Pilates is surging, with bookings up 84% from 2023 to 2024 according to ClassPass, and studios are seeing more pregnant and postpartum members join classes. Doctors recommend Pilates during pregnancy, but many traditional moves require modification. 

Without guidance, instructors risk silence, leading to cancelled memberships and lost loyalty. Retaining women during pregnancy protects revenue, reputation, and community growth. 

The question is: are your instructors equipped to keep these members engaged safely?

Why Retention During Pregnancy Matters

Retention is the highest return activity a studio can prioritize. Invesp reports acquiring a new customer costs five times more than retaining an existing one. Losing a pregnant member means losing nine months of revenue plus the expense of re-acquisition later. 

Moreover, research from Bain & Company shows that even a 5% lift in retention can increase profits by as much as 95%.

Serves the core demographic

Boutique fitness tends to draw in women during their childbearing years. 

According to ClassPass, nearly 70% of its users are female, with most between the ages of 25 and 34. If studios don’t adapt to support this group through pregnancy, they risk losing the very audience that’s fueling their growth. Meeting their needs builds loyalty that extends far beyond nine months.

Fuels organic marketing

The prenatal and postpartum community is highly networked through forums, groups, and word-of-mouth. One positive experience can echo across entire networks. A safe, supportive Pilates class can turn a single member into an advocate who drives referrals without additional marketing spend.

Creates consistency

Without a system, studios often rely on ad hoc workshops or individual instructor interpretations. That inconsistency confuses members and adds operational strain. Standardized education gives instructors clear direction, saves resources, and builds confidence across locations. Members notice the consistency and trust the experience.

Impacts health outcomes

Beyond business, there is a health case. Exercise during pregnancy reduces complications, improves recovery, and benefits the child well into adulthood. A safe Pilates program creates tangible outcomes for both mother and baby, making the service invaluable.

A Scalable Solution

ProNatal Fitness has introduced a new course designed specifically for group Pilates instructors. It equips teams with standardized protocols for pregnancy and postpartum, giving them clarity on when and how to modify movements without disrupting class flow.

The course includes continuing education credits and a Pilates Modifications Guide across formats like Mat, Reformer, Cadillac, Tower, Chair, Barrel, and Megaformer. Instructors gain tools that can be applied immediately in class, reducing uncertainty while improving safety.

Building a Competitive Edge

For studios, this type of investment pays on multiple levels. It positions the brand as trusted for women’s health, strengthens instructor confidence, and creates a clear value proposition in a crowded market. 

Standardized pre and postnatal education is more than a staff upgrade; it is a business strategy that directly drives retention and referrals.

Pregnancy does not need to equal a membership pause. With the right systems, it can mark the start of a deeper, longer-term relationship. Confident instructors, supported members, and stronger retention create a flywheel of growth that benefits everyone involved.

Take the Next Step to Better Serve Your Ideal Demographic

This course, which launches October 1st, presents a unique opportunity for studios to differentiate themselves in an increasingly competitive market. Investing in specialized pre and postnatal education creates a win-win-win scenario: confident instructors, safer members, and improved retention rates.
To make it even easier for instructors and studios to get started, ProNatalwill launch the course with a limited-time discount. Sign up now to be notified when the course launches and receive a special launch discount.

Are you interested in setting up a group rate for your studio? Reach out to ProNatal Fitness at mailto:info@pronatalfitness.com. Sources:

1. Health & Fitness Association (2019). “Why Health Club Retention Requires a Technology Solution.” https://www.healthandfitness.org/improve-your-club/why-health-club-retention-requires-a-technology-solution
2. Harvard Business Review (2014). The Value of Keeping the Right Customers. https://hbr.org/2014/10/the-value-of-keeping-the-right-customers
3. Similarweb. “classpass.com Traffic Analytics & Audience (June 2025).” Accessed September 2025. https://www.similarweb.com/website/classpass.com/

Final Thoughts

The Pilates surge is an opportunity, but it comes with responsibility. Studios that invest in equipping instructors with the right knowledge will capture more than short-term attendance gains. They will create member loyalty at life’s most pivotal stages. 

For those in the industry, this is the business case and the cultural case in one: keep members safe, keep them engaged, and keep them connected to your studio for years to come.

Brittany Citron, ProNatal Fitness Founder & CEO
A former corporate marketing executive turned fitness entrepreneur, Brittany founded ProNatal Fitness in 2015 after experiencing firsthand the lack of evidence-based education and resources in perinatal fitness. Determined to set a new standard, she assembled a team of experts to create the industry’s “Gold Standard” in pre and postnatal fitness education. Brittany holds a BBA from the University of Michigan, a Personal Training Certification from NASM, and a Group Fitness Certification from ACE, along with multiple pre and postnatal specializations, including Corrective Exercise, and Diastasis & Pelvic Floor Rehabilitation. As a mom of two, and the co-author of six ProNatal Fitness courses, she brings both professional expertise and personal experience to her mission.