Meet Pilates Franchise Power Woman Sarah Luna

Sarah Luna is the Founder and CEO of Pilates Addiction. The new brand is launching in California and New York, with plans to expand nationally through franchising.

Pilates focuses on muscular balance and can improve strength and flexibility, and is gaining popularity worldwide. The Pilates and Yoga studio market is anticipated to grow from approximately $200 billion to $421 billion by 2032. Specialized fitness studios abound, and consumers have a wide range of options, from big-box gyms to more personalized experiences.

Luna has long been a leader in the fitness industry, with a distinguished pedigree that includes roles such as President of Xponential Fitness and Pure Barre, as well as Senior Vice President of Operations at Club Pilates. A former fitness and Pilates instructor herself, she was also a Jazzercise franchisee, so she has seen this ecosystem from many angles.

With such broad and deep experience, Luna decided to give the conventional franchise fitness model a glow-up. We sat down with her to learn more about why she decided to launch her own business called Pilates Addiction.

How was Pilates Addiction launched?

“Pilates Addiction emerged from identifying a demand for modern fitness that is a more intense Pilates experience that also preserved the Pilates Method’s core fundamentals. We saw a unique opportunity to expand and redefine the Pilates experience, rooted in innovation and sound fundamentals that work for every body. Our goal was to take the core principles of Pilates: breath, concentration, control, precision, center and flow and elevate them with high-intensity, results-driven training that meets today’s fitness demands.”

How do you believe that a new concept in an already-cluttered space can “break through?”

“Many Pilates concepts lean toward either slow, controlled movements or towards high-intensity cardio with little attention to form. The equipment is called the WundaFormer (a proprietary product). 

What truly sets us apart is our community-driven, expert-led approach. We build loyal relationships with our clients, ensuring they feel supported, motivated and part of something bigger. This commitment to quality and connection drives our brand forward, even in a saturated market.”

What’s your philosophy on the franchisor/franchisee “balance of power?”

“A successful franchise model strikes a balance between support and autonomy. My experience on both sides, as a franchisor and a franchisee, has shaped this perspective. I know firsthand the challenges and opportunities that come with owning and operating a franchise. This dual perspective has given me a deep understanding of what franchise partners truly need: guidance without micromanagement and structure without rigidity. Franchisees should feel empowered to make local operating decisions while benefiting from a proven, results-driven model.At Pilates Addiction, we ensure our franchisees have the tools, training, and marketing support they need to thrive, but we also encourage their unique contributions to the community. We’re not just handing over a business template; we’re building a partnership. This means providing ongoing training, robust digital infrastructure and access to our proprietary WundaFormer equipment. 

By prioritizing open communication and continuous education, we foster a balanced dynamic where franchisees feel both guided, independent and part of the decision-making process. This approach builds stronger businesses and nurtures a sense of ownership and pride among our franchise partners. It’s a relationship built on mutual respect, trust and the shared goal of bringing the Pilates Addiction experience to communities everywhere.”

What’s the balance of spending between digital and “conventional” media? Why?

“Our team creates and executes a robust marketing plan to drive everything from national awareness to hyper-local presence. This strategy combines PR, digital media, grassroots marketing, and strategic partnerships. 

The national marketing fund drives national awareness for the brand and all studios operating underneath and supports digital media, PR, national strategic partnerships and in-house creative design. The franchise operators have an additional local budget to drive local awareness and presence. These investments are primarily used on digital channels because they allow us to reach potential clients with precision and measurable results. Social media, digital advertising and content marketing are essential for connecting with our community and spreading our message of transformation.

The remaining goes toward conventional media, including local events, strategic partnerships and in-person outreach. These efforts help us maintain brand credibility and build deeper community relationships. Balancing digital precision with traditional engagement ensures that Pilates Addiction remains accessible and authentic.”

What are some of the biggest business lessons you’ve learned in your career thus far?

“One of the most impactful lessons I’ve learned is the importance of adaptability while staying true to core values. In the fitness industry, trends evolve rapidly, but maintaining consistency in quality and client experience builds long-term loyalty. No matter how the market shifts, our commitment to transformation and community stays at the heart of what we do.

Empathy and hands-on leadership are essential. Early in my career, before stepping into an executive role, I spent time working in a studio at the front desk, managing daily operations and interacting directly with staff and clients. This experience taught me the value of staying grounded and understanding challenges from the inside out. Being present and involved helps build credibility and trust with my team and our franchise partners.

Continuous education is also crucial. Implementing regular training sessions for new and seasoned team members has proven invaluable. People appreciate the opportunity to grow their skills, fostering a sense of ownership and confidence. At Pilates Addiction, we prioritize this by investing in ongoing professional development, ensuring our educators and franchisees feel supported and empowered.

Finally, clear and transparent communication makes a significant difference. Regular team meetings and open discussions ensure everyone feels aligned and informed. Creating a culture where feedback flows in both directions helps the team stay engaged and committed to our collective goals.”

What’s next in the fitness/longevity industry?

“The future of fitness is about merging performance with longevity through holistic wellness. Clients aren’t just seeking intense workouts, they want purposeful movement that supports long-term health, combining physical, mental and emotional well-being. This means prioritizing biomechanics, core strength, injury prevention and sustainable routines while delivering challenging, energizing sessions.”

Hear more about the expansion plans of multi-locations businesses at Street Fight LIVE 2025, September 30th in Los Angeles. Register today!