Today we’d like to introduce you to A’Lexus French.
Hi A’Lexus , please kick things off for us with an introduction to yourself and your story.
My name is A’Lexus French, and I’m the founder of Lawless Pilates CO. I started Lawless at 21 years old with nothing but a dream and a vision though I definitely wasn’t buckled in for the ride it would take me on. I graduated high school early, ready to take on the world, but within a week of starting college at 17, I realized it wasn’t for me. I dropped out feeling lost and unsure of my purpose. During that time, movement became my grounding space it was where I found clarity when I felt confused or uncertain.
I remember hearing once that to be successful, you have to create something that hasn’t been done before. At the time, I thought nothing was original anymore but then I had this idea: What if I opened a reformer Pilates studio? No one in my area had done that. I immediately jumped in, researching how to get certified and committing to a program in Denver, Colorado. For over a year, I traveled back and forth from Rapid City, South Dakota, spending long weekends each month completing my certification all while running my own cleaning business to support myself. I was only 18 or 19 years old at the time.
Right before finishing my certification, I received a call from a landlord saying, “I heard you want to open a reformer Pilates studio, I have the perfect space for you.” To this day, I don’t know how he got my number. I remember thinking, I’m not even finished yet. I’ve never signed a commercial lease. How am I supposed to do this? It felt overwhelming, and even my now-husband then boyfriend didn’t fully understand the vision. But something in me knew I had to say yes. Looking back, I truly believe it was the Lord guiding me. None of it felt random.
After signing the lease, I got to work. I secured a loan from a local bank and spent months researching and building every part of the business from class programming and scheduling to systems, marketing, and operations. I had no guidance, no roadmap just determination and faith. When I opened, I worked over 80-hour weeks for the first six months, teaching early mornings through late evenings, cleaning the studio, answering emails, and doing everything it took to stay afloat. It was one of the hardest seasons of my life, but I’m incredibly proud of how I showed up.
As the business grew, I realized I couldn’t do it alone. From the very beginning, I had a vision to expand Lawless across the Midwest. I created my own instructor training program, teaching method, class timing structure, and grading system to maintain high standards. Hiring and leading a team at 21 was a learning curve for sure, but it taught me how to grow as a leader and something I am still really learning today. Once I built a solid team, I hired a full-time manager and shifted my focus to expansion. Seven months after opening, my husband sold his business and joined Lawless full-time. We now run Lawless together.
Fourteen months after opening our first location, we opened our second studio in Sioux Falls, South Dakota. This time, I applied everything I had learned and launched with a full team in place. From there, we focused on stabilizing the business, refining systems, and strengthening leadership. Today, we have six full-time staff members and over 30 instructors. We are constantly evolving, refining our strategies, and improving how we operate, because trust me we are no where near perfect. With the support of business mentors, my husband and I are preparing to open our third location within the next few months. Scaling Lawless has become a true passion of mine, and I feel incredibly grateful to lead a business that aligns so deeply with my purpose.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Oh gosh no. The road over the last 18 months has not been smooth at all.
I always say entrepreneurship is not for the weak. If someone says it’s easy, they’re not telling the full truth. It is hard. There have absolutely been days where I’ve questioned myself and thought, A’Lexus, why are you even doing this? It would be so much easier to go work at a coffee shop. But I know deep down I wouldn’t be fulfilled doing anything else. On the hardest days, I always come back to my “why.” I think about the stories we’ve been told about how Lawless has changed someone’s life, helped someone through a dark season, or even brought someone closer to their faith. Those moments make every hard season worth it. It always makes my day hearing how Lawless has changed someone’s life!
Leadership has stretched me in ways I never expected. I’m naturally a people person. I want everyone to win. So having hard conversations in your young 20s can be uncomfortable and painful. But I’ve learned that leadership isn’t about being liked, it’s about protecting the vision and the standard.
One of the hardest challenges to date was losing nearly my entire team at our first location after a leader had broken trust. It was a deeply stretching season, both personally and professionally. When trust is broken in business, it forces you to grow quickly. What was most challenging wasn’t just the loss itself, but choosing to lead with professionalism and integrity through it. As a leader, you don’t always get the opportunity to defend yourself publicly. I had to focus on protecting the culture, the clients, and the long-term vision instead of reacting emotionally.
