Merrithew’s Next Era: Innovation, Inclusion, and Impact
When Jim Heidenreich took the reins as CEO of Merrithew almost 12 months ago, he wasn’t on the hunt for a new role—let alone one outside his long-standing career in sports performance and protective equipment. But the opportunity to lead one of the world’s most recognised names in Pilates sparked something deeper.
“I already did Pilates with my wife and actually enjoyed it,” he says. “It spoke to me. It’s a category you can be involved in right until older age. We’re doing something good.”
Now, a year into the role, Heidenreich is guiding the company through a pivotal evolution: balancing Merrithew’s rich legacy with a bold, forward-thinking vision for the future of movement.
Honouring the Legacy, Driving Innovation
At the core of Heidenreich’s leadership is a deep respect for Merrithew’s 35-year history and its commitment to quality education and premium equipment, particularly through its flagship brand, STOTT PILATES®. But he’s also quick to acknowledge the need for growth and adaptation.
Before joining Merrithew, Heidenreich served as CEO of a leading sporting goods company, where he was instrumental in pioneering the development of a concussion-reducing football helmet for the NFL. “We initiated it through research and partnerships,” he says. “It was all about innovation with purpose—protecting elite athletes on the field.” That same innovation mindset now informs his work at Merrithew, where he sees movement and longevity as the next frontier of performance and wellness.
“We have to stay true to the DNA of the company and honour the legacy,” he says. “But we also need to be open to new ideas, evidence-based thinking, and moving forward. When Joseph started, it was about thinking differently, being bold, and carving a new path. While we were producing a consistent product, there was an opportunity to experiment and innovate. Now, we have the chance to be more inclusive, more engaging—to stay true to who we are, but think a little differently and evolve.”
One of the biggest areas of change? Education delivery.
“We’re going to invest in new content, modernise our education delivery system, and digitise our materials. We’ve got a lot of exciting things in the pipeline—from updated course material to new seminars and workshops designed to engage today’s instructors and tomorrow’s students.”
Building the Future—Globally
Growth is not just about content—it’s about geography. Heidenreich sees a huge untapped opportunity in the U.S. market, alongside strong momentum in Southeast Asia and EMEA (Europe, Middle East and Africa) regions. There’s more opportunity in the US that we need to focus on. And with the recent acquisition of UK-based Align-Pilates in November 2024, Merrithew is expanding its product segmentation to meet a wider range of needs.
“Align lets us reach a new audience and expands our product offering,” he explains. “It brings unique features—like a folding reformer—and helps us reach a broader audience. It allows us to offer more versatile options to meet evolving needs in the performance and fitness space.”
While Merrithew remains synonymous with premium, education-aligned equipment, Align provides flexible solutions that work across a range of training and studio environments. “Both brands will remain distinct, but relevant to fitness and Pilates centres in their own way.”
Investing in Instructors
Ask Heidenreich what excites him most, and his answer is immediate: “The opportunity to engage and empower more instructors.”
He’s particularly focused on supporting instructor careers at every stage—with professional guidance, career development resources, and new positions at Merrithew dedicated solely to student and instructor support.
“We have to help them along their career—give them reasons to stay engaged,” he says. “This is a hands-on business. And while AI will have a role to play in the future, in-person instruction is not going away any time soon.”
A Destination for the Pilates World
Perhaps one of the most ambitious projects on Merrithew’s horizon is the construction of a multi-million dollar global headquarters and training centre in downtown Toronto, scheduled to open in January 2026.
“It will be a world-class centre—where instructors from around the world will come to visit and be trained here,” Heidenreich says. “It’s a big investment, but it shows our commitment to the long-term future of this industry.”
Vision 2030: Leading the Industry
When asked about his five-year vision, Heidenreich doesn’t hesitate: “We want to remain global leaders in mindful movement. We want to be the platform for best-in-class equipment, education, and community engagement. I believe we can drive the industry.”
He draws a parallel between Pilates and the path of other enthusiast-led categories that eventually went mainstream.
“It’s an enthusiast industry that’s finally growing up. And that growth is good for everybody—more people living healthier lives, more inspiration. I think it’s pretty powerful.”
For Heidenreich, it all comes back to the people—the passionate instructors, the committed students, and the community that fuels it all.
“We’ve got a great team. We’re transforming lives through mindful movement, and we take that seriously. It’s a responsibility—and a privilege.”
As the Pilates world continues to expand and evolve, Merrithew, under Heidenreich’s leadership, is positioning itself not just as a player—but as the platform that moves the entire industry forward.
Jim Heidenreich is the CEO of Merrithew®, a global leader in mindful movement and Pilates education. With over 30 years of executive experience in consumer, health, and wellness sectors, he is steering the company toward innovation, global expansion, and instructor-centered growth.
————————-