stay: Pilates weeks, retreats or packages are the reason for the booking. The benefit lies mainly in occupancy and length of stay, including outside the high season.
In practice, these roles overlap. What matters is to define one as the primary objective – because it determines how you will measure success later.
Step 2: Plan space realistically
A reformer is usually 238 to 245 cm long and around 60 to 70 cm wide. Including room to move, you should allow at least about 2.7 × 1.2 m per reformer; 3 × 1.5 m is comfortable. You will find details in our article How much space does a Pilates reformer need?
A studio room also needs circulation space, room for the instructor and storage for mats and accessories. As a rough guide, which does not replace detailed planning:
- 1 reformer (private sessions, spa suite): about 8 to 12 m²
- 2 to 3 reformers (boutique hotel): about 15 to 25 m²
- 4 to 6 reformers (resort, dedicated studio room): about 30 to 45 m²
Also ensure a level, load-bearing floor, daylight or high-quality lighting, good ventilation and a quiet location away from the pool area and deliveries. In a hotel, the room shapes the experience as much as the equipment. If a reformer with a tower is planned, check the ceiling height as well.
Step 3: Staffing – the largest cost factor
Reformer Pilates depends on qualified instruction. Without it, the equipment remains unused or is used unsafely. Hotels typically choose one of three models:
- Employed Pilates specialist: consistent quality and high availability, but fixed costs even when utilisation is low. Suitable for large properties operating year-round.
- Freelance Pilates instructors paid by the hour: flexible costs that follow demand. This requires a reliable network in the region.
- Partnership with a local studio: the studio provides the instruction, the hotel provides space and equipment, and revenue is shared. This reduces risk and brings expertise into the property.
Whichever model you choose, check the instructors' qualifications and experience, arrange a briefing for the spa team on basic functions and spring settings, and clarify liability and insurance with your insurer.
Step 4: Plan utilisation rather than hope for it
The most common reason for unprofitable offerings is not the price but empty sessions. A few levers have proven effective:
- Fixed time slots: a few sessions that reliably take place are more economical than a broad timetable with frequent cancellations. Early morning and late afternoon usually suit guests' daily rhythm.
- Booking before arrival: offering Pilates in the booking process or in the pre-arrival email lets you plan capacity earlier and sell more.
- Small groups: three to six people per session allow individual attention and spread staffing costs.
- External guests: day guests, memberships for local residents or corporate partnerships fill off-peak hours and the low season.
Step 5: Pricing models compared
The right pricing model depends on the role defined in step 1:
- Included in the room rate: easy to communicate and strong for positioning, but without direct revenue. Suitable when Pilates is a defining feature of the property.
- Bookable individually: small groups and private sessions are charged separately. Transparent and directly measurable, but requires active selling.
- Packages and retreats: accommodation, sessions, dining and spa are bundled. Often the most attractive option, as it increases length of stay and total revenue per guest.
- Memberships for external guests: predictable income and better utilisation, provided space and access allow it.
A worked example with assumptions
The following figures are not market prices but placeholders. Insert your own values; the structure of the calculation stays the same.
- Assumptions: 4 reformers, 10 small-group sessions per week, an average of 3 occupied places per session, price P per place, instruction cost L per session.
- Weekly contribution margin: 10 × (3 × P − L).
- Break-even on the investment: the investment in equipment and room design divided by the weekly contribution margin gives the number of weeks to payback.
The example makes two relationships visible: occupancy per session has a stronger effect than price, and every additional person in a session that is taking place anyway improves the result immediately. If Pilates is included in the room rate, replace direct revenue with indicators such as additional bookings, length of stay or reviews.
Equipment: designed for studio use
In a hotel, a reformer is used more often and by more different people than at home. Pay attention to wheels and rails, upholstery that is easy to clean, readily accessible springs and a reformer whose settings can be adjusted quickly to different body sizes. Also clarify what intensity of use the warranty terms provide for in commercial settings.
Design matters too. Wood and aluminium each have their own strengths; The Virtù Line reformers are available in 28 colours. This allows the equipment to be matched to the interior of your property. Our reformer collection provides an overview.
Plan maintenance from the outset: regular visual checks, cleaning after every session and timely replacement of wear parts. You will find guidance in our article on caring for and maintaining Pilates reformers.
Planning checklist
- Role of the offering defined: amenity, revenue stream or reason to stay?
- Space checked: floor area, floor, light, ventilation, ceiling height, location within the property
- Staffing model chosen and qualifications checked
- Liability and insurance clarified
- Timetable with fixed time slots drafted
- Pricing model and success indicators defined
- Equipment selection, colour and delivery time agreed
- Cleaning and maintenance organised
Conclusion
Pilates can be an economically sound offering for hotels – when it is planned as a concept rather than as a one-off purchase. Demand for wellness travel and for forms of exercise such as Pilates is well documented. Whether the offering pays off, however, depends on its role in the property, realistically planned space, the right staffing model and consistently managed utilisation. Clarifying these points in advance creates an offering that convinces guests and makes economic sense.
We would be pleased to support you with your planning, from the number of reformers to the choice of colour. Information for hotels, studios and practices is available on our For Business page. You are welcome to try the equipment at your leisure in our showroom.
Frequently asked questions
How many reformers does a hotel need?
That depends on the concept. One reformer is sufficient for private sessions; boutique hotels often start with two or three; resorts with a dedicated studio room plan for four to six. What matters is the expected demand per session, not the maximum possible number.
How much floor space does a hotel Pilates room need?
As a guide, about 8 to 12 m² for one reformer, 15 to 25 m² for two to three and 30 to 45 m² for four to six, each including room to move and circulation space. Detailed planning depends on the floor plan.
Is a dedicated Pilates instructor required?
Qualified instruction is essential for reformer Pilates. Whether you employ a specialist, work with freelance instructors or partner with a local studio depends on the size, seasonality and utilisation of your property.
Should Pilates be included in the room rate?
That makes sense when Pilates is a defining feature of your property. If the offering is to generate its own revenue, individually bookable sessions, packages or retreats are usually the better choice.
Can external guests use the offering?
Yes, if access and space allow. Day guests and memberships for local residents improve utilisation, especially during off-peak hours and outside the high season.
