What Reformcore does

Reformcore is a London-based boutique fitness brand operating Reformer Pilates studios, founded in 2023 as part of the Common Bond group. The company runs six studios across London in Battersea, Camden, Chelsea, Hammersmith, Shoreditch, and St Mary Axe, each offering 50-minute group classes on spring-based Reformer machines. Its class formats span BASE (beginner-intermediate), BURN (strength-focused), BURN Express (40-minute), BLAST (cardio with jumpboard), and BLISS (restorative stretch), and the company also offers one-on-one private sessions, corporate wellness programs, and private event hire. Technology is centered on state-of-the-art spring-resistance Reformer equipment with adjustable tension, plus a Common Bond mobile app (iOS/Android) built on MindBody Online for booking, and Zoom for live-streamed sessions.

Reformcore generates revenue through five streams: single class drop-ins (£26), multi-class packs (5/10/20 packs at £99/£189/£300), monthly memberships including the £225/month Common Bond unlimited subscription covering Barrecore, Boom Cycle, KOBOX, Triyoga, and Reformcore, private training (£110 per session, with 5- and 10-pack discounts), and corporate/event hire. Customer acquisition is direct-to-consumer via the studio website, the Common Bond app, organic search, social media, press coverage in luxury London publications, instructor-driven word-of-mouth, and corporate outreach. Pricing is uniform across London locations and is designed to support trial via intro offers and retention via membership. Reformcore advertises franchise opportunities, signaling intent to expand beyond its currently wholly owned London footprint.

The company is privately held with no disclosed funding rounds or revenue figures. Its CEO is Robert Rowland, CEO of the parent Common Bond group. The brand is positioned as a premium London boutique offering, with named instructors (Dega, Shamita, Nauris) and editorial coverage in Luxury London, Hello! Magazine, Tatler, and City AM serving as primary credibility signals. The business model depends on a fragmented base of individual fitness consumers, with corporate wellness and event hire as secondary channels.

Name

Reformcore

Legal name

Common Bond

Website

https://reformcore.com

Company type

Private

Founded year

2023

Operating status

Operating

Short description

Reformcore is a London boutique fitness brand founded in 2023 operating six Reformer Pilates studios across premium London neighborhoods under the Common Bond group, offering group classes, private sessions, and corporate wellness to individual consumers.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studio

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

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), Corporate/Workplace Yoga & Pilates (HSADACAJ), Fitness & Movement Retreats (Pilates, Barre, Dance, Bootcamps) (THAJAHAG), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Boutique fitness studios
• Reformer pilates classes
• Pilates studio
• Group exercise classes
• Corporate wellness programs

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class-based revenue (drop-in and packs): Single class sessions at £26 per class; class packs offering discounted rates per class (5-pack, 10-pack, 20-pack). Introductory offers provide trial access at reduced rates to drive customer acquisition.
2. Monthly Memberships: Subscription-based unlimited monthly memberships at £225/month providing access to all four Common Bond brand studios. Membership includes benefits such as pausing up to 8 weeks per year. Also includes 8-class monthly options.
3. Corporate Wellness Packages: Private corporate sessions for team-building and wellness programs, plus discounted corporate membership rates for ongoing team access. Targets businesses seeking employee wellness solutions.
4. Private Training Sessions: One-on-one or paired personal training sessions with expert instructors. Priced at £110 per single session, £500 for 5 sessions (5-pack), or £950 for 10 sessions (10-pack). Valid for 3-6 months respectively.
5. Private Event Hire: Studio hire for private events including birthdays, hen parties, corporate events, product launches, and VIP experiences. Catering for groups of 2-18 people with bespoke class design.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Reformcore operates boutique Reformer Pilates studios in London offering high-energy, low-impact group fitness classes on spring-based Reformer machines. The company sells individual class drop-ins, class packs, monthly memberships (standalone and via the cross-brand Common Bond membership), one-on-one private training sessions, corporate wellness programs, and private studio hire for events across six London locations.

