Welcome to the FÔLD
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.
Reformer is for everyone.
This campaign isn’t about perfection. It’s about who’s actually doing Reformer pilates, and inspiring others.
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.
Shomi
“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’
Rohini
“ I’ve never seen anyone like me in a campaign like this”
Liam
"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"
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.
Look, just come see it for yourself.
Try the world-first Easi-Fold™ system in person. Feel the difference. Join the movement.