24 Hour Fitness announces a new pilot program of Reformer-based Pilates in select gyms throughout the Southern California area.
Reformer Pilates is surging in popularity among fitness consumers, celebrated for its low-impact, full-body benefits and emphasis on strength, balance and mobility. However, the biggest barrier has long been cost — with boutique studio classes often priced at $40 or more per session. In response, 24 Hour Fitness is stepping in with an innovative pilot program designed to expand access and affordability.
The brand has officially debuted Reformer24, a hybrid Pilates concept now available at its Anaheim Hills location, with Balboa and Costa Mesa set to launch in December. Rather than building new studios, Reformer24 transforms existing club space into controlled-access Pilates rooms featuring state-of-the-art Reformers and immersive, video-led classes. The model blends expert instruction with digital convenience to deliver a boutique-like experience at a fraction of the traditional cost.
“Pilates is one of the most effective, low-impact workouts you can do, but accessibility has always been the barrier,” said David Roth, the VP of club operations and services at 24 Hour Fitness, in a statement. “We’re excited to make high-quality reformer training available to more people, in an environment that’s convenient, welcoming and inclusive.”
The Reformer24 spaces offer over 800 classes across 20 categories, including beginner to advanced, pre- and post-natal, Physio-led formats, and body-part specific workouts. Members book classes via an intuitive on-demand kiosk, making scheduling more flexible and eliminating overhead tied to live instructors while still delivering premium results.
The rollout is part of a broader company strategy focused on improving member experience through premium spaces, enhanced workout zones, connected fitness equipment and expanded recovery offerings. This includes a multi-year remodel initiative across California and Texas as the brand evolves to meet the needs of today’s consumers — who increasingly value versatility, recovery, mindfulness and hybrid fitness experiences.
With Reformer24, 24 Hour Fitness is combining accessibility with innovation, positioning itself to meet growing consumer demand for specialty training while maximizing existing club space and lowering the barrier to entry.
As Reformer Pilates continues to capture interest from a wider audience — from everyday members to wellness-focused professionals — models like this may redefine how mainstream clubs compete with boutique studios.
