The rapid rise of Housed Reformer
In a fitness landscape crowded with boutique concepts and niche offerings, Housed is taking a different approach and clients are paying attention.
In just 14 months, the Australian-born brand has grown to nearly 13,000 members nationwide, opened multiple large-format recreation spaces, launched standalone reformer studios across Sydney, and set its sights on 40–50 locations by 2028.
At the centre of that growth? Pilates.
But Housed isn’t positioning Pilates as a standalone trend. Instead, the brand is embedding reformer into a much broader ecosystem, one designed to bring recreation back into the mainstream.
“We wanted to build flagships,” says Chad Ketting, Head of Business Growth, part of the leadership team behind the concept. “To make recreation spaces cool again and create somewhere that feels welcoming whether you’re a professional athlete or someone walking into a gym for the first time.”
A New Model for Modern Training
Housed’s flagship locations go beyond traditional gyms. Their large-scale hubs bring together allied health services, expansive gym floors, Pilates mat and reformer studios, HYROX training zones, recovery facilities, fuel bars, cafés and even basketball courts, all under one roof.
The aim is simple: create a space where every type of mover feels comfortable training.
And while the original concept centred on large-format venues like Macquarie Park and Penrith in NSW, the explosive demand for reformer Pilates quickly reshaped expansion plans.
“We saw reformer Pilates really kick off - classes were selling out,” Chad explains. “Where we couldn’t secure large sites, we created standalone reformer studios instead.”
That pivot has led to successful studio openings in Bondi Junction, Chatswood and Five Dock, with Bondi already nearing full capacity. More locations are already in development.
Boutique Quality, Big-Space Access
One of Housed’s biggest challenges was ensuring Pilates classes inside a large gym environment still matched the experience of boutique studios.
“When you offer a lot of services, things can get diluted,” Chad admits. “We wanted our reformer classes to be just as good if not better than standalone studios. Members get the same experience inside our bigger facilities.”
Programming is centrally guided, while instructors retain their individual teaching style. Classes cater to beginner through advanced levels, ensuring newcomers and experienced movers train side by side without intimidation.
“In our model we offer beginner, intermediate and advanced classes for our clients, each designed to focus on different areas of the body - so across three sessions a week, members achieve a complete full-body workout,” said Chad.
The result is a product that feels premium without feeling exclusive.
Investing in Instructors
Central to Housed’s success has been its commitment to instructor development.
Workshops are paid, programming is collaborative, and each location has a head trainer supporting instructor growth.
“We constantly upskill our trainers,” Chad says. “Development is really important to us. We want instructors to discover their true potential.”
The approach is working. Instructor turnover remains low, and interest in teaching at Housed continues to grow.
“We now get flooded with enquiries from instructors wanting to join,” he says.
Recreation for Everyone
A defining philosophy behind Housed is accessibility. Members aren’t boxed into a single training modality or locked into rigid contracts.
Instead, the model encourages movement across offerings - strength training, Pilates mat and Reformer, conditioning, recovery all within one ecosystem.
“It’s a place for everyone,” Chad explains. “Whether you’re an athlete or someone just getting started, you should feel welcome.”
This inclusive positioning is also attracting new demographics to Pilates, particularly men and performance-focused athletes.
Housed now works with elite teams including the Parramatta Eels and GWS Giants in Australia, integrating reformer work to support mobility, core strength and injury prevention.
Scaling Without Franchising
Unlike many fast-growing fitness brands, Housed operates entirely company-owned locations. For the team, controlling the experience is non-negotiable.
“It’s not just a logo,” Chad says. “It’s an end-to-end experience - the environment, the culture, the service. That’s hard to protect in a franchise model, so we own it.”
With new locations already underway across Sydney and Brisbane, marking the brand’s first interstate expansion, the next 12 months will see rapid scaling continue.
The Bigger Picture
“Our members increasingly want flexibility in their workouts, variety and community,” said Chad. “By embedding high-quality Pilates inside a larger recreation experience, we’ve positioned reformer as part of everyday training rather than a niche offering.”
With rapid expansion underway, Housed now represents one of several new models influencing how Pilates is being integrated into mainstream fitness across Australia.