In November 2024, Pronto Pilates closed the first fitness studio crowdfunding campaign in Australian history. It is also the largest raise of the 2025 financial year so far. Pronto Pilates has welcomed over 400 new shareholders and brand ambassadors from across the country, raising a total of $1.55m. Following Pronto’s raise, they will now be able to get underway on achieving their objective of 1000 studios by 2028.
About Pronto Pilates
Founded in 2022, Pronto Pilates offers high-quality workouts at an affordable price. Compared to
traditional Pilates studios, Pronto incorporates classes with a virtual instructor, meaning that classes are significantly more affordable. Pronto believes that great classes should be accessible to everyone, and their pricing reflects that commitment.
This has resulted in an industry-disrupting 75% saving and 3X more classes, as Pronto can offer classes from 5am until late, allowing for customers to essentially pick a time that suits them, rather than conforming to a limited set schedule like traditional Pilates studio which are only open for select hours in the day. Pronto's model has now grown to 14 studios nationwide, serving 6,000 members who have taken 160,000 classes.
Fitness Market Drivers
Australia is home to one of the most competitive fitness studio/gym landscapes, incubating some of the world’s largest players. F45, Strong Pilates, Body Fit Training, Jetts, and many up-and-coming studios have globally scaled.
The rise of preventative healthcare and consumers seeking new ways of exercising are driving growth in the sector. Although discretionary spending is weakening and profit margins have been squeezed, companies like Pronto Pilates are able to still thrive due to their aggressive pricing when compared to traditional fitness studios.
Why would a fitness studio like Pronto Pilates utilise equity crowdfunding?
Increases member retention
Pronto Pilates used crowd-sourced funding (CSF) to build community, increase trust, reward investors, and improve services - fostering deeper member engagement and satisfaction. This ultimately leads to higher user retention and business growth.
Brand Recognition
The use of CSF can enhance brand recognition by engaging a wider audience and leveraging investors as brand advocates, which increases visibility and attracts new members to the business.
Word-of-mouth referrals
Pronto Pilates leveraged word-of-mouth referrals by creating a strong, engaged community of investors and members who will continue to share their positive experiences, increasing brand visibility and attracting new members organically.
Capital growth
Pronto Pilates experienced significant capital growth through the raise. The campaign not only raised necessary funds but also boosted business expansion, allowing reinvestment into new services, equipment, and locations, ensuring long-term growth.
“The main motivator was that we really were attracted to the idea of members owning a piece of Pronto Pilates” – Steve Anson, Founder & CEO
What Made the Campaign Successful?
Investor Incentives
The campaign offered a range of rewarding incentives for investors. The benefits compounded as the price of the investment increased.
Disrupting the traditional Pilates industry
Pronto have formulated an innovative approach, subverting traditional Pilates studios which involved training an instructor, making it a real disruptor in the fitness industry. Pronto has revolutionised this through their proprietary tech platform, making classes instructor-less. Pronto have seen a rapid growth of followers backing their vision across Australia, which is evident from the 175 like-minded people who sought to apply to become a franchisee member.
Pronto’s concrete vision for the future and its determined Team
Vision is to expand to 1000 stores worldwide by 2028 with a valuation of $1B.
Plans to break into the North American market in 2025.
Pronto supplied potential investors with a concrete plan outlining how they aim to achieve these goals which boosted investor confidence in the business.
“Past performance is the best predictor of future performance.” ~ Dr. Albert Mehrabian
We're thrilled to have worked with Pronto Pilates and look forward to watching their next growth chapter unfold.
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To learn more about equity crowdfunding, either click here or contact issac@onmarket.com.au.