MOUV

What MOUV does

MOUV (MOUV USA LLC) operates a single luxury boutique Pilates studio at 247 Water Street in DUMBO Brooklyn, New York. The studio offers 50-minute Reformer Pilates classes (using spring-loaded reformer machines in formats branded Reformer Flow, Sculpted Arms & Core, and Peachy Buns) and Infrared Heated Mat Pilates classes held in a 95°F room (formats branded Meet Me At The Mat, Sculpt & Burn, and Burn Baby Burn). Its customer base consists of individual fitness consumers in the DUMBO/Brooklyn area seeking premium, aesthetic-led boutique workout experiences with low-impact strength and recovery benefits.

The technology stack is built on standard third-party SaaS rather than proprietary infrastructure: Shopify powers the e-commerce storefront and merchandise sales, Mindbody handles class scheduling, checkout, payments, and live chat (via Mindbody Messenger), and a native MOUV mobile app is published on iOS (App Store ID 6753793251) and Google Play for booking and account management. The technology differentiators are operational rather than digital — specifically, the infrared heating panels for the Hot Mat classes, which the company positions as providing deeper muscle engagement and a more efficient workout than conventional heated classes, and the studio's branded environment.

MOUV's revenue model combines recurring subscription memberships (Founding Member at $449/month for unlimited Reformer + Hot Mat, Monthly Reformer at $399/month, Monthly Hot Mat at $349/month) with non-subscription class packs (5/10/15/20-packs for each modality priced between $190-$780), a $99 three-class intro offer for new customers, digital gift cards, and retail merchandise including $15 grip socks and a forthcoming Mouv Activewear line. The go-to-market is direct-to-consumer with a single physical location; marketing relies on organic social (Instagram, X, LinkedIn), the website and app booking funnel, and events/popup experiences. The company is privately held, founder-led, and structured as MOUV USA LLC with no disclosed external investors or funding rounds. A second location is listed as "coming soon" on the website.

Name

MOUV

Legal name

MOUV USA LLC

Website

https://mouv.us

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

MOUV (MOUV USA LLC) operates a single luxury boutique Pilates studio in DUMBO Brooklyn offering Reformer and infrared heated Mat classes to individual fitness consumers, monetized through memberships, class packs, and intro offers.

Ownership category

akta.pro rank

Product category

Boutique Pilates Studio

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

Keywords

• Boutique Pilates studio
• Reformer Pilates classes
• Infrared mat Pilates
• Pilates fitness memberships
• Activewear retail

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Memberships: Recurring monthly membership contracts providing unlimited or limited access to studio classes. Three tiers available: Founding Member ($449/month for Hot Mat + Reformer), Monthly Reformer ($399/month), Monthly Hot Mat ($349/month). These memberships provide predictable recurring revenue and customer retention.
2. Class Packs: Prepaid class packs with volume discounts. Available for both Hot Mat (5-pack $190, 10-pack $360, 15-pack $525, 20-pack $680) and Reformer (5-pack $215, 10-pack $410, 15-pack $600, 20-pack $780). Single classes also available at $40 (Hot Mat) and $45 (Reformer). Intro packs at $150 for 5 Reformer classes for first-time clients.
3. Intro Offer: New customer acquisition product: $99 for first three classes (valid 30 days, no subscription required). Targets first-time guests to experience the studio before committing to membership or class packs.
4. Retail Merchandise: Sale of activewear and grip socks through e-commerce. MOUV Activewear line featuring performance apparel, plus specialized grip socks ($15 each) required for reformer classes. Coming soon activewear collection.
5. Gift Cards: Digital gift cards available for purchase, redeemable toward classes, packs, and memberships. Delivered instantly for gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

MOUV operates a luxury boutique Pilates studio at 247 Water Street in DUMBO, Brooklyn, delivering 50-minute Reformer Pilates classes (using spring-loaded resistance machines) and infrared heated mat Pilates classes (delivered in a 95°F infrared-heated room). The studio sells these classes through a tiered structure of $99 intro packs, prepaid class packs, monthly memberships, and gift cards, and operates a Shopify storefront for branded retail merchandise (grip socks and the forthcoming Mouv Activewear collection).

