As demand for boutique-led experiences continues to grow, fitness operators across Europe are adapting their models to meet evolving member expectations. This shift is reflected in the continued rollout of PILAT3S, through both standalone studios and the Boutique-in-Gym (B.I.G.) model.

Following a successful pilot, featuring fully booked classes, Fitness First is set to roll-out at least four new PILAT3S studios in 2026 – further validating the B.I.G. model as a scale, operator-led solution.

The concept continues to gain traction among leading operators, including Fitness First which will debut of PILAT3S B.I.G. at its Highbury and Fenchurch Street clubs in London, with two further locations planned shortly thereafter. Fitness First is targeting a total of 10 PILAT3S B.I.G.s by 2027, expanding access to dynamic, tech-enhanced Reformer Pilates offering across key sites.

“PILAT3S was created in such a way that it removes the common barriers that prevent Reformer Pilates from reaching wider audiences. By enabling partners such as Fitness First to deliver a standardised, high-quality Reformer Pilates experience through a plug-and-play model, we succeed in making this form of exercise more inclusive and accessible, all while making it scalable.” says Jonathan Fisher, CEO of Tribute Brands.

This momentum signal a broader shift within the industry, as operators increasingly adopt boutique formats to meet evolving member expectations, diversify offerings, and strengthen overall value proposition.

Discover more examples of operators expanding into boutique fitness with the PILAT3S franchise.