Upstate, the Melbourne-born reformer pilates and hot yoga brand that has built a devoted following across Victoria and expanded into Queensland and New South Wales over the past year, has opened its first Brisbane studio at 391 Montague Road in West End.
The studio marks another significant step in one of Australian fitness’s more compelling growth stories. Upstate launched in Victoria and spent more than a decade becoming a genuine institution, before opening its first interstate location at Palm Beach on the Gold Coast in July 2025, then landing in Sydney’s Five Dock in September 2025. West End now brings the brand to Brisbane proper, and according to co-founder and co-CEO Gail Asbell, the neighbourhood was the obvious choice.
“Brisbane has such an incredible energy and community spirit, and West End in particular has a character that feels perfectly aligned with Upstate,” Asbell said. “It’s creative, vibrant and social — exactly the kind of neighbourhood where people want to move, connect and feel good.”
What the Studio Actually Looks Like
True to Upstate’s identity, the West End studio is not subtle. Bold and neon interiors in the brand’s signature sunshine yellow run throughout, designed specifically to lift mood on arrival before a single class has begun. Studios are designed to boost members’ mood and motivation, with bright interiors decked in positive hues and energising neon as defining features of every Upstate location.
The space at Studio 7 on Montague Road splits across two workout rooms. The first is a 24-bed reformer studio for the pilates crowd, and the second is a 35-person hot mat studio for those who prefer a sweatier experience. Three unisex toilets and showers mean members can freshen up and flow straight back into their day without interruption.
The class timetable spans reformer pilates, hot mat pilates, hot power yoga, yin and sound baths, giving members plenty of range depending on whether they want to push hard or wind down.
The Brand Behind the Neon
Upstate was founded by Gail Asbell and her sister Charelle Cuolahan, and started as 100 per cent yoga before evolving over the years to add hot mat pilates, reformer pilates and boxing as the brand grew. As a female-led powerhouse, Upstate prioritises community and real career paths for women over growth for growth’s sake.
The co-founder has been deliberate about keeping classes approachable, describing the ideal room as “full of diversity, from people doing their first classes ever, to someone who’s gone for a long time.” That philosophy carries through to West End, where the studio welcomes everyone from complete beginners to seasoned practitioners.
With locations now spanning Victoria, the Gold Coast and Sydney alongside the new Brisbane opening, Upstate has moved from a Melbourne institution to a genuine national presence in the space of less than twelve months.
Getting Started at Upstate West End
A launch offer gives new members 14 days of unlimited access for $29, covering reformer, hot mat and hot yoga classes. Upstate West End is at Studio 7, 391 Montague Road, West End. Bookings and membership are available here.
Published 13-April-2026
