Why Pilates Clients Choose Connection Over Credentials: Results, Not Stereotypes
Having owned and run a number of Pilates studios and also in my capacity as a Pilates business consultant, it is not unusual to get into a discussion with owners or instructors along the lines:
“How can trainers with less pedigree, or even those who don’t ‘look’ like a Pilates instructor, have packed classes when I’m a much better teacher, know much more than them and I’ve trained with the best?”
The truth is, clients aren’t buying your lineage or appearance they’re buying satisfaction, results, experience, and connection. Here’s why that matters and how it can shape how you position yourself and you recruit your instructors.
Clients Care About Connection and Personality: Not Certifications
Research from education and fitness contexts consistently shows that instructor personality and empathy play a central role in client satisfaction: much more so than credentials. In group exercise clients prefer trainers who are energetic, engaging, and empathetic, even if those instructors aren’t the best qualified.
Similarly teaching one-on-one private sessions, while instructor physique may influence initial impressions, it's personality and client rapport that drive long-term commitment.
Thin-Instructor Bias is Real: But the Outcome Tells the Tale
Unfortunately, weight bias persists in the fitness industry. Instructors report feeling pressure to conform to certain body standards; such as being “thin and fit”, to seem credible.
Yet anecdotal and industry evidence show instructors who don’t fit the mould often build the most loyal, supportive followings. Being larger-bodied can cultivate authenticity, empathy, and humour, qualities that turn classes into communities. These instructors regularly attract clients who themselves are of larger size.
Consider the experience of Peloton’s Ash Pryor, who, despite fat-shaming attacks, drew powerful support because clients related to her strength and resilience and generates a large loyal following
Clients Seek Solutions Not Stereotypes
At the end of the day, your clients care most about whether you solve their problem. They aren’t tuning in to see if you fit a Pilates body stereotype: they’re tuning in because they want core strength, pain relief, confidence, and wellbeing.
That’s why real outcomes always outshine appearance. If you speak compellingly about how you help people feel stronger, move better, or recover mobility, clients will show up; and keep showing up. Conversely if you focus on you and your qualifications, experience, heritage and training school but don’t deliver what they are coming for they move on quickly or don’t arrive in the first place.
4. Authentic Identity Inspires Trust and Encourages Growth
Instructors who embrace who they are, rather than hiding behind industry ideals, create a powerful connection. This is validated by fitness and academic research showing that expressive, relatable instructors get the best evaluations: rather than blending in, bold and genuine instructors stand out; and clients feel this in every cue, anecdote, and laughter-filled class.
Your Core Offer Solves Problems—That’s Why Clients Pay
Clients don’t sign up based on your lineage or training hours. They sign up because they want:
Relief from pain
Stronger bodies
Better posture
Confidence in movement
When your messaging focuses on what you achieve for your clients, not how many training hours you’ve done: you make your service irresistible.
Key Takeaways for Pilates Studio Owners
Qualification isn’t connection
Highlight instructor personality, empathy, and client success stories.
Bias exists: so challenge it
Celebrate instructors of diverse ages, sizes, backgrounds.
Results matter most
Share case studies: "How Susan stopped her low back pain" beats "Trained for 300 hours" every time.
Authenticity builds community
Let instructors express their individual character rather than fitting a mould.
Fit your market’s needs
Understand and speak directly to what your clients care about: pain relief, confidence, mobility.
Investing in high-quality training is important provided it is focussed on expanding instructor scope of practice in order to meet clients needs: but it’s not what fills and retains classes. It’s delivering what people need: genuine rapport, accessible instruction, and real transformation.
Step away from the invisible hierarchy of lineages or appearance expectations. Focus instead on the real drivers of success: connection, results, and integrity in what you teach. That’s where true profitability lives: in powerful, positive client experiences that speak louder than any stereotype ever does.
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD.