Why the Smart Money in Clinics Is Moving to Pilates

OverviewPilates is either a nice add-on you never quite monetise, or it becomes the engine room of your clinic.In this episode, Michael speaks with Lowry O’Mahony (Max Physio & Pilates, and Maxona) about how she integrated Pilates so tightly into a multi-site MSK business that it now generates roughly half of revenue, stabilises cashflow, and creates a workforce pipeline when physio hiring gets tight. They get into where Pilates fits in the patient pathway, how to make it recurring without it feeling “salesy”, and why the best lessons often come from entrepreneurs outside MSK, not the usual industry gurus.Lowry also explains why she built Maxona: training, studio fit-outs, equipment, and smart reformers designed to measure progress and keep people engaged.Show NotesWhy so many clinics “offer Pilates” but fail to integrate it properlyAustralia vs UK/Ireland: why Pilates is more embedded in private practice therePilates as recurring revenue: why it smooths out the peaks and troughsThe patient pathway: where Pilates fits (day one, mid-rehab, end-stage, or standalone)“Physios hate selling”: how free intro classes remove friction and awkwardnessThe real Pilates customer base: why 50+ and 60+ is the market, not influencersStaffing reality: using Pilates to broaden your workforce beyond the physio bottleneckCulture and systems: KPIs for behaviour, values, and how to protect standards as you scaleExpansion: opening multiple sites off the back of stable demand and better predictabilityMaxona: teacher training, Pilates Academy, maintenance/support, equipment financeSmart reformers and measurement: using objective feedback to drive adherence and outcomesCommunity strategy: macro events and micro cohorts to improve retention and seasonalityWhat You’ll LearnHow to position Pilates as a core service line, not a side hustleHow to move people from reactive physio to proactive memberships without hard sellingWhat to prioritise first: space, training consistency, booking tech, and retention mechanicsHow to use blocks, memberships, and community to reduce seasonalityHow to think about staffing when physios are scarce: building a parallel workforceWhy measurement and progress tracking matter for adherence (and revenue stability)Who This Episode is ForClinic owners doing £300k to £2m who want a second engine of growthOwners stuck on physio capacity, utilisation, or staffing constraintsClinics offering Pilates but not making meaningful money from itAnyone considering reformer Pilates and worried about space, cost, or team buy-inOwners who want more predictable revenue before scaling, hiring, or exitingGuest DetailsLowry O’MahonyFounder of Max Physio & Pilates (Ireland) and Maxona.Trained as a physiotherapist (RCSI, Dublin) and Pilates instructor early in her careerWorked in the UK and Australia, where Pilates is deeply integrated into private practiceBuilt a multi-site physio and Pilates model with Pilates contributing ~50% of revenueCreated Maxona to help clinics implement Pilates end-to-end: training, equipment, support, and studio successFind Lowry and MaxonaInstagram: @lowryphysiopilatesLinkedIn: Lowry O’MahonyMaxona: https://maxsona.com/Visit https://hmdg.co.uk for further information.   Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100