Expanding a Strong Yoga Community into a Premium Pilates Studio
Location: Mission Viejo, CA
Owners: Todd and Paulette Vasconcellos
Yoga Studio Acquired: October 2024
Pilates Studio Opened: January 2026
Yoga Membership Base: Approximately 400 members
A Clear Vision for Growth
When Todd and Paulette Vasconcellos acquired Soul Movement Yoga in October 2024, they stepped into a well-established studio with five years of history and a loyal 400-member community.
Their focus was growth through expansion of the member experience.
With Paulette’s background teaching in both Yoga and Pilates environments, integrating Reformer Pilates was a natural next step. The addition allowed them to broaden programming, support member progression, and introduce new revenue channels within an existing community.
The objective was long-term stability supported by thoughtful diversification.
Validating Demand
Before developing a dedicated studio, Soul Movement introduced a single Reformer within the Yoga space and began offering private sessions.
Member engagement increased quickly. Interest translated into bookings, providing clear data to support expansion.
In January 2026, Soul Movement Pilates opened in a neighboring suite, purpose-built for small-group Reformer training.
Building for Performance and Scalability
Soul Movement invested in commercial-grade Merrithew equipment, including:
- 10 V2 Max Plus™ Reformers with High Precision Gearbar
- Cardio-Tramp® Rebounders
- Fitness Circle® Lite
- 10 Split-Pedal Stability Chairs with Handles
The studio was configured as a mixed-apparatus environment, with Reformers and Stability Chairs positioned together in a single large training room. This layout supports progressive programming and class versatility while maximizing floor efficiency.
The schedule prioritizes small-group classes, with private sessions offered during midday hours to optimize utilization.
The build was designed to support growth from day one.
Member Integration Strategy
Soul Movement approached adoption strategically.
They invited existing Yoga members to experience Pilates through two complimentary classes, accelerating familiarity and encouraging participation. Membership tiers were introduced to establish early consistency and create a stable class base.
The rollout prioritized engagement and retention as foundational drivers of revenue.
As Paulette shares:
“We’re really trying to create a sense of community. They want to keep coming back because of the way they feel when they are in the studio — not just the workout.”
Why Merrithew
The decision to partner with Merrithew was based on experience and performance.
Their sister studio, Beyond the Mat in Dana Point, was already equipped with Merrithew Reformers, and the equipment had consistently delivered reliable commercial performance.
Paulette’s own training on Merrithew equipment reinforced confidence in the design, adjustability, and feel under load, key considerations for progressive programming.
The purchasing process further supported the partnership.
“Steve was fantastic to work with. It was an easy process.”
Early Performance Indicators
Within the first month of opening, Soul Movement Pilates saw strong participation from its existing member base and growing interest from new clients.
Notable early trends include:
- High engagement in small-group Reformer classes
- Increased participation among male clients
- Positive response to mixed-apparatus programming
The studio is already evaluating opportunities to expand wellness offerings and increase square footage as demand continues to build.
Positioned for Continued Expansion
Soul Movement Pilates represents a strategic evolution of an established Yoga brand.
With premium equipment engineered for daily commercial use and programming designed for progression and scalability, the studio is positioned to support sustained growth.
Pilates now plays a defined role in the studio’s long-term development plan, strengthening both community engagement and business performance.