Shape Personal Training & Reformer Pilates Pty Ltd

What Shape Personal Training & Reformer Pilates Pty Ltd does

Shape Personal Training & Reformer Pilates Pty Ltd is a privately held, single-location fitness studio operating from 11A George Street, North Strathfield, New South Wales, Australia since 2019. The company delivers an integrated fitness offering centered on 1:1 and semi-private Group Personal Training, supplemented by Reformer Pilates (capped at 12 participants per class), 45-minute group fitness classes, and commercial-grade gym access (5am–10pm, 7 days a week). Onboarding is anchored by a 60-minute goal-setting session that includes an Evolt360 body composition scan, generating baseline data on lean muscle mass, body fat percentage, visceral fat, and metabolic age to drive program design and progress tracking. Members also receive integrated nutrition planning and access to the proprietary Shape App (iOS/Android) for workout programming and calorie/macro tracking, with class bookings managed via MindBody Online.

The business serves four primary segments: individual fitness consumers (the core segment), NDIS participants, corporate wellness clients, and buddy/semi-private training pairs. Revenue is generated through recurring subscription memberships (with an introductory unlimited access tier starting at $55 per week), structured 6-week and 8-week transformation challenges ($40 registration), and Reformer Pilates class credits. Promotional bundles cross-sell services, exemplified by a 3-month PT program that includes 3 months of unlimited Reformer Pilates. Customer acquisition is driven by community word-of-mouth, transformation challenge events, free discovery tours, referral programs, and a content marketing engine built around a health-and-fitness blog and member transformation stories. The company is founder/owner-operated with 7 employees, no disclosed external funding, no parent company, and limited geographic footprint confined to North Strathfield.

Name

Shape Personal Training & Reformer Pilates Pty Ltd

Legal name

Shape Personal Training Pty Ltd

Website

https://shapept.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Shape Personal Training & Reformer Pilates is a privately held, single-location fitness studio in North Strathfield, NSW offering 1:1 and group personal training, reformer pilates, and nutrition tracking via the proprietary Shape App and Evolt360 body scans, serving individual members, NDIS participants, corporate clients, and buddy training pairs.

Ownership category

akta.pro rank

Product category

Fitness and Personal Training Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Strength & Conditioning Personal Training (HSADAAAB)

akta.pro secondary industries

Small-Group Personal Training (Semi-Private) (HSADAAAN), Pilates Instruction (Mat & Reformer) (HSADACAB), Corporate/Workplace Yoga & Pilates (HSADACAJ), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Personal training services
• Reformer pilates classes
• Group fitness training
• Corporate wellness programs
• Body composition analysis

Headquarters

HQ city

North Strathfield

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Training Memberships: Recurring membership fees for access to personal training services, gym facilities, group classes, and reformer pilates. Members receive tailored workout programming, nutrition guidance, and body composition scanning as part of their programs.
2. Challenge Programs: Time-limited structured fitness challenges (6-week and 8-week formats) with registration fees. Includes Evolt scan, measurements, progress photography, and prize incentives for participants.
3. Reformer Pilates Sessions: Credit-based or unlimited access to reformer pilates studio with limited class sizes (12 people max per class). Offered as standalone or as bonus inclusion with personal training packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Shape Personal Training & Reformer Pilates is a boutique fitness studio offering 1-on-1 and group personal training programs, reformer pilates classes, and group fitness sessions delivered at its North Strathfield facility. Programs are built on a science-based, data-driven approach using the Evolt360 body composition scanner for baseline assessment and progress tracking, complemented by nutrition planning and the Shape App for ongoing workout and nutrition management.

Product overview

Shape Personal Training & Reformer Pilates Pty Ltd offers a fitness studio with an integrated ecosystem of personal training services and wellness tools. The core offering is 1-on-1 and Group Personal Training, supplemented by Reformer Pilates classes, Group Classes, and commercial gym access. The service portfolio is unified through the proprietary Shape App which delivers workout programming, nutrition tracking, and member communication. Additional specialized services include Corporate Wellness programs, NDIS Personal Training, and Buddy Training for pairs. Body composition tracking is handled through Evolt360 Body Scan technology, with nutrition planning woven throughout all personal training programs.

