While many businesses cite challenging economic conditions, a quiet fitness revolution is taking hold across Birmingham's neighbourhoods. Pilates studios are springing up in vacant units, bringing new life to local high streets and creating vibrant community hubs.
A City Embracing the Pilates Trend
A simple online search now reveals a growing network of pilates studios in areas such as Digbeth, the Jewellery Quarter, Harborne, Stirchley, and Edgbaston, with a new venue also planned for Moseley. This expansion follows the pattern of major cities like London, where the practice has flourished for a quarter of a century.
The trend isn't limited to independent studios. In late December 2025, activewear brand Sweaty Betty opened a new store within Solihull's Touchwood Shopping Centre, capitalising on the growing demand for fitness fashion. Despite the cost of classes, residents are signing up in droves to improve their fitness and flexibility.
Local Success: From London Gap to Kings Heath Hub
Anna Reyburn, a 41-year-old mother of two, identified a gap in the market after moving back to Birmingham from London. In February 2025, she launched Graft Pilates on York Road in Kings Heath. The venture proved so popular that by the summer, she had to expand into the premises next door.
"We pride ourselves on creating a friendly, inclusive atmosphere where everyone feels welcome," Reyburn explained. "Our qualified teachers are passionate about imparting the principles of Pilates through small classes, ensuring personal attention." The studio also offers Barre, TRX, and wellness events like sound baths, providing a holistic approach to health.
Expert Insight: Why Pilates Studios Are Thriving
Professor Sarah Montano, a Professor of Retail Marketing at the University of Birmingham, highlights several factors behind this welcome trend. "The studios are doing well because they offer an experience you cannot get online," she stated. "Today's customers seek offline activities that foster real connection."
With over 38 shops closing per day across the UK in 2024, the arrival of these studios helps prevent empty units, which can deter visitors from an area. Professor Montano notes that such facilities act as anchors, attracting customers who may then visit neighbouring businesses like coffee shops.
She also emphasises the significant role of women in this shift. "Women make 70% of all consumption decisions and use the high street differently, often juggling multiple, time-pressed journeys," she said. "A local pilates studio offers a convenient, accessible way to build community and support mental wellbeing—a key retail trend."
The rise of pilates in Birmingham represents more than just an exercise fad; it's a sign of a changing high street that prioritises experience, community, and holistic health over traditional retail.
