Founders Row, Andrea Rogers Launch 24/7 Pilates Concept With Virtual Instructors

Powered by Your Reformer equipment and tech, All Day Pilates combines around-the-clock studio access and on-demand instruction as it targets underserved markets

Founders Row is making its third fitness incubation bet in less than a year, this time taking aim at one of boutique fitness’ hottest categories with a tech-enabled Pilates concept designed to expand access beyond major metropolitan markets.

The Atlanta-based brand incubator led by founder Jamie Weeks and Jess Yuan is launching All Day Pilates, a 24/7 reformer Pilates studio that combines commercial-grade equipment with on-demand virtual instruction. 

Co-founded with Xtend Barre founder Andrea Rogers and powered by connected Pilates manufacturer Your Reformer, the concept allows members to reserve a reformer, unlock the studio and take virtual instructor-led classes at any time of day through a digital content library.

The model is designed to address some of the biggest bottlenecks facing the Pilates industry, where demand has surged, but many studios continue to grapple with instructor shortages, waitlists and premium pricing.

“At Orangetheory we were early to boutique fitness in 2014; at SweatHouz, we were early to recovery and contrast therapy in 2019,” Weeks said. “All Day Pilates is that same instinct again, except this time we are using technology to disrupt one of the biggest and fastest-growing categories in fitness.”

All Day Pilates plans to open 10 locations in 2027, with additional expansion markets expected to be announced in the coming months. The brand is also exploring franchising and partnerships with digital fitness brands to broaden its programming.

The brand believes the format could also help bring premium reformer Pilates to suburban and secondary markets that have historically lacked as many boutique studio options as cities. 

The launch marks another expansion of Founders Row’s growing portfolio of founder-led consumer brands. Weeks, the former largest Orangetheory Fitness franchisee and founder of contrast-therapy brand SweatHouz, launched Founders Row last year to incubate and invest in early-stage concepts while allowing founders to retain significant ownership and control.

Since then, the firm has backed Atlanta-based Lagree brand SculptHouse, introduced women-focused strength training concept LiftHer and now enters the reformer Pilates space with All Day Pilates.

Unlike traditional boutique Pilates studios that rely on scheduled instructor-led classes, All Day Pilates operates around the clock. Members can access more than 1,000 professionally produced workouts from Rogers through digital kiosks installed alongside commercial reformers. While staff will be on-site daily from 7 a.m. to 9 p.m., the studios remain accessible after hours through secure digital entry and third-party video monitoring.

Rogers, who founded Xtend Barre, said the concept was created to remove many of the barriers consumers face when trying to maintain a Pilates routine.

“I’ve spent years watching people fall in love with reformer Pilates only to lose access because of waitlists, inconvenient class times or limited instructor availability,” Rogers said. “Everyone deserves access to great Pilates instruction, regardless of where they live or when they can work out.”

Jay Siano and Sabre Advisors have been named All Day Pilates’ exclusive real estate growth advisor, helping lead national site selection and expansion.

Beyond fitness, Founders Row plans to announce a fourth incubation later this year focused on digital meditation and nervous system regulation.

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