Why are commercial gyms adding Pilates reformers now?

Two things changed at the same time. Reformer Pilates participation grew rapidly. Bookings on ClassPass grew 71% year-over-year in 2025, the highest sub-category growth rate in the platform's history. [1] Connected reformers with integrated screens made it operationally viable to run reformer sessions on a gym floor without a full boutique-style instructor team. The combination of surging member demand and a workable staffing model is what moved large operators like Crunch and 24 Hour Fitness to act.

Can a gym offer reformer Pilates without a dedicated Pilates instructor department?

Yes. The connected reformer model delivers certified iFIT instructor-led sessions directly through the machine's screen and Bluetooth headphones. A trained gym staff member manages the floor for safety and setup. Both Crunch Reform Pilates™ and 24 Hour Fitness Reformer24 reflect this same shift toward digital guidance enabling the format at scale without a boutique-level instructor staffing model. For a full operational breakdown, see the companion article.

What kind of members does reformer Pilates attract?

Pilates members tend to be high-income, wellness-motivated, and retention-oriented. Average revenue per active Pilates member runs $200 to $260 per month at maturity, compared to $30 to $50 per month at a high-volume, low-price gym. [1] They are also more likely to refer, less likely to cancel, and actively looking for facilities that offer the format they already use at boutique studios.

How much space does a reformer floor require?

Each reformer needs a minimum of 18 to 24 inches of clearance on all sides for safe instructor access. [4] Exact floor space requirements vary by layout and equipment configuration, so facilities should plan reformer count around their available square footage rather than a single fixed formula.

What is the difference between the Crunch and 24 Hour Fitness reformer models?

Crunch Reform Pilates™ uses an instructor-led class with integrated digital guidance across dedicated studio spaces. [2] 24 Hour Fitness Reformer24 offers a self-guided format with optional instructor-led sessions and controlled access. [3] Both reflect the same underlying shift: using connected reformer technology to deliver a boutique-quality experience within a mainstream gym environment.

Is reformer Pilates a trend or a permanent shift?

The participation data suggests it is structural. Reformer Pilates bookings on ClassPass grew 71% in 2025 and Pilates has been the platform's most-booked workout for three consecutive years. [1] Major institutional capital, including L Catterton's acquisition of Solidcore at a reported $600 to $700 million enterprise value, has committed to the category's long-term growth. [1] Trend-cycle risk exists, as with any fitness modality, but the demographic tailwinds and the clinical referral pathway from GLP-1 prescribers suggest demand will remain structurally supported.

Equipment

Why Commercial Gyms Are Adding Pilates Reformers (And What It Means for Your Facility)

Boutique Pilates members spend $200 to $260 a month, compared to $30 to $50 at a high-volume gym. See why Crunch and 24 Hour Fitness are adding reformers to capture that revenue.

Aug 21, 2026

8 min read

Two clients follow an iFIT session on the NordicTrack Ultra 1 Reform RX-S touchscreen in a boutique studio setting — the connected reformer built for hotel and commercial fitness centers.

KEY TAKEAWAYS

Pilates members spend $200 to $260 per month at maturity, compared to $30 to $50 at a high-volume, low-price gym

Reformer Pilates bookings on ClassPass grew 71% year-over-year in 2025, the platform's highest sub-category growth rate on record
Crunch Fitness and 24 Hour Fitness have both launched commercial gym reformer programs at scale
Connected reformers remove the certified-instructor staffing barrier that historically kept gyms out of this category
The Ultra 1 Reform RX-S is built for high-traffic, unattended commercial gym floor use

The members spending the most money at boutique fitness studios are not spending it at gyms. Average revenue per active Pilates member runs approximately $200 to $260 per month at maturity. The average at a high-volume, low-price gym chain runs $30 to $50 per month. [1] That gap is not a pricing accident. It reflects a demographic that prioritizes low-impact, results-driven training over volume and variety, and that pays a premium for the right environment to do it.

Commercial gyms have noticed. Crunch Fitness launched Crunch Reform Pilates™ across 20 locations in June 2026, positioning the program as a way to bring boutique-style reformer Pilates into a mainstream gym setting. [2] 24 Hour Fitness is running Reformer24, a self-guided and instructor-led hybrid model with controlled access available at select locations. The major operators are not piloting these programs quietly. They are expanding them.

This article explains what is driving the move, what the early evidence shows, and what it means for facilities that have not yet made a decision.

The Revenue Gap That Is Driving the Decision

Reformer Pilates does not compete on the same terms as treadmills, free weights, or group cycling. It attracts a different member profile and generates a fundamentally different revenue structure.

Boutique Pilates studios accounted for approximately 27% of all new boutique fitness openings in 2024, according to the MMCG database. [1] Reformer Pilates bookings on ClassPass grew 71% year-over-year in 2025, the highest sub-category growth rate in the platform's history. [1] The broader U.S. Pilates and Yoga Studios sector generated an estimated $19.2 billion in revenue in 2025. [1]

Those members are currently going elsewhere. The question for gym operators is whether they want to capture some of that revenue in-house or continue sending it to boutique studios.

