Challenge

Club Pilates, a fast-growing boutique fitness brand founded in Southern California and later acquired by Xponential Brands, was seeking to establish a strong footprint in new markets.

With multiple franchisees eager to launch, the brand needed a strategic market entry plan that would pinpoint the most successful locations in highly competitive metropolitan areas — while ensuring operational success and brand consistency.

Approach

Terra Alma was engaged to:

• Develop market entry strategies for the Southeast, focusing initially on Atlanta, GA.

• Consult franchisees on trade area analysis, competitive mapping, and location scoring to align with the brand’s ideal customer demographics.

• Leverage our market knowledge and landlord relationships to identify high-traffic, high-visibility spaces ideal for boutique fitness operations.

• Advise on expansion into additional Georgia markets, including Athens, GA, ensuring each location fit the same success criteria as the initial rollouts.

Results

• Secured over 15 prime locations for Club Pilates across the Atlanta metro area.

• Provided strategic guidance to support successful expansions into Nashville and Orlando.

• Helped franchisees launch in markets that maximized visibility, convenience, and long-term customer growth potential.