Pilates Reformer in Fitness vs. Wellness – A Tale of Two Markets

As a Pilates business consultant in the Pilates Industry for more than 25 years, I have witnessed the rise and fall of trends within and around Pilates in the UK.

Reformer Pilates is now being grasped by fitness brands and franchises eager to capitalise on the growing popularity of the Pilates Reformer in more traditional Pilates studios. Yet here lies the key challenge: The Reformer is not designed as a fitness machine. It is a tool of the Pilates Method, designed for wellness, precision, and long-term results, not for the high-intensity, performance-driven demands of fitness trends.

For investors and instructors alike, the distinction between fitness and wellness markets is crucial. Fitness may drive immediate engagement, but the UK Pilates market is grounded in wellness, a sector built on trust, longevity, and genuine results.

The Rise of Pilates in the Fitness Market

Over the past 20 years, Pilates has repeatedly found itself at the centre of fitness trends:

In the early 2000s, the celebrity-led fitness craze as influencers moved from Yoga made Pilates the “must-try” workout.

As the same trend setters moved on 5 years later to Barre and then Cross-fit and then HIIT, it left behind a highly loyal core of clients who recognised Pilates for its long-term wellness benefits.

Now, the Reformer, with its distinctive look and versatility, has caught the attention of the fitness industry once again, particularly within boutique franchises.

Franchises like Strong Pilates have re-engineered the Reformer to suit a fitness audience, combining it with equipment like a static Rower and Cycle now named the Rowformer and Bikeformer to create HIIT-inspired, cardio-driven classes. It’s a clever adaptation for the fitness market, but it is not Pilates.

The Wellness Market: Pilates’ True Home

The established UK Pilates market is wellness-driven. Clients come to Pilates studios not for “beach body” aesthetics or high-performance goals but for sustainable health and lifestyle benefits such as

· Improved posture, core strength, and flexibility.

· Rehabilitation from injury or chronic pain.

· Balance and mobility for ageing populations.

Unlike fitness clients, wellness clients are longitudinal; they see Pilates as a lifelong practice, not a passing trend. A Pilates client may begin classes in their 30s, but they will still be attending sessions in their 50s, 60s, and beyond.

This is where fitness franchises like Studio Pilates miss the mark in the UK. Their reliance on screen-led classes and lower-cost supervisors appeals to the less needy local fitness crowd looking for a quick workout and to try out Pilates. However, it fails to deliver the personalised experience and expertise that the wellness market demands and so whilst it builds awareness of Pilates the client Churn is much greater than in a wellness oriented Boutique Pilates studio.

Reformer Pilates: Fitness Trend or Wellness Staple?

The Pilates Reformer was never designed for the fast-paced, high-intensity nature of HIIT workouts. It is a tool requiring precision, control, and attention to form—qualities that align with wellness rather than fitness. Yet fitness franchises are determined to “fit” the Reformer into their models because of its rising popularity.

Consider the differences:

Fitness Market Wellness Market

High-intensity, goal-oriented Long-term, sustainable results

Focus on aesthetics and performance Focus on health and functionality

Clients cycle in and out Clients remain loyal for decades

Short-term churn Low churn, consistent retention

Strong Pilates, for example, is creating a hybrid concept—HIIT-inspired fitness classes with Reformer-based movements—but it is not offering Pilates as a method. It works because it is a fitness-first franchise, not a wellness offering.

Why Studio Pilates Struggles in the UK

Studio Pilates, in contrast, comes from a fitness-oriented Australian market where Pilates is treated more as group exercise. Their reliance on screens and formulaic class structures works for a fitness audience looking for affordable, no-frills workouts.

However, the UK’s wellness-driven clients see this as a shortcut. Screen-led classes, no matter how well marketed, cannot replace the expertise of a hands-on, highly trained Pilates instructor.

UK clients expect results over time, not just a workout for today.

Retention is driven by trust in instructors and personalised care, not cost-saving models.

What UK Investors Need to Understand

For investors considering Pilates franchises, it is essential to ask: “Who is the target market?”

If the goal is to serve the fitness crowd, franchises like Strong Pilates have merit. Their model is built for cardio, performance, and class volume, and they have engineered their equipment accordingly.

If the goal is to serve the wellness market, these models fall short. Wellness clients expect precision, expertise, and a connection to the Pilates method, not HIIT-inspired workouts or screen-led classes.

In the UK, where the wellness market dominates, independent boutique studios have a distinct advantage:

· Personalisation: Tailoring sessions to meet client needs, from clinical Pilates to small group classes.

· Trust: Building long-term relationships with clients who see Pilates as a lifelong practice.

· Flexibility: Diversifying revenue streams with private sessions, clinical programmes, and instructor training.

Fitness Trends Will Move On—The Wellness Market Will Endure

The fitness market thrives on novelty—Aerobics, Step Aerobics, CrossFit, Barre, and HIIT have all had their time in the spotlight. Yoga and Pilates, however, have transcended trends to become a wellness staple. This is why independent studios that focus on the true Pilates Method whether in a Classical form or a Contemporary form will continue to thrive in the UK.

Fitness franchises may see short-term success by repurposing the Reformer, but their long-term viability depends on keeping up with the next fitness craze. In contrast, the wellness market offers stability, loyalty, and sustainable profitability for those who understand its value.

Know Your Market

Reformer Pilates has become the fitness world’s latest buzzword, but its roots remain firmly in the wellness market. For investors, the choice is clear:

If you want a fitness business with HIIT-inspired group workouts, franchises like Strong Pilates offer a structured model that may succeed—though at significant cost.

If you want a wellness business built on trust, expertise, and sustainable client relationships, the independent boutique studio model remains the best path forward in the UK.

Fitness trends will come and go, but Pilates as a wellness practice will endure. For those who invest in the long-term, it’s not about chasing the next craze; it’s about understanding what Pilates truly is, and delivering that value to clients who will stay with you for life.

If you’re considering a Pilates franchise or looking to open an independent studio, I’d be delighted to provide honest, practical guidance based on over 25 years of industry experience. Contact me today to ensure your investment aligns with the market you want to serve.

Why UK Investors Struggle to See Value in Foreign Franchise Models.

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