Camai Brandenberg quit her job in early 2020 to pursue Pilates certification full-time. Then March 2020 arrived and the pandemic shut everything down. “This is leading right up into the pandemic and then everything shuts down. So I’m like, ‘Okay, I quit my job and now what?’ This was the worst timing,” she recalls.
Four years later, Brandenberg owns and operates Embody Pilates in West Hollywood. The studio features two spaces: an apparatus room with reformers and a mat studio for 18 people. Her journey from terrible timing to thriving business proves resilience pays off.
Brandenberg built her studio entirely without investor backing. She’s created a community-driven space that prioritizes accessibility and representation. Her clients range from longtime followers to people discovering her through “Black Pilates” TikTok searches.
From Track and Field to Finding Pilates
Brandenberg was always an athlete before becoming a fitness instructor. She ran track at Ohio State, competing in the demanding heptathlon. Seven events took a serious toll on her body over time.
“I grew up in a very traditional household and from the Midwest, so I never thought being a trainer or anything like that never really crossed my mind,” she explains. Fitness instruction wasn’t part of her original plan.
However, her athletic background gave her intimate knowledge of intense training. “The type of training, Olympic style, clean and jerks, all of that. And I was getting injured,” Brandenberg shares. The injuries kept piling up despite her dedication.
Discovering an Expensive Solution
Brandenberg needed to stay strong without destroying her body further. She discovered Pilates in her early twenties. The practice offered exactly what she needed, but accessibility proved challenging.
“It was so expensive. It was not accessible. It was all those things, but I was like, ‘Wow, if I could do this more, this would be life changing,'” she remembers. The high cost created a significant barrier to consistent practice.
This early experience with Pilates’ exclusivity would later shape her business philosophy. She understood firsthand how pricing prevents people from accessing beneficial fitness. These lessons informed how she would eventually structure Embody Pilates.
Building a Foundation Through Yoga Instruction
After moving to Los Angeles, Brandenberg started teaching yoga part-time. She maintained a full-time job while pursuing every Hot Eight Yoga certification available. Her client base grew steadily over the years.
Entrepreneurship always appealed to her future vision. “I always wanted to be in business for myself,” she states. However, she hadn’t yet identified the exact business model.
Her luxury hospitality background at The Beverly Hills Hotel proved invaluable later. She learned that client experience matters as much as the service itself. “It’s the experience that they’re looking for. It’s not just the workout because everyone can do this,” she explains.
Confronting Lack of Representation in Pilates
Brandenberg finally pursued her Pilates certification with clear goals. The education quality met her expectations. However, the environment presented unexpected challenges.
“When I was going through my cert, I never really saw people that looked like me,” she shares. Despite her own privileges as an athletic, able-bodied person, discomfort persisted. “And I kept thinking if I feel like this, it’s probably 10 times worse for other people, with microaggressions, just all the things.”
She was paying good money to learn in unwelcoming spaces. The experience highlighted systemic problems within the Pilates industry. This realization would fundamentally shape Embody’s mission and values.
The Numbers Behind Pilates Industry Exclusivity
Statistics confirm what Brandenberg experienced personally. According to Zippia’s demographic analysis, 71.3% of U.S. Pilates instructors are white. Only 7.1% are Black or African American, while 10.6% are Hispanic or Latino.
The gap extends beyond instructor demographics to accessibility itself. Private Pilates sessions average $75 per hour nationally. Some studios charge upwards of $100 per class, creating substantial financial barriers.
This exclusivity shaped Brandenberg’s determination to create something different. She priced Embody’s mat classes with accessibility in mind. The faces at her front desk reflect the diversity she wants throughout the space.
Pivoting During the Pandemic Shutdown
The pandemic forced immediate adaptation of Brandenberg’s plans. She couldn’t open a physical studio during lockdowns. Instead, Embody Pilates launched online first through Zoom mat workouts.
She focused on accessible equipment people could use at home. This approach allowed her to build community despite physical distancing requirements. Clients connected virtually while everyone navigated unprecedented uncertainty.
The online pivot proved essential for maintaining momentum. Brandenberg kept teaching and her client base remained engaged. She was laying groundwork for the physical studio that would eventually open.
Opening the Physical Studio in 2024
Embody Pilates’ physical location opened in February 2024. Brandenberg started small with just the apparatus room and existing clients. Some had been following her since 2016, demonstrating remarkable loyalty.
The mat space came later, significantly expanding capacity. Eighteen spots versus three reformers made a substantial difference. More people could access the practice simultaneously.
“Mat shouldn’t be $100 a class,” Brandenberg states plainly. Reformer classes justify higher pricing due to equipment and individualized attention. However, offering both options aligned with her accessibility vision.
Building Without Investors or Rigid Plans
Brandenberg built Embody entirely on her own financially. No investors backed her venture. This independence allowed her to maintain complete control over her vision.
She also avoided creating predetermined, inflexible business plans. Instead, she let her clients guide studio development. “I let my first year also let my clients tell me what they need, right? If I’m so gung ho on like, ‘Oh, it has to be like this.’ I listen,” she explains.
She asks clients about preferred class times and schedule additions. “I’m doing real market research in real time because that’s the community that I’m serving,” Brandenberg says. This responsive approach strengthens client relationships and business sustainability.
Thriving in LA’s Saturated Pilates Market
Los Angeles reportedly has more Pilates studios than anywhere else worldwide. Four studios operate just on Brandenberg’s street alone. The competition could feel overwhelming.
However, Brandenberg refuses to get caught up in comparison. “This is just me doing this. I don’t know what everybody else has going on,” she states. Staying focused on her own vision matters more than tracking competitors.
“So staying focused on what my vision is has really brought Embody into each chapter because my head isn’t spinning to keep up with what’s happening,” she continues. This mindset protects her energy and creative direction.
The Power of “Black Pilates” as a Search Term
The fact that “Black Pilates” exists as a searchable term still amazes Brandenberg. New clients discover Embody through TikTok searches specifically looking for Black instructors. This visibility represents meaningful progress.
“I will never get over that,” she admits. The ability to be found this way validates her mission. It proves demand exists for diverse, inclusive Pilates spaces.
However, Brandenberg recognizes visibility alone doesn’t guarantee success. “We can’t just be loud when they open. We have to also consistently support throughout,” she emphasizes. Sustained community support matters more than initial excitement.
Creating Lasting Community Impact
Brandenberg’s vision extends beyond running a successful business. She’s changing who feels welcome in Pilates spaces. Every class challenges industry exclusivity through representation and accessible pricing.
Her clients appreciate the welcoming environment she’s cultivated. They return consistently because they feel seen and valued. This loyalty sustains the business through competitive market conditions.
Embody Pilates demonstrates what’s possible when entrepreneurs prioritize community needs. Brandenberg turned personal frustration into purposeful action. She’s building something that serves people like herself who once felt excluded.
Lessons for Aspiring Wellness Entrepreneurs
Brandenberg’s journey offers valuable insights for future business owners. Sometimes terrible timing becomes the perfect opportunity. Pandemic challenges forced creative solutions that strengthened her foundation.
Listening to your community creates responsive, sustainable businesses. Market research doesn’t require expensive consultants. Real-time feedback from actual clients provides invaluable guidance.
Building without investors maintains creative control and authentic vision. Brandenberg proves that bootstrapped businesses can thrive through genuine community connection. Her success story continues inspiring others to take the leap.