VAURA Pilates Targets California for Franchise Expansion as U.S. Growth Continues
Krissy Vann | Host, All Things Fitness and Wellness
VAURA Pilates is expanding franchise opportunities into California. The move marks a strategic next step in the Australian company’s U.S. growth plan, following the opening of its first American studio in New York City in early 2024.
The brand is aiming to differentiate in a crowded boutique fitness market by offering what it describes as a more immersive and physically intense approach to Pilates. Its studio experience integrates strength, mobility, and high-intensity training with sensory elements such as mirrored ceilings, colored lighting, and curated music, creating an environment designed to heighten focus and performance.
“VAURA has set a new standard in major metropolitan cities, including Manhattan, and as demand grows, California is the ideal market to continue expanding our elevated, sensory-driven approach to Pilates,” said Tom Dowd, Chief Executive Officer.
Dowd also emphasized the brand’s positioning as distinct from traditional offerings. “We’re delivering an entirely new category of Pilates, personalized, immersive, and designed to transform the way people experience movement,” he said. “We’re excited to partner with proven operators who share our vision for building the future of elevated reformer Pilates.”
VAURA currently offers five class formats aimed at different fitness needs and consumer profiles. These include TOTAL, a strength and conditioning class focused on full-body development; STRETCH, a mobility-focused session blending yoga and Pilates techniques; CIRCUIT, a higher-intensity option combining strength, HIIT, and core training; FUSION, a hybrid of reformer and floor-based functional movements; and NURTURE, a slower-paced, modification-heavy class tailored for pre- and postnatal participants.
The California franchise offering follows the rollout of VAURA’s FS8 Pilates concept in the state, signaling the company’s broader interest in capturing market share in premium wellness formats. The brand’s second U.S. location is currently under development in Austin, Texas, with an opening projected for summer 2025.
Beyond California, VAURA is targeting additional franchise growth in cities including Miami, Dallas, Phoenix, and Toronto, along with a growing presence in international markets such as Singapore, Dubai, and Indonesia.
As the reformer Pilates category continues to scale globally, VAURA’s U.S. expansion reflects broader trends in consumer demand for more stylized and experiential training environments. While the brand is still early in its North American rollout, its choice of urban markets and hybrid training model signal a focused attempt to carve out space among premium fitness operators.
