After running a successful reformer Pilates boutique studio business in locations across the UK, together we embarked on a mission to not only revolutionise the Pilates industry, but reimagine the reformer Pilates experience by offering a truly innovative solution.

The catalyst for launching Reform RX stemmed from our belief that fitness should be inclusive and welcoming. We recognised a gap in the market for Pilates classes that cater to diverse abilities, from seasoned athletes to those just starting their fitness journey. 

By offering a range of classes tailored to individual needs, we aim to empower everyone to experience the benefits of Pilates, fostering a community where all feel supported and inspired to reach their personal goals.

Tell us about the business – what it is, what it aims to achieve, who you work with, how you reach customers, and so on?

Following 15 years of experience as a Pilates instructor, my husband Neal and I set up Reform RX - the pioneer of digitally connected Pilates reformers. We are the market leaders for innovation in an industry that’s been stagnant in design evolution over the last 50 years. Combining traditional Pilates principles with advanced technology; our machines track user movement to the thousandth of a second, showing real-time biometric data, and delivering an unparalleled workout experience.

Reform RX is at the forefront of a fitness revolution, focusing not just on physical results but on holistic well-being. By incorporating advanced connectivity features, users can access on-demand classes, sync with wearables, and gain valuable workout insights. With a team led by industry veterans Sam Bowen and Frank van de Ven, we are setting a new standard for Pilates, marrying British design with cutting-edge technology.

Partnering with Grove Design, based in the English countryside of Hertfordshire, we brought our design brief – a Pilates reformer that looked like a Formula One car combined with enhanced functionality – to reality, with the creation of the RX reformer.

Our headquarters are in Belfast, Northern Ireland, along with a purpose-built filming studio where all content for the RX platform is produced. 

We’re integrated into various locations, including boutique studios, gyms, hotels, corporate venues, and direct-to-consumer settings. We also operate a premium boutique reformer studio in California and Poland. 

How has the business evolved since its launch?

We launched in 2018 and since then we’ve continued to refine our flagship product, the Reform RX, incorporating user feedback and technological advancements to enhance the user experience. This includes improvements in sensor accuracy, software functionality, and overall design. Included in this is our new feature called ‘My Score’ - a revolutionary software feature integrated into all Reform RX machines that track the user's heart rate zones during each exercise, providing real-time feedback to optimise workout intensity and results. Additionally, the RX ‘Smart Spine’ encloses both the RX spring resistance and next-generation tracking technology. Acting as an additional platform to perform exercises, it alleviates the previous user hazard seen on other reformer apparatuses with the elimination of exposed springs and open gulley.

As of this month, we’ve launched the Reform RX Model S - a sleek, compact version of our original iconic Pilates reformer - to deliver a personalised and connected fitness experience and expanded our product offerings beyond the original reformer to include accessories and complementary equipment, further enhancing the Pilates experience. 

We’ve also been focused on expanding our reach globally, partnering with fitness studios, hotels, and other wellness establishments to make our products accessible to a wider audience. 

Tell us about the working culture at Reform RX.

At Reform RX, our culture revolves around growth, innovation, and a mindset of winning or learning. Testing and iterating quickly is central to how we operate. We prioritise learning directly from the market rather than waiting for perfection. For example, when launching a feature, we aim to get it into users’ hands early, as their feedback is invaluable in refining and optimising the experience. This approach keeps us agile and in tune with our audience.

We champion autonomy and empower our team of A-players to take ownership of their work, knowing they’ll deliver exceptional results. Alongside this, we’re deeply connected to the principles of health and wellness, both personally and professionally. We encourage team members to engage in physical challenges, understanding that building resilience, whether by tackling hard workouts or mastering breathing techniques that activate the parasympathetic nervous system. This translates to greater control and clarity when facing challenges in work and life.

How are you funded?

We are primarily funded through private investment from high-net-worth individuals and strategic partnerships. Within two weeks of launch, we generated $1M in revenue and sold out the initial product line in the first quarter of 2023.

