Merrithew (formerly STOTT PILATES): Profile from a UK Buyer’s Perspective
Merrithew (formerly STOTT PILATES): Profile from a UK Buyer’s Perspective
1. Overview and History
Founding and Background: Merrithew, originally known as STOTT PILATES, was founded in 1988 by Lindsay Merrithew and Moira Merrithew (née Stott) in Toronto, Canada. Moira’s background as a professional dancer, combined with her Pilates training, laid the foundation for the company’s approach. Originally from the UK, Moira trained at the Russian School of Ballet in Bermuda, later graduating from the esteemed Ballet Rambert in England. After an accomplished career as a principal dancer with the City Ballet of Toronto and the Atlantic Ballet Company, she retrained and certified as a Pilates instructor under Romana Kryzanowska, a protégé of Joseph Pilates. Combining her dance expertise and Pilates training with Lindsay’s business acumen, they developed a contemporary approach to Pilates that integrates exercise science and rehabilitation principles into traditional Pilates.
Rebranding to Merrithew: In 2012, the company rebranded from STOTT PILATES to Merrithew. This strategic decision was influenced by several factors:
Diversification of Offerings: The company expanded beyond Pilates to include other mind-body modalities such as ZEN•GA®, Total Barre®, Halo® Training, Merrithew Fascial Movement, and CORE™ Athletic Conditioning and Performance Training™. The new name encompassed this broader range of fitness education and equipment.
Market Perception: The STOTT PILATES brand was closely associated with instructor training. Some competitors were hesitant to incorporate STOTT-branded equipment into their studios, viewing it as a direct endorsement of a rival training programme. Rebranding to Merrithew helped mitigate this issue, making the equipment more appealing to a wider market.
Personal Dynamics: Speculations suggest that personal factors, including relationship issues between Lindsay and Moira (later divorced), influenced the rebranding. The adoption of the Merrithew name, Lindsay's surname, as opposed to Stott (Moira's maiden name), may have reflected the company's leadership and direction.
UK Distribution Beginnings: In 2002, Chris Onslow began distributing STOTT PILATES products in the UK through Pro Active Health Ltd. Initially focusing on videos and small accessories, the partnership expanded to include exclusive distribution of apparatus through Pilates Solutions Ltd and training via Active Pilates Ltd. This collaboration continued until 2010, when Merrithew transitioned to direct supply in the UK, taking over distribution and management of its products.
Recent Developments: In February 2022, ONCAP, the mid-market private equity platform of Onex Corporation, acquired a majority stake in Merrithew. This partnership aimed to support Merrithew's global growth and expansion through organic and acquisition initiatives. In 2024, founders Moira and Lindsay Merrithew were bought out of their remaining shares and subsequently left the company, marking the end of their direct involvement in the business.
Location and Market Reach: Headquartered in Toronto, Merrithew has a global presence, including a significant footprint in the UK. The company serves a diverse clientele, from individual practitioners to large fitness and wellness facilities, with distribution channels encompassing direct sales and authorised distributors worldwide.
Mission Statement and Values: Merrithew is dedicated to motivating people of all ages and life stages to lead healthier lives through high-quality, innovative fitness programmes and equipment. The company emphasises education, innovation, and the integration of mind-body fitness principles.
2. Product Range and Innovations
Product Categories: Merrithew offers a comprehensive range of Pilates apparatus, including Reformers, Cadillacs, Chairs, Barrels, and various accessories. The company has also developed equipment for its other modalities, such as the Halo® Trainer and Total Barre® accessories.
Innovative Features:
Modular Equipment Design: Merrithew's equipment is designed with some modularity, allowing components like towers to be added to specific Reformers or mounted on walls. However, unlike brands like BASI or Align-Pilates, Merrithew apparatus is not fully interchangeable between models. For example, if a user wishes to change the leg height on an existing Reformer, they will need to replace the entire Reformer rather than simply swapping out the legs. Additionally, components like towers, Jumpboard, and other accessories are not universally compatible across models. This results in a greater variety of SKUs in warehousing and has led to some criticism from customers who prefer greater flexibility in upgrading or modifying their equipment.
