Market research can help aid business decisions and streams of marketing to consumers. (Greenbook.org, 2025) Google trends can be used to understand current keywords patterns, and can compare different topics to see growth timelines. It can track consumer engagement within a specific keyword and can track trends in specific countries. (Greenbook.org, 2025) This is a really good tool for interpreting trends within different countries when developing a new product.

Through pilates, we have spotted trends in the market, such as going 100% virtual.

Key word ‘pilates’ has grown increased interest over 5 years, having a seasonality pattern of maximising in January. – This shows that New Year's resolutions impact this as the public wants to have New Year's goals, but as the years progress, people may lose focus, time, and life gets too busy again. This business accepts thrives on this due to the flexibility aspect.

Another observation made is between the keywords ‘online pilates’ and ‘pilates class’, Where as pilates classes have drastic lows and highs due to seasonality, online pilates have a steadier, more consistent pattern, which is good for a business. (Google Trends, 2026)

Blue shows the Pilates Class

Red shows the Pilates Online

Similar web is another tool for providing insights into website traffic, market trends and key metrics. It can create a website analysis for competitors and shows performance based on traffic, audience, and search visibility. (Limor Barenholtz, 2026) Along with this, similar web can display market analysis, to provide an overview of the competitor industry. It allows to look into segmentations, identifying niche products to see performance trends and timelines. Demand analysis is another tool of similar web, enabling keywords to show the market demand in a specific country. (Limor Barenholtz, 2026)

After comparing 3 different online Pilates studios, it can provide us with information about much visits they generate overtime, displaying the platform with the most visits. It also shows our competitor websites geographic locations, and in which countries have the most traffic. In the UK the website with the most traffic is ‘PilatesLive’. ‘PilatesLive’ shows their traffic channels, with the highest being Direct traffic and second being Organic search. The website has a very low email channel and this is something to take forward to Pulse Pilates to introduce to create traffic. (SimilarWeb, 2025)