House of Core franchise
2024 filing · June 14, 2024Shares sales figures
House of Core at a glance
A Pilates studio offering full-body and targeted classes. At the end of 2023 there were 1 House of Core locations in the US, all company-owned.
The business
- Franchisor
- Morning Management LLC
- The company that sells the franchises
- Franchisor based in
- Los Angeles, California
- Typical size
- 900–1,700 sq ft
What you pay
- Cost to open
- $211K–$326K
- Fee, build-out and opening working capital
- Franchise fee
- $50,000
- Paid once, when you sign
- Royalty
- 5%
- 5% of gross revenue, paid monthly (the franchisor may raise it to as much as 9%), plus 1% to the marketing fund
- Brand fund
- 1%
- 1% of gross revenue, paid monthly
- Renewal fee
- See terms
- 25% of the then Initial Franchise Fee
- Agreement length
- 10 years
- Territory
- Limited
- Limited protection
- Franchisor financing
- None offered
Where it is
- US locations, 2023
- 1
- Franchised and company-owned
- Franchised
- 0
- Company-owned
- 1
- Change in 3 years
- 0
- Franchised locations, 2021–2023
From Morning Management LLC’s 2024 filing; SBA status from the SBA Franchise Directory, October 28, 2026.
Where it ranks
House of Core among all franchises with the same figure.
| Figure | House of Core | Among all franchises |
|---|---|---|
| Cost to open, midpointHalfway between the low and high estimate | $268,273 | Costs less than 60% of franchises |
| Franchise feePaid once, when you sign | $50,000 | Higher than 70% of franchises |
| RoyaltyShare of sales paid to the franchisor | 5% | Lower than 69% of brands with a set rate |
| US locationsFranchised and company-owned | 1 | Fewer than 88% of franchises |
How much a House of Core franchise costs
Opening one House of Core costs an estimated $211,003 to $325,542. That covers the franchise fee and everything else needed to open, through the first months of working capital.
The biggest costs are studio equipment ($65,000 to $75,000) and additional funds – three months ($45,000 to $60,000). Here is every line of the estimate as filed:
| What it pays for | Range | Low | High |
|---|---|---|---|
| Initial Franchise Fee | $50,000 | ||
| Construction and Leasehold Improvements | $7,500 | $50,000 | |
| Lease Deposit and Rent – Three Months | $13,500 | $31,164 | |
| Furniture, Fixtures and Equipment | $1,500 | $12,500 | |
| Studio Equipment | $65,000 | $75,000 | |
| Signage | $500 | $2,500 | |
| Grand Opening Marketing | $1,500 | ||
| Initial Retail Starter Package | $4,200 | ||
| Initial Lobby Area Package | $2,800 | ||
| Initial Bathroom Package | $1,470 | ||
| Initial Studio Area Package | $1,900 | ||
| Initial Retail Area Package | $3,822 | ||
| Initial Props Package | $1,855 | ||
| Technology Package | $4,106 | ||
| Technology Fee | $2,375 | ||
| Opening Inventory and Supplies | $500 | ||
| Utility Deposits | $100 | $350 | |
| Insurance Deposits – Three Months | $375 | $500 | |
| Training Expenses | $0 | $1,000 | |
| Professional Fees | $2,500 | $15,500 | |
| Licenses and Permits | $500 | $2,500 | |
| Additional Funds – Three Months | $45,000 | $60,000 | |
| Total | $211,003 | $325,542 | |
Source: Morning Management LLC, 2024 filing, page 17
House of Core franchise fee
The franchise fee is $50,000. You pay it when you sign the franchise agreement.
Source: Morning Management LLC, 2024 filing, page 11
Royalty and ongoing fees
| Royalty | 5% of gross revenue, paid monthly (the franchisor may raise it to as much as 9%), plus 1% to the marketing fund. |
|---|---|
| Brand or marketing fund | 1% of gross revenue, paid monthly. |
| Technology Fee | $475 per month |
| Transfer Fee | $10,000 |
| Renewal Fee | 25% of the then Initial Franchise Fee |
| Local Marketing | 1% of Gross Revenue |
The typical franchise royalty is 6% of sales, plus 2% for marketing. See franchise fees and royalties to compare.
Source: Morning Management LLC, 2024 filing, page 13
Other fees as filed, from pages 13–15. The filing lists every fee, including late fees and audit costs.
Sales and earnings
Shares figures House of Core publishes sales or earnings figures for its locations. The full tables, with notes on which locations are counted, are in its filing.
Source: Morning Management LLC, 2024 filing, page 45
How House of Core compares
Of the 23 Pilates and barre franchises on this site, House of Core is the 3rd cheapest to open and the 19th largest by number of locations.
| Figure | House of Core | Typical Pilates and barre brand | Typical franchise |
|---|---|---|---|
| Cost to open, low end | $211K | $413K | $222K |
| Cost to open, high end | $326K | $736K | $477K |
| Franchise fee | $50K | $55K | $40K |
| Royalty | 5% | 7% | 6% |
| Brand fund | 1% | 2% | 2% |
| US locations | 1 | 8 | 21 |
| Shares earnings figures | Yes | 19 of 23 | 2,147 of 3,352 |
Typical is the median across the 23 brands in pilates and barre franchises; typical franchise, across every brand here.
Locations opened and closed
| Year | Franchised | Company-owned | Opened | Closed |
|---|---|---|---|---|
| 2021 | 0 (0) | 0 | 0 | 0 |
| 2022 | 0 (0) | 0 | 0 | 0 |
| 2023 | 0 (0) | 1 | 0 | 0 |
Closed or left counts terminations, non-renewals, locations bought back by the franchisor and locations that stopped operating.
See which brands grew most in the fastest-growing franchises rankings.
More in the guides: fitness franchise costs and franchise failure rates.
Source: Morning Management LLC, 2024 filing, page 46
Who owns House of Core?
House of Core franchises are sold by Morning Management LLC. Its filing names no parent company.
From Morning Management LLC’s 2024 filing, page 8.
Lawsuits and bankruptcy
| Lawsuits and regulatory actions | None. The filing says no litigation has to be disclosed. |
|---|---|
| Bankruptcy | None. The filing says no bankruptcy has to be disclosed. |
Franchisors must disclose lawsuits and bankruptcies involving the company, its parents and affiliates, and its executives. Many cases are routine disputes with franchisees over fees or contracts; read the descriptions in the filing and ask current owners about anything that worries you.
Source: Morning Management LLC, 2024 filing, litigation on page 11, bankruptcy on page 11
House of Core filings
The figures on this page come from Morning Management LLC’s 2024 filing, issued June 14, 2024, on record with the NASAA Electronic Filing Depository.
| Filing | Issued | Registry | On this page |
|---|---|---|---|
| 2024 filing | June 14, 2024 | NASAA depository | Costs, fees and locations, 2021–2023 |
Each link opens the filing as a PDF. See the newest filings across all brands.
Other Pilates and barre franchises
All Pilates and barre franchises
House of Core is also on these lists: fitness franchises.