Opening a yoga, Pilates or fitness studio is an exciting venture — but it comes with one major strategic question from the outset: which business model should you choose?
Many entrepreneurs hesitate between joining a franchise, opening a branch under an existing brand, or going fully independent. Each option offers a very different balance of freedom, responsibility and support.
In this guide, we break down the three main business models and how they affect the day-to-day management of your studio — helping you choose the one that best aligns with your vision and goals.
Understanding the three studio models
Before making a decision, it’s essential to understand how these structures differ. Each one impacts the way you fund, operate and grow your studio.
1. Independent Studio
Launching an independent studio means embracing total entrepreneurial freedom. You create your project from the ground up, defining every aspect of the business yourself:
- Your concept – whether it’s a holistic wellness yoga space, a modern Pilates studio or a boutique gym for expats, you’re in full control.
- Your positioning – high-end, affordable, discipline-specific or multi-activity, you tailor your offer to suit your vision and your local market.
- Your brand identity – name, logo, tone of voice, visual universe: everything reflects your unique style and resonates with your ideal clients.
- Your pricing – you’re free to set your own pricing strategy, based on market conditions, costs and revenue goals.
- Your marketing strategy – you choose your channels (social media, local partnerships, SEO, advertising), campaigns and messaging.
Why this works:
- Total freedom in decision-making
- Space to innovate and adapt to your market
- The chance to build a brand that reflects your values
But be aware:
- You manage everything alone (financing, HR, marketing, tech...)
- All financial risk is yours to carry
This model is ideal for entrepreneurs with a clear vision who want to build a strong, distinctive brand from scratch.
2. Franchise
Joining a franchise means opening a studio under an established and recognised brand, while remaining legally independent. In exchange for a franchise fee and ongoing royalties, you gain access to a turnkey concept. This typically includes:
- A well-known brand with strong market recognition and a clear identity
- A proven concept, including class formats, client experience, editorial style, brand guidelines, etc.
- Shared tools, such as management software, a common website, marketing materials and more
- Support and training, including onboarding, operational help, commercial coaching and ongoing guidance
Why this works:
- Instant brand recognition and credibility
- A tested concept with ready-made tools and support
- Access to national or regional marketing campaigns
But be aware:
- Limited freedom on pricing, services and branding
- Franchise fees and regular royalties
- Less room for creativity or local customisation
This model suits entrepreneurs who prefer working within a structured framework and value the support of a strong brand.
3. Branch (Corporate-Owned Studio)
In a branch model, the studio is fully owned and operated by a parent company — often a fitness chain or wellness group — and you work within it as an employee, typically as a site manager.
Unlike a franchise or an independent studio, you don’t own the business: the company signs the lease, handles the investment, sets the prices, and defines the strategy. Your role is to implement the strategy on-site and manage the team. Responsibilities usually include:
- Leading the team of instructors and front-desk staff
- Monitoring key performance indicators (occupancy, retention, satisfaction…)
- Rolling out centrally defined marketing campaigns
- Overseeing daily operations (schedules, maintenance, client service...)
Why this works:
- No personal investment required
- Full support from HQ for operations, marketing and pricing
But be aware:
- No autonomy in decision-making
- Rare structure in the yoga, Pilates and boutique fitness space
- Your role is about execution, not strategy
This model suits those who enjoy structured environments and operational management — without the risks of entrepreneurship.
How does your studio model impact daily operations?
Your choice of business model will shape four key areas of your studio management: funding, pricing, marketing, and team management.
1. Funding
- Independent: You finance everything yourself — renovation, equipment, marketing, tools. This may involve personal savings or a business loan. Full control, but full responsibility.
- Franchise: You fund the studio plus a franchise entry fee. You’ll also pay monthly royalties (either fixed or based on revenue).
- Branch: No personal investment — the parent company funds and owns the studio. You’re an employee managing the site.
2. Pricing
- Independent: Full freedom to set your prices, based on market positioning and cost structure. A powerful strategic lever.
- Franchise: Pricing is usually standardised or set within a controlled range to ensure brand consistency.
- Branch: HQ determines the pricing policy — your role is to implement it without deviation.
3. Marketing
- Independent: You’re fully responsible for your marketing strategy — which allows creativity but demands time, budget and expertise.
- Franchise: You’ll benefit from national or regional campaigns and ready-made marketing kits. Local marketing is your job, but must align with the brand’s style.
- Branch: Marketing is entirely centralised. You simply roll out HQ’s campaigns with little room for customisation.
4. Team Management
- Independent: You recruit, train and lead your team yourself. It’s a great way to build your company culture, but requires strong HR skills.
- Franchise: You manage your staff independently, but must follow network-wide standards (dress code, service, quality processes…).
- Branch: HR is often centralised — recruitment, training and policies come from HQ. You manage daily operations within a structured framework.
Questions to ask yourself before choosing a model
The right model depends on your priorities, your personality and your resources.
Ask yourself:
- Do I want full control, or do I prefer the support of a structured system?
- Am I ready to invest my own money and take on financial risk?
- Do I already have a strong brand vision, or would I prefer a ready-made concept?
- Do I want to build a company from the ground up or manage one that's already in place?
- Am I planning to scale (open multiple locations), and which model makes that most feasible?
- Am I comfortable managing a team?
- How important is autonomy to me — in pricing, marketing, recruitment?
- Do I prioritise the security of employment, or the freedom (and responsibility) of entrepreneurship?
Best practices to make the right choice
Create a comparative business plan
Write a business plan for each model you’re considering (independent, franchise, branch). Include:
- Start-up costs (franchise fees, renovations, marketing...)
- Recurring costs (rent, wages, royalties…)
- Revenue projections based on your launch and growth potential
This helps you evaluate the profitability and feasibility of each option based on your specific circumstances.
Talk to studio owners using each model
Real insights come from real people. Speak to:
- Independent studio owners
- Franchisees within your industry
- Managers (or former managers) of corporate-owned studios
Ask honest questions: what works, what’s challenging, would they make the same choice again? Their experiences will give you a more grounded view than brochures ever could.
Understand your local market
What works in central London may not suit a rural town — and vice versa. Consider:
- Whether major franchise brands are already present in your area
- The level of competition from independent studios
- Local customer behaviour: do they prefer trusted brands or more bespoke, community-based experiences?
Your choice needs to be shaped by clear, unsaturated demand.
Manage your studio efficiently — no matter the model — with bsport
At bsport, we support hundreds of studio owners across all models — independent, franchise and corporate — with a single mission: to help you save time, grow your revenue, and deliver the best possible experience to your clients.
Whether you’re starting from scratch or scaling your network, our all-in-one management platform adapts to your structure — not the other way around.
Want to see how bsport could power your studio’s success?
