Metalife

What Metalife does

Metalife (legal entity MetaLife Indústria e Comércio de Móveis S A) is a Brazilian manufacturer of professional Pilates equipment, founded in 2004 and headquartered in Rio Negrinho, Santa Catarina, with a commercial showroom in São Paulo. The company produces a full catalog of Pilates apparatus — including Reformers, Cadillacs, Ladder Barrels, Step Chairs, Wunda Chairs, High Chairs, Arm Chairs, Pedi Poles, and Rigid Mats — organized into four product lines: Linha Infinity (premium), Linha W23eco (eco-friendly using certified wood and reinforced steel), Linha Original (classic Joseph Pilates-inspired), and Linha Advanced (high-traffic and group-class use). Core technology centers on high-resistance carbon steel frames, precision spring resistance systems with multiple adjustment levels, ergonomic upholstery, and seven color customization options for studio branding.

The company sells primarily to B2B customers — independent Pilates studio owners, physiotherapists and physical education professionals running their own practices, and fitness centers running group classes — with documented customers in Brazil and Paraguay. Go-to-market is sales-led and consultative: specialized Pilates equipment consultants provide personalized recommendations, prospects can experience equipment at the São Paulo showroom or via WhatsApp consultation, and the company maintains a dealer and authorized technical assistance network of 53+ service points across Brazil. Revenue is generated through quote-based hardware sales across the four equipment lines, an online store for accessories and replacement parts priced in Brazilian Reais (BRL), and adjacent professional services including studio consulting, 2D layout design, installation, and ongoing maintenance. The company claims to have equipped over 1,000 studios worldwide and to hold both ISO 9001 and ISO 27001 certifications, which it states are unique in the Pilates equipment segment in Latin America.

Name

Metalife

Legal name

MetaLife Indústria e Comércio de Móveis S A

Website

https://metalifepilates.com.br

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Metalife is a Brazilian manufacturer of professional Pilates equipment, founded in 2004 and headquartered in Rio Negrinho. It produces Reformers, Cadillacs, chairs, barrels, and mats across four product lines, serving Pilates studios, physiotherapists, and fitness centers primarily in Brazil and Latin America via direct sales, a São Paulo showroom, and a nationwide technical service network.

Ownership category

akta.pro rank

Product category

Pilates Equipment Manufacturing

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Pilates equipment manufacturing
• Fitness equipment wholesale
• Reformer pilates machines
• Studio design services
• Pilates accessories retail

Headquarters

HQ city

Rio Negrinho

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pilates Equipment Sales: Sale of professional Pilates equipment including Reformer, Cadillac, Ladder Barrel, Step Chair, Wunda Chair, High Chair, Arm Chair, Pedi Pole, and Rigid Mat across four product lines (Infinity, W23eco, Original, Advanced).
2. Accessories and Replacement Parts: Sale of accessories including boxes, storage chests, head supports, jump boards, extension platforms, and replacement springs and straps for equipment maintenance.
3. Studio Consulting Services: Consulting for studio planning including layout design, visual identity customization, and equipment selection recommendations.
4. Technical Installation and Maintenance: Installation services through authorized technician network and ongoing technical support.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Metalife manufactures and sells professional Pilates equipment (Reformer, Cadillac, Step Chair, Ladder Barrel, Arm Chair, High Chair, Pedi Pole, Rigid Mat, Wunda Chair) across four product lines (Infinity, W23eco, Original, Advanced) made from high-resistance carbon steel. It complements equipment sales with studio consulting, 2D layout design, installation, technical maintenance through 53+ service points, and an online store selling accessories and replacement parts.

Product overview

Metalife is the largest Pilates equipment manufacturer in Latin America, producing physical fitness equipment rather than software products. The company offers four product lines: Linha Infinity (premium performance), Linha W23eco (eco-friendly), Linha Original (classic/Joseph Pilates-inspired), and Linha Advanced (high-traffic/industrial use). Equipment types include Cadillac, Reformer, Step Chair, Ladder Barrel, Arm Chair, High Chair, Pedi Pole, Rigid Mat, and Wunda Chair. The company also provides studio consulting services, 2D layout design, technical maintenance support, and an online store for accessories.

