Reformer Pilates 24/7

What Reformer Pilates 24/7 does

Reformer Pilates 24/7 Pty Ltd (ACN 665 108 841) is a privately held Australian fitness services company operating a single unstaffed Reformer Pilates studio at 5/80 Baylis Street, Wagga Wagga, NSW. The company markets itself as the region's first 24-hour Reformer Pilates studio, positioning members to book half-hour sessions on state-of-the-art reformer equipment at any time across 365 days a year, including public holidays. It serves a broad direct-to-consumer demographic spanning general fitness enthusiasts, breast cancer patients and survivors, pre and post-natal women, men and athletes, and seniors — with no formal enterprise or B2B customer base.

The core technology stack is a Gymmaster-based SaaS platform delivered through iOS and Android mobile apps and a web-based Members Portal. It handles subscription management, session booking, and a keyless/fobless studio access system that allows members to enter the facility without physical credentials. The platform also delivers a complimentary in-studio video library that the company describes as Australia's largest online Reformer Pilates library, with over 900 classes across 21 styles (Beginner through Advanced, Athletic, Pre/Post Natal physio-led programs, and a Gym Series for Men). The Terms reference over 200 exclusive videos and the firm is actively developing AI and AR functionality for in-studio real-time training feedback, though this is not yet deployed. Studio security is supplemented by 24-hour external cameras viewable before arrival and personal Duress Alarms at every station, monitored by a 24-hour control room.

The revenue model is a subscription-based recurring model with at least five membership tiers, anchored by a Diamond package at $38.50/week (unlimited access) and a Bronze casual drop-in at $67 per session. There is a $147 joining fee (currently waived promotionally), a 14-day minimum initial term, auto-renewal, no lock-in contracts by default, and the ability to place memberships on hold. Pricing is processed via Stripe. The go-to-market is product-led growth / direct-to-consumer, with a 14-day free trial in the mobile app, organic content marketing (blog articles, video, social media across Facebook, Instagram, TikTok, Snapchat, LinkedIn, YouTube, and Vimeo), and email automation via ActiveCampaign. The company is privately held by founders/operators with no disclosed external investors, no funding rounds, no partnerships, and no M&A activity in the source data. Headcount is 1-10.

Name

Reformer Pilates 24/7

Legal name

Reformer Pilates 24/7 Pty Ltd

Website

https://reformerpilates247.com.au/

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Reformer Pilates 24/7 operates an unstaffed 24/7 Reformer Pilates studio in Wagga Wagga, NSW, delivering subscription-based access to equipment and a 900+ class online video library via iOS and Android apps, serving general consumers, pre/post natal women, athletes, and rehabilitation patients.

Ownership category

akta.pro rank

Product category

Pilates Studio Services

NAICS

Other Schools and Instruction (6116), Educational Support Services (61171)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Prepackaged Software (7372), Services-Educational Services (8200)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Reformer Pilates studio
• Pilates memberships
• Online Pilates library
• 24/7 fitness access
• Pilates subscriptions

Headquarters

HQ city

Albury

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. SaaS Subscription - Studio Access: Subscription-based licensing for access to 24/7 unstaffed Reformer Pilates training studios. Members pay recurring fees (monthly or annual) to access facilities and book sessions. The subscription includes access to the platform, video library, and studio equipment. Auto-renewal with no lock-in contracts (14-day minimum term applies).
2. Membership Tiers: Multiple subscription tiers (5 levels) including Diamond (unlimited access), Bronze (drop-in casual), and others to cater for different lifestyles and budgets. Higher tiers provide additional inclusions with automatic upgrades when limits are reached.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Reformer Pilates 24/7 operates a SaaS-enabled, unstaffed Reformer Pilates studio in Wagga Wagga, NSW, granting members 24/7 access to state-of-the-art Reformer beds booked through a branded mobile app and Members Portal. The platform bundles in-studio training with an exclusive video library of 900+ classes across 21 styles, virtual induction, and personalized training guidance generated from a registration questionnaire. Memberships are sold on tiered monthly or annual subscriptions with no lock-in contracts.

Product overview

Reformer Pilates 24/7 is a SaaS-based fitness platform offering 24/7 access to unstaffed Reformer Pilates studios. The core offering combines in-studio training with a digital ecosystem consisting of the RP 24/7 Platform, an Exclusive Video Library (900+ classes across 21 styles), a Mobile App (iOS/Android), Members Portal for account management, Virtual Induction for new members, and Personalized Training Guidance. Members train on state-of-the-art Reformer equipment with full scheduling flexibility, accessing classes via the Members Portal or app without traditional access methods (fobs, keys, PINs).

