Jacksonville has never been short on ways to work out. From riverfront runs to beach boot camps to Friendship Fountain yoga, the city’s fitness culture has long leaned toward outdoors and high-intensity training. But over the past few years, a new workout trend has started to creep into the city.
Pilates, once considered niche or supplemental, is now at the center of a noticeable shift in how Jacksonville residents approach strength, recovery and long-term health. And the influx of new studios is proof of that.
Studios have been steadily opening around the city — from the Beaches to Arlington to downtown — and with them comes a different kind of approach to exercise.
At Sculpt Studio Jax, that intentionality is built into the foundation. Founder Jasmine Gates opened her studio in March with a clear goal in mind: fill a geographic and community gap.
Gates said she opened her studio in the Arlington neighborhood because “there are no studios in the area, and I wanted to make it accessible to people in the community.”
Accessibility has been a key part of Pilates’ expansion in Jacksonville. While early growth clustered heavily around higher traffic and higher income areas like Jacksonville Beach, newer studios are pushing outward to meet demand on a neighborhood level that previously had limited boutique fitness options.
And the demand is real.
“People seem really focused on low-impact strength training and injury prevention right now,” Gates said. “I think a lot of people have been curious about Pilates, but they are just now getting the opportunity to try it out.”
And the numbers back it up. Jacksonville already has dozens of Pilates studios, with most opening within the last five years and even more on the way — including multiple downtown studios with HiReformance Institute having opened earlier this year and another JETSET location expected to come as part of the Pearl Square development project by Gateway Jax.
Across Florida, the category has exploded to more than 1,000 studios statewide.
Curiosity about the exercise form, paired with increased access, is helping Pilates move from the margins into the mainstream.
Shifting away from exercise burnout
Across the country, the trend is playing out on a scale similar to what’s being seen in Jacksonville.
At JETSET Pilates, franchise owner Crystal Netherland has seen the shift unfold rapidly, especially over the past year.
“Over the past year, we’ve seen a significant increase in demand, especially beginning in late 2025 and continuing to build through 2026,” Netherland said. “Clients are becoming much more intentional about how they work out. They’re looking for results, but also longevity.”
The word “longevity” comes up often when talking about Pilates’ rise, signaling a departure from the all-or-nothing mentality that has historically dominated fitness trends.
“Pilates has really stepped into that space,” Netherland said, “as people move away from high-impact burnout and toward more sustainable, effective fitness routines.”
In practical terms, that means fewer people chasing exhaustion for results and more people looking for workouts they can maintain consistently without injury.
Who is Pilates even for?
For years, Pilates carried a reputation as either a dancer’s discipline or a low-intensity option for rehab. That perception is rapidly dissolving, though.
“We’re seeing more people in their 40s, 50s, and even 60s wanting a low impact way to move their body and prevent injuries,” Gates said.
At the same time, Netherland pointed out that the client base is expanding in all directions.
“Pilates is no longer niche,” she said. “It’s attracting a wide range of clients, from beginners to experienced athletes, across different ages and backgrounds.”
This dual expansion in age and athletic prowess is part of what makes Pilates uniquely positioned in the current fitness landscape. It can scale intensity without increasing impact, making it viable for both first-timers and seasoned athletes.
The common denominator, according to Netherland, is mindset.
“What they all have in common is a desire for a more intentional fitness experience,” she said. “One that feels personalized, welcoming and elevated.”
One of the clearest signals that Pilates is more than a passing trend is how people are integrating it into their routines.
Historically, Pilates has functioned as a supplemental workout — something runners or lifters added in once or twice a week for core work or recovery. That’s changing now.
“It’s a mix,” Gates said, “but more are making it their primary focus for core strength and full body alignment.”
Netherland is seeing the same pattern.
“We’re seeing more and more clients shift to Pilates as their primary form of exercise,” she said. “Many initially come in to complement other workouts, but once they experience the results, and the environment, they tend to stay.”
That transition suggests that Pilates isn’t just riding the wave of fitness trends but rather reshaping routines.
Results that go beyond aesthetics
Studio owners say what really keeps clients coming back is the results, but not just the physical changes.
“Consistency is key,” Gates said, “but people rave about posture improvement and feeling stronger overall. A majority have also mentioned it has been helpful for their mental health.”
That mental health component is echoed at JETSET.
“Clients are seeing physical results like improved core strength, posture and a more sculpted, lean physique,” Netherland said. “But what really keeps them coming back is how they feel. They feel stronger, more confident and more connected — not just to their bodies, but to the community around them.”
In a fitness culture that has often prioritized visible transformation above all else, this shift is important. It also aligns with broader wellness trends where recovery and mindfulness are increasingly valued alongside performance.
“Clients are choosing Pilates because it delivers results in a way that feels sustainable and elevated,” Netherland said. “But they’re choosing JETSET specifically for the experience that comes with it.”
That experience, she explained, extends beyond the workout itself.
“We’ve created an environment that feels intentional, high-touch, and welcoming, where the atmosphere is just as important as the workout itself,” she said. “From the energy in the room to the sense of community we’ve built, and even the events we host outside of class, clients feel like they’re part of something more.”
This emphasis on the environment is part of a broader shift in boutique fitness. Studios are no longer just places to exercise. They’re social and lifestyle spaces.
Gates has seen a version of that shift as well, particularly in how clients engage with group settings.
“I think more people are moving away from regular weight lifting and wanting to do group workouts,” she said.
A growing market
With new studios opening, competition is inevitable. But both Gates and Netherland see the growth as a positive signal.
“Jacksonville is definitely experiencing a Pilates boom, which is exciting,” Netherland said. “It’s bringing more awareness to the practice and elevating the overall fitness landscape.”
At the same time, more options mean more selective clients.
“It’s creating more discerning clients,” she said. “People are looking for more than just a class. They’re looking for quality, consistency and a sense of community.”
Geographically, the growth isn’t evenly distributed.
“I think Jacksonville Beach has become pretty saturated,” Gates noted, “but there is still room for growth.”
What comes next
If the past year has been about rapid growth, the next phase may be about refinement.
“I think we’ll absolutely continue to see growth,” Netherland said, “but it will become more experience-driven.”
That means studios that succeed won’t just offer Pilates but will offer a distinct version of it, shaped by brand, community and environment.
Gates agreed that the trend has staying power, even if the pace changes.
“I think it will continue growing,” she said, “maybe not as fast, but it’s becoming mainstream.”
In Jacksonville, Pilates appears to be less of a novelty with every new studio.
For clients, the appeal is straightforward: a workout that builds strength without breaking the body and offers community in a way that feels both structured and social.
In a city known for movement, Pilates is carving out its own space. And, increasingly, it’s exactly what people are looking for.
This article originally appeared on Florida Times-Union: Jacksonville marks a changing fitness landscape with Pilates boom
Reporting by Alexandria Mansfield, Jacksonville Florida Times-Union / Florida Times-Union
USA TODAY Network via Reuters Connect
