73% of Pilates Girls Have Stopped Classes Because of Cozzie Livs

When I think of the most popular form of exercise, Pilates immediately comes to mind. You know, those gorgeous babes in matching workout gear gliding effortlessly across a reformer? Whether it’s its connection to TikTok’s aspirational “clean girl” aesthetic or its increased availability, the low-impact, high-result exercise has become popular in recent years. But according to new data, the Pilates era may be on the decline amid the cost of living crisis.

Data from health and wellness app Kic found that 73 percent of Pilates fans have stopped going or become less healthy because of the price tag. Of those, 31 percent have stopped going altogether, while 42 percent have cut back on their classes.

Kic founder and all-round gem Steph Claire Smith started Pilates 10 years ago and it changed her view on movement.

“I loved how it made me feel, and I was rebuilding my relationship with exercise at that point,” Steph told PEDESTRIAN.TV.

“It was a time when I unfortunately assumed that unless I was sweaty and bloated during a workout, ‘it didn’t count.’ First of all, everything counts. But secondly, I totally underestimated Pilates! It is NOT easy.”

These days, as an entrepreneur and mother of an energetic three-year-old, she’s been scaling back from the reformer studio in favor of at-home options. But it was her longstanding love of the exercise that led Kic to look at how achievable Pilates is for the average person in 2024 — especially since it became “trendy.”

“As always, with higher demand comes higher prices. It’s such an incredible form of exercise and has amazing benefits. The survey showed that people love the accountability that booking a class gives them and the added motivation from the trainer and others around them,” she explained.

“But the price of a class isn’t just about the hype, there are a lot of hard costs for the studio owners and with a limited number of mats or reformers per class, I understand the cost from a business perspective. But it’s just not feasible for everyone, especially at this time.”

A survey by the Kic community found that people spend an average of $160 per month on Pilates, with 1 in 4 people spending $200-300.

“That’s over $2,400 a year,” Steph exclaimed, adding that 86 percent of people who haven’t tried Pilates say cost is the biggest barrier.

“If you don’t want to pay the $30 per class, you can easily do it at home with minimal equipment.”

How is the price of a Pilates class calculated?

Look, despite my incredible pike technique, I am not a Pilates instructor. So I wanted to chat with a trained Pilates expert to find out how these prices are calculated.

According to a qualified Pilates instructor Bree subsidyyou get what you pay for.

“Pilates can be expensive, but it depends on what type of Pilates you pay for,” Bree explains.

“If you’re a healthy person and you’re going to Pilates for the low-impact workout, you’re probably going to a studio that has 6-12 mats or reformers. These classes are usually around $20-30. And usually that means you’ll have one instructor teaching 6-12 clients – all at different levels with different needs and goals. The instructor will do their best to help all of you, but your time is being shared.”

The next price point is a smaller studio with about three or four mats or reformers. They are smaller and therefore easier for the instructor to accommodate the needs of the class, which can often be modified to accommodate injuries or conditions. Bree says these classes run around $40-$50, with 1:1 sessions around $80-$100.

However, class size isn’t the only factor that affects price. According to Bree, there are so many things that determine the cost of classes, including studio fees, running costs, booking platforms, staff salaries, insurance, equipment maintenance, hygiene, and instructor experience.

“It’s also worth noting that your instructors have likely studied for 6-18 months to become an instructor and have likely spent thousands of dollars on training and continuing education over the years, so you are paying for their expertise as well,” Bree explains.

“Everyone in the room has a different body and our job is to get you all moving in a safe and enjoyable way.”

What’s the story behind Pilates and ‘Clean Girls’?

But there are other factors at play here, too. The popular exercise format has recently been linked to the viral Clean Girl aesthetic on TikTok.

If you haven’t heard of this trend yet, it’s a movement that sees women wearing minimal makeup, slicked back buns, and showing off clear skin in an effortless, yet polished way.

