New Pilates Studio Set to Open in Manhattan
In 1926, Joseph and Clara Pilates established the first Pilates studio at 939 Eighth Avenue. Fast forward a century and 40 blocks later, and Manhattan is on the verge of welcoming the largest Pilates studio in the world.
Genevieve Ross, the owner of Reforming Pilates, shared her surprise at this development. “I never thought I would open the biggest studio ever,” she mentioned. Her husband described the space as “the most amazing” he’d ever seen, leading him to sign the lease immediately—without her even visiting because she had just given birth.
Set to open on June 1, Reforming Pilates Townhouse will occupy a three-story, roughly 7,000-square-foot area at 109 W. 17th St. in the Flatiron district. The lease is for a decade, though specific terms haven’t been made public.
The property, a former carriage house built in 1920, is 8 meters wide and will serve as the second location for the company in New York, complementing an existing studio on the Upper East Side.
“The townhouse has great bones, beautiful lighting, and an old fireplace,” Ross noted, highlighting the space’s character.
Interestingly, despite the potential size of the studio, it won’t be overcrowded with equipment. It features two separate rooms, each able to fit ten reformers, along with an infrared heated Pilates mat room and a space for private sessions. Ross emphasized the importance of maintaining smaller class sizes to ensure quality instruction.
Reforming Pilates began in Miami in 2021 and has expanded to nine locations across Florida and New York, with plans for more, including two in Florida and one in Manhattan’s Murray Hill. Ross credits their growth to word-of-mouth referrals.
“So far, we have spent $0 on advertising,” she remarked. “It’s all about where our clients want us to go.”
Pilates has surged in popularity since the pandemic, thanks in part to its adaptability for various skill levels. Many different formats exist— mats, reformers, towers, and chairs. Social media plays a role too; just look at the countless posts showcasing #PilatesBody. It’s almost expected to see someone filming class content nowadays.
The new Reform Pilates Townhouse is designed with aesthetics in mind, blending muted colors, neon signs, and stylish furnishings. The design team behind the space previously worked on Pura Vida, a popular restaurant chain from Miami.
However, participation in such classes can be quite pricey. Generally, reformer classes cost around $35, with unlimited monthly packages ranging from $300 to $600. At the Upper East Side location, a single class is $50, while a 10-pack goes for $330, and a monthly unlimited pass is $599. Still, there are plenty of free online classes for those looking to save, like Pilates by Izzy on YouTube, which has garnered a considerable following.
Contrary to concerns about cost, the Pilates and yoga market is forecasted to grow significantly. As per an Allied Market Research report, it’s projected to expand from $120 billion in 2025 to around $521 billion by 2035.
In the U.S., about half of retail space by 2025 is expected to be leased by service-oriented businesses, including fitness-related facilities, according to CoStar data. New York City has witnessed a 40% increase in fitness and wellness rental deals in the last year, according to Newmark.
“Fitness and wellness have significantly influenced the retail landscape,” Jeff Roseman of Newmark noted.
People are willing to travel for what they want. Deb Huberman, a fashion producer, attends classes at the Upper East Side location but plans to visit the new Townhouse. “I’m definitely going to check it out. I really like that they offer hot Pilates too,” she said.
Looking ahead, Ross has further expansion plans in mind for Manhattan, the tri-state area, Florida, and California. “The reason people keep coming back is that we know how they feel and how important they are in our community,” she stated.