Differentiator

Problem solved

Functional benefit

Products and services

• RP 24/7 Platform SaaS platform providing 24/7 access to unstaffed Reformer Pilates training studios, featuring membership management, session scheduling, virtual induction, and personalized training guidance through the company's branded mobile app. Designed for individual consumers seeking flexible, schedule-independent Pilates access.
• Exclusive Video Library Australia's largest online Reformer Pilates library with over 900 classes and 21 styles including Beginner, Intermediate, Advanced, Athletic, Pre & Post Natal (Physio Led), and Men's Gym Series. Classes are accessible in-studio only and added weekly. Targeted at members of all fitness levels.
• Reformer Pilates 24/7 Mobile App iOS and Android mobile application providing 14 days unlimited access trial, membership management, and studio access software that eliminates the need for fobs, keys, PIN codes, or swipe cards. Built on the Gymmaster membership platform. Available to individual consumers.
• Members Portal Exclusive web-based portal providing total control over account management, membership settings, exercise preferences, and training schedule. Accessed by individual members to manage their Reformer Pilates 24/7 subscription.
• In-Studio Reformer Pilates Sessions Access to state-of-the-art Reformer Pilates equipment available on the half-hour and hour, 24 hours a day, 7 days a week, 52 weeks a year including public holidays at the flagship Wagga Wagga studio. Members train individually or with friends using a reservation-secured bed.
• Virtual Induction Video-link induction provided upon subscription purchase, guiding new members through studio access procedures, security measures, and use of the exclusive in-house video library. Aims to make the unstaffed studio model approachable for first-time members.
• Personalized Training Guidance Comprehensive registration questionnaire that generates detailed, tailored guidelines and instructions for studio access and training optimization based on the individual member's fitness level and goals. Supports new-member onboarding and ongoing personalization in the unstaffed studio environment.

Quantifiable outcome

• Improved posture and reduced back pain reported by members after regular practice
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability2 records

Feature5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Club Pilates: Largest Reformer Pilates franchise globally with hundreds of studios. Directly comparable as a multi-site Reformer Pilates subscription offering targeting mainstream consumers; RP 24/7 competes for the same end-user with a differentiated 24/7 unstaffed model.
• Pilates Anytime: Leading online Reformer Pilates video library with thousands of on-demand classes. Directly comparable to RP 24/7's 900+ class video content library and overlapping on-demand consumer target market.
• Solidcore: Boutique Pilates-inspired studio chain using proprietary Reformer-style equipment on a subscription model. Comparable premium Reformer-equipment studio format with similar pricing structure and target consumer.
• KX Pilates: Australian-founded Reformer Pilates franchise with 60+ studios nationally. Most direct domestic competitor in the Australian market; comparable 50-minute group Reformer class format and subscription pricing.
• SLT: Boutique Pilates (Megaformer) studio chain with membership-based access. Comparable premium-positioned, equipment-based boutique Pilates subscription model targeting a similar demographic.
• Physique 57: Boutique barre-and-Pilates studio chain with subscription-based access and on-demand video. Comparable mix of in-studio Pilates-format classes plus a digital/streaming offering targeting similar premium consumers.

Broad incumbents

• AnyTime Fitness: Global 24/7 unstaffed gym franchise with hundreds of Australian locations. Comparable 24/7-access, keyless-entry model, though broader fitness offering rather than Reformer Pilates specialization.
• F45 Training: Australian-origin functional training franchise with a subscription/group-class model. Comparable Australian fitness franchise peer operating in the same subscription boutique-fitness category.

Emerging players

• Alo Moves: Premium on-demand mind-body (yoga, Pilates, barre) video platform. Comparable digital content library model; overlapping target consumer interested in at-home Pilates content.

Regional players

• Body Fit Training (BFT): Australian-origin group fitness franchise with progressive programmed sessions on a membership model. Comparable Australian boutique-fitness subscription peer, though differentiated by strength/cardio focus rather than Reformer Pilates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/reformerpilates247
• Instagraminstagram.com/reformerpilates247
• TikToktiktok.com/@reformerpilates247
• LinkedInlinkedin.com/company/reformer-pilates-247

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Reformer Pilates 24/7