ncreasingly, fitness facilities are offering Pilates programs. Although developed in the 1920s, Pilates--an exercise method involving controlled, nonimpact movements that engage both body and mind--has today become part of the fitness industry's lexicon as more and more clients clamor to try this type of workout. Marketing Angle. Because of the media attention Pilates has received, many fitness facilities have found little or no need to advertise it. "People were actually walking through the door and asking if we offered Pilates," says Sylvania Reyna, fitness director at Del Mar Workout in Del Mar, California. "Even with no marketing effort at all, people are doing [this kind of exercise]," says Jim Karanas of Club One Fitness, a chain of fitness centers in California. Karanas, group exercise director for the Northern California region, says hype in the community and word of mouth help keep his Pilates programs successful. Still, some promotion is going on. At The Marsh in Minnetonka, Minnesota, complimentary "open door" classes are held three times a month. According to Carol Pehle, The Marsh's Pilates director, these sessions give both members and nonmembers a chance to try out the equipment and learn the fundamentals. Member Benefits. So what's so appealing about Pilates? "You are working the whole body at the same time," says Alice Ann Dailey, MS, owner of the Oasis Physical Conditioning Center in Dallas, which offers only mind-body programming. Cathie Murakami, owner of SynergySystems
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