Since opening its first studio in 2019, boutique fitness franchise inLIFE Wellness has expanded to 56 locations across Australia and the United States, with 12 more currently in development. According to founder and number one best-selling author Scott Capelin, much of that growth has happened organically, with instructors and even members choosing to open their own studios.
“When the people inside your community want to open their own studios, you know you’re doing something right,” Capelin says. “We built the model to work for franchisees first, and the growth has followed.”
By minimising start-up costs and bundling everything from programming and marketing to member systems together, Capelin - who has built, scaled and sold more than 20 health clubs – says the brand is able to keep things simple and low-cost for franchisees while offering members a premium workout.
“We’ve taken 25 years of experience and bottled it into something franchisees can step into and run successfully right away,” he says.
With nearly 60 studios expected by mid-2026, the philosophy behind the expansion remains unchanged. "If our franchisees are happy, it flows onto the members, and the brand succeeds," says Capelin. That’s always been the philosophy behind inLIFE.”
The studio’s fusion concept blends Reformer Pilates with barre, HIIT and circuit training for workouts its founder describes as intentionally varied. "People don't want the same class every week," Capelin, says. "They want variety, energy and a sense of belonging."
It's clearly resonating. Around 70 per cent of inLIFE members had never tried Reformer Pilates before joining, and half had never belonged to a gym. “Our sense of community is what keeps people coming back,” says Capelin. “Our studios are places where people feel comfortable walking through the door.”