What Major Gym Operators Are Actually Doing

Crunch Fitness

In June 2026, Crunch Fitness announced the launch of Crunch Reform Pilates™, rolling it out across 20 locations across California, Florida, Texas, Arizona, Nevada, Illinois, Colorado, and Michigan. [2]

Crunch describes its model as combining "a hands-on, instructor-led class experience with integrated virtual guidance." [2] The program was built around the recognition that reformer Pilates has become one of fitness's fastest-growing categories but that boutique pricing and the standalone studio model have kept it out of reach for many consumers.

The integrated digital instruction model is the key operational detail. It allows instructors to focus on individual coaching and connection while the screen handles pacing and movement guidance. This is the format that makes reformer Pilates viable on a gym floor without requiring a full boutique studio instructor staffing model.

24 Hour Fitness

24 Hour Fitness has introduced Reformer24, a controlled-access reformer Pilates offering at select locations that combines self-guided sessions with optional instructor-led classes. [3] The controlled-access model reflects the operational reality of running reformer sessions inside a large gym format: member prerequisites, session booking, and equipment access management are all built into the system before anyone steps on a machine.

Three Reasons the Timing Is Right

The Modality Attracts Members Gyms Are Currently Missing

The core Pilates demographic is high-income, wellness-motivated, and retention-oriented. These members stay longer, refer more, and spend more per month than the average gym member. They are also the demographic most likely to be trialling boutique fitness alongside a gym membership, or to have cancelled a gym membership in favour of a boutique studio.

Adding reformer Pilates does not replace what a gym already offers. It adds a format that serves members the gym is currently not reaching.

Revenue Per Square Foot

A reformer floor generates more revenue per square foot than general gym floor space when utilisation is managed well. Boutique reformer sessions are priced at $25 to $49 per class. [1] That is two to four times the implied per-session value of a standard gym membership at a high-volume gym. Even at a discounted gym-member rate, the revenue per session from a booked reformer slot is materially above the floor average.

The Connected Reformer Changes the Staffing Equation

The barrier that historically kept gyms from adding reformer Pilates was the staffing requirement. Reformer Pilates requires certified instruction, and certified Pilates instructors are in short supply and command premium rates. Building a boutique-style studio inside a gym meant building a boutique-style staffing model.

The connected reformer changes that. A reformer with an integrated screen and on-demand instructor content delivers certified-instructor-led sessions directly to each member through Bluetooth headphones. A trained gym staff member manages the floor. The Crunch and 24 Hour Fitness models both reflect this shift: digital guidance enabling broader access without a full instructor team in every session.

NordicTrack Ultra 1 Reform RX-S on a mat in a bright open room with floor-to-ceiling windows and garden view

What Makes This Work on a Gym Floor

The format that scales on a gym floor is not a replica of a boutique studio. It is a version optimised for the gym's existing member base, physical layout, and staffing model.

The Ultra 1 Reform RX-S is built for this context. The integrated 24" HD touchscreen delivers iFIT Pro sessions on demand. The Smart Spine™ system tracks each member's real-time resistance and power output. The Enclosed-Spring Solid Spine design reduces pinch-point hazards in a high-traffic environment where members use the equipment without direct instructor supervision. Push-Button Resistance Adjustment engages any of four resistance springs from the home position, allowing fast transitions between exercises without interrupting the session flow.

Through the Reformer Digital Activation subscription, the iFIT Pro library delivers hundreds of reformer sessions across ability levels, led by certified instructors. Activation is priced per machine: $396 for one year, $999 for three years, or $1,599 for five years. The Strong Stride Series is one example: an athletic conditioning program designed to build strength and endurance on the reformer, well-suited to a gym member base already oriented toward performance training. Read more about the Stride Strong series at iFIT.

What This Means for Your Facility

The question is not whether reformer Pilates belongs in commercial gyms. Crunch and 24 Hour Fitness have already answered that. The question is whether your facility captures the revenue opportunity or continues directing it to standalone boutique studios.

Adding reformer Pilates does not require converting your gym into a boutique studio. It requires the right equipment, a clear session format, trained floor staff, and a booking system that manages access and member prerequisites. The connected reformer model reduces the staffing barrier that made this impractical for most gym operators a few years ago.

Read more on how to run this format: How to Offer Reformer Pilates at Your Gym Without Hiring a Dedicated Instructor.

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Disclaimer: The primary purpose of this blog post is to inform and entertain. Nothing on the post constitutes or is intended to be a substitute for professional medical advice, prevention, diagnosis, or treatment. Reliance on any information provided on the blog is solely at your own risk. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition, and please consult your doctor or other health care provider before making any changes to your diet, sleep methods, daily activity, or fitness routine. Do not disregard professional medical advice or delay seeking it because of information available on this blog. NordicTrack assumes no responsibility for any personal injury or damage sustained by any recommendations, opinions, or advice given in this article. Always follow the safety precautions included in the owner's manual of your fitness equipment.