Former president of Xponential Fitness, Sarah Luna, has revealed the next step in her career.

Luna is the CEO of a new start-up reformer Pilates franchise called Pilates Addiction.

The first studio has opened in West Hollywood and at least 100 more are planned in the next 18 months, with expansion already underway in Los Angeles and New York City.

The reformer Pilates market is booming and this move sees Luna going head to head with Xponential’s Club Pilates franchise, the brand she helped to shape.

Luna brings her extensive knowledge of Pilates, as well as her franchising skills, which were honed at Xponential, to this new business. She has curated the proprietary Pilates Addiction Method – which blends the precision of classical Pilates with a modern, athletic edge – and has assembled experts across operations, instruction and branding to ensure consistency and quality as Pilates Addiction expands.

“Pilates Addiction was built to meet the moment,” says Luna. “Clients want results, connection and a brand they can trust. We’ve built a system that delivers all three – designed for scale and rooted in substance.”

The new West Hollywood studio features a black-and-gold aesthetic, dynamic lighting and premium amenities, including boutique retail and seamless check-in.

There are four signature classes, which take place on the patented WundaFormer, which integrates multiple modalities – reformer, jump board, ballet barre and Wunda Chair.

Ignite is a 30-minute introduction to the basics, the others are 50 minutes in duration. Core+ is high intensity and fires up the core; Max is the most advanced class aimed at “seasoned addicts” and Mobility RX focuses on stretching.

A new membership milestone programme has been introduced that will reward consistency with perks such as exclusive guest passes, early event access and premium rewards.

The parent company is Sequel Brands, which says it is “redefining how the world moves with innovative, science-backed, community-driven fitness concepts designed to inspire lasting performance and wellbeing.”

Luna left Xponential last Christmas. Pilates was initially her side hustle alongside a professional dancing career. Her big break came in 2015, when former Xponential CEO, Anthony Geisler, came to one of her classes at Equinox, ahead of buying Club Pilates. He offered her the job of national sales director of Club Pilates and she kept “walking through doors” until she was appointed president of Xponential in 2021.