Nuforma

What Nuforma does

Nuforma, operated by UK private limited company Heba Pilates Ltd and founded in 2021 by Samantha Kellard, designs, manufactures, and operates a digitally connected Pilates reformer that combines hidden springs at both ends and the middle of a moving bench with integrated weights, plus an anti-glare monitor and directional speaker for on-demand and live-streamed classes. The Windsor Marina studio in Berkshire functions as the company's flagship, operating seven days a week with classes every hour and half hour, and additional UK studio presence is referenced in Chelsea and Clapham under the legacy Heba Pilates brand. The technology stack pairs the proprietary reformer with a Nuforma mobile app on iOS and Android that integrates MindBody for booking, Apple Pay and Google Play in-app subscription billing, and Apple HealthKit/Motion & Fitness APIs for heart rate and workout data capture.

The company runs four parallel revenue streams: B2B commercial equipment sales to gyms, hotel gyms, spas, residential gyms, boutique studios, and clinics in standalone, pod, or 12+ configurations; a franchise program for entrepreneurs to open branded studios using Nuforma's training, fit-out, and operational toolkits; YMCA-approved Mat Pilates Diploma and Nuforma instructor certification programs up to master teacher level; and direct-to-consumer studio revenue from on-demand, live-streamed group classes, and personal training. Customer segments span individual fitness consumers, commercial fitness operators, franchisees, and aspiring Pilates instructors. Content production is in-house, with a library of hundreds of classes and 12 new sessions released monthly. Marketing is conducted through the company website, Instagram, Facebook, YouTube, LinkedIn, member testimonials, and celebrity endorsements from tennis champion Greg Rusedski and Trinny Woodhall.

The 14-employee company has no disclosed funding rounds, is privately held, and reports no revenue figures. The legal entity remains Heba Pilates Ltd (previously known as Heba Pilates), trading as Nuforma and Nuforma Pilates, with the registered office at Windsor Marina. A partnership with YMCA Awards provides externally validated credentials for the teacher training offering, and warranty plus service plans are available alongside commercial machine purchases.

Name

Nuforma

Legal name

Heba Pilates Ltd

Website

https://nuforma.net

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Nuforma is a UK-based company that designs and sells a digitally connected Pilates reformer with integrated springs, weights, and on-demand classes, operating owned and franchise studios and commercial equipment sales.

Ownership category

akta.pro rank

Product category

Connected Fitness Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Small-Group Personal Training (Semi-Private) (HSADAAAN), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Connected Pilates reformer
• Fitness equipment manufacturing
• Pilates studio franchise
• Reformer Pilates classes
• Pilates instructor training

Headquarters

HQ city

Windsor

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Commercial Equipment Sales: Sale of Nuforma machines to commercial operators including gyms, studios, hotels, spas, residential gyms, boutique studios, and clinics. Machines can be standalone, in pods of 3-4, or large studio settings of 12+.
2. Franchise Revenue: Franchise model where entrepreneurs invest in Nuforma studio locations. Company provides training, support, studio fit-out, systems, and operational procedures. Franchisees operate their own profitable studios.
3. Teacher Training Programs: Mat Pilates Diploma courses (YMCA approved) for becoming qualified mat Pilates teachers, plus Nuforma training up to master teacher level. Offers flexible payment plans.
4. Studio Class Sessions: Revenue from studio classes including on-demand sessions, group classes, and personal training. Sessions booked via app every half hour. All bookings are 60 minutes (50 minutes movement).
5. Service Plans and Warranties: Warranty provided with machine purchase, additional service plans available at extra cost depending on level of care requested.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Nuforma designs and manufactures a digitally connected Pilates reformer machine that combines traditional springs with integrated weights for resistance training, featuring a built-in display for on-demand and live-streamed classes. The company sells this equipment commercially to gyms, hotels, spas, and boutique studios while also operating its own branded studios, a franchise network, and accredited instructor training programs.

Product overview

Nuforma is a digitally connected Pilates reformer that combines traditional reformer Pilates with integrated weights and spring resistance for a comprehensive full-body workout. The core Nuforma product is complemented by the Nuforma App for mobile booking and scheduling, offering multiple class formats including live-streamed Group Classes, On Demand classes, and Personal Training sessions. The company also provides instructor training through Nuforma Training and Mat Pilates Diploma programs, with Studio Membership available to course students. For commercial deployment, Nuforma Commercial offers equipment for gyms, studios, hotels, and boutiques, while the Nuforma Franchise model enables entrepreneurs to open their own branded studios.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Classes available every hour and half hour, 7 days a week
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

One partnership is on record.

• YMCA AwardscoreStrategic or Co-development PartnerYMCA diploma in teaching Mat Pilates (practitioner) is approved and recognised worldwide. The Nuforma training school runs courses approved by YMCA certification body.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SLT: SLT is a boutique fitness chain using proprietary Megaformer-style machines, similar in combining branded equipment, instructor-led sessions, and a premium studio experience.
• Balanced Body: Balanced Body is a leading Pilates reformer manufacturer with broad studio and commercial distribution. A direct comparable on the commercial equipment sales side of Nuforma's business.
• BASI Systems: BASI designs and manufactures Pilates reformer equipment with international studio distribution, comparable to Nuforma's commercial equipment channel and reformer-centric approach.
• [solidcore]: [solidcore] operates a national boutique fitness chain using proprietary Lagree-based reformer machines, mirroring Nuforma's combination of proprietary equipment, branded workout method, and studio network expansion.
• Merrithew (STOTT PILATES): Merrithew manufactures STOTT Pilates reformers and runs instructor training programs, directly overlapping with Nuforma's equipment manufacturing and teacher training revenue streams.
• Lagree Fitness: Lagree is the most direct analogue to Nuforma in the connected, proprietary reformer category. Its Megaformer machines and branded method share the same connected-reformer-plus-content positioning that defines Nuforma's value proposition.
• Club Pilates: Club Pilates is the dominant franchise Pilates studio model, with hundreds of locations using third-party reformers. Highly comparable on the franchise studio business model and target consumer.

Broad incumbents

• Rumble Boxing: Rumble is a broader boutique fitness franchise operator. Comparable as a benchmark for franchise-led boutique fitness expansion, though its modality (boxing) differs from Nuforma's Pilates focus.

Others

• Mindbody: Mindbody is a booking and studio management platform already integrated with Nuforma's Windsor studio. Relevant as an enabling infrastructure peer rather than a direct competitor.

Emerging players

• Pilates Anytime: Pilates Anytime is a leading online streaming library for Pilates classes, comparable to Nuforma's on-demand and live-stream class content offering and instructor-led digital model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@hebapilates2012
• Facebookfacebook.com/NuformaPilatesWindsor
• LinkedInlinkedin.com/company/nuforma
• Instagraminstagram.com/nuformapilateswindsor

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Nuforma