Your Reformer Brings ‘Peloton of Pilates’ Experience to NYC With Showroom, Rental Expansion
Your Reformer is betting on flexible rentals to win over at-home Pilates users on the East Coast
Australian-born Pilates brand Your Reformer is making its East Coast debut, bringing its at-home Pilates equipment and growing fitness platform to New York City. Dubbed the “Peloton of Pilates,” the company is set to open its showroom in Manhattan’s Chelsea neighborhood on April 21, expanding access to its $39 per week rental program for East Coast Pilates enthusiasts.
Billed as an accessible way for Pilates fans to score an at-home Reformer—a typically pricey purchase that often sparks hand-wringing—Your Reformer lets customers rent the equipment for as long as they need, with the company handling the delivery and assembly. Each Reformer rental includes class props like a box, jumpboard, ring, ball, 2.2 lb hand weights and access to the Your Reformer app. Rentals continue on a weekly basis unless a customer gives two weeks’ notice, at which point Your Reformer’s delivery team will retrieve the equipment.
The move marks the next phase in Your Reformer’s U.S. growth strategy and follows its West Coast launch last year. The upcoming Chelsea showroom gives prospective customers a chance to experience Your Reformer’s signature Reformers in person before considering a rental or committing to a full purchase.
Beyond its consumer rental model, Your Reformer is also building out its presence in the commercial fitness sector, outfitting fitness operators such as Snap Fitness, World Gym, Oxygen Yoga & Fitness and Club Fitness.
The brand also offers ReformerPro, a commercial platform designed for gyms, hotels and wellness spaces. The commercial offering features both instructor-free class streaming for members as well as instructor-focused planning tools.
“ReformerPro gives our partners a competitive edge, providing a digital solution to increase user access to Reformer Pilates equipment and industry-leading instructors without the large overheads,” co-founder Ben Stallworthy said. He and his wife, Emma, created the concept after owning (and then selling) multiple gyms.
As for the future of the Pilates equipment segment, a market report last fall from Technavio projected that the global Pilates equipment market size will grow by $146.3 million from 2024 to 2028.