Australian Pilates brand Your Reformer is hosting an immersive five-day pop-up event in New York City, its latest push into the United States fitness equipment market.
Following the launch of its Pilates reformer rental program in the Northeast last month, Your Reformer’s pop-up event kicked off on Friday, May 2, in NYC’s NoHo neighborhood.
The event continues on World Pilates Day this Saturday, May 3, with a unique 24-hour experience. From midnight to 11:59 p.m. on Saturday, visitors can take complimentary reformer Pilates classes every hour on the hour, test out studio-grade equipment and receive 30 days of free access to the brand’s digital app. Attendees can also score limited-edition workout swag and uncover hidden prizes under their reformers.
According to Your Reformer, the event will mark the world’s first-ever 24-hour on-demand reformer Pilates pop-up experience.
The pop-up continues May 4-6 with free classes, exclusive discounts on reformers and showcases of Your Reformer’s equipment line.
To drive local buzz, Your Reformer partnered with Aussie coffee brand Bluestone Lane, which has been offering free coffee at its Dumbo and Tribeca locations in the lead-up to the event. Coffee sleeves include a QR code linking to the pop-up signup page and a special offer to trial Your Reformer’s rental service free for 30 days
Dubbed the “Peloton of Pilates,” Your Reformer allows Pilates enthusiasts to rent at-home reformers for as long as they need, with services billed weekly. The company also sells full-priced reformers for permanent purchase, and offers an app with on-demand Pilates workouts.
Last month, Your Reformer announced it was entering the East Coast market and would be opening a showroom in Manhattan’s Chelsea neighborhood. The move comes after the brand launched on the West Coast last year.
Besides its direct-to-consumer push, Your Reformer also offers ReformerPro, a commercial offering for gyms, studios and other fitness facilities that includes equipment and on-demand Pilates content. The brand has a relationship with operators including Snap Fitness, World Gym, Oxygen Yoga & Fitness, and Club Fitness.
“ReformerPro gives our partners a competitive edge, providing a digital solution to increase user access to Reformer Pilates equipment and industry-leading instructors without the large overheads,” said Ben Stallworthy, who co-founded Your Reformer with his wife, Emma, after the couple owned and then sold multiple gyms.
Your Reformer’s pop-up event is held from May 2-6 at 734 Broadway, Ground Floor, New York, NY 10013. To sign up, click here.
