Reformer Pilates has become one of the fitness industry’s most in-demand workouts, but high prices, fixed class schedules and waitlists can make it difficult for members to participate. Chuze Fitness is working to remove those barriers by bringing Reformer Pilates into its larger club environment through a hybrid studio model.
Launching in select locations, the Reformer Pilates studios are designed exclusively for MAX members, giving them access to:
- FreeMotion Reform RX-S Reformers in dedicated, purpose-built studio spaces.
- Hybrid Studio Model: Half the reformers support instructor-led group classes; the other half feature integrated video kiosks with guided, on-demand programming, so members can work out on their own schedule.
- 300-plus iFIT-powered classes across beginner, intermediate and advanced levels.
- No per-class fees; access is included for MAX members.
Chuze’s CMO, Cheryl Barnett, said the company has been exploring Reformer Pilates for years. Although the brand recognized the opportunity, its research also revealed operational challenges, including instructor recruitment and training, as well as the potential for beginners to feel intimidated by the equipment and its spring adjustments.
“Seeing the Freemotion RX reformer, with its enclosed springs and supporting training program, helped us see a path that fit Chuze,” explained Barnett. “At the same time, we’ve seen growing market demand and strong interest in our own mat Pilates classes. Adding more Pilates has been a balancing act because members also want Studio IR, strength and our other group fitness classes. A dedicated studio gives us room to meet that demand.”
The studio’s on-demand component was another key factor in the decision. Barnett added that the screens allow members to access guided workouts outside scheduled class times, helping Chuze accommodate different schedules and make the most of its studio space throughout the day.
“We want to meet our members where they are, and that includes when they can work out,” said Barnett. “Their schedules don’t always line up with the hours we traditionally offer classes. They want to work out when it works best for them. Instructor-led classes provide coaching, encouragement and connection. On-demand programming gives members guided workout options outside those scheduled class times. Having both allows us to serve more schedules.”
Making Pilates More Accessible
Expanding access to Pilates requires more than adding equipment or classes. While price can be a significant barrier for Americans interested in the workout, accessibility also depends on how approachable the experience feels. For members unfamiliar with Reformer Pilates, the equipment and movements can be intimidating. Convenience, a positive first-class experience and a sense of community also influence whether someone tries the workout and returns.
“Including Reformer Pilates in MAX removes the additional per-class cost,” said Barnett. “Offering instructor-led and on-demand options gives members more flexibility. And bringing it into Chuze allows them to try something new in a welcoming environment where they may already feel at home. We also recognize that people have different preferences. Our planned programming includes traditional Pilates, higher-intensity, athletic-based reformer classes and Les Mills Pilates programming. We want members to find an experience they enjoy and feel comfortable coming back to.”
Including Reformer Pilates in the MAX membership also reflects Chuze’s broader approach to delivering value. Barnett said that value has always been central to the brand. By eliminating an additional per-class charge, the model allows members to try Pilates and incorporate it into their routines without paying for each session separately. Members can also access Pilates alongside the other fitness and recovery options available at their club through one membership.
Our goal is to give members more reasons to come in and a community they want to keep coming back to,” emphasized Barnett. “We expect that combination to support acquisition, engagement and retention, and we’ll measure each of those over time.”
Measuring Demand and Expansion Opportunities
Chuze’s approach to expansion starts with understanding both market demand and each club’s ability to support the experience. When selecting locations for the offering, the company considered member demand, how familiar each market was with Reformer Pilates and whether interest was growing.
At the club level, the team also evaluates available space and how a dedicated Pilates studio fits alongside existing member offerings. Equipment, training and programming are additional considerations, as the company looks to create an experience that works for both members and team members. Barnett added that Chuze wants members entering Sculpture Studio for the first time to feel welcome and confident getting started.
To determine whether the concept should expand to additional locations, Chuze plans to evaluate both member engagement and business performance. Barnett said the company will examine demand for instructor-led classes, on-demand usage and member feedback, along with the offering’s impact on new joins, upgrades and retention.
“We’ll also look at each market: how much exposure people have had to Reformer Pilates and how demand is growing,” said Barnett. “Combined with available space and our ability to support the studio, that will help us determine where it makes sense to expand.”
Lessons for Health Club Operators
For operators considering a boutique-style fitness offering, Chuze’s approach highlights the importance of evaluating the entire member experience alongside the business opportunity. Understanding member preferences, staffing requirements, equipment needs and the role of programming can help clubs determine whether a new concept fits their operations.
“We looked at Reformer Pilates for years because we wanted to understand both the opportunity and the challenges, from instructor hiring and training to helping beginners feel comfortable with the equipment,” said Barnett. “For us, finding the right combination of equipment, training and programming made the difference. The hybrid model also allows us to meet members where they are, with instruction and flexibility for different schedules. Every operator’s environment is different. The goal is to build an experience you can deliver well and that your members will want to keep coming back to.”
