Reeform Pilates Studios

What Reeform Pilates Studios does

Reeform Pilates Studios is a Denmark-based franchise chain operating boutique reformer Pilates studios in suburban Greater Copenhagen and North Zealand. Founded in 2014 by Jens Dyrvig through Reeform Pilates Corporation ApS (CVR 36 96 48 20, headquartered in Birkerød), the chain has grown to 7 operating studios — Rudersdal, Kongens Lyngby, Hellerup, Søborg, Hillerød, Frederiksberg, and Furesø — with a signed franchise agreement for an 8th location in Hvidovre and a stated target of 10 studios by 2028. The flagship Rudersdal and Kongens Lyngby studios are owned directly by founder Jens Dyrvig, while the remaining studios operate as franchises owned by independent entrepreneurs (each a separate ApS legal entity) under the unified Reeform brand.

The core offering is group reformer Pilates on Balanced Body equipment, with each studio capped at 8 reformers per class and 60-minute sessions, complemented by matwork, barre, yoga, step, and 55-minute personal training sessions (one-on-one or 2-person). The technology stack is intentionally lean: Balanced Body reformers for hardware, MindBody Online for centralized booking and membership management across all studios, and a Reeform mobile app for member access. Quality control across the franchise network is delivered through Reeform Academy, the chain's proprietary instructor training program, now promoted via a dedicated website (reeformacademy.dk launched June 2026). The June 2026 corporate website relaunch, online class offering (dyrvigdaily.dk), and the Reeform App represent incremental digital extensions of the physical studio model.

Reeform generates revenue through a mix of subscription and prepaid products. Monthly subscriptions (Månedsaftale) are priced at Kr. 799/month (under 30) or Kr. 899/month (over 30), requiring a 6-month minimum commitment; prepaid period plans span 3, 6, and 12 months (the 12-month plan effectively offering 6 months free); and class cards (Klippekort) are sold in 1/5/10/20-class denominations at age-tiered prices ranging from Kr. 149 to Kr. 2,599. A Kr. 99 trial class supports acquisition. Pricing is publicly disclosed. Customer acquisition relies on local community marketing, word-of-mouth, Instagram, Facebook, and email, with multiple franchisees having started as customers themselves — a notable signal of organic brand pull. The business serves general fitness consumers and quality-focused enthusiasts seeking small-class, instructor-led reformer training, with the Rudersdal studio reporting an unusually high 40% male membership for the category.

Name

Reeform Pilates Studios

Legal name

Reeform Pilates Corporation ApS

Website

https://reeform.dk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Reeform Pilates Studios is a Danish franchise chain operating boutique reformer Pilates studios across Greater Copenhagen and North Zealand. Founded in 2014 by Jens Dyrvig, it offers group reformer, matwork, barre, yoga, and personal training across 7 studios with an 8th in development.

Ownership category

akta.pro rank

Product category

Boutique Pilates Studios

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), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Reformer Pilates classes
• Boutique fitness studios
• Pilates studio franchise
• Group fitness training
• Pilates instructor education

Headquarters

HQ city

Birkerød

HQ country

Denmark

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class Cards (Klippekort): One-time purchases of class credits valid for a set number of sessions. Cards range from 1 to 20 classes and must be used within 3-6 months of purchase.
2. Monthly Subscription (Månedsaftale): Recurring monthly membership with unlimited classes. Minimum 6-month commitment with automatic renewal. Monthly payment via credit card.
3. Unlimited Prepaid (Fri Træning Kontant): Prepaid unlimited access for 3, 6, or 12 months paid upfront. 12-month option includes 6 months free training.
4. Personal Training: One-on-one or small group (2 participants) personal training sessions sold in packages of 1, 5, or 10 sessions. 55-minute sessions.
5. Trial Class (Prøveklasse): Single trial class available once per 12 months at reduced price for new customer acquisition.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Reeform Pilates Studios operates a franchise chain of boutique Pilates studios in Denmark offering group Reformer Pilates classes (60-minute sessions on Balanced Body reformer machines, capped at 8 reformers per studio), along with Matwork Pilates, Barre Pilates, Yoga, Step classes and 55-minute Personal Training sessions (1-on-1 or 2-person small groups). The chain also runs Reeform Academy, an in-house instructor training and certification program, and offers a Reeform mobile app connected to the MindBody booking platform. Customers access classes via class cards (1 to 20 sessions), monthly unlimited subscriptions (6-month minimum) or prepaid 3/6/12-month plans.

