Brandwave

How popular is@Pilates?

In September 2026, people searched for @Pilates by name about 9,910 times in New Zealand, an 18.2% decrease from the previous year. These searches made up 27.4% of all New Zealand Hamilton Pilates studio searches, placing @Pilates second out of six studios. When we asked both ChatGPT and Google AI Overviews about Hamilton Pilates studios, @Pilates appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

@Pilates is the second most searched of 6 competitors and the most recommended in AI answers.

  1. Reform FitnessShare of searches 47.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  2. @PilatesShare of searches 27.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  3. Lifted PilatesShare of searches 12.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  4. KX PilatesShare of searches 9.6%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  5. Body Reform PilatesShare of searches 2.1%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th

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Top Hamilton Pilates studios in ChatGPT and Google AI Overviews

In three ChatGPT questions, @Pilates appeared in all three answers. @Pilates is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. @Pilates1st
  2. Lifted Pilates2nd
  3. Reform Fitness3rd
  4. KX Pilates4th
  5. Core Wellness5th
  6. Body Reform Pilates6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about Hamilton Pilates studios

3 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which Hamilton Pilates studios compete with @Pilates?

@Pilates against Hamilton Pilates studios in New Zealand, by month

Share of searches by month for Reform Fitness, @Pilates, Lifted Pilates, KX Pilates, Body Reform Pilates. The figures are in the table below the chart.

View monthly share of searches table
MonthReform Fitness@PilatesLifted PilatesKX PilatesBody Reform PilatesCore Wellness
Oct 202541.5%27.8%10.8%16.5%2.8%0.57%
Nov 202546.5%25.2%10.1%13.8%2.5%1.9%
Dec 202541.1%28.6%11.6%11.6%3.6%3.6%
Jan 202640.7%27.9%15.1%12.2%2.9%1.2%
Feb 202639%24.4%17.1%15.2%3.7%0.61%
Mar 202642.1%25.8%14.7%14.2%2.1%1.1%
Apr 202644.2%23.3%17.4%11.6%2.9%0.58%
May 202644.5%24.4%15.9%10.4%3%1.8%
Jun 202645.6%26.8%14.1%10.1%2%1.3%
Jul 202642.7%28%15.4%10.5%2.1%1.4%
Aug 202641.5%30.2%13.8%10.7%2.5%1.3%
Sep 202647.3%27.4%12.3%9.6%2.1%1.4%

  1. 1.Reform Fitness

    47.3%

    Held 1st. 690 estimated branded searches, +4.5% vs prior month. Share +5.8 points.

  2. 2.@Pilates

    27.4%

    Held 2nd. 400 estimated branded searches, -16.7% vs prior month. Share -2.8 points.

  3. 3.Lifted Pilates

    12.3%

    Held 3rd. 180 estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  4. 4.KX Pilates

    9.6%

    Held 4th. 140 estimated branded searches, -17.6% vs prior month. Share -1.1 points.

  5. 5.Body Reform Pilates

    2.1%

    Held 5th. 30 estimated branded searches, -25% vs prior month. Share -0.5 points.

  6. 6.Core Wellness

    1.4%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between @Pilates and its closest rivals

Every comparison with @Pilates

3 comparisons

How has branded search demand for @Pilates changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for @Pilates in New Zealand fell from 12.1K to 9.9K.
  • Across the 12 months ending September 2026, @Pilates’ share of searches among Hamilton Pilates studios in New Zealand peaked at 30.2% in August 2026 and was lowest at 23.3% in April 2026.

How did search popularity change for New Zealand Hamilton Pilates studios in September 2026?

6 changes

  1. In September 2026, Reform Fitness gained share of searches among Hamilton Pilates studios in New Zealand, from 41.5% to 47.3%.

  2. In September 2026, @Pilates lost share of searches among Hamilton Pilates studios in New Zealand, from 30.2% to 27.4%.

  3. In September 2026, Lifted Pilates lost share of searches among Hamilton Pilates studios in New Zealand, from 13.8% to 12.3%.

  4. In September 2026, KX Pilates lost share of searches among Hamilton Pilates studios in New Zealand, from 10.7% to 9.6%.

  5. Estimated monthly branded searches for Core Wellness in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.

  6. Estimated monthly branded searches for Body Reform Pilates in New Zealand fell 40% over 12 measured months, from 50 to 30 in September 2026.

How are @Pilates’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using @Pilates’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • atpilates
  • pilates

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How the Brand Demand Index is measured

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