For some gym members, the barrier to trying reformer Pilates has never been interest. It has been access.
That was a clear message from member research at US fitness operator VASA, where demand for reformer classes was accompanied by a familiar concern: many members had no affordable way to experience them.
Built around a big-box gym model with free weights, strength equipment and recovery amenities, VASA also offers dedicated boutique fitness concepts within its clubs. Reformer Pilates is the fourth addition, joining HIIT, Lift studio strength training and Flow infrared yoga.
Its first dedicated reformer Pilates studio opened September 19, at VASA's Centennial (Willow Creek) club in Colorado on September 19, 2026, with a second location now open at VASA's Centennial (Arapahoe) club in Colorado.
For Michelle Grabau, VASA’s Director of Studio Products, the aim is to “meet members where they are” and help them see how Pilates can support the movement they already enjoy.
A new entry point
Developed over 10 months, VASA’s reformer offering launched with studios accommodating 14 participants and three distinct class formats.
Foundations provides a slower introduction, with simplified movements designed to build competence and confidence. Burn offers an athletic fusion approach focused on full-body strength, while Define emphasises slow tempo, precision, stability and mobility.
Programming follows three-week cycles, allowing members to repeat familiar workouts with weekly progressions. For newcomers learning to navigate the equipment, that repetition creates an opportunity to develop skills before moving on.
The aim is to show members how Pilates can support their other training goals. Michelle points to building the hip stability, mobility and control needed to squat deeper when lifting weights or work towards a new personal best in the gym. These connections help members understand what Pilates can add to their existing routine.
Different ways to get stronger
At VASA each boutique concept has a distinct role. VASA describes HIIT as high intensity and high impact; Lift strength training as lower intensity and high impact; and Flow (an infrared yoga and recovery program) as low intensity and low impact. Reformer adds a high-intensity, low-impact option.
Together, they give members ways to combine strength, conditioning, mobility and recovery according to their goals. Someone lifting weights several times a week, for example, can incorporate reformer sessions alongside their existing routine.
As Michelle puts it, the appeal is having “all different modalities under one roof - without having to compromise”.
Building the teaching team
The expansion also creates a demand for instructors. VASA recruits both externally and from within its existing team, looking for teachers with a “growth mindset”.
Its pathway includes a minimum mat Pilates certification, an audition, online learning, an in-person instructor academy and a final assessment. Monthly assessments and support from master instructors continue once teachers begin delivering classes.
“Pilates has been inaccessible, but Pilates education has also been inaccessible for a long time,” Michelle says.
Early interest suggests members are willing to change their routines to participate, with some travelling around 35 minutes from their home club to attend reformer classes.
For Pilates professionals, VASA’s move highlights an audience with an existing appetite for movement, but limited experience of the method. Bringing reformers into a familiar gym environment offers them a first step - and gives instructors an opportunity to demonstrate how Pilates can contribute to a broader training routine.
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VASA has nearly 700,000 members across 76 clubs in 11 states, recording over 40 million check ins from the last year.
Since the launch of Studio Pilates at our Centennial (Willow Creek) club, they’ve seen over 1,100 of unique attendees (almost 4,000 total) and 540+ classes scheduled to date.
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