If we take TikTok as an example, the movement goes hand in hand with smoothie bowls, fresh juices, and clean eating. On the surface, that’s fine. There’s nothing wrong with presenting yourself in a certain way and living a healthy lifestyle. What’s a bit of a doozy, however, is the way these trends are tied to consumerism – reformer classes, matching workout kits, and skincare products, for example. Another problematic aspect of TikTok’s Clean Girl is its limited representation. A mere scroll through the #cleangirl feed will show you countless conventionally slim, attractive white women.

Again, there’s nothing wrong with that per se, but let’s acknowledge that it’s not an achievable standard for everyone.

“The hardest thing about the clean girl movement is how inaccessible and exclusive it can feel,” says Steph.

“Especially when there are certain workouts associated with it, like Pilates. The irony is that it is such an accessible form of exercise because you can do it at home, it is low impact, and you can start small.

“If anyone is reading this and thinks Pilates is only for an exclusive ‘club’ and that it will stop you from trying it, don’t let the toxic TikTok aesthetic stop you from trying something you might REALLY love and that can be a great form of self-care.”

Limited number of places and the dreaded cancellation costs

Even for those who don’t find the cost to be such a problem, there are other obstacles that get in the way: the limited number of places and the cancellation fees.

As a woman who goes to a gym with Pilates classes, I set my alarm for 11:55 every day so that I’m ready to sign up for a class. But I can’t be the only one, because despite having my finger ready for when the clock strikes 12, I don’t always get in. The demand to get a spot in these classes is, to say the least, high.

According to the survey, which surveyed over 3,000 people, 85 percent struggle to consistently book a spot at their local studio due to waiting lists.

Plus, on days when I have deadlines or a last-minute obstacle in my way, sometimes the gym is the first thing I have to skip. But if I’m lucky enough to book, I’m hit with a $15 fee. Considering I already pay a membership fee every week, there’s nothing that irritates me more than a cancellation fee on top of that. And I’m not alone, as research shows that 64 percent of Pilates participants have been stung by a cancellation fee, which averages out to $16. Ouch, mama!

While I might get a little angry about cancellation fees, Bree says they’re just trying to keep studios alive.

“Many studios also have to charge late cancellation fees to keep the business going,” she says.

“If you cancel too late and no one signs up to fill that spot or it’s too close to a class time to fill, that’s a loss of money for the company. All of those things I mentioned above still have to be paid regardless of whether clients show up for the classes or not.”

What other options are there?

Despite the gorilla grip reformer Pilates has on today’s TikTok-inspired consciousness (mine included), you can effectively do Pilates at home for free or a fraction of the price.

“Because of your attachment to the ‘Clean Girl’ aesthetic, Pilates can undoubtedly seem inaccessible and unaffordable, especially when you look at styles like reformer Pilates,” says Steph.

“But you can really do it anywhere and you don’t need any fuss or fuss.”

It’s a sentiment Bree agrees with… well, mostly.

“If you are a healthy person who has done Pilates before and wants to work out at home, then yes,” Bree explains.

“But if you’ve never done Pilates before, are pre- or post-natal, are recovering from an injury, or have a condition like scoliosis, I would personally recommend visiting a studio. It’s important to understand your body, your alignment, and the way your body moves so that you can safely workout at home if that’s what you ultimately want to do.”

As you might expect — you can do Pilates at home with the Kic app. But with so many programs offered in the app, Steph and her business partner Laura Henshaw know how confusing and downright intimidating it can be. That’s why they created the Kic Concierge, a way to help you find the workout that works best for you and your lifestyle.

“We’re here to help you find your perfect flow,” Steph explains.

“Let us know what your favorite way to exercise is, how much time you have and what your goals are and we will send you a personalized Pilates package.”

But the most bizarre thing is that Steph leaked her own fkn phone number so she could take calls and texts from people who need help with their Pilates journey, or just want to chat with one of the nicest ladies in the world of health, fitness, and media.

I think the Kic girls would understand a cheeky joke, but if any of you say something rude or mean, I will personally come over and (redacted), (redacted) and (redacted)!!!!!

So, to conclude, Pilates is amazing. And thankfully, there are so many ways to practice it — whether it’s in a studio or at home. Just make sure you do it safely!!!