It’s a naive fallacy that pilates is an upbeat riff on yoga.
A peppy, hybrid fusion of stretching and dance-like movement accompanied by hype phrasing around core strength as backpain relief.
This misconception renders the flexibly challenged null and void, benched alongside the uncoordinated. When the truth is, while the hype phrasing has its relevance, pilates is for everyone. It’s because of this, Reform has illustriously integrated itself into the New Zealand community and in 2024, shows no signs of slowing. A once novel addition to Newmarket and Mount Maunganui (2015), Reform is appearing in the streets and feeds of New Zealanders, a now trusted identity in the movement market.
Offering a dynamic style of Reformer pilates, Reform toughens up the best elements of classical reformer by adding light-to-medium weight training. Developing real strength, balance, coordination, and better overall conditioning, it sets clients up to age strongly and get longevity from their efforts. Renowned for its low impact, the work is not forsaken. Humbling even for advanced practitioners, the classes are designed for mixed-level groups to find their individual work rate and build from there.
While it might seem this phenom has crept up on you, it’s most certainly vying for your attention now – a community must-have as necessary as the local gym and cafe. The renaissance of pilates, in part due to the global obsession with health and wellbeing. Having unearthed what has long been known in some circles, Reform is the true pro-ageing movement, safeguarding clients against the degeneration of muscle, joint health, and mobility.
There are currently 16 Reform studios franchised across the country, individually operated by a diverse range of owners from different backgrounds. Mount Maunganui-based pioneers Lane and Jane Gibson are growing a healthy, New Zealand-owned enterprise. Having entered the Auckland market in 2015, there are now seven established studios with two more on the horizon, the population of the mega city exceeding supply. Stemming from diverse backgrounds, six unique women share puzzle pieces of knowledge to form a collage rolodex of experience, opinions, and suggestions.
These successful businesses operate within the framework of the Reform Franchise, each owner bringing their unique character to their four walls. At the core of their studios, impactful workouts are delivered with energy and enthusiasm. There are no gimmicks, no challenge from week to week; the classes speak for themselves. And the women behind them, speak candidly on their Reform journey…
Kelly (Co-owner of Takapuna studio and the New Zealand Franchise manager)
What inspires you in your Reform role?
Our studios are made up of talented men and women who teach as independent contractors under the umbrella of Reform. While Lane and Jane help facilitate our business success, we in turn facilitate the many unique trainers to be their best assets too. It’s so rewarding to see them flourish and take pride in their person, growing in ways they never thought possible. This role is incredibly rewarding and something I take pride in everyday on the job. I know it sounds cliched, but we’re changing lives over here and it makes me so proud of my peers. I’m inspired by the clients who make time for themselves, juggling either their hectic family schedules or heavy work demands. I’m equally inspired by the many trainers that give this incredible act of service to our community.
I jumped at the opportunity to own the beautiful Takapuna studio and thank my lucky stars every day! It’s an incredible franchise to be part of, led by the most down-to-earth legends. I’ve dabbled in many industries and feel my acquired skills are challenged and encouraged to thrive within this opportunity. I enjoy the dynamic nature of business ownership as the days flex between the various roles that sustain a thriving studio.
“I’m inspired by the clients who make time for themselves, juggling either their hectic family schedules or heavy work demands.”
Robyn (Co-owner of Takapuna Studio)
How has pilates reshaped your perspective on professional work life?
Shortly after completing my first degree in South Africa in 2017, I was confronted with a sense of dread when faced with my conventional 9-5 workday. Given the substantial portion of our lives dedicated to work, I knew that my worklife needed significant change. I wanted a profound love and affinity for whatever I chose to commit so much of my time and energy towards.
Facilitated by my career counsellor, I was introduced to a friend residing in Auckland, my soon-to-be home. A single afternoon spent in her company was enough to ignite a fascination with pilates, despite not having yet experienced a session! The light in her eyes, the passion in her voice – this was exactly the way I wanted to feel about my chosen career.
I’m so grateful and fortunate to have discovered pilates. It’s so much more than physical exercise and has been the catalyst for my appreciation of movement. I now have the pleasure of teaching and helping empower clients to feel strong and content within their bodies by doing something that has immeasurable benefits.
Sam (Owner of Silverdale and Parnell Studios)
What do you love about being a business owner?
There are many aspects of being a business owner that are rewarding and fulfilling!
I love the people aspect of being a business owner. Supporting our team of trainers is super rewarding; I love being able to empower a range of personalities all with their own passions and goals.
Being a business owner has helped me to grow as a person in many ways. It is a continuous learning process and I have been able to develop a range of new skills including the fun stuff like meeting and engaging with our wonderful clients and keeping a studio looking beautiful, to the not-so-fun but important stuff like accounting and payroll!
The lifestyle, whilst it can be hectic, provides great flexibility and autonomy in managing my work-life balance. I am still able to look after my 17-month-old at home and feel very lucky to be able to do so.
Finally, I love that the Reform studios are owned by a network of amazing, strong leaders, many of them female. We are a very supportive group, always only one phone call away if we ever need advice, want to throw around new ideas, or just to catch up over a wine.
Owning a business definitely comes with its challenges but also offers a unique opportunity to make a positive impact on people’s health and wellbeing which is really the cherry on top of the cake. Reform is pretty special, and I am stoked to be on this wild ride.
Rochelle (Owner of Commercial Bay and Vic Park Studios)
Why did you make the transition from a corporate career to business ownership and how has it changed you?
Throughout my 15-year corporate career, I was constantly searching for something that was more meaningful and fulfilling. We spend so much of our lives working, and I felt like there had to be something out there that I was passionate about and didn’t feel like work.
During the lockdowns both my husband and I tried to work full-time jobs from home while looking after our two small children and I made the decision to resign. I started doing some consulting work and shortly after an opportunity came up to buy a reformer pilates studio. It was an incredibly scary decision at the time but with the benefit of hindsight it has hands down been the best decision of my life! I am so passionate about what I do, helping my clients at the studio and developing the team of instructors that work for me.
Having a young family, the autonomy I have over my working life is invaluable and I love being able to make decisions and move things along quickly without layers of bureaucracy and red tape! I feel like I am finally making a positive contribution and feel fulfilled and energised by my work! Working alongside a group of strong female leaders and fellow studio owners has also been an absolute highlight!
Debbie and Gemma
(Co-owners of Ormiston Studio)
What inspired you to open Reform Ormiston?
After both serving our community in separate Emergency Services, we found ourselves facing burnout and looking for a change in careers. A strange turn of events and some mutual connections led to us meeting and completing our Instructor training together.
With a mutual desire to continue serving our community (from the top of the cliff, not the bottom) and having both found respite in Reformer Pilates ourselves, we identified the positive impact we could have on the East Auckland community and thus Reform Ormiston was born.
Having both come from stressful and demanding careers, we understood the valuable roll that exercise plays in improving mental health and general wellbeing and so challenge traditional norms by creating a space that is not just about physical fitness, but also about mental and emotional wellbeing. We pride ourselves in being so much more than just a pilates studio, and believe every client should leave feeling better then when they arrived.
