Dubbed the “Peloton of Pilates,” Your Reformer has built a unique model that combines consumer rentals with commercial sales
Australian Pilates brand Your Reformer has struck a distribution deal with Johnson Health Tech, extending the sides’ relationship beyond Australia. Through its Matrix Fitness network, Johnson Health Tech will become an authorized distributor of Your Reformer equipment and digital solutions across Europe, the U.K., South Africa and the UAE.
The partnership, which comes as the Pilates equipment market is set to grow by $146.3 million from 2024 to 2028, opens doors for fitness operators in those regions, giving them access to Your Reformer’s studio-quality reformers and KioskPro, an on-demand digital Pilates platform.
Dubbed the “Peloton of Pilates,” Your Reformer has built a unique model that combines consumer rentals with commercial distribution. A $39-per-week at-home rental program allows Pilates enthusiasts to access a full reformer setup (delivered and assembled by the company) without the steep price tag. Rentals include props like a jumpboard, ring, ball and hand weights, plus access to the Your Reformer app. Customers can continue weekly or cancel with two weeks’ notice, at which point the equipment is retrieved. For customers who want to move from renting to owning, Your Reformer coordinates the delivery of a brand-new reformer at the same time the rental unit is collected.
The brand recently expanded the model to the U.S. East Coast, opening a Chelsea showroom in New York City and hosting a five-day immersive pop-up in New York City that featured 24 hours of back-to-back classes on World Pilates Day.
Beyond consumers, Your Reformer is targeting gyms, studios, hotels and wellness spaces through ReformerPro, a commercial platform that bundles equipment with digital content. Facilities can run instructor-free streaming classes for members or use instructor planning tools to improve programming. Partners already include Snap Fitness, World Gym, Oxygen Yoga & Fitness and Club Fitness.
Your Reformer founder Emma Stallworthy highlighted the deal’s significance in a LinkedIn post, calling it a “huge partnership” and noting the strategic alignment between the two companies.
Your Reformer is continuing its stateside push with a curated pop-up experience in Los Angeles this week at The Haven, a temporary studio at 8013 Melrose Ave. Visitors can book a free 45-minute timeslot, selecting from more than 900 virtual classes tailored to different moods and fitness goals. Each session comes with complimentary YR grip socks, a tote bag and merchandise, plus access to exclusive product discounts and offers.