Product overview

MOUV is a luxury Pilates studio offering Reformer Pilates and infrared heated Hot Mat classes at its DUMBO Brooklyn location. The company operates on a platform-plus-modules architecture with class-based services as the core offering, supported by membership tiers (Founding, Monthly Reformer, Monthly Hot Mat), flexible class packs, and retail products. The Mouv App serves as the booking and account management platform. The product portfolio includes: Reformer Pilates Classes (Reformer Flow, Sculpted Arms & Core, Peachy Buns), Hot Mat Pilates Classes (Meet Me At The Mat, Sculpt & Burn, Burn Baby Burn), $99 Intro Offer for new customers, Gift Cards, Mouv Grip Socks retail line, and the forthcoming Mouv Activewear signature collection. All services are powered through Shopify e-commerce infrastructure and Mindbody for scheduling and checkout.

Differentiator

Problem solved

Functional benefit

Brands

• Mouv Activewear: A signature activewear line featuring stylish and comfortable athletic wear designed for movement, confidence, and everyday strength.

Products and services

• Reformer Pilates Classes 50-minute high-intensity Reformer Pilates classes using spring-loaded resistance machines, with open-level formats including Reformer Flow, Sculpted Arms & Core, and Peachy Buns. Designed for individual consumers seeking strength, mobility, and recovery training at the DUMBO Brooklyn studio.
• Hot Mat Pilates Classes 50-minute high-intensity heated mat Pilates classes conducted in a 95°F room with infrared heating panels, with formats including Meet Me At The Mat, Sculpt & Burn, and Burn Baby Burn. Targeted at individual consumers wanting deeper muscle engagement and a cardio-driven heated workout.
• MOUV Gift Cards Digital gift cards redeemable toward MOUV classes, class packs, and memberships. Delivered instantly for gifting occasions and non-refundable; intended for individual consumers and gift purchasers.
• Mouv Grip Socks Specialized grip socks designed for Pilates reformer classes, required equipment for studio participation, and sold at $15 per pair in multiple colors and styles (White, Black Slouch, Short Grip with Lines, White/Cocoa Stripe, Pilates Grip Socks, Slouch Grip Socks, Ankle Grip Socks, Spicy Grip Socks). Available through the MOUV Shopify storefront.
• Mouv Activewear Signature MOUV-branded activewear line blending premium fabrics with minimalist design for studio-to-street wear, listed on the MOUV website's activewear page. Positioned as a forthcoming collection tied to the Mouv brand.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• SLT: SLT is a premium NYC-originated boutique fitness brand built around small-group reformer-style megaclasses; MOUV mirrors this template of high-priced, group-format Pilates in an aesthetic studio targeting affluent urban consumers.
• Solidcore: Solidcore operates a national boutique fitness chain centered on slow, controlled, resistance-based workouts on proprietary Pilates-style machines; it competes directly with MOUV for the same wellness-minded urban customer segment.
• Y7 Studio: Y7 Studio is a NYC-born heated yoga and Pilates studio offering infrared-heated, candlelit group classes; its infrared-hot, beat-driven format and Brooklyn presence make it a direct competitor to MOUV's Hot Mat offering.
• Bodyrok: Bodyrok operates boutique Pilates reformer studios with a strong aesthetic, lifestyle-driven brand; comparable to MOUV in combining premium pricing, design-forward studio environments, and community-led studio positioning.
• Physique 57: Physique 57 is a NYC boutique studio specializing in high-intensity small-group barre-and-Pilates hybrid classes; it competes with MOUV for premium, results-oriented fitness consumers in the New York market.
• Club Pilates: Club Pilates is the largest Pilates franchise in the U.S., offering group reformer and mat classes at accessible price points; it directly competes with MOUV for new Pilates-curious entrants in shared Brooklyn territory.

Broad incumbents

• SoulCycle: SoulCycle pioneered premium NYC boutique fitness and built a lifestyle brand around community and ritual; its playbook of premium pricing, branded merchandise, and instructor culture maps directly onto MOUV's go-to-market approach.
• CorePower Yoga: CorePower Yoga is a national heated-yoga chain now expanding into heated Pilates and sculpt formats; it operates at scale across multiple price tiers and competes for the same heated, lifestyle-oriented consumer as MOUV.

Emerging players

• Barre3: Barre3 is a growing barre-and-light-resistance boutique fitness franchise with a wellness-and-lifestyle orientation; it overlaps with MOUV on low-impact, strength-based group programming for the affluent female-skewing consumer.
• Sarah's Hot Pilates: Sarah's Hot Pilates is a heated-Pilates franchise with a strong social-media-driven brand and multiple U.S. studios; it is a near-format competitor to MOUV's infrared Hot Mat offering and competes for the same Instagram-native audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/mouvstudio
• LinkedInlinkedin.com/company/mouvusa
• Instagraminstagram.com/mouv.us

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MOUV