Sarah Buie is the Head of Franchise Development of JETSET Pilates, a modern Reformer Pilates franchise combining curated music and fitness for the ultimate revitalizing experience. Founded in 2010 and franchising since 2022, JETSET Pilates has established itself as one of the most attractive concepts in the boutique franchise business space. With over 80 studios in development and plans to open studios across the U.S. and Australia, JETSET Pilates is offering franchise opportunities to entrepreneurs in some of the largest and fastest-growing markets within the fitness franchise sector.

After recently reaching their 100th location sold, we sat down with Sarah to discuss the brand’s growth, differentiators, and franchise opportunity.

Franchise Chatter (FC): Can you start by telling us more about JETSET Pilates? What sets the brand apart in the Pilates and fitness industry?

Sarah Buie (SB): JETSET Pilates is a modern Reformer Pilates franchise, delivering unique, exciting, and effective Pilates experiences that drive long-term engagement through innovation. We constantly are evolving, adding new classes, accessories, and merch based on our clients’ wants.

A key component of JETSET is our commitment to merging the art of Pilates with music, creating a 360-degree sensory experience with DJ-curated playlists to elevate the traditional Pilates class into an electrifying journey. Our 50-minute classes have a refreshing and relaxing vibe, leaving clients rejuvenated, eager, and ready to come back for more.

Part of the JETSET experience is about building a community – each of our instructors are trained to create a personal connection with clients, ensuring everyone receives a workout designed for their personal goals. We also work to build relationships outside of the studio, partnering with local brands and ensuring our franchisees establish local connections even prior to opening.

Additionally, we believe that mental health and physical health go hand-in-hand. Our goal is to make our workouts accessible to all, so we focus on building an uplifting, inspiring environment where anyone can thrive.

Our state-of-the-art custom reformer, made with premium materials, offers improved wrist alignment and comfort and a broader platform and carriage, designed to support all body types and allow for more exercises and movements.

Unlike other studios, we do not have “levels” of classes, meaning anyone is able to take our classes and personalize them through various modifications and amplifications.

FC: Tell us about your background, and how you became involved with JETSET.

SB: I’ve always been passionate about building strong relationships and driving growth in dynamic industries. My career began in the world of arts and culture, where I spent several years leading high-profile fundraising events at prestigious organizations such as the John F. Kennedy Center for the Performing Arts and the Miami City Ballet.

With a long-standing passion for health and wellness, I leapt at the opportunity to transition into the fitness sector as an early employee at [solidcore], a rapidly growing reformer Pilates concept founded in Washington, DC, where I spearheaded operations, talent acquisition, and training, playing a key role in the company’s nationwide expansion. This experience sharpened my ability to scale businesses through relationship-driven strategies.

Joining JETSET Pilates as Head of Franchise Development felt like a natural progression, allowing me to combine my expertise in business growth with my passion for empowering individuals in both business and wellness. I’m thrilled to be part of a brand that’s redefining the fitness space and helping entrepreneurs bring the JETSET experience to new markets.

FC: JETSET Pilates saw a record-breaking year for growth in 2024, and has reached the milestone of 100 locations sold. What contributed to this impressive growth?

SB: Our growth focuses on a multi-faceted approach, starting with franchisee support. In the past year, we focused on building our support systems and implementing a cutting-edge territory tool to make the process for franchisees as smooth as possible.

We have also built a seasoned leadership team to drive our growth, hiring a new VP of Product and Talent, Director of New Studio Openings and Business Management, and Head of Franchise Operations. These key additions will help drive growth and success for our franchisees.

We also prioritize a community-centered approach, building demand for JETSET through client retention and class utilization, and focus on instructor satisfaction to maintain the excellence JETSET is known for.

The JETSET business model has also been proven to be recession-resistant. Since the pandemic, there’s been a shift towards sustainable health and wellness experiences, with people seeking a sense of community within the space. With the growing trend of Pilates and yoga, we continue to grow to meet the demand we’re experiencing for our services nationwide.

FC: Who is the ideal franchisee candidate for JETSET that you will be targeting this year? What support and training does the brand offer for prospective franchisees?

SB: In 2025, JETSET is seeking entrepreneurs who share our passion for delivering a personalized, immersive workout experience. We’re looking for prospective franchisees who are passionate about fitness, health, and wellness with an active lifestyle. Our focus will be on multi-unit operators, who will take a hands-on role within their studios to ensure smooth operations within the business.

With a collective 37 years of franchising experience, coupled with 55 years of combined expertise within the boutique fitness industry, our leadership team has the knowledge and passion to help our franchisees be successful. We offer comprehensive post-opening support and training, offering operational and strategic support. This includes collaborative meetings, financial reviews, personalized mastery sessions, and seamless integration of any operational initiatives.

Our Learning Management System is interactive, user-friendly, and boosts engagement and education, and we believe it is truly the best in the business. We also have a product and talent department, who provide ongoing support through workshops, skill enhancement opportunities, and structured feedback. As a leading concept in the space with fifteen years in business, franchisees can join a proven business model set up to optimize success.

FC: What are JETSET’s priorities and goals for 2025? Any strategic initiatives in place for further innovation and growth?

SB: In 2025, we are focusing on innovation and growth with the launch of several new initiatives, all designed to elevate the brand experience, support long-term growth, and reinforce our commitment to exceptional client experiences. These include:

• Premium Access Membership, allowing our clients to gain access to any JETSET location worldwide. This will provide more flexibility as well as exclusive benefits, such as waived late-cancel fees, priority class scheduling, and more, reinforcing the community-based culture that defines the JETSET experience.

• JETSET ‘On the Mat’ Experiences: We plan to bring our expertise to outdoor and community spaces, hosting events to create new opportunities to connect with our brand.

• Localized Marketing Campaigns: Our tailored campaigns will focus on amplifying local connections and fostering a deep sense of belonging between our clients and their communities.

• Training and Innovation Center: This January, we opened a new facility that houses our NASM- and AFFA-accredited Instructor Academy to provide top-tier training and professional development for our instructors.

• Class Variety & Equipment Enhancements: JETSET is expanding its offerings with a Fundamentals Class to help clients master the basics and build confidence, along with targeted sessions such as Core + Upper Body and Core + Lower Body. JETSET will also be introducing new equipment, such as the Pilates ball, to enhance workouts.