EoS Fitness Adds Reformer Pilates at 3 Locations, More to Come

Pilates is heading to another HVLP gym operator, where a month’s membership can cost less than a single class at a boutique studio

EoS Fitness, the high-value, low-price (HVLP) operator that crossed two million members and has been on an acquisition spree, is rolling out reformer Pilates as the latest boutique format it has pulled inside the big box. 

The program lands this summer at three pilot gyms in Las Vegas, Nevada; Tempe, Arizona and Houston, Texas, with a wider rollout slated for next year. 

It will be available to Will Crush and Will Power members, EoS’ membership tiers in the $24.99 to $29.99 per month price range.

The lineup runs three EoS-branded formats plus a Les Mills Reformer offering: Re:Fine, for a more classical take on the popular fitness modality, Re:Mix, which folds in off-equipment strength work and Re:Build, a performance-minded option.

“Reformer Pilates has often been out of reach for everyday gym-goers, and we’re changing that,” said Joella Hopkins, EoS Fitness executive vice president of group fitness. “We’re truly redefining what reformer Pilates can look like in the gym and creating a more dynamic, high-energy experience. The best part is there’s something for everyone, from first-timers discovering reformer Pilates to seasoned members ready to level up their workouts.”

For those keeping score, the TSG Consumer partners-backed EoS joins a growing list of HVLP operators hauling boutique-style formats in-house, including, recently, reformer Pilates. Vasa Fitness announced its own Studio Pilates class, while 20 Crunch Fitness clubs will feature their own reformer Pilates studio concept beginning next month. 

For all the encroachment, the boutique Pilates world is not sweating it, at least according to Solidcore president and CEO Bryan Myers, Pilates Addiction CEO Sarah Luna, Club Pilates vice president of training and experience Jenna Morris and JetSet Pilates vice president of product and talent Alex Lyons.

The group expressed that very sentiment at Athletech News’ Innovation Summit this week, in agreement that the big-box reformer push does not worry them. Their read is that getting Pilates in front of the masses works as an entry point, a less expensive first taste that sends curious newcomers toward a dedicated studio once they are hooked.

Notably, one major HVLP player has stayed out of the boutique-goes-big-box movement, at least in the U.S.: Planet Fitness. However, the gym giant did recently bring reformer Pilates to its club in Epping, Australia, available to premium Black Card members during staffed hours.