Reformed Pilates

What Reformed Pilates does

Reformed Pilates, operated by Reformed Holdings LLC, is a privately-held boutique fitness studio chain founded in 2013 in Phoenix, Arizona. The company's core product is a 50-minute group reformer Pilates class branded as "Reform," built on Balanced Body Allegro 2 reformer machines (13-16 per studio) and delivered through a proprietary contemporary method with a fixed structure (CORE, UPPER BODY, LOWER BODY, COOL DOWN) and day-to-day variation in exercises and accessories. The class is positioned as accessible to all ability levels with no prior Pilates or fitness experience required.

Name

Reformed Pilates

Legal name

Reformed Holdings LLC

Website

https://reformedpilates.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Reformed Pilates operates 22 group reformer Pilates studios in Arizona and Texas, offering 50-minute contemporary classes via a branded method, mobile app, and tiered membership model serving individual consumers.

Ownership category

akta.pro rank

Product category

Fitness Studios

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Yoga Teacher Training (YTT) & Pilates Instructor Training (HSADACAL), Prenatal & Postnatal Yoga/Pilates (HSADACAD), Corporate/Workplace Yoga & Pilates (HSADACAJ)

Keywords

• Group fitness studios
• Reformer pilates classes
• Pilates memberships
• Fitness studio chain
• Pilates teacher training

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Membership Subscriptions: Auto-renewal and prepaid memberships in various tiers (4x, 8x, 12x per month, unlimited) with monthly billing and priority booking windows
2. Class Packages: Prepaid class packages including new client offers (3-pack for $59) and single class purchases that expire 1 year from purchase
3. Private Sessions: Intro Private Session ($100), Pre/Post Natal Session ($100), and Group Private sessions ($350)
4. Retail Sales: Gripper socks and other retail items sold in studios with 10% discount for prepaid members
5. Gift Cards: Gift cards in denominations of $25, $50, $75, and $100 redeemable for memberships, packages, or retail
6. Teacher Training: Pilates Teacher Training (PTT) program costing $2,000 with potential partial scholarships

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Reformed Pilates operates a network of 22 group reformer Pilates studios across Arizona and Texas, delivering 50-minute contemporary Pilates classes on Balanced Body Allegro 2 machines using a proprietary CORE, UPPER BODY, LOWER BODY, COOL DOWN class structure designed for all ability levels. The company sells memberships, class packages, private sessions, retail items, gift cards, and an in-house Pilates Teacher Training (PTT) program, with bookings and payments handled via a Mariana Tek-integrated mobile app and website.

Product overview

Reformed Pilates operates a network of 22 Pilates studio locations across Arizona (16 locations) and Texas (6 locations), offering a unified fitness platform centered on 50-minute group reformer classes. The core offering is the Reform class, a contemporary Pilates workout accessible to all ability levels with a consistent structure (CORE, UPPER BODY, LOWER BODY, COOL DOWN). The company provides a mobile app for class booking and membership management, supported by Mariana Tek e-commerce integration. Additional products include various membership tiers (Auto-Renewal, Prepaid, Limited), class packages, gift cards, and specialized private sessions (Intro, Pre/Post Natal, Group Private). The company also runs an in-house Pilates Teacher Training (PTT) program for instructor certification and offers Founder's Rate memberships for new studio locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Reformer Classes (Reform) 50-minute contemporary group Pilates workout on Balanced Body Allegro 2 reformer machines, following a consistent CORE, UPPER BODY, LOWER BODY, COOL DOWN structure with daily-varying exercises and instructor-led modifications, accessible to all ability levels.
• Pilates Teacher Training (PTT) Comprehensive in-house Pilates instructor certification program at $2,000 per trainee, including training manual, digital training assets, and additional training levels; required for full-time instructor positions and available to part-time applicants.
• Auto-Renewal Memberships Monthly auto-renewing subscription memberships granting recurring access to group reformer classes at a defined cadence (4x, 8x, 12x, or unlimited per month) with priority booking within the membership's scheduling window.
• Prepaid Memberships Multi-month prepaid subscription membership providing extended 60-day booking access, priority scheduling, monthly guest pass, and 10% retail discount, cancellable anytime with advance notice.
• Class Packages Prepaid bundled class credits redeemable across the studio network, expiring 12 months from purchase, sold individually, in multi-class packs, or as new-client introductory offers.
• Intro Private Session One-on-one $100 private session preparing new clients for their first group class or providing personalized modifications for injury recovery or physical limitations; medical clearance required for injury-related sessions.
• Pre/Post Natal Private Session One-on-one $100 session ($75 member rate) providing pre- and post-natal exercise modifications for the group class setting; required for new clients beyond the first trimester before joining group classes.
• Group Private Session Private group class with a senior instructor for 4-16 participants at $350, designed for corporate wellness events, team building, bachelorette parties, birthdays, and other social occasions.
• Gift Cards Gift cards issued in $25, $50, $75, and $100 denominations, redeemable for any membership, class package, or in-studio retail item; physical cards available in studio, emailed cards delivered on purchase day.
• Founder's Rate Membership Discounted lifetime membership rate reserved for the first 100 members at each new studio location, typically bundled with a free week of classes; rate is subject to loss upon cancellation or membership lapse.

