A Foundation Built Before the Boom
The AXLE and JETSET Pilates story started before franchising was even on the table. When we first partnered with founder Tamara Galinsky, JETSET was a tightly run operation of 4 Miami studios, and the timing felt like fate. We came together a year into COVID, just as the brand was preparing to take its concept national, and used that window to lay the technical groundwork that a future franchise system would need.
That early alignment meant JETSET never had to retrofit their systems for scale. From day one, the technology, the data model, and the operational playbook were built with franchising in mind, giving Tamara and her team room to focus on the product, the experience, and the brand.
This pre franchise foundation gave JETSET several advantages that most growing concepts never get to enjoy:
- Strategic Timing: The partnership was formed a year into COVID, perfectly positioned ahead of JETSET’s national franchise rollout.
- Founder Alignment: AXLE built a direct working relationship with Tamara Galinsky from day one, keeping technology and brand vision tightly aligned.
- Built for Scale: The platform was architected with franchising in mind well before the first franchise location ever opened.
A Full Stack Partnership in Motion
Over the four years since, the relationship has matured into one of the strongest partnerships in our portfolio. JETSET runs on the full AXLE stack, including the AXLE Premium Branded consumer app, AXLE Talk in every studio, and a website that has evolved from Healcode all the way to today’s fully integrated experience with end to end tracking of every marketing dollar. Just as importantly, it is a stack that keeps evolving in lockstep with the business, opening a gap that legacy, off the shelf fitness platforms have no realistic path to closing.
We have also gone well beyond out of the box functionality. Together with the JETSET team, we built bespoke offerings that match the brand’s premium positioning, like an all access membership with a cross market upcharge for booking into higher tier studios outside your home market. On the demand side, JETSET leans on AXLE Leadgen as their company wide marketing engine, giving the franchise system a cohesive, focused, and highly scalable approach that legacy vendors simply cannot match.
This deep integration powers both the member experience and the operator experience across the entire franchise system:
- Premium Branded App: JETSET members engage through a bespoke consumer app that fully reflects the brand’s premium positioning.
- AXLE Talk Everywhere: Every studio runs AXLE Talk to deliver consistent, on brand communication with members at every touchpoint.
- Website Evolution: The web experience has evolved from Healcode into a fully tracked, conversion optimized destination with complete marketing visibility.
- Bespoke Memberships: A custom all access tier allows members to book across markets, with upcharges automatically applied when reserving at higher tier studios.
- Centralized Marketing: AXLE LeadGen powers a unified marketing engine that scales cohesively across the entire franchise system.
Fueling One of the Fastest Growing Franchises in Fitness
JETSET has emerged as one of the fastest growing franchises in boutique fitness, led by a team whose caliber and clarity of vision set the pace for the entire system. What began as 4 Miami studios now stretches coast to coast across the US and around the globe, with locations reaching from Australia to London. As they have scaled both nationally and internationally, AXLE has evolved alongside them, shipping the features, integrations, and marketing tools that match each new phase of growth.
That lockstep partnership is what makes the model repeatable across markets and time zones. Franchisees inherit a proven stack, a unified marketing engine, and a premium digital experience on day one, which means new operators in any city can focus on running great studios instead of stitching together vendors.
The compounding effect of an early foundation and a four year buildout shows up clearly in where JETSET sits today:
- Repeatable Playbook: Every new franchisee launches on a proven, fully integrated stack from their very first day open.
- Coast to Coast and Global: JETSET has scaled from 4 Miami studios into a coast to coast US presence and a global footprint reaching from Australia to London.
- Rapid Franchise Growth: The brand has become one of the fastest growing concepts in boutique fitness around the world.
- Elite Leadership: An expert team operates at an exceptionally high caliber, setting the pace for the entire system.
