Reformer Club Receives 2 Million Euros from Vorwerk Ventures

The Munich-based fitness startup Reformer Club is receiving 2 million euros from Vorwerk Ventures. With this fresh capital, founders Marlene Schöbel and Stephanie Adolf plan to significantly expand their studio concept. The network is set to grow from its current five locations to 50 studios by the end of 2029. Following its expansion within Germany, the company also plans to enter other European markets.

From five to 50 studios

Reformer Club was founded in Munich in 2024 and opened its first studio at the end of that same year. Less than two years later, the company operates five locations in Munich, Hamburg, and Berlin.

The next phase of expansion is already underway. Studios in Mannheim, Düsseldorf, and Frankfurt are currently under construction. The 2 million euros from Vorwerk Ventures is intended to accelerate the rollout. The long-term goal is very ambitious. By the end of 2029, the founders aim to operate a total of 50 studios and establish Reformer Club as a premium brand for Reformer Pilates in Europe.

Vorwerk Ventures Bets on Boutique Fitness

Investor Vorwerk Ventures sees particular potential in the growing market for boutique fitness offerings. These are increasingly evolving into a “third space”—alongside home and work—where exercise and community come together.

Reformer Club is making its mark in this sector with a scalable premium concept and has already proven its success at locations such as Munich, Berlin, and Hamburg.

Peter Schmetz, Principal at Vorwerk Ventures

Reformer Pilates is one of the key drivers in this trend, while the offering in Germany remains limited compared to the rest of Europe, explains Peter Schmetz, Principal at Vorwerk Ventures.

More Than a Traditional Pilates Studio

Reformer Club’s concept is based on the three pillars “Reform. Refuel. Connect.” At its core is a Contemporary Class Style that combines classic Reformer Pilates elements with functional strength exercises to create a full-body workout.

The startup focuses on medium-sized groups. While other providers work with either large groups of more than 30 people or small groups of fewer than ten participants, Reformer Club aims to have around 15 people training together. The founders want to combine personalized guidance and corrections from the trainers with the energy of a group workout.

Studios Are Set to Become Social Spaces

Reformer Club also aims to set itself apart from traditional gyms outside of training sessions. The locations are designed as social gathering spots and, in addition to the workout areas, feature health bars, community areas, showers, and other premium amenities.

A distinctive industrial look is also intended to ensure high brand recognition. The offering is complemented by curated brand and community events. The studios are thus not meant to be exclusively places for exercise. The founders want to create spaces where members can train, relax, and interact with others.

The Academy Is Designed to Facilitate Growth

One challenge in rapidly expanding a studio concept is maintaining consistent quality across different locations. Reformer Club has established its own Academy to address this.

Through three training levels and defined standards, new instructors will be trained and the pool of trainers expanded. The goal is to keep training quality as consistent as possible, regardless of the specific location. In doing so, the company is simultaneously creating an important operational prerequisite for its planned expansion. With a projected total of 50 studios, not only must the number of locations scale, but so must the availability of appropriately trained instructors.

The Founders Know the Product From Personal Experience

Marlene Schöbel and Stephanie Adolf are the driving forces behind Reformer Club. The two founders are bound by a long-standing friendship and a previous joint startup. Both are certified Reformer instructors themselves and also bring experience in consulting to the table.

Schöbel discovered Reformer Pilates during a consulting project abroad and subsequently identified a gap in the German market. This led to the idea of making the training concept available first throughout Germany and later across Europe.

Next Step: Europe

With Vorwerk Ventures, Reformer Club now has an institutional investor to support its next phase of growth. The initial focus is on further expanding the network of locations in Germany. Subsequently, the brand will be established in other European countries as well.

For Reformer Club, this marks the beginning of a crucial scaling phase. Within just over three years, the small network is set to grow into a full-fledged chain with 50 locations. If the founders succeed in maintaining the quality of training, the community-focused approach, and the premium positioning across a growing number of studios, the Munich-based fitness startup could evolve into a boutique fitness brand scalable across Europe.