A pivotal moment for us came through collaborations with the likes of Bernie Caulfield and Austin Owen. Bernie, an Emmy-award-winning producer of Game of Thrones, was an early believer. She dedicated herself to our vision, training with me at 5:30 a.m. three times a week before her busy filming schedule. Witnessing the evolution of Reform RX firsthand, she invested not just capital, but her belief in our product, shaping our future direction.

This September, we announced that we secured $5.1M in funding to fuel our global expansion to advance the developments of the already patented technology for a more holistic user experience.

What has been your biggest challenge so far and how have you overcome this?

One of our biggest challenges has been balancing time and resources as a small team while meeting the unique needs of customers across verticals like hotels, studios, and gyms. For instance, hotels often requested a Quickstart feature to minimise setup time for guests who want a session without creating an account upfront, allowing them to optimise their experience within a limited timeframe.

To address challenges like this, we’ve focused on deeply understanding each sector’s specific requirements and brought on the right partners to enhance our ability to deliver tailored solutions efficiently. This approach has allowed us to provide exceptional support across all customer types, ensuring we meet their distinct needs effectively.

How does Reform RX answer an unmet need?

Reform RX addresses the growing demand for holistic wellness solutions that prioritise both physical and mental health. Bringing the Pilates studio experience into your home, Reform RX eliminates the need for gym memberships or studio bookings, where users can access a variety of on-demand classes and personalised workout plans tailored to their fitness goals and experience level. 

Unlike other reformers, our integrated patented technology tracks user movement in real-time, providing instant feedback, helping users to maximise their workouts and minimise the risk of injury.

With MyScore, our revolutionary heart rate-tracking technology, users can now tailor their workouts more precisely than ever before, maximising results through real-time feedback. By combining smart technology with the fundamentals of Pilates, we’re offering a more immersive and personalised fitness journey. This marks a significant step forward in making high-quality, connected Pilates accessible to everyone, regardless of space or setting.

What’s in store for the future?

We’ve just launched our newest Reformer, the Reform RX Model S - a sleek, compact version of our original iconic Pilates reformer, alongside MyScore, a groundbreaking heart rate-tracking technology that promises to redefine how Pilates is practised and measured.  

We’re also focusing on global expansion with new hotel partners, working on brand partnerships behind the scenes and advancing our technology for people to experience Pilates in an impactful and accessible way. 

What one piece of advice would you give other founders or future founders?

Starting a business is nerve-wracking, and it often comes with a whirlwind of uncertainties, from securing funding and developing a solid business plan to navigating the complexities of market competition and building a customer base. But trust me, everyone, including me, was a beginner once.

The most important thing is to surround yourself with a team of passionate and talented individuals who share your vision. Building a successful company is a team effort, and having the right people by your side will make all the difference.

And finally, a more personal question! What’s your daily routine and the rules you’re living by at the moment?

Morning:

  • Breathwork: A quick 10-minute session to centre and reduce morning stress.

Afternoon:

  • Reform RX Workout: A minimum of 45 minutes on the reformer.
  • Additional Cardio: 30-45 minutes on the jump board, rowing machine, or cross-trainer.

Evening:

  • Sauna and Cold Plunge: A relaxing and rejuvenating ritual to wind down.

I commit to a few minutes of breathwork every day, usually around 10 am. It’s become my go-to reset for morning stress – just enough to ease any micro-tensions that may have built up from a busy start. A short session of intentional breathing keeps me centred and sharp, ready for whatever the rest of the day holds.

Movement is non-negotiable. Every day, I put in a minimum of 45 minutes on the Reform RX, and I mix in additional cardio, whether it’s on the RX jump board, my rowing machine, or the cross-trainer. 

My evening routine includes a sauna and a cold plunge. Not only does this duo help me wind down after a long day, but it’s also excellent for reducing stress and inflammation. It’s both a physical and mental detox, and I wouldn’t give it up for anything.

Yvette McGaffin is the cofounder & CEO of Reform RX.