Canadian-founded Jaybird Studio is continuing its ambitious growth strategy, recently opening a second location in Vancouver’s Kingsway neighbourhood while laying the groundwork for further expansion in Toronto and New York City. The contemporary movement brand, which blends Pilates, yoga, and mindfulness in a sensory-rich environment, is positioning itself as a leader in the evolving wellness and fitness market.
Founded in 2019 by Ariel Swan and Barbie Bent, Jaybird Studio has built a reputation for its distinctive approach to movement and mindfulness. Its spaces are intentionally designed to be immersive, removing distractions such as mirrors and phones to encourage participants to focus inward. With candlelit rooms, curated playlists, and infrared heat, the concept is as much about mental restoration as it is about physical strength.
“We really believe in Jaybird,” said Swan in an interview with Retail Insider. “Where we are seeing the fitness world going is towards more mindfulness. Jaybird lives at the intersection between mindfulness and movement, and it gives you that time out from the busyness of your life to turn your attention inward.”
Expanding in Vancouver: Yaletown to Kingsway
The Kingsway opening marks a milestone for Jaybird Studio in Vancouver, where the company began with its flagship Yaletown location in 2019. That studio, Swan explained, was “our baby,” surviving through the challenges of COVID-19 and building a loyal base of clients who craved more space and more class offerings.
The new 6,000-square-foot Kingsway studio, which opened in June, represents Jaybird’s first dual-concept location in the city, featuring both mat-based and Reformer Pilates. Swan described the opportunity as “a dream come true,” noting that the Art Deco building fit perfectly with their vision for an elevated, community-driven space.
“When this building came up, it was exactly what we wanted,” she said. “It’s such a cool building and the neighbourhood is vibrant, with places like Osteria Savio Volpe and Analog Coffee nearby. People are so excited to have something new in that area.”
The Kingsway studio underscores Jaybird’s strategy of selecting neighbourhoods on the rise. “We’re really interested in density,” Swan explained. “Kingsway is a great example. We see it as an area that is growing, with high-rises going up and a lot of people moving there. We want to be at the forefront of that growth.”
Toronto growth: Queen West and Yorkville
Toronto has become a crucial market for Jaybird Studio. The brand took what Swan called its “biggest risk” by opening on Queen West shortly after the pandemic. The studio’s sensory-driven model required specific infrastructure and sound isolation, which narrowed the pool of viable real estate.
“Our realtor calls them unicorn locations,” Swan noted. “We need an infrared heated room, we play music loud, and we can’t have neighbours right next to us. When you find these spaces, you kind of just have to jump.”
The risk paid off, with Jaybird establishing a strong Toronto following and later expanding to Yorkville. The Yorkville site, which opened on the lower level of 110 Bloor Street W. in December 2023, furthered the company’s design ethos, offering a dual-concept layout with both mat and Reformer Pilates. Looking ahead, Jaybird is planning a midtown Toronto location in Lawrence Park, expected to open in 2026.
Looking beyond Canada: New York City
Perhaps the most significant step for Jaybird Studio is its planned expansion to the United States, with a first New York City location targeted for 2026 in the Flatiron district. Swan and Bent envision three to five studios in Manhattan as part of their long-term strategy.
“What we found is it’s a lot easier to have more locations in one city,” Swan explained. “When we only had one in Vancouver and one in Toronto, it was actually harder to manage. The more locations you can have in a denser area, the easier it is to operate.”
She added that the model also supports employee growth. “It’s amazing for staff. You can offer teachers and managers more opportunities when you’re concentrated in one city. That’s why New York is so exciting for us. It’s busy, it’s vibrant, and it needs these kinds of time-out spaces.”
The Jaybird philosophy: mindfulness through design
A core part of Jaybird’s identity lies in its design-forward approach. The studios are carefully curated to create a sense of immersion and separation from daily life. For its first Vancouver location, Jaybird partnered with local design firm St. Marie Studio, while its Toronto and Kingsway studios were created in collaboration with Futurestudio, a Toronto-based firm.
“We wanted to create spaces that didn’t feel like just another fitness studio,” said Swan. “Everything is very immersive. We went for a monochromatic look with strong colour stories, and when you walk in, you feel transported. Beauty in a space can ground you and energize you at the same time.”
The choice to remove mirrors is particularly important to the Jaybird experience. By stripping away visual comparison, participants are encouraged to focus inward, responding to their bodies rather than external appearance.
Swan describes Jaybird as a place that allows for “time out from the busyness of your life.” She added: “The room is dark, it’s candlelit, there are no distractions, no phones, no mirrors. You really have this time to come back to your breath and your body.”
Navigating demographics and community needs
While some fitness studios focus on narrow demographic groups, Jaybird has cultivated a broad base of clients. “Because we offer so many different styles of classes, we’re open to a wider demographic,” said Swan.
Reformer Pilates tends to attract a younger audience, often in their twenties and thirties, while mat classes appeal to a slightly older group. Sound baths, breath work, and stretching classes extend Jaybird’s reach to older demographics, including clients in their sixties and seventies.
“My mom is our biggest fan,” Swan shared. “She comes three times a week for stretching, and it’s completely changed her life. Her back doesn’t hurt anymore. It shows how Jaybird can meet people where they are, no matter their age.”
This breadth reflects the company’s philosophy of inclusivity. “We really want Jaybird to be that place where mindfulness feels accessible,” Swan said. “Even two minutes of relaxation and breathing can change the trajectory of your day.”
Expansion challenges and opportunities in a changing retail landscape
Jaybird’s expansion comes at a time when fitness and wellness are evolving. Inflation, real estate pressures, and shifting urban dynamics present challenges. Yet, Swan remains optimistic about the role Jaybird can play in communities.
“We’re grateful people continue to show up for themselves,” she said. “To build new communities and have people come in and say, ‘This is changing my life’ makes all the hard work worthwhile.”
Urban density, shifting zoning policies, and revitalized neighbourhoods all factor into the brand’s site selection process. Vancouver’s Kingsway, Toronto’s Lawrence Park, and New York’s Flatiron each illustrate how Jaybird is targeting growth corridors where its model of mindful fitness can thrive.
The brand’s growth trajectory is deliberate, balancing opportunity with operational feasibility. Rather than scattering single studios across multiple cities, Jaybird focuses on building clusters of locations within dense urban cores. This approach not only makes management easier but also reinforces brand awareness.
“Having multiple studios in one city allows us to strengthen community and provide continuity for clients,” Swan explained. “It’s about building something sustainable.”
