An Original Pilates’ Tens-o-Meter Advertisement
Have you heard of the Pilates’ Tens-o-Meter? It was an invention patented by Joseph Pilates in 1937 that visually resembled a hand weight, but that contained a spring inside. Joe designed a variety of exercises that could be done by compressing the spring. The scale on the side of the Tens-o-Meter would tell you how much pressure was being applied to the ends of the tube received by the spring.
This ad is full of fascinating information about how Joe was marketing the Tens-o-Meter. My favorite part is:
“After many years of research and practical application of perfected scientific principles with successful results uniformly attained, I have developed an outstanding substitute for manual resistance which is not only comparatively inexpensive but also safe for all to use. The climax of my efforts has produced the Pilates’ Tens-0-Meter which is now available at a nominal cost within the reach of everybody.”
New! From The Pilates History Research Archive®: 1926 Original Joe Pilates Ads
BOXERS
Don’t suffer from charley horse.
Don’t suffer from strained muscles.
Pay a visit to Joe Pilates Studio
One of my newest discoveries: a pair of ads placed by Joe Pilates in 1926 after he “just arrived from Germany” and had opened his new studio at 939 8th Avenue!
My book, Boxer to Contrologist, chronicles the time period between 1919 and the first few years when Joe moved to NYC, and through a plethora of primary sources we have learned that Jiu-Jitsu and boxing were two of the main things he taught during these formative years.
One possible reason why he likely continued to teach both of these in the first years after moving to NYC was that they didn’t require any apparatus. It would have been the perfect way to make a living and establish himself in a new area while he was waiting for his equipment to be made and as he and Clara laid the groundwork in opening the JOE PILATES STUDIO.
I think my favorite thing about these is the phrase, “Joe Pilates Studio,” for the simple fact that it shows that Joe was calling it a studio only a few months after opening.
It’s time we put an end to the mistaken belief that Joe never called it a studio!
Images first shared 6/15/2026
This ad was placed in the 1970s after Romana had moved the original studio to 56th St.
This ad was published in New York City just 2 years after Joe arrived, and again is an ad for salesman for the reformer. Most fascinating is the title Joe gave to his business- American Pilates Gymnasium Co.
The ad reads: “SALESMAN, to sell gym equipment, healthy, experienced, must have connection with colleges, private schools, health resorts, builders, architects or steamship lines, future for right man: commission: references. American Pilates Gymnasium Co., 939 8th Av.
New Pilates History Research Archive Find!
The newest, latest pilates history research find…
Before now, we had never seen evidence that Joe taught classes at his New York studio. However, we now have this short article and advertisment from the early 1950s that show otherwise.
Incredibly, this is also the first time we see Joe teaching what appears to be a beginner level class, AND the first time we see him even differentiating that there are “fundamentals” to his method.
In the article, which ran twice before the class began, he even mentions dancers, actors, teachers, and musicians as his target audience for the class.
While this information sheds new light on what Joe was teaching at his studio, the one aspect of this news is that we don’t actually know if the class took place. And if it did, how did he run the class since there would not have been room in his studio for mat class?
Hopefully some day we learn more information about this fascinating Pilates History Research Archive® find!
Images first shared 10/23/24
Jacob’s Pillow Dance Festival Ad
This ad is one of many that Jacob’s Pillow placed during the 1940s-early 1950s advertising their summer facility and their classes. Its interesting to note the length of time for Joe’s now famous mat classes. In this instance, it was a two-week course, once a day.
Image first shared 10/23/24
The Oldest Known Ad for Joe Pilates in the US: October 1926
One of the best things about pilates history is that it has a way of eventually teaching you things you didn’t know!
We knew Joe originally came to the US in 1925 and then again to stay in 1926. This means that just 8 months later, Joe was advertising self defense, jiu-jitzu, and “reducing and developing.”
Image first shared 6/22/24.
This ad is likely based on Joe Pilates’ famous line that there are “almost no normal people.” Image first shared 6/22/24.
Also see: Other Contrology Teachers
Carola Trier’s Acrobatic Roller Skating
This series of advertisements for Carola Trier’s Acrobatic Roller Skating show were printed in 1946- 4 years after she arrived in the US and about 3 years after she began as a student of Joseph Pilates. Images first shared on 6/23/24.
See also: Carola Trier
This incredible find is due to the research of Cathy Strack. Her discovery debuted to the pilates community through publication in her book, Get to Know Joe Pilates. This image is from Elaine Ewing’s personal collection of original magazines and articles. This ad, dating back to 1927 is the second oldest known US based Pilates ad to date. Image first shared 5/12/23.
In the late 1930’s, Joseph Pilates took out this ad for an unspecified invention. Based on the price point and the description, we’re thinking it might be the Magic Circle or the Tensometer. It appears that he is advertising a $5 royalty given to those who are willing to sell the apparatus for him. So cool! Stay tuned as the research continues.
Special thanks to Ellen Boyle for sending me this incredible historical find! Image first shared on 10/25/21.
These ads were individually placed by three of the Pilates Elders in the 1960s: Carola Trier, Eve Gentry, and Bruce King. Although none of them mention Contrology or Joseph Pilates specifically, we know that Carola Trier did teach Joe’s method in her studio. Additionally, it is notable to find ads from Bruce King and Eve Gentry, giving us a greater perspective to their careers. Images first shared on 10/5/21.
Related Topics: Joseph Pilates Articles, Carola Trier, Eve Gentry