Product overview

Reformcore is London's Reformer Pilates studio offering a comprehensive suite of fitness services. The core product is Reformcore classes utilizing state-of-the-art reformer machines, with five distinct class formats: BASE (beginner-intermediate), BURN (strength-focused), BURN Express (40-minute compact format), BLAST (high-energy cardio with jumpboard), and BLISS (restorative stretching). Additional offerings include Private Sessions (one-on-one training), Corporate Wellness programs, and Private Hire for events. Pricing includes Intro Offers (3 classes, 2-week unlimited, single class), Summer Movement Packs, and the Common Bond Membership (£225/month) which provides unified access across multiple boutique fitness brands including Barrecore, Boom Cycle, KOBOX, and Triyoga. The company operates 6 studio locations across London and was launched in 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• BURN Class Signature strength-based Reformer Pilates class format for experienced practitioners seeking transformative change. Dynamic class with strength challenges using tiny isometric contractions, added dumbbells, and finishers to deliver intense muscle engagement and full-body conditioning.
• BASE Class Beginner-intermediate Reformer Pilates class format introducing core principles of Reformer Pilates with focus on control, alignment, and strength. Provides a full-body workout targeting core, thighs, seat, chest, and back through low-impact sequences for new and intermediate practitioners.
• BURN Express Compact 40-minute class format offering a focused hit of lengthening and strengthening work on the Reformer. Targets core alongside either thighs & glutes or upper body for an efficient workout designed for time-constrained clients.
• BLAST Class High-energy cardio Reformer Pilates class format for intermediate to advanced clients combining dynamic full-body movement with explosive jumpboard work. Fast-paced intervals deliver a results-driven cardio workout.
• BLISS Class Restorative stretch and mobility class format designed to balance and complement other movement. Targets major muscle groups through slow, controlled movements to improve flexibility, release tension, and support joint health.
• Private Sessions One-on-one or paired personal training sessions with expert Reformcore instructors providing tailored guidance. Sessions available in 1-pack (£110), 5-pack (£500), or 10-pack (£950) and formatted in Burn or Base styles. Valid for 3-6 months respectively.
• Corporate Wellness Private corporate Reformer Pilates sessions for team building, focusing on resilience and team connection through dynamic workouts. Also includes discounted corporate memberships for ongoing team access to studios. Targets businesses seeking employee wellness solutions.
• Private Hire Exclusive studio hire for private events including birthdays, hen parties, VIP events, product launches, and celebrations. Full studio access with an expert trainer designing sessions around the group, catering for groups of 2-18 people with bespoke class design.
• Common Bond Membership Unlimited monthly subscription membership at £225/month providing access to all four Common Bond brand studios (Barrecore, Boom Cycle, Reformcore, and Triyoga). Includes ability to pause membership up to 8 weeks per year with a 12-month commitment. Also includes an 8-class monthly option.

Quantifiable outcome

• Progressive strength gains visible within weeks of consistent attendance
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Common BondcoreStrategic or Co-development PartnerReformcore is a subsidiary/studio brand under Common Bond, a boutique fitness group that also operates Barrecore, Boom Cycle, KOBOX, and Triyoga studios. The Common Bond membership provides cross-brand access, and the parent company manages shared services including app development (MindBody Online), data processing, and corporate policies including GDPR compliance.
• Boom CycleminorOthersBoom Cycle, a sister brand under Common Bond, provides post-workout protein shakes at Reformcore's Battersea and Hammersmith studios. Shakes are available downstairs at Boom Cycle facilities for Reformcore clients after classes.
• KetoBeeminorOthersKetoBee cafe operates within Reformcore's Chelsea studio, offering low-carb pastries and desserts that are gluten-free and sugar-free. Provides additional amenity for Chelsea location clients.
• MindBody OnlinecoreTechnology or IntegrationMindBody Online is used for sending communications and storing sign-up/opt-in data for all promotional emails. Reformcore (via Common Bond) uses MindBody's platform for customer data management and marketing communications. Data is stored safely and securely and not shared with third parties.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• FLY LDN: FLY LDN operates a network of Reformer Pilates studios across London with a similarly high-energy, fitness-forward positioning. It is a directly comparable peer given shared format, geography, and target affluent London consumer.
• Ten Health & Fitness: Ten Health & Fitness runs multiple London studios offering Reformer Pilates alongside other fitness and recovery services. It competes head-to-head with Reformcore for the same premium London Pilates clientele.
• 1Rebel: 1Rebel is a London boutique fitness brand combining multiple class formats (ride, strength, reformer) in premium studios. It is a direct peer as it competes for the same boutique fitness consumer and overlapping premium positioning.

Broad incumbents

• Barry's Bootcamp: Barry's is a globally recognized boutique fitness brand with a London presence, offering high-intensity interval training in a premium format. While not exclusively Reformer Pilates, it competes for the same affluent, results-driven London fitness consumer.
• Third Space London: Third Space is a premium London health club chain offering boutique-style group classes, Pilates, and full gym facilities. It competes with Reformcore for high-end London fitness members but operates a broader full-service club model.
• Equinox UK: Equinox operates ultra-premium fitness clubs in London combining group fitness, Pilates, and personal training. It targets the same high-income London consumer as Reformcore but as part of a broader luxury fitness portfolio.
• SoulCycle: SoulCycle is a global boutique fitness brand with a presence in London offering premium indoor cycling classes. It competes for the same affluent, experience-driven London fitness consumer but focuses on cycling rather than Reformer Pilates.

Emerging players

• F45 Training: F45 is a globally franchised functional training brand with London studios offering 45-minute high-intensity group classes. It competes for time-constrained London professionals seeking efficient group fitness but in a different modality than Reformer Pilates.

Regional players

• Pilates Class UK: Pilates Class UK offers Reformer Pilates instruction across multiple UK cities via a class-pass model. It is comparable to Reformcore on format and target consumer but is UK-wide rather than London-focused.

Others

• Gymbox: Gymbox is a London boutique-style gym chain offering group classes including Pilates and HIIT. While not a direct Reformer Pilates competitor, it serves a similar London fitness consumer seeking premium group fitness experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/reformcore

Compliance1 record

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 Reformcore