The global market for yoga and Pilates is growing the world over, with the largest market share in North America. Globally, it was valued at more than USD$120 billion in 2024, and experts think it will reach more than USD$520 billion by 2035, according to Pilates & Yoga Studios Market (2024 – 2035), a report by Applied Market Research.
And yet there are barriers to participation, which fall into two categories. Some barriers are about accessibility, and include the cost of classes, time commitment and lack of accessible classes. Other barriers are social in nature: a perceived exclusivity, fear of failure and fear of the learning curve, which includes mind-body connection, a concept that could intimidate new practitioners.
Pilates is less well known than yoga, but it has what could be an intimidating backstory. Joseph Pilates, the inventor of the exercise program named for him, trained ballet dancers in New York in the 1960s to rehab injuries and prevent further damage to their bodies.
Really? We’re supposed to do exercises invented for ballet dancers?
But step into Nice Time Pilates, a full Pilates studio dedicated to teaching and technique, and some of those barriers melt away. The Applied Market Research report suggests that studios can help clients overcome some of the practical barriers with variable pricing structures to encourage flexibility, which various studios have embraced, including Nice Times.
But it’s the social barriers to participation that studio owners Shannon Shea, Maya Cuppen and Bonnie Parkes are most interested in countering. The women want their studio to be known for its approachability, and they want to reintroduce Edmonton to Pilates, focusing on building core strength and increasing stability.
Tucked in a corner of the Old Strathcona neighbourhood, the studio opens its doors for anyone with any body type to join. “We wanted to create a space that is not like a spa,” Shea says. Instead they focus on fundamentals and don’t worry about the lycra lifestyle. “We want to keep Pilates, Pilates,” she says. As with any exercise program, the only way to gain confidence is to keep showing up.
As a full Pilates studio, Nice Time offers classes for varying levels of experience. It has various apparatuses, including the chair, the Cadillac (only available in private classes) and the infamous reformer. “We want our teachers to be trained in all of the apparatuses, because it’s Pilates. It’s not separate practices, it’s all one method,” adds Shea.
Parkes says the practice can assist with the body’s reaction to everyday incidents, such as losing balance and slipping on ice. “Pilates is the best rehab for any injury,” she says. She says it’s not a trending new workout, rather it’s a strength and coordination training program recommended by doctors for rehabilitation.
“We have well trained teachers, but we also want to have fun and not feel like it is elitist,” Parkes says. “We really want to become a solid part of the community.”