Differentiator

Problem solved

Functional benefit

Brands

• Linha Infinity: Premium line representing the highest level of performance
• Linha W23eco
• Linha Original
• Linha Advanced

Products and services

• Cadillac Versatile professional Pilates apparatus supporting stretching, strengthening, mobility, and postural re-education exercises with robust structures and safe adjustment systems; for Pilates studios, rehabilitation clinics, and independent professionals.
• Reformer Professional Pilates Reformer with stable base, smooth-sliding carriage, and progressive spring resistance enabling continuous and precise movements adaptable to different user levels and objectives; for studios, clinics, and independent practitioners.
• Step Chair Compact and versatile Pilates chair designed for superior performance in limited spaces; ideal for Pilates studios, rehabilitation clinics, and smaller professional or home practice environments.
• Ladder Barrel Pilates equipment supporting flexibility work, spinal mobility, and core strengthening; expands exercise variety for studio and rehabilitation programs.
• Arm Chair Pilates equipment focused on upper-body work targeting shoulders, arms, trapezius, neck, upper trunk, and chest muscles with stable support and precise movements.
• High Chair Pilates equipment designed to improve posture, strengthen muscles, and improve coordination and balance, providing benefits to skeletal, muscular, and postural systems.
• Pedi Pole Pilates equipment with an ultra-unstable base that activates deep muscles to recruit the body's center and maintain balance, improving practitioner gait and core stability.
• Rigid Mat Stable, cushioned mat-style Pilates apparatus that supports strength, balance, and mobility exercises safely, elevating the mat Pilates experience for studios and practitioners.
• Wunda Chair Compact, functional, and traditional Pilates chair that maintains traditional Pilates work even in reduced spaces; designed for home practice with exercises focused on posture.
• Consultoria Especializada (Specialized Consulting) Specialized consulting service that accompanies studio owners from planning to equipment selection, recommending ideal equipment based on space and practice requirements.
• Projeto de Layout 2D (2D Layout Design) 2D layout design service for Pilates studio spaces considering flow, ergonomics, and visual identity customization.
• Manutenção e Suporte (Maintenance and Technical Support) Technical assistance and ongoing maintenance support for Metalife Pilates equipment delivered through a network of 53+ authorized technical assistance points across Brazil.
• Loja Virtual MetaLife (MetaLife Online Store) Online store selling premium Pilates accessories and replacement parts including balls of different sizes, myofascial release rollers, toning balls, elastic bands, mats, Pilates circles and wheels, jump boards, head supports, boxes, storage chests, extension platforms, and replacement springs and straps at listed BRL unit prices.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Balanced Body: One of the largest global manufacturers of Pilates equipment (reformers, cadillacs, chairs, barrels) with education programs and a worldwide dealer network — directly comparable to Metalife's reformer/cadillac/chair portfolio and B2B studio sales motion.
• Merrithew (STOTT PILATES): Premium Pilates equipment manufacturer paired with a global instructor certification program; competes with Metalife in reformer/cadillac/chair hardware and uses a similar studio-channel B2B sales approach anchored in brand and education.
• Gratz Industries: Long-standing US manufacturer of authentic Pilates equipment including reformers, cadillacs, chairs and barrels — direct competitor in the professional studio-equipment category where Metalife competes.
• BASI Systems: Designer and manufacturer of professional Pilates reformers, chairs, cadillacs and barrels with global distribution; a directly comparable studio-channel peer to Metalife's equipment lines.
• Peak Pilates (Mad Dogg Athletics): Manufacturer of professional and studio-grade Pilates reformers, chairs, barrels and accessories with global distribution; closely matches Metalife's hardware range and studio-channel GTM.
• Elina Pilates: European manufacturer of professional Pilates reformers, cadillacs, chairs and barrels with international reach; a like-for-like equipment manufacturer that competes with Metalife for studio accounts outside Latin America.
• Merrithew / SPX Fitness (reformer line): SPX (Merrithew's reformer-focused sub-brand) sells professional reformers and accessories into studios and rehab clinics — a direct head-to-head with Metalife's Reformer line in commercial and physiotherapy channels.

Broad incumbents

• Life Fitness: Large global commercial fitness-equipment manufacturer serving gyms and studios; a broad incumbent in the broader fitness-equipment category where Metalife's Advanced line targets high-traffic environments.
• Technogym: Global premium commercial fitness equipment manufacturer with broad cardio/strength portfolios that increasingly serve boutique studios; relevant adjacent incumbent in the high-end fitness-equipment space where Metalife sells premium lines like Infinity.

Emerging players

• AeroPilates (Stamina Products): Consumer/home-focused Pilates reformer brand under Stamina Products; partial overlap with Metalife's equipment category but targets at-home users rather than professional studios.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/metalifepilates
• YouTubeyoutube.com/@MetalifepilatesBr
• Facebookfacebook.com/metalifepilates
• LinkedInlinkedin.com/company/metalife/?originalSubdomain=br
• Instagraminstagram.com/metalifepilates

Compliance2 records

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 Metalife