Reform Studio

What Reform Studio does

Reform Studio is a single-site boutique Pilates and wellness studio located at 9-11 Side, Quayside, Newcastle upon Tyne, operated by the founder-owned private limited company Reform Studio Group Limited (company number 16418161). The studio delivers Reformer Pilates, Mat Pilates, Barre, and Sound Healing classes on two purpose-built studio floors under a single proprietary 'Reform Method' progression pathway, supported by a top-floor Wellness Lounge with infrared sauna and cold plunge pools, a wellness café, and an in-house ReformWear boutique. The studio claims to be Newcastle's largest Pilates studio and offers 72+ weekly classes.

The studio serves two distinct customer segments: individual wellness consumers (beginners, post-injury, busy professionals, pregnant clients, and experienced movers seeking low-impact strength and conditioning) and corporate/organisation buyers via team memberships, private team classes, and the 'Know Your Numbers' workplace wellbeing programme. The primary go-to-market is direct-to-consumer at the Quayside studio, with a secondary B2B motion through corporate wellness partnerships (most notably a hotel partnership with Dakota Newcastle) and event-driven acquisition via brand collaborations (Givenchy) and purpose-driven community events (e.g. REFORM HER for International Women's Day).

Revenue is generated through tiered monthly memberships (Bronze £98/mo through Unlimited £225/mo, typically on 1- or 3-month contracts), non-contract class passes and intro packs (£20-£90), Wellness Lounge private sessions (£55-£85), café transactions with 10% member discount, corporate subscriptions, and gift cards. Bookings, memberships, and pass sales run through the Momence platform. The company was founded by Victoria Darroch and has 1-10 employees; it received investment from North East Fund in December 2025 and is not publicly listed. Awards include #1 Pilates Studio in Newcastle (Smart Brit, 2026) and a nomination for Wellness Business of the Year at My Local Awards 2026.

Name

Reform Studio

Legal name

Reform Studio Group Limited

Website

https://reform-studio.co.uk

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Reform Studio is a founder-owned, single-site boutique Pilates and wellness studio on Newcastle Quayside offering Reformer and Mat Pilates, Barre, Sound Healing, infrared sauna and cold plunge, plus corporate wellness programmes, serving individual consumers and B2B clients in North East England.

Ownership category

akta.pro rank

Product category

Boutique Pilates and Wellness Studio

NAICS

Fitness and Recreational Sports Centers (713940)

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), Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE)

Keywords

• Boutique Pilates studio
• Reformer Pilates classes
• Wellness studio services
• Corporate wellness programmes
• Infrared sauna recovery

Headquarters

HQ city

Wales

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly recurring memberships (Bronze, Silver, Unlimited tiers) providing access to scheduled classes. Contracts range from 1-3 months. Primary revenue driver for predictable recurring income.
2. Class Passes and Intro Packs: Non-contract options including beginner intro packs (£80 for 4 sessions), city visitor passes (£90 for 3 classes), and single introductory classes (£20-30). Flexible entry points for new customers not ready for membership commitment.
3. Wellness Lounge Experiences: Private 60-minute wellness sessions offering infrared sauna and cold plunge access. Priced per person (£55), couple (£75), or group of 4 (£85). Premium recovery experience separate from class bookings.
4. Wellness Café: On-site café offering artisan coffee, matcha, smoothies, açai bowls, and prepared meals. Provides ancillary revenue from members and visitors with 10% discount for members.
5. Corporate Wellness Partnerships: Corporate memberships, team wellness events, and the 'Know Your Numbers' data-led workplace wellbeing programme. Tailored packages for organisations including subsidised memberships and trackable outcomes.
6. Gift Cards: Gift cards redeemable for Pilates classes, wellness sessions, sauna, and plunge pool access. Drives new customer acquisition and provides flexible gifting options.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Reform Studio operates a multi-floor boutique wellness destination on Newcastle Quayside offering premium group Pilates classes (Reformer, Mat, Barre) plus Sound Healing, supported by a Wellness Lounge with infrared sauna and cold plunge pools, private sessions, an on-site wellness café, and corporate wellness programmes. All classes are taught through one shared Reform Method progression pathway ensuring consistency across class types, with bookings managed through the Momence platform and revenue generated via tiered memberships, class passes, and per-session Wellness Lounge fees.

Product overview

Reform Studio is a premium multi-floor wellness destination on Newcastle Quayside offering a unified wellness experience combining Pilates instruction (Reformer, Mat, and Barre classes), recovery amenities (Wellness Lounge with infrared sauna and cold plunge pools), and lifestyle services (ReformWear boutique and Reform Café). The core offering revolves around expert-led group classes taught through one shared progression pathway, supported by flexible membership tiers and class pass options. Additional revenue streams include private sessions, corporate wellness programmes, and the seasonal Summer Club programme.

