Melbourne mum defies lockdowns as her pilates business makes $10 million

A Melbourne mum took a $350,000 gamble that looked like it was headed for failure during the pandemic. But then things took a turn.

A Melbourne mum took a $350,000 gamble that looked like it was headed for failure during the pandemic. But then things took a turn.

A Melbourne mum with a passion for pilates has managed to rake in $10 million despite enduring two years of shutdowns amid the Covid-19 pandemic.

Amy King, 43, started CorePlus in 2015, a pilates franchise that has since expanded across Victoria.

In 2017, Amy’s husband Mike quit his corporate job to help with CorePlus as it was expanding rapidly.

But when Covid arrived on Australia’s shores in March 2020, Amy’s seven CorePlus studios all had to shut down immediately.

“We were effectively closed overnight,” Mike told news.com.au. “[Covid] was a shock to the system.”

But despite Melbourne’s many lockdowns the company has massively rebounded.

The brand now has 14 studios across the state with another 14 on the way.

So far this year, CorePlus had made $10.1 million in revenue. Last year, it generated $5.3 million.

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Amy and Mike King.

CorePlus weathered the Covid-19 storm.

Prior to Covid, the couple had been considering developing an app, but didn’t think there was any rush.

“[The app] was a discussion,” Amy said. “We wanted to make sure we catered for members who went on holidays; we wanted to support pre and post-natal mums.”

As the pandemic took hold, those app plan “discussions” became a much-needed business plan.

A fast-tracked app meant pilates classes could be broadcast live.

“Amy sent me into the city to buy a camera and a tripod. We started live-streaming classes the following day,” Mike said.

“We decided to launch with free classes.”

A whopping 20,000 people tuned into those free classes, as word of mouth spread between customers.

Melbourne was in lockdown for a total of 263 days.

However, the couple said every CorePlus studio was shuttered for over 300 days because health and fitness businesses had to stay closed for longer when Melbourne’s restrictions started winding back. They also had to adhere to capacity limits throughout the pandemic.

The couple with their three children.

Since launching CorePlus, the couple have also had three kids, raising them in tandem while building up their business.

The first studio in Malvern East cost a whopping $350,000, which Amy financed through a business loan. She started off with 14 staff who she personally trained, as she had a background in pilates.

But she has more than made that money back.

After a “lot of internal demand” from her instructors, they started opening up franchises.

The studios will be coming to Queensland next in the near future, as well as more set to open in Victoria.