What Reform Studios does

Reform Studios is a privately held, single-location boutique Pilates studio operating at 228 E Illinois St in Chicago's Streeterville neighborhood. Founded by Jennifer Villamil — a former advertising executive who transitioned into fitness after personal experience with Pilates through injury recovery and postpartum rehabilitation — the studio serves individual health-conscious consumers and athletes in the Chicago market with instructor-led group classes, private sessions, and a self-paced digital offering.

The studio's distinguishing technical asset is the REFORMRX Smart Reformer, described as the world's first Smart Reformer and exclusive to Reform Studios in Chicago. The hardware integrates digitally calibrated resistance, intelligent adaptive resistance, real-time performance tracking, and on-screen instructor-led coaching, supported by an On-Demand+ digital platform available in 10 languages. Reform Studios packages this hardware-software stack across four proprietary trademarked class formats (REFORM Signature Flow, REFORM Sculpt, Foundations, and Lengthen & Tone), with content filterable by goal, body focus, format, difficulty, and music genre.

Reform Studios generates revenue through monthly recurring Studio Access memberships (Starter 1x/week through Unlimited 4x+/week, plus a Private Access tier), non-recurring class packs (5/10/20 group classes or On-Demand+ sessions), single drop-ins, private session packages, and time-limited introductory offers ($99 for two weeks of unlimited access; $229 for three private sessions). Booking, payment, and membership management are outsourced to the Momence platform, and the studio operates seven days a week from 6am to 8pm. The company is bootstrapped and independently owned, with no disclosed external funding, no multi-site footprint, and a 1–10 employee headcount.

Name

Reform Studios

Legal name

Reform Studios

Website

https://reformstudiospilates.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Reform Studios operates a single Chicago Pilates studio offering instructor-led group classes, private sessions, and On-Demand+ workouts built on its exclusive REFORMRX Smart Reformer technology, serving individual health-conscious consumers and athletes with tiered monthly memberships and class packs.

Ownership category

akta.pro rank

Product category

Pilates Reformer Fitness Studio

NAICS

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

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

• Pilates reformer classes
• Group fitness classes
• Personal training sessions
• Smart reformer workouts
• On-demand fitness

Headquarters

HQ city

Chicago Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Access Memberships: Monthly recurring membership plans offering varying levels of weekly class access (1X to 4X per week) with flexibility to mix between group classes and On-Demand+ sessions. Plans include Starter, Signature, Elevate, and Unlimited tiers with no long-term commitment for most plans.
2. Class Packs and Drop-ins: One-time purchase of class packs (5, 10, or 20 group classes) and individual drop-in sessions for flexible schedules or occasional visits. Includes On-Demand+ packs and private session packages.
3. Private Sessions: One-on-one personalized training with expert instructors on the REFORMRX Smart Reformer, customized in real time using performance data, form analysis, and progressive programming. Available as single sessions, 3-pack, 4-pack, or 10-pack.
4. Introductory Offers: Time-limited introductory pricing including 2-week unlimited access at $99 and 3 private sessions at $229, designed to convert new customers into long-term members.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Reform Studios is a Chicago-based Pilates studio offering instructor-led group reformer classes, one-on-one private sessions, and On-Demand+ self-guided workouts powered by its proprietary REFORMRX Smart Reformer technology. The studio sells monthly memberships (Starter through Unlimited tiers), class packs, and introductory offers to local fitness consumers seeking technology-enhanced Pilates experiences.

Product overview

REFORM Studios offers a unified Pilates studio experience centered on the proprietary REFORMRX Smart Reformer, the world's first Smart Reformer available exclusively in Chicago. The core offering consists of instructor-led group fitness classes (REFORM Signature Flow, REFORM Sculpt Lab, Lengthen & Tone, and Foundations) and On-Demand+ self-paced sessions available in 10 languages. Private Sessions provide one-on-one personalized training. Studio Access Plans (Starter, Signature, Elevate, Unlimited, and Private tiers) provide the primary membership structure, while Class Packs and seasonal promotions like Summer Packs offer flexible, non-commitment purchasing options. The technology platform integrates booking and payment processing through Momence.

