Reforming Pilates Is Building A Three-story Studio In An Nyc Carriage House

The South Florida-based Pilates brand is pouring millions into a vintage carriage house in New York City, complete with a crystal-lined private room and three floors of space

New York has always set the bar for excess. A three-story Pilates studio in a vintage carriage house with a crystal-adorned private room? Right on brand and soon a reality, courtesy of Reforming Pilates.

The luxury boutique Pilates brand is behind the multimillion-dollar, 7,000-square-foot-plus space opening at 109 W. 17th Street this spring.

The new Chelsea/Flatiron area studio builds on the brand’s locations in Florida and New York, with this project referred to as RP Townhouse in a nod to its townhouse feel and the largest in its property portfolio.

Reforming Pilates co-founder Genevieve Ross, who launched the concept with her husband Daniel in 2022, says they had been searching for a location in the area to complement their Upper East Side studio. 

“This opportunity was presented to us, and we knew immediately it was perfect,” she tells Athletech News. “It was beautiful and like nothing we’d ever seen before. So much so that Daniel flew to see it and I had just given birth so I didn’t go. He said, ‘You’re going to love it, you don’t even need to see it.’ I saw it after we signed the lease.”

RP Townhouse will feature two reformer studios with Balanced Body reformer machines, a heated mat studio, a private studio and a space earmarked for a food brand partnership. Ross says the company is currently in discussions with several brands for the coffee concept and expects to make a final selection in the coming months. The space will also feature high-end facilities for post-workout care.

“Each reformer room will have 10 spots, because we love keeping our studios boutique, high-end and on brand,” Ross said. “The heated mat studio will fit 20 in a spacious and beautiful setting.”

The growth trajectory has been fast for the brand, with a flagship location in Bay Harbor Islands, Florida, studios in Miami Beach, Fort Lauderdale, Boca Raton, West Palm Beach, Miami Shores and New York City’s Upper East Side.

And they’re just getting started. Ross says Reforming Pilates is constantly looking for places that fit its brand.

“We’re in hyper growth mode, but every place we choose to go is for a very specific reason,” she said. “I don’t have a specific location yet, but we are growing. The spaces we choose have to feel perfect and also be a good fit for the clientele.”

While the boutique fitness sector can’t get enough of Pilates, even big-box gyms are leaning in. Crunch Fitness announced it’ll be featuring a dedicated reformer Pilates studio at a new $12 million facility in McKinney, Texas, through its top franchisee, CR Fitness Holdings. Meanwhile, 24 Hour Fitness and Amped Fitness launched their own reformer Pilates concepts.

There’s good reason — Pilates was ranked the most-booked workout on ClassPass for the third consecutive year, with reservations on the platform jumping 66% between 2024 and 2025. 

The post Reforming Pilates Is Building a Three-Story Studio in an NYC Carriage House appeared first on Athletech News.