Q&A with Studio Pilates Multi-Site Franchisee Tammy Birlew
With the U.S Pilates and yoga studio market expected to reach $15.6 billion by 2028 (IBIS), it’s no surprise that demand is surging— and Studio Pilates franchisees are leading the way with rapid expansion across the U.S. One of those trailblazers is our incredible franchisee Tammy Birlew, who was the very first to introduce Studio Pilates to Minnesota.
Following her successful launch of Studio Pilates Chanhassen in 2024, Tammy saw the impact Reformer Pilates had on the community. She knew that with the Studio Pilates franchise business model, she had a supportive team ready to back her dream of opening a second studio to bring the Studio Pilates magic to a new community, Edina.
We caught up with Tammy to hear about her experience opening a second studio, how she manages the challenges in her career, and her advice to those considering opening their very own Studio Pilates franchise.
Tell us about your studio in Chanhassen and your newest location in Edina?
We just celebrated our 1 year anniversary in Chanhassen and the next weekend opened our new location in Edina! Both of these communities are fabulous! The Chanhassen studio is thriving and we are looking to expand our classes, which I know our clients will be super excited about! The welcome we have received in Edina has been so wonderful. All the businesses are so supportive and willing to help each other thrive. They have so much community engagement and we are thrilled to introduce our amazing brand to the Edina community. We will do our part with bringing energy and amazing workouts to both communities!
Why did you decide to open a second studio? And how did you know Edina was the right location?
Studio Pilates International was a new brand to introduce to the fitness community here in MN, so I wanted to see how well the brand was received before committing to further studios. The response was overwhelming and I knew Edina would be a great spot as it is a prime location and the community is very engaging. I also found the perfect space, which is rare to find, so I moved quickly.
What’s the most stressful or challenging part of your job?
I love this job! It is so rewarding and enjoyable. I would say for me the most challenging part is ensuring I am staying on top of everything and that my team is well informed and feels supported.
How do you cope with those demanding aspects of your career?
You have to surround yourself with a support team both through work and on a personal level. At work, I keep my team well informed of all aspects of the studios. We are on this journey together and support each other in all aspects of the studio. My friends and family are incredible and willing to jump in and help during those crazy openings when my time is limited.
How has becoming a Studio Pilates franchisee changed your perspective on business ownership and leadership?
I have been in leadership roles for a long time and it has always been the favorite part of my job. Being a business owner and being able to set the stage how I want the structure and how to reward my team is fantastic. You have to be willing to get down and dirty and step into every role as needed. That has been very fun for me to do, so it fits perfectly with my passion and drive. The support team that comes with Studio Pilates Franchise allows me to focus on excellence and not creating content, which is awesome. So, I have a super positive perspective on becoming a multi studio owner!
What advice would you give to someone who’s thinking about opening their first Studio Pilates franchise?
If you want to be successful, you need to be willing to give it 100% and go above and beyond. Ensuring you understand your own strengths and weaknesses and build your team to balance that out. It is a lot of work, but totally worth it. We are not just investing in a business. What we do will impact peoples’ lives and when you start to hear those testimonials of how we have helped people in their lives feel better both physically and mentally, it is the most rewarding feeling. I am so proud to be able to say that I am an owner of two Studio Pilates International studios and part of this incredible brand's growth in North America.
At Studio Pilates, we are constantly inspired by the stories of our franchisees, and Tammy’s story is a shining example of what’s possible when passion, strategy and support align. Tammy’s story is one of many as our thriving network of franchisees continues to rapidly expand across the globe.
If you’ve been thinking about how you can open your own Pilates studio, we welcome you to book a call with our team to learn how Studio Pilates can support your journey to studio ownership without having to go alone. Our franchisees are from all walks of life—from ex corporate refugees, to busy moms, and everything in between.
To learn more about franchising with us, visit studiopilates.com/franchising/
If you’re inspired by Tammy’s story, feel free to schedule a call with our team here, or email us at [email protected]
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