The real faces of Reformer Pilates.

This one’s all about the real people who built FOLD, our community. Behind Pilates, there’s so much more than what the industry shows.

It’s time to celebrate the real people.

We recognised that not everyone fits the same mould, or has the same space, confidence, or access to move.

So we listened, learned, and innovated, and put our community at the centre of it all, from Liam, an app user, to Lauren, a FOLD studio owner, this campaign shows the people.

Join the movement. You're all welcome.

Here are the faces who helped shape what FOLD stands for: reformer for everyone.
Some BTS, images and Faces of Fold from the campaign shoot.

Behind the scenes

Charlotte

Charlotte

Meet the community

About FÔLD

FÔLD was founded by three friends with over 60 years in the fitness world.

They had an idea, no gimmicks, no fads. Just smart design, real innovation, and movement made for real people.

What started as a simple idea has grown into a global community of over 8,000 members and 40,000+ followers, all moving together and inspiring each other.

Visit us at our London Showroom
  • Hello, I'm Matt


    For me, FOLD has always been about making wellness accessible to everyone,  building a brand that breaks down barriers and challenges the “never-miss-a-workout” mindset. On a personal level, FOLD represents taking a leap and following your passion, and we hope to inspire that same confidence in future entrepreneurs shaping the next wave of wellness brands.


    What excites me most is scaling the business and bringing our vision to life, creating an inclusive global wellness brand that connects people through movement. The best is still to come.

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  • Hi, I'm Tom

    For me, FOLD is all about the community. This was one of our main pillars when we founded the brand and is a golden thread through everything we built.

    I am most excited to see our vision of creating a leading global wellness brand come to life. We achieved so much more in the first year than we could ever imagine possible, with only a rough plan, and the willingness to learn and take big risks. We now have a clear roadmap and an amazing growing team helping to make it happen, so the future feels more exciting than ever!

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  • Hi, I'm Paul

    From day one, FOLD has been, and always will be, about building an inclusive community united by making movement feel good and simple. We’re so thankful for the loyal community that’s backed us from the start and put their trust in us, and for the talented people I’m lucky to work alongside every day. Building on our early success, we now have the opportunity to inspire more people to move daily, creating real impact at global scale and opening access to the true benefits of not just Pilates, but everyday movement.

    It’s hard to pinpoint just one thing I’m excited about, there’s so much in the pipeline. We’re only getting started, and with a clear purpose, a supportive community, and a passionate team, anything is possible.

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  • Hi there, I'm Paris, Operations & CX Manager

    For me, FOLD is all about making Pilates more accessible for everyone, inspiring more people to move with confidence, and feel part of something bigger than just a workout.

    I’m most excited about growing our community and shaping experiences that truly make people feel seen, supported, and inspired to move. Turning FÔLD into more than just a brand, but a movement people are proud to be part of.

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  • Hi, I'm Paul (Woody), Sales Manager

    For me, FOLD is all about the people, they’re the heartbeat of our community. Together, they make it what it is: inclusive, accessible, and a space for everyone to move.

    I’m most excited about the opportunity to meet and support all of our new FOLD partners and of course our existing FOLD partners.

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  • Howdy, I'm Caz, Creative Marketing Manager

    For me, FOLD is all about community, bringing to life the stories of the real people who make up FÔLD: their homes, their studios, their lives.

    I’m most excited to see how far the FOLD brand can go... from the Academy to events and experiences.

    Honestly? I’m just excited for all of it to be honest.

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  • Hi, I'm Olivia, Community & Partnerships Manager

    For me, FOLD is all about moving. Movement is for everyone, it's never been about a one size fits all approach. From day one, FÔLD has been on a mission to make movement as accessible as possible, even just 15 minutes brings so many benefits.

    I’m most excited about … Caz has stolen my word!! We are currently growing in so many directions and expanding into different countries and areas so looking forward to seeing where it goes and being a part of it.

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