As the PILAT3S brand increases its presence in Portugal, we sat down with Sofia Sousa, CEO of Holmes Place Portugal, for a Q&A series, discussing the brand’s decision to integrate PILAT3S into their club network, her career as a female leader in the fitness industry, and much more.  

Tell us about the decision to introduce dynamic Reformer Pilates to the Holmes Place Portugal network. 

The key factor behind our decision was the desire to introduce a modality that brings innovation while maintaining the essence of traditional Pilates. By offering a more dynamic and immersive experience to all our members, incorporating not only new movements but also enhancing the studio environment – with special music and lighting, along with digital support through our Routine Display, which ensures a safer and more correct execution of the movements. We believe this approach is highly differentiating, without compromising the foundations of Pilates. Our aim is always to provide something exclusive and innovative to our members, which can complement their existing training. This understanding was a major reason behind our decision to introduce Reformer Pilates as a new offering at Holmes Place Portugal. 

Why PILAT3S was your chosen Boutique-in-Gym. What sets it apart from existing offerings in the Portuguese market? 

We chose PILAT3S because we felt it perfectly aligns with our member needs. Our members are always looking for something exclusive and innovative – that can be a good complement to their existing training regime. PILAT3S is highly inclusive and accessible to everyone, regardless of their physical condition or fitness level. We’re confident it will serve as an excellent addition to our members’ training, and once they experience PILAT3S for the first time, they’ll be eager to incorporate it into their routines. By doing so, they’ll gain a wide range of benefits—not only in terms of flexibility, mobility, and strength but also in terms of confidence, body awareness, and mind-body connection. This is one of the greatest advantages of Pilates, and I’m sure our members will enjoy it, adopting it as a regular part of their training, which will ultimately contribute to a healthier lifestyle. 

Do you intend to open PILAT3S only inside Holmes Place clubs or will also open standalone PILAT3S studios? 

We intend to begin within our network, offering Holmes Place members something truly exclusive. Having said that, we strongly believe in the potential of this concept and have acquired the exclusive development rights for PILAT3S in Portugal. PILAT3S is highly distinctive in making Reformer Pilates accessible to a wider audience, allowing them to experience and enjoy all the benefits that Reformer Pilates offers. With that in mind, we aim to expand to more locations and people, but we wanted to give our members the opportunity to experience this exclusive launch first.  

For female entrepreneurs looking to introduce innovative concepts to their markets, what advice would you offer them?  

Above all, I believe that when implementing a concept, thorough planning is essential, and having a strong team behind you is crucial to ensure that the implementation aligns with the vision and goal of delivering exceptional service to customers. With that in mind, I would encourage any woman with an innovative project to take the risk and pursue it. If she believes in her idea and is passionate about it, success is sure to follow. 

Who do you take inspiration from as a leader and how has shaped your approach to business? 

I believe my greatest inspiration comes from all the stories and people who work with a sense of mission, determination, and resilience. These values, when applied to any business, will certainly lead to success. At Holmes Place, we operate with this very foundation—determination, resilience, and a sense of mission—to deliver exceptional service to our members, as well as to support our team and staff, who we work with every day. That’s what I consistently take away from these stories and individuals, who are incredibly inspiring, especially when they achieve success.