What retail can learn from the rise of Olivia Rose Pilates and the booming wellness market
The wellness and fitness industries are reshaping consumer habits, and Olivia Rose Pilates is a prime example of how brands can capitalise on this growing trend.
Co-founded by sisters Jessica Rose and Lucie Olivia Nelson, the platform combines online Pilates classes, holistic health resources, and community engagement into a subscription model that’s proving to be both scalable and profitable—offering lessons for retailers navigating changing consumer expectations.
Subscription-based retail: Meeting consumer demand for flexibility
The subscription model has surged in popularity across both wellness and retail, with consumers prioritising convenience and personalisation. Olivia Rose Pilates is a direct response to this trend: after facing a six-week waiting list at their Stafford studio, the sisters recognised the need for an accessible, flexible platform. For £19.99 a month (with a free 7-day trial), members can enjoy virtual Pilates sessions, breathwork, nutrition advice, and wellness masterclasses anytime, anywhere.
Retailers can take note. Whether it’s fitness brands offering exclusive workout content with product purchases or activewear retailers introducing subscription models for apparel, this kind of value-added service enhances customer loyalty while tapping into the desire for on-demand, lifestyle-driven experiences.
The rise of athleisure X collaborations
Activewear has become a staple, blurring the lines between fitness and fashion—and Olivia Rose Pilates is already leveraging this trend. The brand recently collaborated with sustainable activewear leader Tala for a workout class, with plans for further partnerships in 2025. These collaborations don’t just promote wellness; they also showcase products in action, engaging audiences in meaningful ways.
Retailers in the activewear and fashion spaces can learn from this by aligning with wellness platforms to co-create events, co-branded content, or curated fitness challenges that seamlessly connect lifestyle with retail products.
Community building – Selling an experience, not just a product
Much like in retail, community engagement has become central to selling a lifestyle. Olivia Rose Pilates has built a strong, loyal following through live workshops, Instagram events, and in-person meet-ups, creating a sense of belonging that goes beyond the workout itself.
Retailers can adopt similar strategies by offering in-store experiences, virtual events, and collaborations with wellness influencers or platforms like Olivia Rose Pilates. This builds an emotional connection with customers, transforming them from buyers into engaged brand advocates.
Wellness isn’t a niche, it’s a growing market
The success of Olivia Rose Pilates highlights the immense opportunity in the wellness market, where consumers prioritise physical health, mindfulness, and community-driven experiences. Retailers, particularly in activewear, beauty and lifestyle sectors can learn from this by:
- Embracing subscription models for convenience and value.
- Aligning with wellness brands through collaborations and events.
- Building strong communities to sell experiences, not just products.
With plans to introduce breathwork and strength and conditioning in January 2025, Olivia Rose Pilates is continuing to evolve, meeting consumer demand for holistic, accessible wellness solutions. Retailers looking to stay relevant in a changing market should take note: wellness is no longer a trend—it’s a lifestyle, and the opportunity to connect with this audience is bigger than ever.
Discover more at oliviarosepilates.com.