Differentiator

Problem solved

Functional benefit

Products and services

• REFORMRX Smart Reformer The world's first Smart Reformer, exclusive to REFORM Studios in Chicago, featuring intelligent adaptive resistance, real-time performance tracking, and integrated on-screen expert-led coaching.
• REFORM Signature Flow (Group Class) Proprietary all-levels group class format combining strength, flexibility, and low-impact cardio, designed for members seeking a balanced full-body reformer workout.
• REFORM Sculpt Lab Strength-focused group class designed around time under tension, resistance precision, and controlled intensity on the REFORMRX Smart Reformer for measurable muscle and endurance outcomes.
• Foundations (Beginner Group Class) Beginner group class teaching proper setup, alignment, and movement patterns for new Pilates or reformer practitioners, building foundational strength safely.
• Lengthen & Tone Group class blending strength and mobility training to build lean muscle, increase range of motion and control, and support posture and joint health.
• On-Demand+ Session Self-paced session on the REFORMRX Smart Reformer featuring on-screen instructor-led workouts with real-time performance feedback, available in 10 languages.
• Private Sessions One-on-one personalized training with an expert instructor on the REFORMRX Smart Reformer, customized using performance data, form analysis, and progressive programming.
• Studio Access Plans (Memberships) Recurring membership tiers (Starter 1x/week, Signature 2x/week, Elevate 3x/week, Unlimited 4x+/week, Private 2x/week) granting access to group classes and On-Demand+ sessions.
• Class Packs One-time bulk purchases of 5, 10, or 20 group classes, On-Demand+ sessions, or private sessions for flexible, non-membership use.
• Summer Class Packs Seasonal promotional class packs offering 10% off the regular 20-pack rate for group classes or On-Demand+, available May through Labor Day.
• Introductory Offers Time-limited introductory offers, including a 2-week unlimited pass at $99 and a 3-private-session package at $229, intended to convert new customers into members.

Quantifiable outcome

• Most clients see positive results in as little as 2x per week

Named customers5 records

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

AI capability3 records

Feature3 records

Partnerships

One partnership is on record.

• Kiehl'sminorOthersSpa amenities provider for studio locker rooms. Kiehl's products are used in the studio showers as part of the premium spa-like customer experience.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• StretchLab: Assisted stretching and flexibility franchise with a comparable one-on-one/small-group assisted session model and recurring membership structure; overlaps Reform on the recovery and mobility use case for athletes and active consumers.
• SLT: Multi-location boutique studio offering Pilates-based strength training on branded reformer-style equipment. Comparable on premium pricing, signature class formats, and subscription-driven model.
• Solidcore: National boutique fitness brand built around a proprietary Pilates-inspired reformer workout. Closely comparable on premium positioning, branded class formats, and membership-based recurring revenue.
• Club Pilates: Largest Pilates franchise in the U.S., offering group reformer classes at hundreds of locations. Directly comparable to Reform Studios on category (Pilates group classes), customer (general health-conscious consumers), and business model (membership + class packs).

Broad incumbents

• SoulCycle: Established boutique fitness brand with a similar premium, community-driven, class-pack/membership model. Comparable as a peer in the boutique fitness category competing for the same discretionary consumer spend.
• CorePower Yoga: Large national boutique fitness chain with a Pilates-adjacent, results-driven class philosophy and tiered memberships. Comparable to Reform on subscription tiers and athletic, health-conscious customer base.
• Equinox: Premium multi-club fitness brand offering Pilates reformer classes within broader club memberships. Comparable to Reform on premium positioning and target customer (high-income urban professionals) though product is broader.
• Life Time Fitness: National premium health club operator with a Pilates reformer class offering. Comparable on premium positioning, structured class programming, and tiered membership models, though delivered inside a much larger facility footprint.

Regional players

• Pilates Plus Chicago: Chicago-based boutique Pilates studio offering reformer and mat classes with a comparable group/private/digital-style mix. Direct regional competitor for the same local consumer base as Reform Studios.

Emerging players

• Body Ro\+ Pilates: Emerging boutique reformer Pilates concept with multiple U.S. locations, focusing on group reformer classes and signature programming. Comparable to Reform on class-format branding and consumer pricing model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/reformstudios

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Reform Studios