BASI Systems, under the leadership of CEO Matthijs Wilhelmus, is poised to deliver the perfect Pilates experience. In a rapidly growing and diversifying industry, the organisation sets industry standards, embracing competition while driving growth to shape the future of Pilates.
In the ever-evolving world of health, fitness, and wellness, few practices have endured the test of time quite like Pilates. Rooted in its ability to harmonise body and mind, Pilates has transcended generations, captivating enthusiasts worldwide. At the forefront of this movement stands BASI Systems, a Pilates equipment manufacturer revered for its commitment to quality and design, engineering prowess, coupled with an unwavering dedication to the principles laid down by Joseph and Clara Pilates.
Foundations of Excellence
BASI Systems strives to create the perfect Pilates experience by delivering the most high-quality, functional, and beautifully designed equipment on the market. With years of teaching experience and industrial engineering expertise, the company developed equipment known for its highest level in terms of quality, functionality, and design. After years of research and development, with a background of experiencing teaching on several brands of equipment in the market, the BASI Systems founders decided to fulfill their dream of delivering the perfect Pilates experience. True to this vision, under the helm of award-winning CEO Matthijs Wilhelmus, BASI Systems works with thousands of Pilates professionals worldwide, and has remained steadfast in its commitment to blending tradition with innovation and embracing contemporary science and knowledge.
Leadership Philosophy
Matthijs Wilhelmus assumed the role of CEO in late 2023, transitioning from his position as a Board Member. With a background spanning diverse industries, he brings extensive experience in brand-driven growth. As a former professional athlete, Wilhelmus embodies a relentless pursuit of excellence and a refusal to accept the status quo. He emphasises the pivotal role of leadership at BASI Systems, highlighting the transformative potential of assembling the right team. “I believe that when you put the right people together, magic happens,” he asserts, echoing the sentiments of renowned management expert Jim Collins. “When you get the right people on the bus, in the right seats on the bus, you can determine perfectly where the bus should go and create a highly successful organisation. We win together.”
This philosophy highlights Wilhelmus’ belief in the crucial role of personnel in organisational success. At BASI Systems, individual development and company advancement are intertwined. “Developing our people and aligning their skills with desired outcomes is essential,” he emphasises. “It’s a continuous process. By nurturing talent, fostering collaboration, and instilling a shared purpose, we cultivate a culture of excellence where individuals thrive, and the organisation flourishes. Our employees grow with the organization.”
In 2023, recognising the rapid developments in the market, the organisation prioritised restructuring to better support its customers’ business growth. This involved revamping the commercial team, increasing investments in marketing and innovation, and optimising the operations processes.
Navigating Industry Dynamics: BASI Systems’ Strategic Response to Growth and Competition
For years, Pilates has been experiencing modest growth, with numbers creeping up in the low single digits. However, this gradual uptick caught the attention of high-capital players, spurred on by the burgeoning health and wellness trend. As the industry attracted more investment and conceptualisation, particularly in the form of lower-priced options through the proliferation of group classes (a more ‘workout style’ Pilates-based exercise), Pilates began to witness a surge in interest from a broader audience. This shift in dynamics marked a significant turning point for the Pilates community, opening doors to new opportunities and avenues for growth.
Wilhelmus recognises the resurgence of interest in Pilates, affirming BASI Systems’ strategic readiness to meet the surging demand. Under his leadership, BASI System has embarked on an ambitious trajectory of innovation, quality assurance, and global expansion. “We’re not content with merely keeping pace with industry trends; we’re setting the standard,” he asserts confidently.
The acknowledgment of strong competitors reflects BASI Systems’ awareness of the broader landscape, while confidence in its own product underscores a dedication to excellence. Wilhelmus continues, “Strong competitors keep us active, but we are building towards the same goal: helping people feel better and be healthy.” This ethos of collaboration and shared purpose highlights BASI Systems’ commitment to the broader mission of promoting health and wellness through Pilates.
“I’m not at all scared of sharing our ‘secret formula’ – because it is impossible to replicate,” he asserts. “It’s in the way we do business, every day, and the people, product, and processes driving that.” This unwavering trust in BASI Systems’ unique approach reflects their belief in the value they bring to the industry.
“We are not here to take part. We are here to take over,” Wilhelmus continues, echoing the sentiment of relentless ambition and determination epitomised by Conor McGregor (actor and martial arts fighter). “With that I mean we don’t want to be ‘just another’ industry player. We strive for excellence in everything we do. We try to add value with every conversation we have, support our customers’ business and reach the goal of a healthier, more resilient society.” This bold declaration encapsulates BASI Systems’ mindset as it continues to innovate and lead the way in the Pilates industry.
“We have been steadily ramping up our production capacity for some time,” he continues, reflecting on BASI Systems’ strategic preparations for the future. “As our products are mostly handcrafted, we are fortunate to have anticipated this growth and trained more highly skilled staff as well as streamlined our production lines.”
This proactive approach to scaling operations underscores BASI Systems’ commitment to meeting the increasing demand for its meticulously crafted Pilates equipment. With a focus on quality and craftsmanship, the organisation is well-positioned to navigate the challenges of a rapidly evolving industry landscape.
Key Initiatives Driving Growth and Innovation
As BASI Systems navigates through the changing dynamics of the industry while embracing its core leadership philosophies, it actively pursues strategic initiatives aimed at driving growth and innovation. These initiatives are closely aligned with its steadfast commitment to excellence and customer-centric principles.
Specifically, BASI Systems is intensifying its engagement with customers by ramping up support through increased marketing investment and the generation of valuable market and customer insights. This concerted effort is geared towards creating collaborative partnerships within the industry value chain. Simultaneously, the company is optimising its operational processes to establish a more robust commercial framework, thereby enhancing overall business management practices and upholding stringent quality standards.
Moreover, a pivotal initiative involves the continuous development and delivery of products that effectively meet the evolving demands of the market. BASI Systems remains committed to staying ahead of the curve and delivering superior solutions.
Additionally, the organisation places significant emphasis on fostering internal collaboration and nurturing employee development. By providing regular Pilates training to all staff members, the company not only promotes a culture of continuous learning but also cultivates a deeper understanding of customer needs. This approach ultimately contributes to heightened levels of customer satisfaction and reinforces BASI Systems’ position as a leader in the industry.
For further information on BASI Systems’ pioneering Pilates journey, including equipment, accessories, studio design, programmes, and contact details, visit the BASI Systems website: basisystems.com