Product overview

Reeform Pilates Studios operates a franchise-based chain of boutique Pilates studios across Denmark, offering Reformer Pilates as its primary offering across all 7–8 locations. The portfolio consists of group Reformer classes (on Balanced Body equipment, 8 reformers per studio), Matwork Pilates, Barre Pilates, Yoga, Step, and Personal Training sessions — all 60 minutes for group classes and 55 minutes for personal training. The business is structured around a platform-plus-sub-brands model: the Reeform brand and franchise concept (owned by Reeform Pilates Corporation ApS) is the central platform, supported by Reeform Academy for instructor education, and the Reeform App for member booking and access. Memberships are offered through multiple pricing tiers: punch cards (1/5/10/20 sessions), monthly subscriptions (6-month minimum), and prepaid period plans (3/6/12 months). A new Hvidovre studio (8th location) is planned. Studios operate under the MindBody Online scheduling system, and the Reeform Academy has a dedicated website (reeformacademy.dk).

Differentiator

Problem solved

Functional benefit

Brands

• Reeform Academy: The chain's own education and training academy for Pilates instructors, operating at reeformacademy.dk

Products and services

• Reformer Pilates Classes Group Pilates classes conducted on 8 Balanced Body reformer machines per studio, with sessions lasting 60 minutes; the primary service offered across all Reeform locations and targeted at adult consumers seeking effective, instructor-led Reformer training.
• Matwork Pilates Classes Mat-based Pilates classes held in a secondary studio room at most Reeform locations, complementing the Reformer classes for adult fitness consumers.
• Barre Pilates Classes Barre classes that combine ballet-inspired movements with Pilates, run in dedicated barre rooms at multiple Reeform studios for adult consumers.
• Yoga Classes Yoga classes held in dedicated rooms at several Reeform locations, offered to adult members as a complement to Reformer and matwork Pilates.
• Step Classes Step aerobics-style classes offered at selected Reeform studio locations, complementing the Reformer and matwork Pilates offerings for adult members.
• Personal Training One-on-one or small-group personal training sessions (up to 2 participants) lasting 55 minutes, sold per session or in 5- or 10-session packages, available at all Reeform studios for adult consumers.
• Reeform Academy Instructor Training Proprietary instructor training and certification program operated under the Reeform Academy brand (reeformacademy.dk), training all Reeform instructors and supplying franchisees with a standardized pool of qualified instructors; available to fitness professionals seeking Reeform certification.
• Online Classes Online Pilates and fitness classes streamed via the Reeform online platform (dyrvigdaily.dk), extending the studio experience to members beyond the physical locations.

Quantifiable outcome

• Reformer classes are 60 minutes; personal training sessions are 55 minutes
• +1 more outcomes

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

Feature3 records

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• SLT: Boutique fitness brand centered on reformer-based strength and Pilates classes with capped class sizes. Comparable premium pricing, small-format studios, and instructor-driven positioning.
• [solidcore]: U.S. boutique fitness chain built around 50-minute reformer-based group classes with small class sizes and premium positioning. Closely mirrors Reeform's premium-boutique reformer economics and brand-led approach.
• Club Pilates: Largest Pilates-focused franchise in the world, offering group reformer-based classes in small-group settings across hundreds of U.S. studios. Directly comparable franchise-plus-reformer model to Reeform, with similar unit economics and instructor-quality scaling challenges.
• Barre3: Franchised boutique barre and Pilates-format fitness brand with small-group classes and premium subscription pricing. Closely comparable boutique franchise structure, complementary class mix (barre + matwork), and similar target customer.
• Pure Yoga: Premium yoga and Pilates studio chain operating flagship multi-format urban locations. Comparable in premium positioning, multi-discipline class mix (yoga + Pilates + barre-style), and small-class boutique format.

Broad incumbents

• Equinox: Premium global fitness operator offering Pilates reformer classes, barre, yoga, and personal training as part of a broader luxury wellness portfolio. Sets the upper bound of premium positioning Reeform aspires to and competes with for affluent Copenhagen customers.
• Basic-Fit: Europe's largest low-cost fitness operator with hundreds of locations across the continent. Provides price-anchored competitive pressure on Reeform's premium subscriptions and limits how much pricing power the boutique model can exert in the Danish market.

Regional players

• SATS: Leading Scandinavian fitness chain with broad gym plus group-class offerings, including Pilates, across the Nordics. The principal regional incumbent Reeform must compete with for both members and instructors in the Copenhagen and North Zealand catchment.
• Pure Gym Denmark (formerly Fitness World): Largest low-cost fitness operator in Denmark following the Fitness World rebrand; competes for the same Greater Copenhagen consumers but at a much lower price point, representing the principal mass-market alternative to Reeform's premium boutique model.

Emerging players

• Xtend Barre: Globally franchised barre and Pilates-inspired studio chain combining ballet barre with Pilates-based movement. Comparable boutique class format and franchise model, particularly relevant to Reeform's barre and matwork offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xinstagram.com/reeformpilates
• Facebookfacebook.com/reeformpilates
• Instagraminstagram.com/reeformpilates
• LinkedInlinkedin.com/company/reeform-pilates-studios

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries8 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 Reeform Pilates Studios