Listening when their community spoke to let customer feedback guide product innovation.

Fold was launched in 2024 by Matt Harras, Tom McClelland and Paul Stimpson. It was founded on a simple but powerful idea — that movement should fit real life, with real people and real stories.

Why be different? Fold recognises that pilates has been sat in a traditionally beige space, often not representing the real people participating in the practice. Fold made a bold move to shake up the industry. As seen in their new campaign, the forward-thinking brand put the spotlight back where it belongs: on the real people who do pilates and who made Fold possible. No models, no staged sets, just the real community to bring the brand to life. 

Shomi - part of the Fold community - “When you're not a stereotypical pilates princess, the space can feel a little bit intimidating, and it’s only for a certain type of person, fortunately I learnt that that isn't the case. It’s for everyone”.

This real community was what shaped the innovation at Fold. The debut model was strong, smart, and importantly got people moving. But Fold listened when their community spoke, letting customer feedback guide product innovation. Fold wanted to ensure their next model made reformer pilates even more accessible for everyone, all spaces, abilities, ages, shapes and sizes. 

Matt Harras commented: "At Fold, we’re on a mission to remove the barriers that life throws your way and make exercise accessible and inclusive for all. We saw an opportunity to introduce a reformer Pilates bed that seamlessly fits into your home, helping you balance work, family, and fitness without sacrificing space. The Fold bed and companion app offers a practical alternative to traditional, often costly studio-based workouts that can be intimidating for beginners and sometimes perceived as elitist."

Understanding that creating studio quality equipment for the home often meant additional weight making it tougher to unfold. Enter the patented Easi-Fold system: a spring-assisted design that makes setting up or folding away your reformer effortless, easy and safe. 

The new Easi-Fold model locks upright in place for smart storage, while clever upgrades including a fully protected spring holder, a nifty new headrest pouch, magnetic support, and a sturdy foot platform brings the quality home. Add to that a reinvented wheel design, you’ve got movement made easy. Finished in premium maple or red oak wood with your pick of mocha, vanilla, chocolate or black upholstery, it’s designed to flow with you and your space.

Fold doesn’t want to stand still, with ambitious goals, product evolution will always be guided by community feedback. 


More insights from the community

Rohini, Fold Bed Owner - “I’ve never seen anyone like me in a campaign like this”

Liam, Fold App user - "Classes were mostly female spaces, and as a black guy, I felt I stood out. There is still a stigma around men doing pilates, it doesn’t always feel inclusive, that' s why Fold feels so different."


The Fold App
More than just a bed, the DNA of the brand is the Fold app. An exclusive hub with a library of over 100+ in-demand workouts from the industry's best coaches - from a quick stretch to a full flow, Fold offers a wide variety of movement styles that celebrate the brand’s inclusive approach to champion wellness for people from all walks of life. 

In addition to signature reformer classes tailored to beginners to the more advanced, users can discover pre & post-natal sessions plus a variety of mat Pilates and barre classes. This ensures a comprehensive wellness experience for their virtual community alongside an active social network that connects like-minded individuals. In addition to a string of sold-out Fold community pop-up events, today the worldwide community who all move, share and grow together includes over 100+ studio partners with locations across Europe the Middle East to South Korea.