InLife Wellness founder Scott Capelin never set out to franchise. Yet today he leads a franchise network of almost 60 Pilates studios and has expanded into the US.
Capelin has built, scaled and sold more than 20 health clubs over the past two decades. And it’s that experience, he says, that helped shape the InLife Wellness business model.
The first studio launched in 2019; two years later Capelin introduced a franchise model. The chain has grown organically with team members and customers buying into the concept.
The boutique wellness brand targets 35 to 70-year-olds, half of whom have never been in a gym before. It combines Reformer Pilates with barre, HIIT and circuit-style training, offering blocks of classes from 6am to 10am, with the instructor acting as the concierge.
“We built the model to work for franchisees first, and the growth has followed. We cut out a lot of the unnecessary costs you see in traditional franchises,” Capelin says. “The goal was to create something lean, simple and profitable for the people running the studios.”
The franchise requires a $200,000 investment, and is built to operate with low outgoings. There’s no front desk, just a 1300 number for bookings, and Capelin avoids costly fitouts by finding sites needing only cosmetic rejuvenation.
“Rent and instructor payments are the biggest expenses, and $90,000 is our annual rent ceiling,” he tells Franchise Executives.
A plug-and-play business model provides franchisees with the tools they need to operate, from programming to marketing.
InLife Wellness low-cost model
The low-cost model echoes the franchisor’s business structure.
“I have no partners, no debt, my wife works in the business, and we have a lean head office team. My financial needs are met – I could increase the costs but I like this model,” he says.
So it would seem do his franchisees – most of the network are multi-site operators.
In 2024 Capelin ventured into the US, opening three company-owned studios. There are now seven studios, with one Aussie franchisee couple relocating to operate four studios, Capelin retaining one studio, and two franchised locally.
Five more studios are set to open in the US this year, another two newbuilds scheduled for 2027.
In Australia, Capelin plans to keep growing the market along the coast to Queensland and into Victoria.
