Pronto Pilates
Equity Crowdfunding Case Study
Nov 2024, $1.55m raised
In November 2024, Pronto Pilates closed the first fitness studio crowdfunding campaign in Australian history. It was also one of the largest raises of the 2025 financial year. Pronto Pilates has welcomed over 400 new shareholders and brand ambassadors from across the country, raising a total of $1.55m. Following Pronto’s raise, they will now be able to get underway on achieving their objective of 1000 studios by 2028.
About Pronto Pilates
Founded in 2022, Pronto Pilates offers high-quality workouts at an affordable price. Compared to traditional pilates studios, Pronto incorporates classes with a virtual instructor, meaning that classes are significantly more affordable. Pronto believes that great classes should be accessible to everyone, and their pricing reflects that commitment.
This has resulted in an industry-disrupting 75% saving and 3X more classes, as Pronto can offer classes from 5am until late, allowing for customers to essentially pick a time that suits them, rather than conforming to a limited set schedule like traditional pilates studios which are only open for select hours in the day. Pronto's model has now grown to 14 studios nationwide, serving 6,000 members who have taken 160,000 classes.
Australia is home to one of the most competitive fitness studio/gym landscapes, incubating some of the world’s largest players. F45, Strong Pilates, Body Fit Training, Jetts, and many up-and-coming studios have globally scaled.
The rise of preventative healthcare and consumers seeking new ways of exercising are driving growth in the sector. Although discretionary spending is weakening and profit margins have been squeezed, companies like Pronto Pilates are able to still thrive due to their aggressive pricing when compared to traditional fitness studios.
“The main motivator was that we were attracted to the idea of members owning a piece of Pronto Pilates”
– Steve Anson, Founder & CEO
First Equity Crowdfunding Raise in the Fitness Sector in Australia
In November 2024, Pronto Pilates successfully raised $1.55 million through an equity crowdfunding campaign on OnMarket, attracting 447 new investors. The raise was the largest fitness-related crowdfunding offers in Australia and marked OnMarket’s second-biggest campaign of the year.
The capital will accelerate Pronto Pilates’ ambitious global growth strategy—rolling out their innovative teacher-less reformer pilates studios across Australia, New Zealand, Singapore and the USA. With plans to open 1,000 studios by 2028, this milestone raise validates strong investor confidence in Pronto’s scalable model and its mission to make high-quality, accessible pilates available to people everywhere.
Media Features During The Campaign
Why did a Fitness Studio Utilise Equity Crowdfunding?
Increases Member Retention
Pronto Pilates used Equity Crowdfunding (ECF) to build community, increase trust, reward investors, and improve services - fostering deeper member engagement and satisfaction. This ultimately leads to higher user retention and business growth.
Brand Recognition
The campaign successfully transformed hundreds of existing and new supporters into brand advocates—precisely the kind of engagement the company was seeking. Through the success of its campaign, Pronto not only expanded its audience but also deepened its connection with the community, using its investor base to boost both visibility and brand recognition.
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Word-of-Mouth Referrals
Pronto Pilates leveraged word-of-mouth referrals by creating a strong, engaged community of investors and members who will continue to share their positive experiences, increasing brand visibility and attracting new members organically.
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Capital Growth
The campaign not only raised necessary funds but also boosted business expansion, allowing reinvestment into new services, equipment, and locations, ensuring long-term growth.
What Made the Campaign Successful?
Investor Incentives
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The campaign featured a tiered range of investor incentives—from branded "Pronto Owner" T-shirts for smaller contributors to a $50,000 discount on a future studio investment for larger backers. This strategic use of rewards effectively engaged both ends of the investor spectrum: smaller investors felt recognised and part of the community, while high-value investors were incentivised to commit more capital through meaningful benefits tied to future participation.
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By aligning rewards with investment levels, Pronto cultivated a sense of ownership and brand loyalty among its shareholder base. The campaign's success reinforces the value of structured investor incentives as a highly effective engagement tool.
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Strategic PR and Media Presence
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By promoting a clear and compelling message—“Affordable, inclusive, $5 Pilates available 365 days a year”—Pronto effectively positioned its campaign as a movement, not just a capital raise. This narrative disrupted traditional pilates norms and redefined the industry, gaining strong media support that significantly amplified the campaign’s visibility.
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Through a sustained combination of media engagement and targeted paid advertising, Pronto maintained consistent public presence, reinforcing its brand identity across multiple channels. This persistent exposure not only attracted new and loyal customers but also inspired a broad base of engaged investors—making media strategy a critical driver behind the campaign’s success
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We're thrilled to have worked with Pronto Pilates and look forward to watching their next growth chapter unfold.
To enquire about raising funds via equity crowdfunding, click here.