In this edition of the Franchise Ramp Owner Feature, we’re heading to the Midwest to highlight a multi-unit powerhouse. Steve Hyer has combined 30 years of entrepreneurial grit with the proven systems of Club Pilates to build a rapidly expanding fitness empire.
From software development to studio ownership, Steve’s journey is a masterclass in diversification, team culture, and the power of “not reinventing the wheel.”
The Story: From Tech to Pilates
After three decades of running a software development company, the post-pandemic landscape offered Steve a unique window of opportunity. He wanted to diversify his portfolio without the “from-scratch” headache of a traditional startup.
“Owning a franchise means learning from others’ mistakes so I don’t have to make those mistakes myself.” – Steve Hyer
Steve chose Club Pilates not just for its business model, but for its mission. He was drawn to the brand’s ability to pre-sell memberships for a “fast start” and the tangible impact the service has on improving members’ quality of life.
Growth by the Numbers
Steve isn’t just participating in the brand; he’s dominating his markets across Michigan and Indiana.
- Time in Franchising: 4 Years
- Current Footprint: 6 Studios open (Clarkston, Grand Blanc, Okemos, Kalamazoo, Granger, Schererville, and Crown Point)
- Expansion Plans: Scaling to 11 total locations.
- Recent Milestone: Successfully opened 4 studios in just the last 12 months!
Steve’s Playbook for Success
- Don’t Be Frugal with Marketing: Steve’s advice on growth is clear: spend what is necessary to own your market. He utilizes a mix of META and Google digital ads alongside deep local chamber involvement. “Constant monitoring and adjustment is necessary,” Steve says. “Use the data.”
- Culture is the Engine: When asked about his biggest success driver, Steve doesn’t point to a spreadsheet, he points to his people. By being purposeful about culture and supporting his staff, he has built a team capable of executing the system at a high level.
- Follow the Blueprint: His #1 tip for new owners? Follow the system. Learn from those who came before you, but focus your energy on building the right team to execute that proven model.
Quick Hits with Steve
- The Reward: Hearing members share stories of what they can do now that they couldn’t do before.
- Unexpected Challenge: “Everything takes longer than I want it to!”
- Fuel of Choice: Iced Tea.
- Team Bond: Twice-yearly outings to Red Wings or Tigers games to celebrate the wins together.
