Portugal will be the first stop on the pilates group’s international expansion route

The articles written by the PÚBLICO Brasil team are written in the variant of the Portuguese language used in Brazil.

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There is a lot of research that points to the health benefits of daily physical exercise, regardless of age. With an eye on the potential of this market, the Voll Group, which brings together 220 pilates studio franchises in Brazil, is preparing its international expansion, which will begin in Portugal. “We see many opportunities in the country”, says the group’s managing partner, Carolina Rorato. She believes that the large number of Brazilians living in Portuguese territory will be essential to boost business.

The Brazilian company’s entry into Portugal will take place on two fronts: one, through the franchise of pilates studios — the investment is, on average, around R$45 thousand (7.5 thousand euros) —, the other, through through the training of professionals to work in the area. In her opinion, work with the public must be carried out by well-prepared people, and this requires training. “We are very strong in training. More than 80 thousand students have already attended our preparation centers in person and around 110 thousand have graduated from online courses”, says Carolina. “Our franchises and our training capacity make us the largest group in the sector in South America”, he adds.

The executive highlights that she already has three partners in Portugal, licensed to work with pilates, who use the Voll brand. “But, starting next year, we will have our own base in the country”, he highlights. The entire expansion process in Portuguese lands will be defined at the end of this month, when Carolina will disembark in Lisbon to participate in an international congress of professionals in the field. “We are going to hire a lawyer and accountant to help us throughout the process of structuring the company”, he points out. The Voll Group, with 300 employees, recorded revenue of R$25 million (4.1 million euros) last year.

From children to athletes

In Carolina’s opinion, Portugal is not just “a blue ocean” to be explored. “In Europe, the practice of Pilates still does not have much tradition, despite the technique being created by a German, Joseph Pilates, in the 1920s”, he highlights. The reason, she believes, is the fact that he moved to the United States when Nazism rose in Germany.

“It was the Americans who spread the practice around the world. Therefore, Europe appears to be a good market to explore”, he adds. In Brazil, growth has been exponential. Between January 2020 and September 2023, the number of studios jumped from 57.3 thousand to 74.1 thousand. The total number of instructors increased from 69.2 thousand to 92.8 thousand.

For the director of Grupo Voll, pilates aims to connect the body and the mind. “Those who adhere to this practice feel the benefits in their posture, strength, balance and body flexibility. This is what we call organized hypertrophy, that is, working on muscle flexibility while strengthening and increasing muscle mass”, he explains. “This technique is recommended for people of all ages, including children from the age of four, as it helps with motor development and physical and cognitive skills”, he adds.

To work as a pilates instructor in Brazil, you must have higher education in physiotherapy or physical education. In Portugal, the profession can be practiced by anyone, as long as they undergo training at a school certified by the Directorate-General for Employment and Labor Relations (DEGERT). Courses vary between four days and three months. There are also certifications from the Portuguese Institute of Sport and Youth (IPDJ) and the International Institute of Sport and Applied Science (IDCA).

Pilates has been adopted by top athletes in their training routines. The Brazilian women’s volleyball team set up a studio at the Paris Olympics. Surfer Gabriel Medina, bronze medalist in the competition, is also a fan of the technique.