Balanced Body: Profile from a UK Buyer’s Perspective
Balanced Body: Profile from a UK Buyer’s Perspective
1. Overview and History
Founding and Background: Balanced Body was established in 1976 by Ken Endelman in Sacramento, California. Originally known as Current Concepts, the company began by reimagining Joseph Pilates' original equipment designs, integrating modern materials and engineering to enhance functionality, comfort, and safety. Before founding the company, Endelman was a designer and craftsman of fine custom furniture, which influenced the quality and design of Balanced Body’s apparatus. In 1998, the company rebranded as Balanced Body, reflecting its commitment to promoting accessible, mindful movement and aligning closely with the Pilates community.
Ken Endelman’s Involvement in the Pilates Trademark Case: In the 1990s, Endelman was instrumental in a landmark legal case involving the trademark of the term "Pilates." Studio owner Sean Gallagher held the trademark and sought to restrict others’ use of the name. Endelman and other industry leaders challenged the trademark, arguing that “Pilates” should be recognised as a generic term. In 2000, the court ruled in favour of this, helping Pilates grow globally and solidifying Balanced Body’s leadership role.
UK Distribution Beginnings: In 1998, Chris Onslow began stocking and distributing Balanced Body Reformers in the UK through his company, Pro Active Health Ltd. This early introduction of Balanced Body equipment helped build the brand’s presence and reputation in the UK market.
Location and Market Reach: Headquartered in Sacramento, Balanced Body has a strong global presence, with significant reach in the UK, Europe, and other markets. In the UK, Balanced Body operates without a dedicated distributor, managing sales directly through its US-based operations. Some products are also available through European distributors like Sissel, which has a UK outlet offering a limited selection of the Balanced Body range. This hybrid approach allows UK customers access to Balanced Body’s products with varying levels of availability and support.
Mission Statement and Values: Balanced Body aims to improve lives through mindful movement, focusing on quality, innovation, and education to make Pilates accessible and beneficial to a diverse audience.
2. Product Range and Innovations
Product Categories: Balanced Body offers a comprehensive range of Pilates apparatus, including Reformers, Cadillacs, Chairs, Barrels, and various accessories. Additionally, the company has developed products like the CoreAlign®, MOTR®, and Bodhi Suspension System®, broadening its reach into other movement practices beyond traditional Pilates.
Innovative Features:
Allegro® Reformer: Known for its stackable, space-saving design, the Allegro® Reformer is particularly popular among studios with limited space.
Allegro® 2 Reformer: This model features an intuitive footbar and adjustable resistance settings, making it adaptable for various user needs.
Contrology® Line: Inspired by Joseph Pilates’ original designs, the Contrology® line replicates classic equipment aesthetics and dimensions, appealing to traditional Pilates practitioners.
Patented Adjustability Features: Much of Balanced Body's historical success can be attributed to its patented design features, such as the rapid change gearbars and the adjustable footbar on Reformers. These innovations made Balanced Body’s equipment far more adaptable to individual body shapes and limb sizes than competitors. While other manufacturers had to design around these patents, many of them have expired over the past decade, allowing newer brands like Align-Pilates to establish their own patented rapid-change systems for spring and carriage adjustments. Balanced Body’s exclusive rights to the adjustable footbar will also soon expire, potentially reducing some of the brand’s unique selling points as other manufacturers gain the ability to implement similar features.
Materials Used: Balanced Body uses sustainable materials, such as high-quality hardwoods, anodised aluminium, and durable upholstery. The company maintains eco-friendly manufacturing practices and aims to reduce its environmental impact.
3. Price Points and Affordability
Price Ranges: Balanced Body positions itself within the mid-to-high-end market segment. Home Reformers start around £2,000, with professional-grade Reformers and equipment ranging upwards of £5,000, depending on customisations and additional features.
Value Proposition: For UK buyers, Balanced Body represents a solid investment in premium-quality, durable equipment with a high resale value. While supported by strong sales assistance, geographically relevant customer support in the UK is limited. Most post-sales support, including consultations and troubleshooting, takes place over the phone with the US team, which operates in a different time zone. This may require UK customers to adjust for time differences when seeking support.
Target Market Segments: Balanced Body serves Pilates studios, rehabilitation centres, wellness facilities, and home practitioners. In the UK, Balanced Body has successfully built relationships with leading Pilates instructor training programmes like Body Control Pilates, Polestar Pilates, and APPI. By introducing future instructors to its equipment, the brand has established a network of advocates who are knowledgeable about and loyal to Balanced Body apparatus, further strengthening its presence in the UK market.
4. Customer Support and Distribution Network
Service Availability: Balanced Body provides sales support and access to parts for UK customers, though comprehensive customer service is managed remotely from the USA. Installation and delivery in the UK are typically arranged via third-party providers who may lack specific knowledge of the equipment, which can result in challenges with setup and support for some customers. This setup is one of the main limitations identified by UK buyers.
Warranty and Maintenance: The company offers warranties on all equipment, with specific terms depending on the product. While replacement parts are readily available, maintenance services within the UK may require local arrangement or remote support from the USA, adding some complexity for UK users.
Distribution Channels: Balanced Body operates through direct sales from its website and authorised distributors worldwide. For UK customers, equipment can be purchased directly or through select European distributors such as Sissel, providing some availability within the UK market.
5. Reputation and Customer Feedback
Brand Perception: Balanced Body is widely respected within the Pilates community for its quality craftsmanship, innovative designs, and educational partnerships. The brand is well-regarded by studios and practitioners alike, especially those who appreciate a mix of traditional and contemporary apparatus.
Strengths and Weaknesses:
Strengths: High-quality, durable equipment; commitment to innovation and education; well-established relationships with UK Pilates training programmes; strong product adaptability and functionality.
Weaknesses: Higher price point may limit accessibility; limited geographically relevant support for UK customers, with remote support provided from the USA; reliance on third-party delivery and installation can affect customer experience.
Notable Endorsements: Balanced Body’s partnerships with leading UK Pilates training institutions have led to endorsements from instructors who are trained on its equipment, helping establish its reputation among UK Pilates professionals and students.
Balanced Body Website
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD. Discover more about how Chris can support your Pilates Business or home exercise choices at www.pilates-consultant.co.uk