As workout and fitness trends sweep the country, one company is making a name for itself worldwide.
January Swiderski is the U.S. Franchise Development Manager for Studio Pilates International, a group fitness brand that has transformed the global fitness landscape. Since Swiderski joined the team as the first employee based in America in June 2023, Studio Pilates International has opened eight studios across the country and expects 14 more to open soon.
With her background in brand growth and development, Swiderski has been able to apply the skills she has learned in previous roles to contribute to Studio Pilates International’s success in the States.
Swiderski started working as an executive assistant for Pizza Hut’s COO. Later, she gained her paralegal certification, gaining insight into franchising and the legal technicalities of opening a business.
Swiderski transitioned to a role with Nothing Bundt Cakes, where she learned lessons she now relies on at Studio Pilates International.
“That experience [with Nothing Bundt Cakes] really is what I leverage here at Studio Pilates, having that passion for the brand and being able to share that passion with people, realizing that they are coming in and making a large investment, not only monetarily, but with their time,” Swiderski told The Dallas Express.
As the Franchise Development Manager, Swiderski is responsible for walking potential franchisees through the process of beginning their business. She went on to explain how many people start their franchise journey.
“[For] a lot of people that come into franchising it’s very new; they are not necessarily former business owners, so [I do] a lot of hand-holding and [I’m] okay with that,” Swiderski said. “No question is a bad question, and [we make sure to] keep that personable and trustworthy aspect in what could be a very scary thing to jump into.”
Swiderski further explained how Studio Pilates International has gained brand awareness, leading to the company’s robust growth.
“A lot of our inquiries come from people who love pilates; they want to do something that they love, and they are just frustrated,” Swiderski told DX. “They have some pain points with the studio that they are currently attending.”
In addition, Studio Pilates International has seen growth attributed to the upcoming opening of a studio in Nashville, Tennessee, with Beverly Hills, 90210, alum Jason Priestley and his wife, Naomi.
Swiderski also touched on the potential for expanding into the DFW area.
“We do have a few serious candidates that are still in the due diligence process,” said Swiderski. “I’m not quite sure when they’re signing will actually happen because timing is everything from a financial and personal standpoint for people, which is totally understandable.”
Swiderski told DX that launching a studio could take a franchisee anywhere from two to three months, but she remains excited about the prospect of opening one in the metroplex, given its continued growth.
“Being [in the metroplex for] 12 years, it blows my mind how much everything has changed in such a short amount of time,” Swiderski commented. “I know with the droves of people coming… certain pockets are very high-end, certain pockets maybe aren’t as high-end, but it’s really reformer pilates created for everyone. I think the different areas we go into would really introduce some people to pilates that have never experienced it before and then just be a better alternative to people who do it anyway.”
One of the many reasons Swiderski loves the brand is that it is so inclusive, not just with traditional demographics such as age, gender, or race but also with the ability levels of those who work out in the studios.
“Unlike a lot of other studios, our classes are not leveled. So whether you’ve been doing pilates your entire life or you are just beginning, you can book into a class at your convenience,” Swiderski explained. “Every movement that’s programmed into the class can be modified and progress or regress for intensity, so it’s really the workout that suits your needs at the time.”
Another aspect that makes the brand inclusive is the way in which it hires its instructors. No prior certification or experience is needed to become an instructor, which allows franchisees to choose from a wider pool of candidates. Studio Pilates International provides certification and training to its instructors, making the process easier for both parties.
When asked what distinguishes Studio Pilates International from its competitors, Swiderski said, “There’s just so much about the brand that puts us at the forefront.”
“The studios are absolutely gorgeous, they’re classic, our branding is black and white, and we actually manufacture our own reformers, so our reformers are extremely sturdy and high-quality,” she added.
In addition to the environment created in each studio with the aesthetics, Swiderski discussed how clients benefit from video and in-person instruction.
“Our clients are able to be on the reformer and view a video of instruction on how to do each exercise and they also have the audio voiceover that coaches them through,” said Swiderski. “At the same time, they actually have a live instructor in every single class, so it really makes a difference because our instructors are able to focus on our clients and ensure that they are doing every exercise properly and efficiently.”
Studio Pilates International was founded by Jade and Tanya Winter, who both have a passion for health and wellness. Jade Winter is a former Olympian who swam for Australia, and his wife, Tanya, has a background in physical therapy.
The couple opened their first studio in Brisbane, Australia, in 2002, where its Global Support Office is currently based.
Studio Pilates International recently celebrated the opening of its 100th studio in Chanhassen, Minnesota. It has several international locations in countries such as Australia, China, and New Zealand and will open studios later this year in Canada.