Quantifiable outcome

• Results visible in 30 days with consistent 3x/week attendance
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Mariana TekcoreTechnology or IntegrationTechnology platform provider for e-commerce, scheduling, membership management, and payment processing. All payment data is stored by Mariana Tek. The website serves as a scheduling software integrated with Mariana Tek for class reservations and account management.
• Balanced BodycoreOthersEquipment supplier for Balanced Body Allegro 2 Reformer Pilates machines. Studios feature 13-16 reformers depending on location size.
• LululemonminorGTM or Marketing PartnerBrand partnership for milestone rewards including RP x Lululemon Belt Bag (100 classes) and RP x Lululemon Backpack (1000 classes)

Scale indicators5 records

Recent moves25 records

Expansion highlights5 records

Direct peers

• Club Pilates: Largest group reformer Pilates franchise in the US with 700+ locations. Most directly comparable competitor — same group reformer format, similar subscription model, overlapping customer base, but operates on a franchise model with private-equity backing versus Reformed Pilates' corporate-owned structure.
• Pilates Plus: Group reformer Pilates studio chain offering contemporary 50-minute classes on Allegro reformers with membership pricing. Comparable product format, customer segment, and class structure to Reformed Pilates.
• Solidcore: National boutique fitness brand offering 50-minute group classes on proprietary Megaformer machines — a close cousin of group reformer Pilates. Competes for the same premium, urban/suburban female demo with a similar membership pricing model.
• SLT: Boutique Pilates and strength studio chain offering group reformer-style classes with tiered membership and private sessions. Comparable pricing, urban-suburban footprint, and brand-led positioning to Reformed Pilates.
• body rok: Boutique Pilates studio chain offering 45–50-minute group reformer classes with membership tiers and modern branding. Direct competitor in the contemporary reformer Pilates category, with overlapping price points and customer segment.

Emerging players

• Club Studio Pilates (Form Pilates): Emerging group reformer Pilates concept with contemporary class structures and branded studio environments. Comparable offering to Reformed Pilates' contemporary "Reform" method, but smaller footprint and newer entrant.

Broad incumbents

• CorePower Yoga: Large national boutique fitness chain offering yoga and Pilates-inspired group classes with memberships. Overlaps in customer segment (women 25–45 seeking group fitness) and price point, though CorePower is mat-focused versus Reformed's reformer focus.
• YogaSix: National boutique yoga and Pilates-style studio franchise under the Xponential Fitness umbrella. Competes for similar membership-driven boutique fitness customers in Sun Belt suburbs — including Phoenix and Dallas markets where Reformed Pilates operates.
• Equinox: Premium national fitness club operator offering Pilates classes among broader amenities. Competes for affluent Phoenix/Scottsdale and Dallas clientele, though at a higher price tier and with a much broader service offering than Reformed Pilates.
• Life Time Fitness: Large national luxury fitness club offering group Pilates and reformer classes as part of broader amenity packages. Overlaps in target customer and Phoenix/Texas markets but operates as a full-service health club rather than a specialized reformer studio.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thereformedpilates
• Instagraminstagram.com/thereformedpilates
• Xx.com/wearereformed

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reformed Pilates