Giving Pilates the Hollywood treatment: a wellness marketer's take on the consumers behavior

Jan 27

The first time we were introduced

I can recall the first time I learned what Pilates was, and it was from the movie

Intolerable Cruelty (2003). The film features pilates as part of the lifestyle of its wealthy

characters, fitting into the trend of affluent fitness routines.

So you can understand my shock when I found out my best friend's 13-year-old little

brother was going to Pilates for a herniated disc. He wasn’t the average consumer, to

say the least.

A century-long comeback

Joseph Pilates created Pilates in the early 1920s. And just recently, this century-old

method is going on a full-on “revival tour.” From a marketer’s perspective, this is no

coincidence. This resurgence of popularity speaks volumes to the cultural trends and

consumer behavior in the wellness space.

2026 ins and outs. HIT workouts are out, controlled movement workouts are in!

We are living in a time when high cortisol and back-breaking workouts are fading out,

and slower-paced, mindful movement is at the forefront of the wellness consumer.

INs:

-heated mat Pilates at Fuze House

-flow reformer classes at 727 Pilates

OUTs:

-Barry's Boot Camp

-Orange Theory

- Any workout where the instructor is yelling at you. (Why would you ever pay someone

to yell at you???)

Pilates fits the mold perfectly, emphasizing core stability, flexibility, and intentional movement.

Lifestyle influencers have done it again.

My Instagram is flooded with lifestyle influencers selling the benefits of Pilates, making it

look aspirational and accessible to the average person.

The resurgence of pilates is a perfect example of how cultural relevance and shifting

consumer priorities can breathe new life into a classic practice.

Customer loyalty doesn’t always have to be rational, and neither do you.