The Former Orangetheory Fitness Executive Works to Foster the Pilates Franchise’s Growth
The BODYBAR Pilates franchise has named Michael Piermarini chief operating officer. Piermarini, a dedicated fitness enthusiast and former Orangetheory Fitness executive, oversees BODYBAR’s marketing, growth strategies and operational performance.
The former Team USA duathlete cited BODYBAR’s community focus and unique offerings as selling points that solidified his decision to join the leadership team. He also noted the passion that Matt and Kamille McCollum, BODYBAR CEO and president respectively, have for the boutique fitness brand. “It was clear that they were not only committed to expanding the brand but doing so with integrity and a deep respect for the communities they serve,” Piermarini said. “This opportunity arose at a time when I was eager to apply my skills in scaling operations, fostering innovation and strengthening franchise networks to a brand that truly resonates with my values. I’m excited to be part of this journey to elevate BODYBAR’s impact in the boutique fitness industry while ensuring sustainable, thoughtful growth.”
Matt McCollum said he’s thrilled to have Piermarini on board. “Michael brings a unique blend of strategic vision, operational expertise and a deep understanding of the fitness industry,” McCollum said. “His experience in scaling fitness brands, coupled with his passion for creating exceptional consumer experiences, makes him an ideal fit for our growing team. We are excited to have him on board as we continue to expand BODYBAR Pilates and reach more communities.”
Passion for Fitness Franchising
Piermarini began his franchising journey as head personal trainer with Orangetheory Fitness. He quickly rose to the position of director of fitness, overseeing fitness programming, operational strategy, support and innovation as the brand rapidly expanded both domestically and internationally. “This experience provided me with invaluable insights into the complexities of scaling a franchise network, maintaining brand consistency and navigating the challenges that come with global operations,” he said. “It was an incredibly rewarding journey that required a strategic blend of vision, operational excellence and cross-cultural leadership.”
Witnessing franchise owners achieve their entrepreneurial goals is the most rewarding aspect of franchising, Piermarini said. “Franchising empowers business owners to succeed by leveraging proven systems while allowing them to infuse their own local identity,” he said. “The tangible impact of a well-supported franchise network, from driving revenue growth to cultivating a strong sense of camaraderie among owners, teams and clients, is inspiring.”
Fostering Franchise Growth
Piermarini combines his passion for fitness and franchising in his work with BODYBAR. “Our focus is to elevate the entire Pilates segment by delivering an experience that goes beyond just fitness. We’re dedicated to differentiating BODYBAR through a combination of innovative programming and community engagement,” he said. “From a strategic perspective, our goal is to expand our reach while maintaining the quality and consistency that sets us apart. We’re constantly exploring ways to innovate, whether it’s introducing new class formats, leveraging cutting-edge fitness technology or refining operational efficiencies to enhance the member experience.”
He added that BODYBAR franchisees will be supported with the tools, training and resources they need. “By providing robust support systems and continuous education, we ensure that each franchise location can deliver on our brand promise,” Piermarini said. “By supporting our franchisees to thrive and continually pushing the boundaries of what’s possible in the Pilates space, we’re not just driving growth — we’re setting a new standard in the boutique fitness industry.”
Piermarini, who holds a master’s degree from Southern Methodist University, lives in the Dallas-Fort Worth area with his wife, Brittney, and their German shepherd. He is an avid traveler and a self-proclaimed foodie.
