Lawrence is a long way from Hollywood, but a movie star trend is expanding and creating new businesses in the area’s health club industry.

After having its praises sung by Hollywood stars like Madonna and Courteney Cox, an exercise regime called Pilates is beginning to become trendy in the Midwest.

In Lawrence, the trend already has attracted two new businesses that will focus exclusively on the yoga-like exercise program.

“This is so popular on the coasts and in the major metropolitan areas that it is unbelievable,” said Desima Dawdy, co-owner of Topeka’s Absolute Fitness. “Celebrities have been using it on the coasts for years, but now it is starting to mainstream into the Midwest.”

Dawdy’s company will be opening a Pilates-only health club in Lawrence within the next six weeks. Dawdy said she had been offered space for lease in a Lawrence dance studio, a rehabilitation clinic and a traditional health club and expects to close a deal with one of the three businesses in a matter of days.

Staci Wittenberg of BodyWise Stott Pilates already has begun to tap into the market. Her Pilates-only studio opened last month at 1012 Mass. in office space above Buffalo Wild Wings Restaurant. She said business has been strong, in part, because the exercise technique appeals to a broader base of customers than traditional gyms.

“I have a lot of clients who tell me they do this because they are looking for an exercise program that is kinder to the body,” Wittenberg said. “What I hear most is that they feel good when they leave. It’s not like going to an aerobics class where you leave exhausted and may hurt a little bit.

“With Pilates, you know you’ve worked out but still feel good.”

The program focuses on exercises to strengthen the back and midsection of the body, and places a premium on increasing flexibility.

“Think of taking your yoga program and kicking it up a notch,” Dawdy said. “This is kind of like taking strength training, yoga and the fluidity of an aqua program and rolling it up in one.”

The result is a program that producers longer and leaner muscles rather than the traditional bulking up of a physique, Dawdy said.

The two new businesses also will operate slightly differently from traditional gyms. Both Dawdy and Wittenberg said they’ll require their clients to work with a trainer. They’ll also work either one-on-one with clients or in small groups of two to six people at a time. The prices vary depending on group sizes.

Traditional gyms are taking advantage of the new trend as well. At least two Lawrence health clubs, Lawrence Athletic Club and Body Boutique Fitness for Women, recently have added Pilates programs.

Bill Howland, director of research for the Boston-based International Health Racquet and Sports Club Assn., said Midwesterners should expect to see more Pilates offerings in the future.

Howland said a recent survey by his group showed that five years ago less than 5 percent of traditional health clubs were offering the program. Now, that number has risen to 31 percent and is growing.

“It helps them broaden their customer base, and it is part of a recognition on the part of clubs that for lots of Americans getting in shape doesn’t mean getting ripped or really muscular,” Howland said.