Durability and Consistency: The company maintains a focus on producing durable equipment with consistent design standards. This approach has resulted in long-lasting products that have remained largely unchanged over the years, reflecting confidence in their original designs.
Materials Used and Manufacturing: Merrithew utilises high-quality materials tailored to each apparatus. Reformers are constructed with powder-coated steel frames and aluminium runners for durability and smooth functionality. Cadillacs and towers are crafted from powder-coated steel, with chrome-plated steel components for added strength and resilience. Wood is primarily used in Merrithew’s Barrels, Chairs, and various accessories. In the 1990s and early 2000s, much of Merrithew’s manufacturing took place in Toronto, with in-house employees handling production. However, since 2008/2009, a significant portion of metalwork and some equipment lines have been subcontracted to manufacturers in China, allowing for streamlined production and expanded capacity while maintaining the brand’s standards for quality craftsmanship.
3. Price Points and Affordability
Price Ranges: Merrithew positions itself in the mid-to-high-end market segment. Home Reformers start around £2,500, with professional-grade equipment ranging upwards of £5,000, depending on customisations and additional features.
Value Proposition: For UK buyers, Merrithew offers reliable, durable equipment backed by comprehensive training programmes. The equipment's longevity and the company's commitment to education provide added value for studios and practitioners.
Target Market Segments: Merrithew caters to Pilates studios, rehabilitation centres, wellness facilities, and home practitioners. The company's diverse range of modalities appeals to professionals seeking to offer comprehensive mind-body fitness programmes.
4. Customer Support and Distribution Network
Service Availability: In the UK, Merrithew took over distribution from Chris Onslow's companies around 2010/2011, employing Nick Cunningham (a previous manager in Chris Onslow’s companies) to run UK operations. Supported by a bonded warehouse, Nick continues to manage operations, providing localised support. Additionally, Nick independently runs a support company offering installation and maintenance services for Merrithew equipment.
Warranty and Maintenance: Merrithew offers robust warranties on its equipment, reflecting confidence in durability. Maintenance services and support in the UK are provided through Nick Cunningham, who independently manages installation and maintenance for Merrithew equipment, rather than directly through Merrithew’s UK operations.
Distribution Channels: Merrithew operates through direct sales from its website and authorised distributors worldwide. In the UK, the company manages distribution directly, ensuring consistent service and support.
5. Reputation and Customer Feedback
Brand Perception: Merrithew is respected within the Pilates community for its quality equipment and comprehensive training programmes. The brand is well-regarded by studios and practitioners, particularly those who value a consistent and durable apparatus.
Strengths and Weaknesses:
Strengths: High-quality, durable equipment; comprehensive training programmes; strong UK presence with localised support; modular design offering versatility.
Weaknesses: Limited innovation in recent years; higher price point may limit accessibility; equipment design may not appeal to those seeking the latest advancements in functionality or versatility.
Notable Endorsements: Merrithew has achieved strong brand support from its trained instructors and is well-regarded among UK Pilates professionals. In addition to Pilates studios, Merrithew equipment is well established in physiotherapy practices and sports conditioning centres across the UK, where its durability and quality are highly valued for therapeutic and athletic training purposes.
November 2024 Update
In November 2024, Merrithew expanded its portfolio by acquiring T.L. Elliott & Co Ltd, the parent company of Align-Pilates Equipment. This strategic acquisition strengthens Merrithew’s position as a leader in the Pilates and mindful movement market. By integrating Align-Pilates’ innovative and cost-effective apparatus into its offering, Merrithew now caters to an even broader range of studios, professionals, and home users, solidifying its ability to meet diverse needs across the global fitness community.
Merrithew 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