{"id":147979,"date":"2026-01-22T15:09:43","date_gmt":"2026-01-22T20:09:43","guid":{"rendered":"https:\/\/athletechnews.com\/?p=147979"},"modified":"2026-01-29T17:09:40","modified_gmt":"2026-01-29T22:09:40","slug":"franchisee-spotlight-jetset-pilates-alfa-fit-holdings","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/franchisee-spotlight-jetset-pilates-alfa-fit-holdings\/","title":{"rendered":"Franchisee Spotlight: JetSet Pilates, Alfa Fit Holdings"},"content":{"rendered":"
Alfa Fit Holdings\u2019 Dmitriy Aleyev and Zhana Gali combined complementary skillsets, disciplined hiring and community-driven hype to become JetSet\u2019s largest franchise group<\/h5>\n\n\n\n

Pilates owes much of its current momentum to its unique fusion of elements found in yoga, ballet and calisthenics. Dmitriy Aleyev and Zhana Gali have their own signature blend as well. <\/p>\n\n\n\n

Each coming from different industries, Aleyev and Gali brought differing skills to the table when they began franchising with JetSet Pilates<\/a> in South Florida. Aleyev spent years in asset management and investment banking. While a Pilates consumer, Gali enjoyed a career in financial services before moving into a consulting role with Accenture.<\/p>\n\n\n\n

While they referred to their launch as a gamble given their lack of business experience, specifically in fitness, it was more of a calculated ploy.<\/p>\n\n\n\n

\u201cWe had such complementary experiences and skillsets with Zhana\u2019s knowledge of Pilates and my knowledge of marketing, business and finance,\u201d Aleyev told Athletech News. \u201cIt was the right franchisor, the right time and we decided to bet on ourselves.\u201d<\/p>\n\n\n\n

\"JetSet
Dmitriy Aleyev and Zhana Gali (credit: JetSet Pilates)<\/figcaption><\/figure>\n\n\n\n

As of today, Aleyev and Gali have expanded to six JetSet locations, making them the brand\u2019s largest franchise group. They\u2019re targeting further growth as well, taking staffing seriously, creating noise and strategically leveraging the franchising foundation JetSet provides.<\/p>\n\n\n\n

The Right People in the Right Places<\/strong><\/h2>\n\n\n\n

Aleyev and Gali may have reached the top of the mountain in terms of JetSet franchising success, but their position isn\u2019t without its challenges. Aleyev noted that as your operation grows, transforming into a \u201cmanager of managers\u201d rather than that of a studio can become tricky.\u00a0<\/p>\n\n\n\n

\u201cI think people underestimate how difficult it is to go from controlling things yourself to now needing a team to control stuff,\u201d Aleyev said. \u201cIt’s hard to let go of what you used to micromanage and give it to someone else. The natural reaction is always to do it yourself.\u201d<\/p>\n\n\n\n

Difficult, but essential, Aleyev argues. Franchisees need to find strong, trustworthy teammates and empower them to support growth, especially those with ambitious expansion plans.<\/p>\n\n\n\n

\"JetSet
credit: JetSet Pilates<\/figcaption><\/figure>\n\n\n\n

\u201cGetting the right people, getting the right team, is the biggest challenge, and it takes some time to get it right,\u201d he said. \u201cYou need a team. You need processes. You need procedures. You need advisors and vendors. You need all of that to make it all work.\u201d <\/p>\n\n\n\n

Personnel analysis shouldn\u2019t stop at the hiring stage, either. Gali emphasized leveraging team members in new roles as a growth driver as well.<\/p>\n\n\n\n

\u201cA person can be happy within JetSet but in the wrong place or role,\u201d she said. \u201cFiguring out which role is best for specific individuals to make sure they thrive and perform their best could be helpful for any franchisee to focus on. That creates team culture and the strongest delivery of the product.\u201d<\/p>\n\n\n\n

\u201cYou have to know your instructors and you have to treat them like your IP,\u201d Aleyev added. \u201cYou have to create the right culture, give people the right opportunities, pay them the right amount of money and always strive for excellence, because there’s always another studio that will be.\u201d <\/p>\n\n\n\n

Hype Fuels Growth<\/strong><\/h2>\n\n\n\n

Aleyev and Gali focused externally as well internally to channel growth. Each cited concentrated efforts to ignite enthusiasm among local consumers as a competitive advantage. Keeping the energy up beyond the point of sale is, crucial too.\u00a0<\/p>\n\n\n\n

\u201cCome strong, create noise in the community, create hype in the community, create expectation and then follow that through by nurturing the community inside the walls,\u201d Aleyev said.<\/p>\n\n\n\n

\"JetSet
credit: JetSet Pilates<\/figcaption><\/figure>\n\n\n\n

Whether that\u2019s with a new in-studio challenge, a sale, or other initiatives, the delivery is just as vital as the offering itself when it comes to conjuring community hype. <\/p>\n\n\n\n

\u201cIt’s very critical that we\u2019re on the same page across all locations, so if we have something very critical to release to the public, such as specials, events, etc., I make sure management is ready to answer any questions for any specific nuances that clients may have,\u201d Gali said. \u201cWe always need to come across as well-prepared, one team and knowledgeable about what’s going on.\u201d<\/p>\n\n\n\n

Build Off The Foundation<\/strong><\/h2>\n\n\n\n

In sharing some final advice, Aleyev also recommended that new franchisees should never take a passive approach to their operation. <\/p>\n\n\n\n

\u201cPeople say, \u2018Well, you get a car, you just need to drive it, right?\u2019 I don’t agree with that,\u201d he said. \u201cI think you have a manual on how to do it and you have all the components, but you build your own machine and then you drive it. Think about what your strategy is, execute and take it seriously. This isn\u2019t going to run by itself.\u201d <\/p>\n\n\n\n

\u201cI’ve always joked with people that the business of Pilates is way harder than people realize. It’s competitive,\u201d he added. \u201cYou can’t run it like you run a Dunkin Donuts.\u201d<\/p>\n\n\n\n

That said, both Gali and Aleyev mentioned the importance of \u201ctrusting the process.\u201d <\/p>\n\n\n\n

Gali said she did \u201cat least\u201d 300 validation calls with different franchises before opting to go with JetSet, endorsing the brand\u2019s preparedness at the HQ level. While she advises against following JetSet\u2019s playbook without adding any differentiation, she acknowledges its usefulness. <\/p>\n\n\n\n

\u201cI came to the conclusion that JetSet has the strongest, most supportive team of franchisor leadership,\u201d she said. \u201cYou just need to trust the process. They figured it out for you. There is an amazing playbook that’s always evolving.\u201d <\/p>","protected":false},"excerpt":{"rendered":"Dmitriy Aleyev and Zhana Gali combined complementary skillsets, discipline and community to become JetSet Pilates’ largest franchise group.","protected":false},"author":83,"featured_media":147981,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4806],"tags":[1006,7481,4477,1645],"post-options":[],"vertical":[4763],"coauthors":[7628],"class_list":{"0":"post-147979","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-case-studies","8":"tag-fitness-franchise","9":"tag-franchisee-spotlight","10":"tag-jetset-pilates","11":"tag-pilates","12":"vertical-franchise-corner","13":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2026\/01\/IMG_6395-1180x786.webp","author_name":"collin-helwig","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/Headshot-96x96.png","primary_category":{"term_id":4806,"name":"Case Studies","slug":"case-studies","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/case-studies\/"},"yoast_head":"\nFranchisee Spotlight: JetSet Pilates, Alfa Fit Holdings - 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