Reformer Pilates instructors, artists, and multi-purpose cleaning services are among the UK’s fastest-growing small businesses, according to new data from business insurance provider Protectivity.
The figures, based on business insurance applications between 2024 and 2025, show an extraordinary 948% year-on-year surge in Reformer Pilates enterprises — far outpacing other fast-rising sectors such as arts (238%) and cleaning services (201%). The analysis points to continued momentum in self-employment, with sole proprietorships now accounting for 56% of all UK businesses and 73,450 new ventures registered in Q3 2025 alone.
While professional, scientific, and technical services remain the largest business category, representing 15.3% of all registered enterprises, Protectivity’s data highlights a shift toward more personal, service-led and lifestyle-driven entrepreneurship.
“Together, these trends point to a broader shift in the UK’s entrepreneurial landscape,” said Chris Trotman, Underwriting Manager at Protectivity. “Low barrier to entry businesses, often run by sole traders or small teams, are playing an increasingly prominent role. Their appeal lies in flexible working patterns, relatively low start-up costs, and the ability to adapt quickly to changing consumer demand.”
Fitness remains a standout driver of small business formation. Alongside Reformer Pilates, martial arts (167%), kickboxing (159%), and boxercise (135%) all saw strong gains, underscoring consumer interest in personalised, community-led exercise formats.
Creative and craft-based enterprises are also thriving. Applications for artist-led businesses — including painting, prints, and drawings — rose 238%, while cake-making and home baking businesses increased 198%. According to Protectivity, this reflects a wider social and economic trend in which creative side projects evolve into viable full-time work, supported by e-commerce and social media.
Cleaning and trades-based services continue to show solid demand, with multi-purpose cleaners up 201% and carpet and upholstery cleaning applications increasing 170%. Protectivity said these segments benefit from “consistent, ongoing demand,” while craft and beauty sectors are being “fuelled by the rise of e-commerce and social media.”
At a broader category level, cleaning recorded the highest overall growth (up 185%), followed by craft businesses (97%) and beauty-related ventures such as nail and make-up services (63%).
Amy Stringer, a jeweller and ceramicist based in Leeds, marks her tenth year in business and said growing public interest in handmade and local goods has transformed creative self-employment. “When I started, it was just about making pieces I loved,” she said. “Over time, as interest in handmade, meaningful work has grown, I’ve been able to turn that passion into a sustainable livelihood. Workshops have become a huge part of what I do, helping others explore their creativity and, for many, sparking their own entrepreneurial journeys too.”
Trotman added that many of these new ventures are motivated by lifestyle goals rather than income alone. “Many of these businesses are launched by sole traders, often turning a passion or side hustle into a viable long-term business,” he said. “As we move into 2026, flexibility, personalisation, and community-driven services are set to continue shaping the future of employment in the UK.”
