JETSET Pilates is set to open its first Virginia studio in Tysons this November, bringing a 16-reformer space to The Boro complex and kicking off a statewide expansion that will eventually include stops in Midlothian and Ashburn. The studio was on track to sell hundreds of founding memberships before opening, with the brand betting that Northern Virginia's packed boutique-fitness scene still has room for one more.
The Tysons studio sits at 1640 Boro Pl., Suite 206, according to JETSET Pilates, which describes its signature class as a high-intensity, low-impact, full-body workout built around custom reformers. Presales opened in mid-July, and the company said it was on track to sell hundreds of founding memberships ahead of opening, according to the announcement carried by PR Newswire. Founding members in Tysons get first access to preview classes, and the studio's official debut is set to include a ribbon cutting, community partners and a full slate of classes.
Two More Virginia Studios in the Pipeline
JETSET's plans extend well beyond Tysons. The company says it will open additional studios in Midlothian and Ashburn in the coming months, part of a push that stretches from Northern Virginia down to the Richmond region. The Midlothian studio, planned for 14313 Winterview Parkway, has a murky timeline: the November announcement from PR Newswire put its opening in December 2026, while Richmond BizSense reported in August that the location was slated to open in early 2027 at Winterfield Crossing. The Ashburn studio, at 44795 Dulles Overlook Dr., is slated for early 2027, per the same PR Newswire announcement.
The Midlothian address has history. The space previously housed a Row House studio that closed on July 24 after opening there in early 2020, the same report notes. Franchisee Rachel Leyco told Richmond BizSense the location was still operating with significant monthly losses when it shut down — a reminder that boutique fitness churn cuts both ways even in growing suburban corridors.
Jobs and the Company Behind the Expansion
Vertex Fitness Group, the franchise group driving the buildout, expects the three Virginia locations to create approximately 60 local jobs, including general managers, studio leads, community leads and certified instructors, according to the PR Newswire release. Each studio will be staffed with a locally hired team led by a general manager and supported by Vertex's shared services team and COO Christy Rowe, who brings 15 years of experience in boutique fitness and premium retail operations and leads studio openings, hiring, training and marketing across Vertex's markets.
Vertex was founded by James Temple and Mo Khalil, who together operate more than 100 Mathnasium learning centers, according to the same announcement. Temple, a co-founder of Vertex, said Virginia is home for the company and that the Virginia openings are intended as a network of studios rather than standalone locations. Bertus Albertse, president and CEO of JETSET Pilates, said Temple and Khalil's Mathnasium experience and disciplined, data-driven execution suit the brand's growth plans in the state. JETSET and Vertex have a development agreement covering 25 studios total across Virginia, Chicago and the Twin Cities.
A Crowded Field for Tysons Fitness
JETSET isn't the only newcomer squeezing into the Tysons fitness scene this fall. PVOLVE opened its own Tysons studio at 2070 Chain Bridge Road, Suite 185, on Nov. 2, offering complimentary introductory classes from Oct. 29 through Nov. 1 before its full schedule began, according to Patch. That studio's classes combine functional movement with specialized resistance equipment and lean into low-impact exercise, much like JETSET's reformer-based format.
Boutique studios have been stacking up in the area for years. A 2019 report from TysonsToday described the Club Pilates opening at 1521 Boyd Pointe Way in nearby Vienna as the 10th Club Pilates to open in the DC region in just over a year, inside a 2,150-square-foot space offering eight signature class formats. Whether Tysons can keep absorbing new reformer studios at this pace remains to be seen, but JETSET is clearly betting yes.
Franchise Economics and the Brand's Roots
Opening a JETSET franchise isn't cheap. Richmond BizSense reported an initial investment of $550,000 to $750,000, along with requirements of at least $500,000 in net worth and $200,000 in liquid capital. Those numbers reflect a brand that has scaled quickly: JETSET Pilates was founded in Miami in 2010, began franchising in 2022, and has since sold more than 400 territories nationwide, with more than 400 studios open or in development across the U.S., the U.K. and Australia, per the PR Newswire release.
Not all of Virginia's recent fitness activity has centered on Northern Virginia. A September wellness roundup from RichmondVibe noted that business activity that month was concentrated in suburban pockets like Short Pump, Glen Allen and western Chesterfield rather than the city core — a pattern that tracks with where JETSET and Vertex are placing their bets. Ahead of the Tysons opening, JETSET ran Jetset on the Mat pop-up classes, private VIP sessions and local partnerships to introduce itself to Tysons, McLean, Vienna and Great Falls, and the brand's reformer classes combine strength, cardio and Pilates-inspired movement in a 50-minute, music-driven format backed by its own JETSET Training Academy certification program.
