Reformer Pilates has momentum – but is it mainstream?

Reformer Pilates is one of the fitness sector’s most visible growth categories. New EVOLVE analysis reveals a market with genuine national reach, but also considerable room to grow. Jamie Buck, Head of Research at EVOLVE, explains

Reformer Pilates has become difficult to ignore. New studios are opening, established operators are introducing dedicated spaces and equipment suppliers are developing solutions designed to take the format to a wider audience. That visibility can create the impression that Reformer Pilates is already a mainstream feature of the UK fitness market. The data presents a more nuanced and arguably more interesting picture.

EVOLVE’s latest analysis covers 7,507 operational UK gyms, health clubs and public leisure facilities. Of these, 257 locations are recorded as offering Reformer Pilates equipment, giving current market penetration of 3.4%.

This confirms that Reformer has established a national presence. It also means that 7,250 operational sites, 96.6% of the market, do not currently offer the equipment.

PRIVATE OPERATORS ARE LEADING ADOPTION Provision is considerably more developed within the private sector. Private operators account for 227 of the UK’s 257 equipped locations. This represents penetration of 4.5% across a private estate of 5,026 sites. By comparison, Reformer equipment is recorded at 30 of the UK’s 2,481 public leisure locations, producing public-sector penetration of 1.2%.

The operator rankings reveal several different adoption strategies. David Lloyd Clubs has the largest current portfolio, with equipment recorded at 29 locations. Virgin Active follows with 28 equipped sites from an operational estate of 31, representing penetration of 90.3%. Village Health & Wellness Clubs has provision at 16 of its 34 locations, while Nuffi eld Health has 15 equipped sites across a much larger estate of 111.

These figures demonstrate that scale and adoption intensity are not the same thing.

Some operators are positioning Reformer as a core component of their offer, while others are trialling it selectively within particular locations.

A CONCENTRATED MARKET WITH A LONG TAIL The ten largest providers account for 132 locations, or 51.4% of all identifi ed provision. At the same time, the market remains highly fragmented. EVOLVE identifi ed 91 provider groups operating Reformer equipment at just one location each. Collectively, these single-site providers represent 35.4% of the market.

This combination of recognised multi-site brands and independent operators suggests there is no single route into the category. Reformer can operate as a premium club service, a specialist studio proposition, an addition to a mainstream gym or a component of a broader public leisure offer.

REFORMER PILATES IN FOUR NUMBERS

7,507

Operational UK gyms, health clubs and public leisure facilities analysed

257

Locations with confirmed Reformer Pilates equipment provision

3.4%

UK market penetration — 257 of 7,507 operational locations

7,250

Locations without Reformer Pilates equipment — 96.6% of the operational market

Geographically, provision is recorded across all 12 UK regions, although it remains heavily concentrated in London and the South East. London contains 88 equipped locations and the South East a further 44. Together, the two regions account for 51.4% of national provision. London also has the UK’s highest regional penetration rate at 9.8%.

THE NEXT PHASE WILL DEPEND ON REPEATABILITY Some of the greatest numerical opportunity sits within operators that have already adopted Reformer but have not extended it across their estates. Across 18 selective and early-stage operator groups analysed by EVOLVE, only 67 of 1,542 operational locations currently have recorded provision. That leaves 1,475 sites without Reformer equipment.

Some of the greatest numerical opportunity sits within operators that have already adopted Reformer but have not extended it across their estates

This does not mean those locations are destined to receive it. Space, capital investment, instructor availability, programming and local demand will all influence individual decisions. It does, however, demonstrate the scale of the potential headroom within existing operator estates.

Moving national penetration from 3.4% to 5% would require approximately 118 additional equipped locations. In the context of a 7,507-site market, that is a relatively modest shift, but one that would represent significant growth for the category.

The next chapter of Reformer Pilates is therefore unlikely to be defined simply by more equipment being installed. It will depend on whether operators and suppliers can develop repeatable models covering site selection, space, instructors, programming, pricing and long-term support. Reformer Pilates has momentum. The question now is how effectively that momentum can be converted into sustainable, scalable provision.

PRIVATE AND PUBLIC-SECTOR ADOPTION

PRIVATE SECTOR

5,026

Operational locations

227

Reformer-equipped locations

4.5%

Private-sector market penetration

88.3%

Share of all identified UK Reformer provision

PUBLIC SECTOR

2,481

Operational public leisure locations

30

Reformer-equipped locations

1.2%

Public-sector market penetration

11.7%

Share of all identified UK Reformer provision

3.7x

Private-sector penetration compared with the public-sector rate

LONDON AND SOUTH EAST CONCENTRATION

LONDON 88 Reformer-equipped locations 9.8% regional market penetration 34.2% share of all identifi ed UK Reformer provision SOUTH EAST 44 Reformer-equipped locations 4.4% regional market penetration 17.1% share of all identifi ed UK Reformer provision COMBINED 132 Reformer-equipped locations across London and the South East 51.4% share of all identifi ed UK Reformer provision 125 equipped locations across all other UK regions — 48.6% of provision