The studio begins its day with a calm and steady rhythm. Mats are laid out, reformers are checked, and clients arrive looking for strength, clarity, or a moment of stillness. 

At the centre of this environment is founder Roshelle Dell, whose leadership blends discipline, intuition, and compassion. This balance has shaped Pure Pilates NT into one of the Territory’s most recognisable wellness brands. 

In just over two years, Roshelle has grown Pure Pilates NT from a single studio into a multi-location business with a loyal following. She opened her first studio in Coolalinga in February 2024 with one instructor supporting her. 

Demand continued to rise, and in 2025 she opened a second studio in Casuarina. What began with six daily classes has expanded to more than 120 classes each week, delivered by a team of 25 instructors and support staff. 

A third studio in Darwin City is set to open early this year, marking another step in the business’s steady and intentional expansion. 

Roshelle’s path toward Pilates was far from conventional. She studied law in Florida, developing the discipline, structure, and problem-solving skills that now support her approach to business. She moved to Darwin in 2013 and began working as a paralegal, expecting that career to continue long term. That changed after attending her first Pilates class. 

“I realised it was more than exercise,” she said. 

“It was structure, focus, and empowerment all in one.” 

Her connection to Pilates deepened further after becoming a mother. Movement helped her rebuild confidence and strength during a demanding stage of life. 

Roshelle retrained as a personal trainer, earned certifications in mat, barre, and reformer Pilates, and began shaping what would become Pure Pilates NT. 

Her vision was to create studios offering high quality instruction, a safe environment, and inclusive options for people at all stages of their health journey. 

Growth came quickly, but Roshelle has always emphasised intention. 

“You can’t build a business like this without clarity,” she said. 

“Every decision, from design to staffing to systems, has to support the people who walk through the door.” 

That clarity has guided every stage of the brand’s development. 

Roshelle’s studios reflect that philosophy. The spaces are calm, tidy, and free from clutter. 

“People need to feel supported the moment they walk in.” 

Pure Pilates NT has built a devoted community by offering more than movement. 

“People carry a lot, work, family, pressure,” Roshelle said. 

“Pure Pilates is where they can reconnect with themselves.” 

Membership options are designed to match Territory lifestyles. FIFO friendly plans, flexible class passes, casual sessions, commit and non-commit memberships, and creche access all accommodate varied schedules. 

The Casuarina studio includes a café area that encourages community beyond the mat. 

The inclusion of creches at both studios removes barriers for parents and is one of the most appreciated features among clients. 

Roshelle’s impact extends beyond her studios. As the NT Head Educator for Train Me Education, she plays a central role in developing the next generation of Pilates instructors. 

“Right now, 14 people in Darwin are becoming certified in mat and reformer Pilates,” she said. 

“Train Me is taught online but delivered locally. It builds capability and keeps talent in the Territory.” 

Roshelle believes strongly in investing in local instructors, describing it as essential to the growth of the Territory wellness sector. 

Despite leading a rapidly expanding business, Roshelle remains hands on. She divides her time across studios to support staff, maintain standards, and reinforce the culture that has become a defining part of the brand. 

She believes the Territory is the ideal place to build something meaningful. 

“Darwin rewards courage,” she said. 

“People back you. They show up. They support local businesses.” 

She credits that community spirit as a major factor in Pure Pilates NT’s growth. 

With a third studio approaching, Roshelle is focused on long-term impact. 

“It’s not just about expansion,” she said. 

“It’s about creating spaces that help people feel strong and grounded.” 

When asked what motivates her, she mentioned her daughters. 

“I want them to see that women can lead, build, and care at the same time,” she said. 

“Strength isn’t perfection. It’s persistence.” 

In two years, Roshelle Dell has built more than a fitness brand. She has created a movement shaped by clarity, courage, and the spirit of the Territory. TQ 

CONTACT 

Pure Pilates 

Coolalinga 25a/465 Stuart Highway 

Casuarina Suite 1, 13-17 Scaturchio St 

hello@purepilatesnt.com.au 0401 347 601 purepilatesnt.com.au