The FOLD Story
Our company and mission
Welcome to the FOLD
In 2024 we saw a gap. Reformer Pilates was growing fast, but the equipment hadn't moved with it. We'd already rolled Reformer Pilates out across the UK with Virgin Active, and between us we had 60 years in health and fitness, so we knew what a commercial floor had to survive and what studios were being asked to put up with.
Two years on, we're a team of 20 working with over 300 partners in 37 countries, from our London office and showroom in Notting Hill. Our Reformers are in the Gymshark flagship store, and we've run a rooftop helipad pop-up in Madrid.
What we're really trying to do is widen the door. Reformer Pilates works in a hotel wellness room, a strength gym adding a class, a clinic, a retreat in the Italian hills or a franchise site on a tight footprint. The range grew to meet them: folding and fixed Reformers, TÔWER for a wider repertoire, and an app that keeps the room earning outside class hours.
Our Mission
Pilates is the fastest-growing category in fitness, and most of the equipment behind it was never designed for the rooms it ends up in. Our mission is to change that: Reformers built for commercial floors, priced so that opening a Reformer offering is a decision about the room rather than about the budget.
We're Pilates specialists. Not a strength brand that added a Reformer to the range, but a team that has spent its working life in this industry and builds equipment accordingly.
Our Approach
Accessibility is what we were founded on. For a studio owner that means something practical: equipment that fits the space you have, finance that lets you open at the capacity the room can hold, and pricing that works whether you're fitting one room or ten.
We've rolled Reformer Pilates out across large operators, boutique studios, hotels, clinics and franchise groups, and none of them needed the same thing. Some wanted Reformers and nothing else. Others wanted the room planned, the team trained, the timetable filled and the app running before the doors opened. We build the package around what you're opening, not around what we'd rather sell.
Our Partners
Over 300 studios, gyms, hotels and clinics now run on FÔLD, in 37 countries. They range from a single room above a high street to members' clubs and national franchise networks, and the thing they have in common is that they came to us for the equipment and stayed for everything around it.
Welcome to the FÔLD.
FOLD Founders
Between us, 60 years of running fitness businesses rather than selling equipment into them.
Co-founder and CCO
Matt leads the commercial side of FÔLD, from studio partnerships to international distribution.
He spent six years at Virgin Active, latterly as UK Head of Fitness, and before that as UK Head of Group Exercise and UK Head of Product Innovation.
He was behind the rollout of Reformer Pilates across the UK estate, including the Reformer studios and the training academies that staffed them. He has built Reformer offerings inside a national operator, which is why FÔLD was designed around what a commercial floor actually needs.
Co-founder and CBO
Tom leads brand, content, events, partnerships and product development. He was UK Head of Group Exercise at Virgin Active, where he launched athletic training programming across the UK estate and then internationally into Singapore, Australia, Thailand and South Africa.
He knows what a class offering needs in order to fill, which is the part most equipment suppliers leave to you.
Co-founder and CMO
Paul leads marketing at FÔLD, from acquisition and CRM to the app, the commercial website and the brand's growth across every market.
He led digital marketing for Aspria, the premium health club group operating across Germany, Italy, Belgium and Spain, running acquisition and retention for a multi-country estate of members' clubs.
He works directly with partners on the marketing behind a successful room: how a studio launches, how it reaches the people nearby, and how the timetable stays full once the doors are open. Equipment is only half of opening well.