The PILAT3S Boutique-in-Gym (B.I.G.) model continues to broaden its reach, with a new studio set to open in the Estoril Riviera Beach Club – an exclusive members’ club in Estoril, Portugal – in the coming weeks.

Located in one of the most iconic areas along the Portuguese coastline, Estoril Riviera brings together sport, wellness and leisure in a setting designed to make everyday life flow with ease. Through its dynamic Reformer Pilates concept, PILAT3S will offer members another way to elevate their lifestyle – with thoughtfully curated routines designed for all fitness levels.

This partnership marks another step in the evolution of the PILAT3S business model – demonstrating the versatility of the concept beyond traditional fitness clubs and into luxury lifestyle destinations. Designed for seamless integration, the B.I.G. model enables operators to introduce a dedicated boutique Reformer Pilates experience while simplifying delivery and scale, without compromising standards or quality. Its integration into Estoril Riviera further exhibits the concept’s easy fit into these settings, supported by its elevated branding, studio design, and positioning.

The Estoril Riviera launch will become the fourth operating PILAT3S studio in Portugal, with a further seven locations currently in the pipeline. Internationally, Arkhe Club in Dubai has also chosen PILAT3S as its Reformer Pilates offering, with a B.I.G. studio set to open within the club this September. This growth reflects both the rising demand for Reformer Pilates and Tribute Brands’ commitment to expanding PILAT3S through flexible formats – not only within the traditional fitness sector, but across the broader landscape of sports, hospitality, leisure and premium destinations.