Why TLS Is Forging Its Own Path Beyond Lagree
A question we often hear is why we’ve chosen not to align with the Lagree brand, a once-dominant player in the boutique fitness industry. In this post, I’ll explain what Lagree is, why it gained popularity, the challenges that led us to move away from it, and how our proprietary TLS brand positions us for long-term success.
What Is Lagree?
Lagree is a Fitness Method is a high-intensity, low-impact workout performed on a patented machine called the Megaformer. It combines slow, controlled movements with constant muscle tension to target slow-twitch fibers, delivering a full-body workout that promises strength, endurance, and a lean physique.
Not that unique from traditional Pilates, the main difference is that the workout is simply slow. The method is typically offered in 45-50 minute classes, emphasizing core stability and functional fitness.
It came with more than just a workout, it came with it's own equipment, License fees, and questionable values.
Why Was Lagree So Popular?
Lagree took the fitness world by storm, particularly in urban markets, for several reasons:
Celebrity Buzz: Endorsements from stars like Sofia Vergara and Jennifer Aniston fueled its popularity, making it a go-to workout for the elite.
Time Efficiency: The method’s intense, full-body approach appealed to busy professionals seeking maximum results in minimal time.
Boutique Appeal: Lagree studios offered a sense of exclusivity and community, attracting fitness enthusiasts who preferred small, instructor-led classes over traditional gyms.
At its peak, Lagree was a fitness phenomenon, with over 500 licensed studios worldwide and a reputation as a top workout trend. But then it all took a turn...
What Happened to Lagree?
Despite its early success, the Lagree Fitness Method has encountered significant hurdles that make it an unsuitable fit for our studio chain.
Here’s why we’ve chosen to break away:
1. Equipment Supply Challenges
The Megaformer, Lagree’s core equipment, is both costly ($16,900+ per unit) and plagued by supply chain issues. Studios have faced long delays in receiving machines, unreliable access to replacement parts, and maintenance challenges. These logistical roadblocks hinder scalability and operational efficiency, which are critical for a growing chain like ours. See our breakdown here.
2. Exorbitant Licensee Fees
Lagree operates on a licensing model, requiring studios to pay substantial fees to use the brand and equipment. Initial licensing costs start at $10,000, with ongoing royalties and equipment leasing fees adding to the financial burden. In an attempt to make more money, they eliminated the exclusivity clauses in them, the main reason why studios bought the licenses in the first place. These fees cut into profitability and limit our ability to invest in innovation, staff training, and member experiences.
3. Questionable Values of Sebastien Lagree
Sebastien Lagree’s business practices have raised red flags. His aggressive pursuit of intellectual property rights, including lawsuits against former studios, instructors and anyone else that 'defiies them', reflects a focus on control rather than collaboration. Lagree has publicly criticized competitors as “copycats” who compromise user safety, creating a divisive narrative that clashes with our commitment to inclusivity and trust. For a brand built on community and transformation, this misalignment of values is a dealbreaker.
4. Diluted Brand and Lack of Lead Generation
The Lagree brand has lost its edge due to inconsistent licensee practices. Lagree’s licensing model offers little support for lead generation, leaving studios to fend for themselves in competitive markets. Our internal data shows that our targeted ad campaigns generate just 1.3% of our total leads from perspective clients searching a derivative of "Lagree".
Make it stand out
This has been covered by a number of different sources in social media and throughout the Pilates space.
What is TLS? Our Vision for the Future
Rather than tethering ourselves to Lagree, we’ve created TLS (Transform, Live, Strengthen), our proprietary fitness brand that draws inspiration from industry innovators while establishing a unique identity.
Here’s how TLS sets us apart:
1. TLS Certification Program
Our instructors undergo a rigorous TLS certification process, ensuring consistency and expertise across all studios. Unlike Lagree’s equipment-centric training, TLS certification emphasizes holistic fitness principles, including biomechanics, core engagement, and personalized coaching. This enables us to deliver a premium, adaptable experience tailored to diverse fitness levels.
2. Proprietary Maven Equipment
We’ve designed our own cutting-edge equipment, the Maven, to rival the Megaformer while addressing its flaws. The Maven is durable, easier to maintain, and 20% less expensive per unit, allowing us to scale efficiently. Its adjustable resistance and ergonomic design support a wider range of exercises, enhancing the workout experience and accommodating members of all abilities.
3. Personalized Experience Through Data and AI
TLS leverages data and AI to create a personalized fitness journey for every member. By tracking metrics like attendance, strength gains, and body composition, we provide tailored progress reports that boost engagement and retention. Our data shows that members receiving personalized feedback attend 15% more classes per month and report 2.5x higher satisfaction compared to those in generic programs.
Conclusion
Relying on the Lagree brand would tie us to a model fraught with operational, financial, and cultural challenges. Instead, we’re building TLS as a forward-thinking fitness brand that prioritizes innovation, community, and long-term member relationships. By developing our own equipment, certification program, and data-driven approach, we’re creating a scalable, profitable business that delivers exceptional value to our members and strong returns for our investors.
We cannot depend on a diluted brand like Lagree to drive our growth. With TLS, we’re forging a path that redefines boutique fitness and positions us as industry leaders. Thank you for your continued support as we transform lives and build a fitness legacy that stands the test of time.