About Us

Three best friends starting a Pilates company

Pictured above (left to right): Matt Smith, Steve Young, Jeremy Davis

Our current mission is to create the most personalized fitness experience possible. However, it didn't start out that way The broken road had many unanticipated turns that led us to this point. Here is our story. 

2021

In 2021, three former high school friends came together to see if we could help struggling fitness studios after the pandemic. We took on 10 projects and successfully fixed all 10 studios , helping the small business families behind them. We proved to ourselves that our 'system' worked in fixing struggling businesses, but that wasnt enough.

The next step was to see if we could apply the same playbook to start building OUR brand. We acquired TLS in 2021, tripled memberships in the first 3 months and started planning for growth. 

2024

2024 was an eye opening year for us. As we started opening and acquiring our own studios, it became very clear that the industry was not ready for growth. Reformers were impossible to get, training was extremely expensive/ineffective, data was non-existent and all the classes in the sector were all very generic. We instantly knew that the current foundation wouldn't work if we wanted to create the most personalized group fitness experience in the world. We had to rebuild all of it.

2025

In 2025 we began the process of rebuilding every major system all our competitors were using so we could break free from the generic experience everyone else was providing. We tackled all of the following:

  • Digital Training Portal: which has 10x'd the amount of instructors they were able to onboard and at

  • Partnered with Maven: We partnered with a new factory, Maven, which would cut our waiting time down from 14+ months to just 8 weeks while increasing machine quality.

  • New CRM: This allows us to customize every aspect of the business we want.

Finally, we have the ability to create a personalized experience and to scale our brand nationwide. Now it's time for the last piece of the puzzle: the rebrand.

2026

In February 2026 we unveiled the final rebrand, which includes amazing features that encapsulate our vision of providing the most personalized fitness experience possible: Persona Pilates.

We believe every person has their own 'persona' and if we adapt every workout to align with that persona, every client can optimize their results. It's more than just a name change, we also launched many tools to achieve that vision:

  • Persona Survey: A simple survey that gives incredibly intricate results for each client of Persona. We will evolve this reporting tool to create custom journeys, training videos, and more. The tool provides 125 different custom reports right from the start.

  • Instructor Summaries: The survey data is provided to the instructors before every class. Even if you have never taken that instructor before, it's like she has taught you 1,000 times! She can modify your routine to give you the best chance at success.

  • Body Scanner Integration: This intricate tool allows you to track your progress and see your results.

We plan to roll out many more innovations to accelerate the personalized experience. If you've read this far down, then we want to say a sincere thank you for being on this path with us. It has been a long, hard, but exciting ride and we hope to continue to make it even better.

Hopefully, we will see you soon.

-Matt, Steve, and Jeremy