Brandwave

Club Pilates vs Orangetheory Fitness:Which is more popular?

In September 2026, Club Pilates had more branded searches than Orangetheory Fitness among boutique fitness studios in the United States. Club Pilates had about 673,000 branded searches, while Orangetheory Fitness had 201,000. Club Pilates made up 38.1% of all boutique fitness studio searches we track, and Orangetheory Fitness accounted for 11.4%. When we asked ChatGPT and Google AI Overviews about boutique fitness studios, Club Pilates and Orangetheory Fitness each appeared in two of the four answers. Orangetheory Fitness was mentioned before Club Pilates in two out of three answers.

Among boutique fitness studios in the United States in September 2026

Who do people search for more?

Club Pilates, about 3 searches for every 1 for Orangetheory Fitness

Club Pilates 673K searchesOrangetheory Fitness 201K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Club Pilates in 2 of 4Orangetheory Fitness in 2 of 4

Who does AI recommend more?

Orangetheory Fitness, named ahead of Club Pilates in 2 of 3 answers

Orangetheory Fitness first in 2Club Pilates first in 1

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Top boutique fitness studios in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Club Pilates and Orangetheory Fitness were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Orangetheory Fitness was listed before Club Pilates in two out of three answers.

Most recommended by AI

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

  1. [solidcore]1st
  2. Barry's2nd
  3. Club Pilates3rd
  4. Orangetheory Fitness4th
  5. SoulCycle5th
  6. CorePower Yoga6th
  7. Rumble Boxing7th
  8. F45 Training8th
  9. Pure Barre9th
  10. Title Boxing Club–
  11. +1 more

Mentioned by AI

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

  • [solidcore]3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Barry's3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Club Pilates2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Orangetheory Fitness2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • CorePower Yoga2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • F45 Training2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Pure Barre1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Rumble Boxing1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • SoulCycle1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Title Boxing Club0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about boutique fitness studios

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Is Club Pilates or Orangetheory Fitness more popular in search?

This chart shows how often people search Google for Club Pilates and Orangetheory Fitness by name. Each line represents a brand's share of searches for all 11 boutique fitness studios we track, month by month, from searches in United States.

Club Pilates and Orangetheory Fitness among boutique fitness studios in the United States, by month

Share of searches by month for Club Pilates, Orangetheory Fitness. The figures are in the table below the chart.

View monthly share of searches table
MonthClub PilatesPure Barre[solidcore]Orangetheory FitnessCorePower YogaF45 TrainingTitle Boxing ClubRumble BoxingSoulCycleBarry's9Round
Oct 202533.9%15.2%10.1%12.4%8.3%5.5%4.1%3.7%3%3%0.61%
Nov 202534.3%12.5%12.5%12.5%8.4%5.6%4.1%3.8%3.1%2.5%0.62%
Dec 202530%13.4%16.4%13.4%9%4.9%3.6%3.3%2.7%2.7%0.54%
Jan 202631.5%14.1%14.1%14.1%9.4%5.2%3.1%2.8%2.8%2.3%0.57%
Feb 202632.8%14.7%12%14.7%9.8%4.4%3.2%2.9%2.9%2%0.59%
Mar 202636.1%13.2%13.2%13.2%7.2%4.8%3.6%3.2%2.7%2.2%0.53%
Apr 202634.5%15.5%12.6%12.6%8.5%4.6%3.4%3.1%2.5%2.1%0.51%
May 202634.2%15.3%15.3%12.5%6.9%4.6%3.4%3.1%2.5%1.7%0.5%
Jun 202635.1%15.7%12.8%12.8%7%4.7%3.5%3.2%3.2%1.4%0.52%
Jul 202635.4%15.8%12.9%12.9%7.1%4.8%3.5%2.6%2.6%1.7%0.52%
Aug 202636.3%16.2%10.8%13.3%7.3%4.9%3.6%2.7%2.7%1.8%0.53%
Sep 202638.1%17%11.4%11.4%7.6%4.2%3.1%2.8%2.3%1.5%0.56%

How has the Club Pilates and Orangetheory Fitness comparison changed over the last 12 months?

3 findings

How did search popularity change for United States boutique fitness studios in September 2026?

3 changes

  1. In September 2026, [solidcore] overtook Orangetheory Fitness to rank 3rd among boutique fitness studios in the United States, with 11.4% of the searches.

  2. In September 2026, Club Pilates gained share of searches among boutique fitness studios in the United States, from 36.3% to 38.1%.

  3. In September 2026, Orangetheory Fitness lost share of searches among boutique fitness studios in the United States, from 13.3% to 11.4%.

How are branded searches counted?

2 search terms

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

Club Pilates

1 branded search term

  • club pilates

Orangetheory Fitness

1 branded search term

  • orangetheory

How the Brand Demand Index is measured

Other head-to-heads among boutique fitness studios

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