Club Pilates is going deeper into Southeast Asia, with its first studio now open in Bangkok and further expansion planned across the region. The Philippines is next on the radar, with a major deal just signed.

Thailand is the starting point for expansion beyond Singapore. The brand signed its master franchise agreement in October 2025, committing to 20 studios across Bangkok and surrounding areas. Six months on, the first location was launched in Lumphini, central Bangkok.

At the same time, the brand has secured a second major deal in the region, with 30 studios planned in the Philippines over the next 10 years.

Club Pilates is one of the largest Pilates operators globally, with more than 1,650 locations across 22 international markets.

Its growth has been driven by a standardised franchise model, combining structured programming with a defined instructor training system and consistent class formats.

The concept typically runs 8 to 12 reformers per class, allowing for a more personalised coaching experience compared to higher-capacity studios.

For Southeast Asia, this model offers a clear pathway to scale, provided operators can balance global consistency with local market expectations.

Pilates continues to grow globally, driven by demand for low-impact strength training and structured classes.

In Southeast Asia, the category is still developing. Outside of Singapore, markets such as Thailand, Vietnam, and the Philippines remain relatively early in their lifecycle.

International boutique brands have entered Southeast Asia with mixed results.

Pricing, localisation, and maintaining consistent standards at scale remain key challenges. Consumer expectations differ across markets, and premium positioning does not always translate directly.

There are signs of success in the region from other international brands. KX Pilates has established a strong presence across the region, with locations in Taiwan, Thailand, Singapore, Indonesia, and Japan. Several of its studios have received Fit Guide awards, showing that the model can work when executed well.

For Club Pilates, this is a logical next step. The brand has already proven its ability to scale in established markets. Southeast Asia offers a new growth engine, with lower penetration and increasing demand for structured fitness concepts.

If executed well, the region could become a significant contributor to its international footprint.

The move highlights two broader trends.

First, Pilates continues to gain momentum globally. Demand for lower-impact, strength-focused training is increasing across demographics.

Second, Southeast Asia is becoming a key battleground for international brands.

The market is still developing, which creates room for growth. At the same time, it raises the bar for operators looking to establish themselves early. More brands are likely to follow.

Club Pilates is entering Southeast Asia at a time when the category is still taking shape.

The opportunity is clear. So are the challenges.

The next phase will depend on how well the brand adapts its model to local markets while maintaining the consistency that has driven its global growth.

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