Within six weeks, we rebuilt the team and were operating stronger than before. That season taught me resilience, discernment in leadership, and the importance of strong systems and protected culture. It ultimately strengthened the business in ways comfort never could have, looking back I am so grateful I got to experience this challenge!
Another challenge has been growth itself. As we scale quickly, roles and responsibilities constantly evolve. I’ve had to learn how to step back from being the face of everything and move more behind the scenes. That shift is bittersweet, because Lawless is my heart but real leadership means empowering others to shine.
Entrepreneurship can be lonely. Not everyone wants to see you succeed, and that’s something you have to learn to accept. You have to tune out the noise, keep your head down, and your chin up.
And honestly? I’ve learned to love the hard seasons. They refine you. They stretch you. They force you to become stronger and wiser. I also had to learn that it’s okay to rest. When you love what you do, it’s easy to want to work 24/7 and constantly chase the next level. Creating boundaries and balance has been a growth journey for me too.
I wouldn’t trade any of it. The hard moments have shaped me into the leader I am today and they’ve built a stronger, more resilient leader!
Thanks – so what else should our readers know about Lawless Pilates CO. ?
Lawless Pilates CO. is a modern reformer Pilates studio redefining what Pilates looks and feels like in the Midwest. We specialize in strength-based, low-impact, high-intensity training designed to push you to your edge safely and intentionally in just 50 minutes.
Every class is a full-body experience built around muscular endurance and controlled failure. We don’t just move for the sake of movement. We train with purpose. Our sequencing is strategic, our programming is refined, and our method is built to challenge both your body and your mindset.
What makes us different starts with the environment. Lawless is not your traditional bright, quiet Pilates studio. We train in a darker room, under red lighting, with powerful music and high energy. From the moment class begins, your instructor guides you every second of the way. You don’t have to think you just show up, lock in, and work.
But what truly sets us apart is our structure and standards.
Our flows are intentionally designed and continuously refined with our in-house Training Coordinator. We teach in focused blocks targeting specific muscle groups before moving on instead of bouncing around the body. This allows clients to truly fatigue and strengthen each area with intention. Every instructor is trained through our proprietary Lawless method and held to clear performance standards. They are graded and developed consistently so that no matter the instructor or the location, the Lawless experience remains powerful and consistent.
Beyond the workout itself, we are deeply committed to community. We celebrate milestones. We host events inside and outside of the studio. We create space for people to feel strong, supported, and seen. Lawless is more than a workout it’s a place where people build confidence, discipline, and connection.
Brand-wise, what I’m most proud of is how unapologetically different we are. We didn’t replicate what already existed in our area we built something bold. Something modern. Something challenging. Something that makes people walk out stronger than they walked in.
If you’ve never experienced Lawless, I would encourage you to try one class. Feel the energy. Feel the intention behind every sequence. Feel what happens when strength training meets community in a way that pushes you but also supports you.
We’re not just another Pilates studio. We’re building a movement.
Is there anything else you’d like to share with our readers?
If there’s one thing I want readers to know, it’s this: you truly have the power to create your dream life.
You are not a victim of your circumstances unless you choose to be. No one is coming to save you. No one else can build the life you want. You have to decide that you’re done waiting and start showing up.
It’s not about luck. It’s about discipline. It’s about showing up daily, especially when it’s hard. It’s about asking yourself, How can I become 1% better today? Sometimes that’s building a business. Sometimes it’s just committing to a 30-minute walk and keeping the promise you made to yourself.
Small habits create big momentum.
You have to be willing to take risks. No one builds something extraordinary by playing it safe. Bet on yourself. Trust yourself. Stay consistent when motivation fades. Consistency is what separates people who dream from people who build.
And here’s the truth: not everyone will like you. That’s okay. Most people are battling their own insecurities. Don’t shrink to make others comfortable. Move with confidence. Move with purpose.
You are here for a reason. So act like it.
You get one life. Build it boldly.
Pricing:
- We sell drop in class $30
- We sell class packs
- we sell memberships
- we sell merch
- here is our website, pricing if different per location https://lawlesspilatesco.com/
Contact Info:
- Website: https://lawlesspilatesco.com/
- Instagram: https://www.instagram.com/lawlesspilatesco and https://www.instagram.com/alexuskfrench/
- TikTok: https://www.tiktok.com/@lawlesspilates.co and https://www.tiktok.com/@alexuskatefrench
