Pilates program gains popularity among physical fitness fanatics

San Diego Business Journal, July 22, 2002 by Tanya Rodrigues

It may sound like a stretch, and in many ways, it is: Trendy exercise regimen Pilates seems to be growing in popularity at the Hilton San Diego Resort on Mission Bay, according to its fitness director.

About a year ago, the Villa di Lusso Spa at the Hilton property decided to offer the holistic fitness program, which involves muscle control, coordination and tone.

It's been advertised for eight months, but it was only in the last month that six requests came in for individual Pilates sessions, said Barb Madsen, Villa di Lusso's spa and fitness director.

Currently, Hilton doesn't offer group classes or sessions that involve Pilates equipment.

However, they could be added in the future, Madsen said.

"If it grew, we'd probably go to that next step," she said.

Summer is expected to be busiest for Pilates requests, Madsen said.

"Pilates is more of a social clientele than convention," she said.

Leisure business is strongest in June, July and August.

Pilates was developed in the 1920s by Joseph Pilates, a German-born boxer and gymnast.

The practice focuses on developing deep abdominal muscles to improve people's alignment and endurance, Madsen said.

The decision to bring Pilates to the Hilton was made more than a year ago, before Madsen took over as spa and fitness director, she said.

The spa was built in 1995, while the fitness center has been around for 15 years, she said.

Beyond developing a list of free-lance instructors, offering Pilates has not been much of an investment for the spa.

Each session costs $65 per hour, Madsen said.