Differentiator

Problem solved

Functional benefit

Products and services

• 1-on-1 Personal Training The studio's core offering: individual personal training sessions with a tailored, science-based program that begins with a 60-minute goal-setting session and an Evolt360 body composition scan to design a personalized training plan.
• Group Personal Training Semi-private group personal training for small groups such as couples, family members, or friends who split the cost of a tailored training program.
• Reformer Pilates Classes Low-impact, high-intensity Pilates on reformer machines in classes capped at 12 participants, bookable online and open to men, women, and children.
• Group Classes 45-minute instructed strength and cardio group classes included in personal training programs, designed to build community and motivation.
• Corporate Wellness Corporate wellness packages for businesses including 1-on-1 training, small group training, group fitness classes, fitness assessments, and Reformer Pilates for employees.
• NDIS Personal Training Personal training services tailored to participants in Australia's National Disability Insurance Scheme (NDIS) requiring accessible and adapted fitness coaching.
• Buddy Training Personal training sessions designed for pairs of individuals, such as friends, family members, or partners, who want to train together with shared coaching.
• Shape 6-Week Challenge Time-limited structured fitness challenge with a $40 registration fee that includes Evolt scan, body measurements, progress photography, and a personal trainer goal-setting consultation.

Quantifiable outcome

• Client achieved 10.6kg weight loss in 6 weeks
• +4 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• Despina KamperminorStrategic or Co-development Partner · 27 February 2025Despina Kamper, a nutritionist, counsellor and lecturer with 20+ years clinical experience, conducted a free educational seminar on stress management at Shape PT. Topics included nutrition and stress effects on menopause, exercise's role, and holistic treatment strategies.
• City CaveminorOthers · 30 January 2025City Cave provided prizes for 2nd place and 3rd place runners-up in Shape PT's 6-week challenge program. This was a community partnership for fitness challenge incentive prizes.
• Central West Cycle Trail (Cooper Cycle Tours)minorOthers · 30 January 2025Mick & Kerrie Cooper of Central West Cycle Trail provide supported cycling tour experiences. Shape PT staff member Lorah Chetcuti participated in their 6-day, 400km self-guided tour and documented the experience on the Shape PT blog.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Studio Pilates International: Reformer pilates franchise with very similar small-group class format and subscription model. Closest direct competitor to Shape PT's reformer pilates service line within Australia.
• Body Fit Training (BFT): Australian-born group training franchise offering 45-minute programmed strength and cardio sessions. Comparable on small-group training format, trainer-led coaching and recurring membership model.
• Vision Personal Training: Australian personal training studio franchise offering 1:1 and small-group training with nutrition support. Highly comparable business model, target customer and pricing structure to Shape PT's core PT offering.
• F45 Training: Globally scaled Australian-origin functional training franchise with similar semi-private, trainer-led, programming-driven model. Comparable on community culture and small-group session format.
• KX Pilates: Australian reformer pilates franchise operating small-group reformer classes (similar 12-person cap) across multiple locations. Directly comparable on core offering (reformer pilates), pricing model (subscription) and target demographic.
• Club Pilates: US-based reformer pilates franchise with the same small-group reformer format. Relevant international comparable for Shape PT's reformer pilates economics and unit model.
• 12RND Fitness: Australian boutique boxing/HIIT studio chain with a recurring membership model and trainer-led group sessions. Comparable on subscription fitness, small group sizes and Sydney market exposure.

Emerging players

• The Pilates Class: Online/digital pilates platform offering subscription video classes. Adjacent competitor that represents the app/digital threat to Shape PT's in-person reformer offering.

Broad incumbents

• Fitness First: Major Australian incumbent fitness chain offering PT, group classes and corporate wellness. Broad overlap with Shape PT's portfolio but at significantly larger scale and price points.
• Anytime Fitness: Large 24/7 gym franchise operating broadly across Australia. Overlaps with Shape PT on commercial-grade gym access but lacks the personal training depth and reformer pilates niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/shape-personal-training-pty-ltd

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 Shape Personal Training & Reformer Pilates Pty Ltd