Inside Reforming Pilates
A multimillion-dollar Pilates mega studio is set to open inside a vintage New York City townhouse this spring and it’s poised to become one of the largest Pilates studios in the United States.
Located on West 17th Street in Manhattan’s Flatiron district, Reforming Pilates’ RP Townhouse will span three floors inside a restored carriage house, bringing together reformer studios, heated mat classes and private training spaces under one roof. The opening marks a major milestone for Reforming Pilates, the Miami-founded boutique Pilates brand created by Genevieve Ross that has rapidly expanded across the United States.
For Genevieve, however, the journey into Pilates began far more simply.
“My husband actually started it all. After we moved from New York to Miami, I didn’t know many people, so he purchased a studio on our island (Bay Harbor) as a way for me to get involved and meet friends. What started as something so personal has turned into a nationwide community of inspiring people I now get to call friends. I’m so grateful he pushed me into this career pivot.
What began as a personal introduction to the industry has quickly evolved into a fast-growing brand. Reforming Pilates officially launched in July 2022, and its expansion has been driven by Genevieve’s clear vision of what the brand should represent.
“Taking risks and knowing our brand. I knew how I wanted to brand Reforming Pilates from day one. I have had that concrete vision and run with it since 2022. When you’re creating a business or a brand NEVER forget your WHY! Ours is community, customer service and luxury.”
That vision is perhaps most evident in the upcoming RP Townhouse opening in New York. While the city is widely recognised as the birthplace of Pilates, Genevieve saw an opportunity to reimagine what a modern Pilates studio could look like.
“While New York is the birthplace of pilates, the studios there do not match the greatest city in the world! A lot of them are on the third or fourth floors, small and outdated. Daniel and I wanted to create the greatest studio in the greatest city. It’s a multi-pronged approach. We want the best teachers, best classes, best amenities and best service! We are excited to offer all of the above in Flatiron.”
The new location has been designed to feel more like a luxury hospitality experience than a traditional workout studio, something Genevieve believes is essential to delivering value for clients.
“It is extremely important. Pilates is a very expensive workout. You want to know your money is being spent wisely. That includes the best classes, equipment (balance body) and studio spaces.”
RP Townhouse will feature multiple studio concepts within the same building, allowing clients to move between different formats depending on how they feel that day. Alongside reformer classes, the space will offer heated mat sessions and private training.
“We wanted to create a pilates hub that allows you to take a class depending on your mood. Some days I crave mat, others reformer! Now there is something for everyone.”
Travel has also played a significant role in shaping the Reforming Pilates experience. Genevieve draws inspiration from brands across hospitality, wellness and global fitness when designing her studios.
“I’m constantly looking at what other brands are doing and how they are staying relevant. I look to hotel groups, fitness studios and wellness platforms. I’m constantly looking to create the best overall experience for our guests by drawing inspiration from all the places I visit.”
Despite the brand’s rapid growth, the philosophy behind Reforming Pilates remains grounded in creating welcoming environments for clients of all levels.
“Inclusive, warm and friendly! This industry can be very intimidating and scary for newcomers but at Reforming Pilates no matter your level of fitness we want you to feel safe and at home. This is something we drill into all our staff training.”
Looking ahead, Genevieve has ambitious plans for the future of the brand.
“National and international expansion!”
At the same time, she believes the broader Pilates industry is heading in an interesting direction — one where growth and intimacy must coexist.
For studio owners watching the evolution of boutique fitness, Reforming Pilates offers a glimpse into where the industry may be heading: hospitality-level design paired with community-driven programming.
“While the bubble gets bigger people crave smaller communities. I believe boutique fitness is going to thrive as people crave the need to be part of a community that knows who they are when they walk into the door. How do we plan to do that in the biggest studio in the country? We are keeping all our class sizes very small to make sure we never lose that community feel.”
Genevieve Ross is the co-owner of Reforming Pilates, a luxury boutique Pilates brand she built with her husband Daniel after transitioning from a career in blogging and television production. Since launching in 2022, she has expanded the brand across South Florida and New York, with plans for continued national growth.