Tenreformer secures its first location, plans 10 more in next 12 months

Franchised reformer pilates brand, tenreformer, has secured its first location in Islington, London.

To be owned and operated as a concept studio by parent company, Ten Health & Fitness, the studio is set to open in October 2025.

The Islington studio will feature 18 reformers designed in conjunction with Balanced Body and expert coaching teams delivering hands-on guidance, motivational support and a range of class concepts. Each instructor has completed the tenreformer course from Ten Education training programme, ensuring a consistent experience for members. Ten Health & Fitness launched the boutique franchise brand in April 2025, focusing exclusively on reformer Pilates classes.

According to founder, Joanne Mathews, the company plans to open at least 10 more tenreformer studios over the next 12 months.

“Securing our first tenreformer location after just six months, with three franchisees in progress – is a huge endorsement of the strength of the concept,” she said. “The first location is an amazing marker, but we already have a number of other ongoing conversations and feel incredibly confident we’ll be able to hit our target of 10 franchises launched in the next 12 months.”

Tenreformer sites will offer studios equipped with 16-20 reformers, paired with coaches to provide personalised hands-on guidance to members. For an initial investment of £25,000, franchisees will get a licence to operate under the tenreformer brand with a turnkey ‘studio-in-a-box’ solution available for those looking to launch their own site – covering everything from location selection and studio design to training, marketing and operations.

Tenhealth launched the franchise concept to capitalise on the ever-growing popularity of Pilates, with ambitious growth plans underway following an initial investment from Foresight VCT of £1.5m.