Sometimes, even the strongest operators feel it: that the group exercise schedule starts to look too familiar, the class schedule feels saturated, demand plateaus despite strong footfall. That’s where the Boutique-in-Gym (B.I.G.) comes in – a proven model that elevates your offering, boosts member engagement and unlocks new revenue streams.
As demand for Reformer Pilates continues to grow rapidly, operators are increasingly looking for ways to bring the modality into their clubs without the complexity of creating the concepts themselves. This is precisely where our PILAT3S Boutique-in-Gym (B.I.G.) model makes the difference: a turnkey, high-impact solution that integrates seamlessly within existing spaces.
Tribute Brands is already partnering with leading operators such as Gymbox, Fitness First, TrainMore and Holmes Place Portugal and Austria – all of which report a high class occupancy of 80-90%, 15–20% membership penetration and an impressive 70-100% ROCE.
One of the latest operators to adopt the B.I.G. model is Kore Sandwell (formerly Sandwell Leisure Trust), the first UK leisure centre operator to introduce a PILAT3S B.I.G., which will debut at Wednesbury Leisure Centre in early 2026.
Speaking about this partnership, Mark Braithwaite, CEO of Kore Sandwell, highlights the operational simplicity of the model:
“We’ll pay a monthly licence fee as part of a franchise arrangement, and Tribute Brands will provide updated training programmes quarterly. This ensures our customers consistently receive new and innovative content.”
Mark also points to how the model removes one of the sector’s most common a key operational barrier – instructor qualification and availability:
“(…) we don’t need to find a load of Level 4 Reformer Pilates teachers, which can be one of the biggest barriers to opening a studio. [Routine Display] screens are used for content qualified Level 2 instructors to facilitate engaging, premium classes (…)”
Together, this lowers the barrier to entry for operators, while still delivering a boutique-style product that feels fresh, dynamic, and scalable.
Looking to diversify your offering? Read the full interview with Mark Braithwaite, CEO of Kore Sandwell via Health Club Management.
