Upstate Studios - Fitzroy

Upstate Studios - Fitzroy

Melbourne, Australia

recommended

The Upstate Studios Story

Upstate Studios was founded in 2009 by sisters Gail Asbell and Charelle Cuolahan, who transitioned from corporate careers into fitness. The brand now operates 16 studios across Victoria, New South Wales, and Queensland, with multiple locations throughout Melbourne.

Upstate delivers a mix of Reformer Pilates, hot Pilates, yoga, boxing, and HIIT, programmed in high-energy, music-driven environments. Signature formats such as Reform & Burn combine reformer training with curated playlists, while heated classes and strength-based sessions expand the offering beyond Pilates.

The company operates a corporate model rather than franchising, maintaining centralized control over brand culture and instructor development. Upstate has also expanded into instructor education, activewear, and retreats as part of its broader lifestyle positioning.

How Did Upstate Studios Fitzroy Score Overall?

The full client experience at Upstate Studios Fitzroy was good, achieving The Fit Guide Recommended Rating.

The class was also notable and has achieved our Class Experience Recommended Rating.

The Highlights

Modern, well-branded equipment supported a high-quality session.

Digital booking and communication were seamless and clearly aligned with the brand.

What Our Evaluator Had To Say

“The studio looked sharp and the equipment felt really solid.”

“Booking was easy and I knew exactly what to expect before I arrived.”

“The class flowed well and the energy in the room was great.”

What to Expect From A Upstate Studios Fitzroy Session

Upstate Studios Fitzroy delivers reformer-based Pilates sessions with an energetic, music-driven feel. Expect structured blocks combining controlled strength work and dynamic flow, with clear timing and scalable options. Classes focus on building strength and endurance in a bold, empowering studio environment. The brand also offers other class types, such as boxing and yoga.

The Reception Service

Our pre-visit calls to the studio were not answered. On arrival, we were greeted promptly and check-in was efficient, with booking details confirmed accurately. A brief orientation was offered, though it felt rushed and did not clearly explain where to wait or how the space flowed.

After class, there was no check-in about our experience and no conversation around next steps. Interactions remained polite and professional. Sales discussions were minimal and no follow-up booking was discussed.

The Class Experience

Upstate Studios Fitzroy received our Recommended Rating.

The class was structured and professionally delivered. The coach arrived early, introduced herself, completed an injury check and acknowledged us as first timers. The session started on time, structure and duration were explained, and the warm-up was well paced. Regressions and progressions were highlighted and the flow remained smooth.

Instructions were at times difficult to hear due to low microphone volume and a busy room. Positioning and equipment use were not always obvious. Demonstrations were occasionally hard to see and corrections were limited. The cooldown was delivered clearly and energy remained upbeat.

The Equipment And Studio

Equipment was clean, modern and in excellent working order. Branded dumbbells and mats reinforced identity, and equipment was well spaced and stocked for different ability levels.

The space was clean with comfortable temperature, strong lighting and a high-quality sound system. The “STATE OF MIND” feature wall added personality. Design was functional rather than architectural.

The Facilities And Public Areas

The exterior was bold and easy to locate, with bright yellow signage creating a strong first impression. Interior branding was cohesive and confident. The waiting area was spacious with appropriate music and temperature control.

Changing areas were clean with hairdryers available and adequate space. Amenities were limited to hand wash, and showers provided body soap only. Minor cleanliness details were visible. Lockers were in excellent condition with number locks. Workout and shower towels were chargeable. Complimentary water was available via tap, with no additional food or beverage options.

Digital And Technology

Booking through the website and branded app was intuitive. Confirmation emails were prompt, cancellation terms were clearly outlined and arrival guidance was communicated in advance.

The website was mobile friendly and aligned with the yellow, black and white brand aesthetic. Class descriptions and schedules were easy to find, and introductory offers were visible. Email communications were personalised and on brand. Social media reflected the in-studio experience.

Pricing

Upstate Studios Fitzroy offers an introductory deal for first-time clients. Newcomers can pay $59 and enjoy unlimited classes for 30 days.

If you’re looking for a longer-term commitment, memberships are available from $59 for unlimited classes per week with a minimum 4-week commitment.

Drop-in sessions are available at $29 per class, with smaller commitment packages also available, starting at a 10-pack for $260.

Top Scoring Categories

Equipment & Studio
five
Public Areas
four
Digital & Technology
four

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