Differentiator

Problem solved

Functional benefit

Products and services

• Reformer Pilates Premium Reformer Pilates classes using curved reformer beds offering low-impact, high-intensity full-body workouts designed to build strength, improve posture, enhance mobility, and support long-term resilience; delivered in small group format for beginners through advanced members.
• Mat Pilates Controlled bodyweight Mat Pilates classes focused on core strength, stability, functional mobility, and mindful flow, providing a deeper understanding of Pilates principles for members and beginners.
• Barre Music-led Barre class fusing Pilates, ballet conditioning, and functional strength training using small, precise movements to challenge the body, strengthen the core, and build endurance without impact.
• Sound Healing + Restorative Flow Nervous-system calming sessions combining sound bowls, gentle breathwork, and restorative flow designed to let the body soften and mind settle, suitable for stress relief and balancing intense training.
• Wellness Lounge Luxury private 60-minute recovery experience including infrared sauna and cold plunge pools, available to individuals, couples, and groups of four with luxury wellness products, fresh towels, and a private finishing area on the top floor.
• Private Sessions Personalised one-on-one or small group sessions with instructors for technique refinement, injury rehabilitation, or fast-tracking progress before joining group classes.
• Reform Café Wellness-focused on-site café offering artisan coffee, matcha, smoothies, açaí bowls, overnight oats, and fresh prepared meals, with a laptop-friendly workspace and a 10% discount for studio members.
• ReformWear In-house boutique offering Reform Studio branded merchandise and activewear available to members and visitors.
• Corporate Wellness Programmes Tailored B2B corporate wellness offering including corporate memberships, private team classes, wellness away days, and the Know Your Numbers data-led workplace wellbeing programme with trackable outcomes, delivered on-site at the studio or integrated into partner facilities such as Dakota Newcastle.
• Summer Club Seasonal 8-week summer programme priced at £199 offering up to three Mat Pilates and Reformer sessions per week on Monday, Wednesday, and Friday, designed to help participants stay consistent, build strength, and progress during summer; limited to 24 places and beginner-friendly.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• Dakota NewcastlecoreGTM or Marketing PartnerHotel partnership delivering premium wellness experiences for corporate clients and hotel guests. Reform Studio integrates into Dakota's meeting and stay offerings with corporate Pilates sessions, team wellness experiences, breakfast and café packages, and bespoke wellness add-ons. Located just minutes from the Quayside, the partnership elevates both brands' corporate wellness propositions.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Club Pilates: International Reformer Pilates franchise operating hundreds of locations worldwide. Comparable as a Reformer-centric model targeting mass-market to mid-premium tiers, representing both a competitive threat and a reference benchmark for unit economics.
• FLY LDN: London boutique studio offering Reformer Pilates, barre, and strength classes in a premium setting. Directly comparable to Reform for its Reformer-led class mix and urban boutique positioning.
• Ten Health & Fitness: London boutique fitness brand combining Reformer Pilates, physiotherapy, and recovery services. Comparable to Reform in integrating movement, recovery, and clinical/wellness expertise within a single premium studio.
• Psycle London: London boutique studio offering multiple class disciplines (cycle, strength, Pilates, barre) with a design-led premium brand. Comparable to Reform in its multi-discipline premium boutique model.
• Barrecore: UK barre-focused boutique studio chain offering structured barre classes in a premium environment. Comparable to Reform for barre as one of its core disciplines and similar premium urban positioning.
• 1Rebel: UK boutique fitness studio chain delivering premium group classes, signature training concepts, and design-led studio environments. 1Rebel's approach to premium positioning, signature class types, and urban locations is directly comparable to Reform's market approach.
• Heartcore Fitness: London-based premium boutique fitness brand offering Reformer Pilates, mat Pilates, barre, and strength classes. Heartcore's multi-discipline, premium-positioned studio model and city-focused footprint closely mirror Reform's value proposition.

Others

• Momence: Booking and membership management platform used by Reform Studio. Adjacent as the technology enabler of Reform's scheduling, memberships, and class pass commerce rather than a direct competitor.

Broad incumbents

• Third Space London: London premium health club offering group exercise, Pilates, and recovery amenities across multiple locations. Comparable to Reform's premium positioning and integrated movement + recovery offer, but as a broader incumbent.
• F45 Training: Global functional training franchise with a strong UK presence. Comparable as a broader boutique fitness incumbent expanding into the same demographic that Reform targets, though with a different core discipline.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/reformstudiouk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Reform Studio