How KX Pilates used the pandemic to refocus and expand

With more than 80 studios across the country, KX Pilates is Australia’s biggest Pilates franchise, and one of the most popular brands in the boutique fitness space. 

Founded by Aaron Smith in 2010, the studios offer a dynamic form of reformer Pilates classes that combines traditional Pilates with the strengthening aspects of circuit training.

The business has evolved since Smith brought the new form of Pilates back from the UK, deciding to launch a franchise to encourage trainers to stay within the company.

There are now 81 studios across Australia, with 10 company-owned and 71 franchised. There’s also a studio in Jakarta and 12 studios in China. 

Like all businesses in the fitness sector, the pandemic significantly disrupted KX Pilates operations and growth plans, forcing studios in its busiest locations to close their doors.

But Smith says his chief executive quickly pivoted the business online, allowing him to focus on expanding the business in China.

When disaster drives focus

Smith remembers the moment when the Australian government announced that all fitness studios would be required to close due to the pandemic in March last year. 

“Since KX’s inception in 2010, we had only ever shut a KX Pilates studio door for half a day for a...