Global Franchise 10.3

12 GLOBAL FRANCHISE Issue 10.3 Insights on what sets successful boutique fitness brands apart, from cultivating culture to scaling thoughtfully Tamara Galinsky SIX IDE AS. amara Galinsky built JETSET Pilates in 2010, after relocating toMiami and struggling to find a Pilates concept that combined energy, music, community, and accessibility. Entrepreneurship was shaped early, from immigrating from the former Soviet Union to the U.S. as a child and learning responsibility at a young age, to building professional discipline through careers in technology and commercial real estate. Those experiences now guide how JETSET is scaling: founder-led, experience-driven, and designed for consistency without losing its edge. T NURTURE COMMUNITY & CONNECTION In a successful boutique studio, community isn’t manufactured, it’s felt. Meaningful connection shows up in the small, consistent moments: being recognized by name, instructors who genuinely care about progress, and a space that feels welcoming rather than intimidating. When members feel seen and supported, fitness becomes less transactional and more personal. At JETSET, that sense of connection extends beyond the four walls of the studio. Through hundreds of JETSET on the Mat events and community touchpoints across the country, the brand creates opportunities for members to connect with each other and the lifestyle wherever they are. That broader sense of belonging is what drives loyalty, routine, and long-term consistency. People don’t just return for the workout; they return for how the experience makes them feel. MAINTAIN CONSISTENCY AT SCALE As we’ve grown JETSET Pilates, consistency has been non-negotiable. We focus on a few core principles: disciplined training, clear brand standards, and systems that support, not restrict, great execution. Every instructor is Academy-trained, every studio follows the same design and experience framework, and we continually reinforce what “great” looks like across the system. Consistency doesn’t mean sameness; it means delivering the same level of quality, care, and intention no matter the market. EMPOWER EXPERIENCE WITH GREAT DESIGN Real estate choices shape both brand perception and the member experience. We prioritize locations with strong visibility, access and demographics, and like-minded brands. Inside the space, design and layout carry the brand the rest of the way. Finishes, circulation, acoustics and lighting all influence how the studio feels and howmembers engage with it. When the right trade area and the right space come together, the experience feels intentional and elevated, which drives retention and loyalty. GROW WITH INTENT We look at growth through two lenses: the right sites and the right partners. On the site side, we evaluate trade areas with aligned demographics, strong co-tenancy and a clear demand signal for boutique fitness. On the franchise side, we prioritize operators who can uphold the culture, deliver the experience and invest in operational excellence. Expanding quickly can dilute the brand if those pieces are not in sync, so we growwith a bias toward quality over speed and make sure every new studio reinforces the reputation we are building, not just adds another dot on the map. “Winning brands stay clear on who they are, why they exist, and how they serve their customers every single day”