A newcomer’s first reaction to seeing the Pilates equipment is almost universal: Wide-eyed, they want to know what it does, how it works, and where to sign up for classes. The high-tech contraptions almost sell the discipline through intrigue alone. Drawing in crowds of these first-times isn’t easy, but it can be done with a little ingenuity. 

Some innovative studio owners have found one way to attract additional traffic, garner interest in Pilates from a new set of clients and gain additional exposure within their communities. By partnering with artists, these workout centers are turning their walls into gallery space, hanging the paintings of area artists. The benefits are two-fold: The open house for each new show provides the perfect backdrop for drawing in a new audience—for both the studio and the artist—and gives the studio a stylized look. And, the cost for hosting the event—which is often shared by the studio and the artist—is often less costly than placing an advertisement or mailing a batch of postcards.

We sat down with Margi Douglas, owner of Pilates Garage in Brooklyn, New York, to see what has made her studio’s gallery showings so successful. Keep reading to see how she runs the program, and to get ideas for your own open-house, too.