Reinventing Pilates: How Michael Ramsey Built a Global Fitness Empire

Michael Ramsey’s entrepreneurial journey is a testament to his innovative spirit, business acumen, and ability to identify and capitalise on emerging trends in the fitness industry. His story with Strong Pilates exemplifies the power of leveraging past experiences, adapting to market demands, and creating a unique value proposition in a competitive landscape.

Early Career and F45 Success

Michael Ramsey’s entrepreneurial journey began in the fitness industry, where he worked as a personal trainer in his late teens. Despite initially pursuing a more traditional career path with a Bachelor’s in Marketing and a Master’s in Commerce, Ramsey’s passion for fitness remained. This background would later prove invaluable in his business ventures.

In 2015, at the age of 26, Ramsey and his business partner Mark Armstrong recognised the potential of F45, a then-nascent fitness franchise. They secured two franchise territories in Melbourne, negotiating them for free in exchange for launching the brand in the Melbourne market. This bold move showcased Ramsey’s ability to spot opportunities and negotiate favourable terms, traits that would serve him well in his future endeavours.

Their F45 studios were immensely successful, with their Port Melbourne location winning the title of number one studio globally for three consecutive years. This success was built on a foundation of strategic marketing, community building, and leveraging local influencers and athletes. Ramsey’s background in marketing proved crucial in creating buzz and attracting members.

The success of their initial F45 studios allowed Ramsey and Armstrong to reinvest and expand, eventually owning multiple locations across Melbourne and Darwin. This period provided Ramsey with invaluable experience in franchise operations, scaling businesses, and managing multiple locations.

Transition to Strong Pilates

The inception of Strong Pilates came from a personal experience. After breaking his ankle during an Adidas commercial shoot, Ramsey began using reformer Pilates as part of his rehabilitation. He found the workout effective but felt it lacked the high-intensity element he craved from his fitness routines.

This realisation led Ramsey to discover the “Rowformer” – a hybrid machine combining a rowing machine with a Pilates reformer – in a California studio. Recognising its potential, Ramsey and Armstrong negotiated exclusive rights to the machine for Australia, New Zealand, Asia, and Canada.

However, Ramsey understood that equipment alone wouldn’t be enough to build a successful franchise. Drawing from his F45 experience, he recognised the importance of creating a strong brand and comprehensive customer experience. This led to the creation of Strong Pilates, a brand designed to offer a unique, high-intensity Pilates workout that could appeal to a broader demographic, including men who might traditionally shy away from Pilates.

Building the Strong Pilates Brand

Ramsey’s approach to building Strong Pilates demonstrates his strategic thinking and marketing savvy:

1. Brand Development: Ramsey had presciently purchased the Instagram handle “@strong” years earlier as an investment. This foresight provided Strong Pilates with a powerful social media presence from the outset.
2. Unique Offering: By combining traditional Pilates with high-intensity interval training and incorporating the Rowformer, Strong Pilates differentiated itself in a crowded market.
3. Technology Integration: Recognising that many new clients, especially men, might feel intimidated by Pilates, Ramsey implemented screens in the studios displaying exercise demonstrations. This innovation significantly improved the conversion rate of male clients.
4. Franchise Model: Drawing from his F45 experience, Ramsey structured Strong Pilates as a franchise, allowing for rapid expansion while maintaining brand consistency.
5. Education Focus: Recognising the importance of quality instruction, Strong Pilates invests heavily in instructor training and education, ensuring a consistent, high-quality experience across all locations.
6. Marketing Strategy: Ramsey implemented a strategy of oversaturating the market with the Strong Pilates brand, ensuring potential customers encounter the brand multiple times before making a decision.

Rapid Expansion and Challenges

Strong Pilates has experienced explosive growth since its launch in 2019. As of 2024, the brand has over 60 live locations and 150+ upcoming studios across 11 countries. This rapid expansion, while impressive, has not been without challenges.

Ramsey has had to navigate the complexities of international expansion, managing relationships with diverse franchisees, and maintaining brand consistency across multiple markets. He’s also had to balance the needs of different stakeholder groups – franchisees, instructors, and customers – while continuing to innovate and stay ahead of market trends.

The COVID-19 pandemic, which hit shortly after Strong Pilates’ launch, presented another significant challenge. However, Ramsey’s ability to adapt and pivot likely played a crucial role in the company’s continued growth during this period.

Leadership and Personal Growth

Ramsey’s journey with Strong Pilates has been as much about personal growth as it has been about business success. He’s spoken about the challenges of maintaining work-life balance, especially after becoming a father. He’s also discussed the importance of continual learning and self-improvement, noting how much he’s grown as a leader and entrepreneur since starting Strong Pilates.

Ramsey has implemented personal practices to manage stress and maintain perspective, such as daily exercise and gratitude exercises. He’s also sought out professional coaching to help him navigate the challenges of rapid business growth and leadership.

Future Outlook

As Strong Pilates continues to expand, Ramsey faces new challenges and opportunities. The company is pushing into the United States market and exploring opportunities in the Middle East and Europe. Ramsey’s focus appears to be on maintaining quality and profitability across the growing network of studios, rather than solely on rapid expansion.

Ramsey’s journey with Strong Pilates demonstrates the power of identifying a gap in the market, creating a unique offering, and executing a well-thought-out business strategy. His ability to learn from past experiences, adapt to challenges, and continually innovate has been key to Strong Pilates’ success. As the company continues to grow, Ramsey’s leadership and vision will undoubtedly play a crucial role in shaping its future.