Today we’d like to introduce you to Emily Hollon.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I discovered Pilates in my late 20s at a studio about 30 minutes outside of Ann Arbor – and fell in love. When I tried to find a Pilates home closer to this city, however, I came up short. Many studios felt intimidating, overly exclusive or expensive – and none felt like they were designed for someone like me.
I started imagining what that studio could look like in Ann Arbor: athletic but approachable classes, a modern, sunlit space that didn’t feel clinical or performative and pricing options that made Pilates feel like a sustainable part of someone’s life instead of a luxury reserved for a few. My husband happened to be in residency at the same time I was contemplating all of this – meaning he was too sleep-deprived to fully process what I was proposing, let alone talk me out of it – so he agreed to the idea without fully comprehending how our lives were about to change.
I started small, focusing on creating classes that were athletic but approachable, technically sound but never rigid. I cared deeply about how the space felt – welcoming, modern, and calm – and about how instructors communicated with clients. Over time, what began as a personal passion turned into something bigger. Word spread, the community grew, and I realized this wasn’t just about Pilates anymore – it was about creating a place people genuinely looked forward to being. Again and again, clients told me stories about how Pilates had changed their lives – but what I’m most proud of is how many clients have learned to love fitness because of the studio.
Opening Core Collective was really about building a studio that reflected my values: movement that’s intelligent and effective, an environment that’s inclusive and non-intimidating, and a culture where people feel seen.
Today, what I’m most proud of isn’t just the business itself, but the community around it. Watching people gain confidence in their bodies, form friendships and make movement a sustainable part of their lives is what keeps me excited about this work every day.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road.
Like many small businesses, the biggest challenge we faced was navigating COVID. There are some struggles you simply can’t anticipate until you’re forced to survive a global pandemic, and for a long stretch of time, everything felt uncertain and constantly in flux. Staying open meant making rapid, sometimes uncomfortable decisions just to keep the business afloat.
We pivoted again and again – offering virtual classes, renting out our equipment so clients could keep moving at home, relocating classes outdoors and eventually pre-recording our classes so clients could take classes independently throughout the day without an instructor present – allowing us to continue operating within state guidelines. At times, it felt like the ground was constantly moving beneath us, and every week brought a new version of “normal.”
Even reopening came with its own challenges. We returned with a fraction of our staff and clientele, a completely new set of policies and the responsibility of monitoring outbreaks and exposures in real time.
That said, those years fundamentally shaped me as a business owner. Navigating that period forced me to become more nimble, more resourceful and more confident in my decision-making. I learned how to adapt quickly, trust my instincts, and lead through uncertainty. While I wouldn’t wish those challenges on anyone, they made me a stronger owner and gave me a level of resilience that continues to guide how I run my business today.
Appreciate you sharing that. What should we know about Core Collective?
Core Collective was built around the idea that movement should feel intelligent, effective, and genuinely welcoming. We specialize in athletic, form-focused Pilates that meets people where they are, and we’re known for classes that challenge clients without making them feel intimidated or out of place.
One thing that sets us apart is our intentionally mixed-level classes. While mixed-level classes may be considered unconventional, we have found that they allow clients to progress at their own pace without being boxed into arbitrary “beginner” labels. These also serve our long-time clients by reinforcing fundamentals and offering options on days when their bodies need something different. Our instructors are trained to work thoughtfully with a wide range of abilities so everyone feels supported, challenged, and seen.
We’re equally intentional about creating an environment where no one feels like an outsider. We avoid Pilates jargon, don’t rely on insider class structures, and don’t require clients to qualify for advanced classes. We also have a strict policy against referencing body image or diets in class – we don’t want clients feeling like they need to look or eat a certain way to belong. Clients are also encouraged to take ownership of their workouts, choosing when to lean into a challenge and when to modify, regardless of how long they’ve been coming to classes.
Brand-wise, I’m most proud of the community we’ve built. Core Collective isn’t just a place to take class – it’s a space where people feel comfortable showing up as they are, building confidence in their bodies, and making movement a consistent part of their lives. That sense of belonging is at the heart of everything we do.
What matters most to you? Why?
Taking care of my team matters more than anything to me. The studio only works because of the people who show up every day to teach – they’re the ones who bring our mission to life. I want them to feel empowered to make their own decisions and trust their instincts, but it’s just as important to me that they feel genuinely supported. Some owners prefer to be front and center, but I’ve found I’m happiest playing more of a supporting role.
I’m proud of the culture we’ve built, where instructors care deeply about each other and about the people in their classes. Our team doesn’t just teach Pilates – they embody what we stand for. They make people feel welcome, capable, and seen, which is the very heart of Core Collective.
Pricing:
- Intro Session – $15
- 4 Sessions/Month – starting at $76
- 8 Sessions/Month – starting at $116
- 12 Sessions/Month – starting at $156
Contact Info:
- Website: https://www.corecollectiveA2.com
- Instagram: https://www.instagram.com/corecollectiveA2
- Facebook: https://www.facebook.com/share/17myU1cdDM/?mibextid=wwXIfr
- Other: https://www.tiktok.com/@corecollectivea2
