Reformer Pilates: UnFOLDed
FOLD isn’t just hinged on its unique space-saving design. Everything from our product to our classes and member experiences is created with real people in mind. We never set out to design a fancy, one size model. For us, it has always been about developing a brand and community where everyone feels that they fit. And we didn’t see that when we first started out - which was why we wanted to create it.
‘Welcome to the FOLD’ is our latest brand campaign. It doesn’t showcase curated sets and typecast models - far from it. These are real FOLD members showing us their moves in real settings, the way it should be. After all, reformer Pilates is for everyone.
‘Welcome to the FOLD’
‘Welcome to the FOLD’ celebrates the real faces of reformer Pilates. We’re here for when you need a solo sanctuary, a supportive online community or the buzz of a studio. No cults, no crystals, just beautifully made things for feeling good from your head right down to your grip socks.
Not everyone fits the same mould, likes the same things, has the same space, feels the same way or can even move their body into *that* specific shape. So it’s time we started acting differently. We’re not here to transform your life, just to fit around it.
Reformer Pilates is for everyone and every body is welcome to the FOLD.
Why now?
Our campaign matters today because more and more people are looking for wellness solutions that fit their goals. So, we want everyone to know how accessible reformer Pilates is, especially when it’s been mindfully developed like the way we do things at FOLD. Our focus is on getting people to find the strongest and most flexible version of themselves while bringing extra balance to their lifestyle. That’s it. No judgement. No intimidation. No loft entry ladders.
What we do differently
There are plenty of studios that offer reformer Pilates classes but few that have affordable memberships. Even fewer brands offer at-home reformer Pilates beds and even the ones that do, don’t have folding versions. And none really have community layered into the design.
At the core of a FOLD Original Reformer is a thriving online community that combines live classes, on demand training and in-person socials. And not just in London either. With members up and down the country, you’ll find events in the places they call home. It’s all hosted through our app which gives you unlimited reformer Pilates classes at different levels with our in-house instructors.
For an affordable monthly subscription (with 6 months free when you buy your first bed from us), you can skip the commute, dodge the waitlists and kiss awkward schedule clashes goodbye. With FOLD, you’re free to flow anytime.
Community profile overviews
“When you're not a stereotypical Pilates princess, the space can feel a little bit intimidating, and it’s only for a certain type of person. Fortunately, I learnt that that isn't the case. It’s for everyone.” - Shomi
“I’ve never seen anyone like me in a campaign like this.” - Rohini
"Classes were mostly female spaces, and as a black guy, I felt I stood out. There is still a stigma around men doing Pilates, it doesn’t always feel inclusive, that's why FOLD feels so different." - Liam
Frequently Asked Questions
What is reformer Pilates?
Reformer Pilates is a low-impact exercise which combines strong movement with breath for a calming mind-body exercise. It’s gentle on joints but will have you working up a sweat and feeling the burn in muscles you never knew you had.
Is reformer Pilates beginner friendly?
Yes! Anyone can do reformer Pilates and it can even be adapted for mobility issues and pregnancy. On the FOLD app, you’ll find beginner level classes to help you get to grips with the foundations.
I’ve never done this before. How will FOLD help?
Reformer Pilates has never been so accessible so we’re here to help. From our 2 person delivery to our online chat service before you buy, we’ll guide you through the process of getting your first bed and stay with you as you work out too.
What’s different about FOLD?
Our Pilates reformers are folding beds with a patent-pending Easi-FOLD™ design which gives you a space-saving solution that’s easy to work with. Our app is not only a place to get your workouts but a hub for our community with online and in-person events and a member forum.