STRONG Pilates Pushes UK Expansion

STRONG Pilates is scaling up with the goal of reaching 100 UK franchises.

What’s happening: The Aussie-born studio operator opened in Leicester after debuting in London earlier this year. The Pilates-inspired concept fuses HIIT and low-impact workouts on patented “Rowformers” – a cross between Reformer and rowing machines.

STRONG’s UK managing director and ex-Australian cricketer John Hastings says the region is “crying out for” the brand’s innovative approach.

Flexing its muscles, STRONG Pilates is planning 10 more sites by March 2024. Eyeing global reach, the brand hopes to replicate the 350% YoY growth from its 50 studios Down Under and has committed to 70 Canadian sites and 11 in Singapore.

Why it matters: As Brits hone in on holistic health, a Pilates boom and surging demand for low-impact exercise sparked a wave of hybrid routines.

• Virgin Active launched Reformer Recovery, mixing static and dynamic stretching, at Reformer-equipped clubs.
• FS8, a Pilates, yoga and tone spin-off from F45, launched in the UK last year.
• Psycle’s popular Reformer classes fuse Pilates, functional training and yoga.
• UK incumbent Ten Health & Fitness offers Reformer + stretch classes across its 11 London studios.

Another approach… Reform RX introduced a connected movement-tracking Reformer, with ~100 different classes, allowing home and club users to mix up strength, cardio and flexibility.

Takeaway: Pilates has never been more popular in the UK, but the Reformer is winning new fans. With innovative twists like STRONG’s on machine and format, it’s proving adaptable to changing consumer demand – and Virgin Active nudging it mainstream could accelerate a Reformer-filled future.