Today we’d like to introduce you to Lori Taranto
Hi Lori, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My name is Lori Taranto, and I’m a native of San Diego, the proud founder and owner of Pure Power PILATES + Fitness. Initially trained in interior design with a BFA from the Design Institute of San Diego, I dedicated over 15 years to architectural lighting, kitchen, and bath design. Amidst balancing career and motherhood, I discovered my passion for health and fitness. My Pilates business journey began in 2012 when I became a STOTT PILATES® Certified Trainer. After the local gym I worked at closed, I started teaching my students, friends, and family in my garage. I offered small classes in mat Pilates and fitness until I was able to acquire my first two pieces of equipment, STOTT PILATES® Reformers and Stability Chairs.
The first four years were simple, fun, and rewarding, but I wanted more. In 2016, I moved the studio into its first brick-and-mortar location. By 2018, we expanded into a second unit in the same strip mall, separating Pilates and fitness classes. We introduced spin, TRX, yoga, and boot camps to our schedule.
Then the pandemic hit in 2020. We had to close our fitness studio, lost many clients, and adapted by moving classes online and outdoors in the parking lot. It was a struggle to stay afloat, and there were moments when I considered giving up. The odds felt stacked against us.
In 2021, I decided to find a new space to save money and rebuild. I found a location with more square footage that allowed me to bring both Pilates and fitness classes under one roof while keeping them in separate rooms—at a better price.
Today, we continue working to recover from the pandemic. While many clients have yet to return, I remain committed to rebuilding and growing stronger than ever.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
While the pandemic was a major challenge, owning a small business brings daily struggles. Maintaining a steady stream of new clients has always been difficult, especially as competition grows. As the sole owner, I wear many hats to save money—handling everything from teaching to administration, marketing, and cleaning.
Yet, despite the challenges, I remain passionate about what I do. I’m committed to creating a welcoming, supportive space where clients can reach their fitness goals and feel part of a community. The road hasn’t been easy, but the rewards make it all worthwhile.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I firmly believe in the power of passion for your profession. My first career, right out of college, was as an Interior Designer, which I pursued for 15 years. You could say I’ve always had a creative streak. When I decided to change careers, I committed wholeheartedly.
As I began focusing on getting in better shape, I discovered that workouts could be fun and community-driven, which added both accountability and motivation. For the first time, I started taking classes and loved them. The results were transformative. While fitness classes initially sparked my love for exercise, Pilates made the real difference by making workouts safer and more effective.
When I decided to create my own studio, I envisioned something truly unique. Most boutique studios focus on a single fitness trend, but I wanted to bring multiple modalities together under one roof. That’s how Pure Power PILATES was born—the ultimate boutique studio. We specialize in small group Pilates, fitness, yoga, and cardio classes, each offering something fresh and different every time a client walks through the door. It’s like having a personal trainer without the high cost.
Our studio is designed to be intimate and welcoming, a space where people of all ages, shapes, and fitness levels feel comfortable. To take it a step further, I added wellness services to help clients recover from workouts, manage stress, and heal from injuries through deep tissue massage. It’s all about creating a comprehensive experience that supports both fitness and overall well-being.
We’d love to hear about any fond memories you have from when you were growing up?
This memory isn’t from my childhood, but it’s a powerful reason why I’m so driven to make a difference in people’s lives. My mother suffered from Frontotemporal Dementia (FTD) from the time she was 45 until her passing at 60. FTD, a lesser-known form of dementia, primarily affects the frontal and temporal lobes of the brain, leading to significant changes in personality, behavior, and language. It is the most common form of dementia for people under 60.
Watching my mother’s journey was deeply challenging for my father and our entire family. The disease robbed her of so much, and in turn, it changed the dynamic of our family in ways we never expected. Dementia, in all its forms, is not just a disease of memory—it’s a disease that reshapes relationships, responsibilities, and realities.
This experience taught me how unpredictable life can be and how important it is to make the most of what you’ve been given. It’s a lesson I carry with me daily, driving my passion to create positive change in people’s lives. I believe that embracing life’s challenges and striving to make a difference—no matter the circumstances—can transform even the hardest journeys into ones of growth and impact.
Pricing:
- New Clients First Class $22
- Drop in rate $30
- Memberships Starts at $175/month
- Personal Training Starts at $66/session
- Packages available as well 5 & 10 Packs
Contact Info:
- Website: https://www.purepowerpilatessd.com/
- Instagram: https://www.instagram.com/purepowerpilates/
- Youtube: https://www.youtube.com/@purepowerpilatesfitness646
- Yelp: https://www.yelp.com/biz/pure-power-pilates-and-fitness-san-diego-2
Lori Taranto’s journey is a testament to resilience, passion, and the power of embracing change. From her beginnings in interior design to building a thriving fitness studio, Lori has faced challenges head-on, from the pandemic to personal hardships, including the profound impact of her mother’s battle with dementia. Through it all, she has remained steadfast in her mission to create a space where fitness, community, and wellness come together. Pure Power PILATES + Fitness is more than a studio—it’s a reflection of Lori’s unwavering commitment to helping others live healthier, fuller lives. Her story is a reminder that even in the face of adversity, it’s possible to rebuild, grow stronger, and inspire others along the way.
At Pure Power PILATES + Fitness, we offer flexible pricing options to suit every budget, including drop-in rates, class packages, and memberships. Come join us and discover a supportive community, diverse classes, and a wellness experience tailored to your goals!
