The Pilates market is growing. It comes as no surprise, then, that fitness startup Reformer Club wants to expand with its first financing round. Vorwerk Ventures is investing 2 million euros in the Munich-based startup, funding physical locations rather than a traditional software startup. Reformer Club intends to use the new capital to expand its network from the current five to 50 studios by the end of 2029. Following initial studios in Munich, Hamburg, and Berlin, further German cities and subsequently European markets are set to follow.
Reformer Club turns a studio chain into a VC case
Reformer Club was founded by Marlene Schöbel and Stephanie Adolf. The first studio opened in Munich-Haidhausen in November 2024. In less than two years, it has evolved into a multi-location studio concept.
The next steps are already set: Mannheim, Düsseldorf, and Frankfurt are slated to expand the existing network. Afterwards, the founders plan to tap into additional German cities and, down the road, expand into other European markets.
The target of 50 studios by the end of 2029 represents a substantial rollout: Starting from five existing locations, Reformer Club would have to tenfold its network in just over three years.
Studios Are Places to Spend Time and Connect
A crucial lever of the business model is class size. Reformer Club positions itself between very small training groups and larger group formats: around 15 participants are intended to enable individual support while ensuring the studio’s economic viability.
The training concept combines classic Reformer Pilates elements with functional strength exercises. Under the guiding principle “Reform. Refuel. Connect.”, however, the offering is intended to go beyond the actual workout.
In addition to workout areas, the studios therefore feature health bars, community spaces, showers, and other amenities. These are complemented by curated brand and community events. Reformer Club deliberately positions its locations as places to spend time and connect – and not exclusively as spaces for a 60-minute fitness class.
This is also economically relevant, as a strong proprietary brand and community can help studio operators build customer relationships beyond external booking platforms.
Peter Schmetz, Principal at Vorwerk Ventures, says:
“Boutique fitness offerings are developing into a ‘third space’ alongside home and work, combining ambitious workouts with a community-driven approach. Reformer Pilates is one of the strongest drivers of this trend, while the offering in Germany is still limited compared to the rest of Europe. Reformer Club addresses this space with a scalable premium concept and has already proven this in locations such as Munich, Berlin, and Hamburg. We are thrilled to support co-founders Marlene and Stephanie on their next growth phase.”
Reformer Club Academy set to scale quality across 50 studios
Another challenge of the planned roll-out involves staffing. A studio concept can only scale as a unified brand if the customer experience remains consistent across different locations.
To address this, the startup has established the Reformer Club Academy. Across three training levels and defined class standards, the instructor pool is set to expand without the training experience differing fundamentally from one location to another.
The fact that both founders are themselves certified Reformer instructors plays a key role. At the same time, Schöbel and Adolf bring consulting experience in strategy and operations to the table, and had already founded a company together before Reformer Club. According to Schöbel, she discovered Reformer Pilates during a consulting project abroad. That sparked the idea of making the training format more accessible in Germany and, eventually, across Europe.
Reformer Club Grew to Over 90 Percent Capacity Utilization in Three Months
Reformer Club provided clues as to why a VC would invest in this brick-and-mortar business model shortly after its launch. Three months after opening their first Munich studio, the founders reported a capacity utilization rate of over 90 percent. By that time, more than 20 trainers and over ten additional team members were already working in check-in for the company.
The organization has since grown significantly. In connection with the financing round, Vorwerk Ventures Principal Peter Schmetz mentioned five studios, more than 100 employees, and three additional locations under construction.
A decisive factor for further expansion will likely be whether Reformer Club can replicate this capacity utilization and the profitability of individual studios outside of previous major cities. Unlike a software model, every additional location brings new fixed costs for space, buildout, equipment, and staff. That is precisely where the test for the business model lies: If they succeed in largely standardizing site selection, studio design, class sizes, instructor training, and community building, the previously regionally focused offering could genuinely turn into a nationwide fitness brand.
With Vorwerk Ventures, Reformer Club brings onboard an investor whose portfolio extends beyond classic software companies. Originally founded in 2007, the independent VC today focuses primarily on (pre-)seed and Series A rounds. For the two founders of Reformer Club, the partnership is intended above all to enable the next expansion step. The fresh capital will be used for the rollout in Germany, which has already begun, and, looking ahead, for expansion into Europe.
