Black Business Spotlight
After years of walking into Pilates studios where her presence felt questioned before she ever touched a reformer, Shah Perkins began imagining a different kind of space — one where Black and brown women are centered and fully welcomed. That vision became LuxeCore Pilates + Wellness, a studio founded on a simple but powerful belief: women of color deserve to exist in wellness spaces without feeling judged, invisible, or out of place.
Meet Shah Perkins, Owner of LuxeCore Pilates + Wellness
After years of walking into Pilates studios where her presence felt questioned before she ever touched a reformer, Shah Perkins began imagining a different kind of space — one where Black and brown women are centered and fully welcomed. That vision became LuxeCore Pilates + Wellness, a studio founded on a simple but powerful belief: women of color deserve to exist in wellness spaces without feeling judged, invisible, or out of place.
WHY DID YOU START THIS BUSINESS?
I started this business because I wanted to redefine what Pilates can look like and who it is “for.” LuxeCore was born out of lived experience, out of the desire to create representation where it has been missing, and out of a personal calling to change the narrative around wellness. This business is more than a studio; it is a statement that our bodies, our joy, and our healing belong here. I created LuxeCore because women of color need to be in this space — fully, unapologetically, and beautifully.
WHAT DO YOU HOPE THIS BUSINESS PROVIDES FOR THE COMMUNITY?
I hope LuxeCore Pilates + Wellness becomes a home for our community — a place where people feel safe, supported, and inspired to care for themselves. My dream is to offer not just reformer Pilates and wellness services, but a sense of belonging. I want clients to walk in and immediately feel the warmth, the intention, and the representation that is often missing in traditional fitness environments. This studio is designed to uplift every body, every age, every race, and every fitness level. I hope it becomes a space where people discover their strength, find peace, and build confidence in ways that transform their lives beyond the studio walls. Particularly for women of color, I want LuxeCore to be a reminder that they deserve luxury, they deserve wellness, and they deserve visibility in every room. My greatest hope is that LuxeCore becomes a healing space, a community anchor, and a symbol of inclusivity.
WHAT HAS BEEN YOUR BIGGEST CHALLENGE THROUGHOUT LAUNCHING YOUR BUSINESS?
The biggest challenge in launching LuxeCore Pilates + Wellness has been doing nearly everything on my own while trying to build a brand that reflects excellence, luxury, and purpose. The sleepless nights, the financial pressure, the stress of construction, the endless decisions — all while trying to master marketing, branding, and community visibility — have pushed me in ways I never imagined. There were days I didn’t eat properly, nights I cried in the studio while cleaning, and moments of doubt where I questioned if I could truly carry this vision alone. But every challenge also became a lesson in resilience. I learned how to advocate for myself, how to trust my instincts, and how to stay committed even when the path felt overwhelming. The hardest part has not been the work itself, but the emotional weight of building something groundbreaking without a roadmap — especially as a Black woman in a space where representation is rare.
WHAT IS YOUR ADVICE TO INSPIRE ENTREPRENEURS?
My advice to aspiring entrepreneurs — especially Black women — is to honor the vision that keeps you awake at night. The journey will be hard. You will question yourself, lose sleep, sacrifice comfort, and face moments where you feel invisible or underestimated. But keep going anyway. Your dream chose you for a reason. Build what your younger self needs. Create what your community has been missing. And understand that success is not born from perfection — it’s born from resilience. Surround yourself with people who speak life into your goals, and don’t be afraid to stand alone when necessary. Remember that stepping into spaces where we have historically been excluded is already an act of courage. You belong in every room you walk into. Keep showing up, keep trusting your voice, and keep believing that your story, your identity, and your purpose are powerful enough to change everything.
Contact Information:
Shah Perkins
Phone: 650-810-6629
Website: WWW.LUXECOREPILATES.CO
Address : 8887 High Pointe Drive Ste G, Newburgh, IN 47630
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