2025: A year of growth of expansion / Fold

After launching in 2024, this year has been a year of strong growth and innovation for Fold. The UK-born reformer Pilates brand has been dedicated to redefining at-home and studio movement, proven by ending 2025 with a positive outlook for 2026 and beyond marked by global expansion and new product innovation.

Fold has generated £4M in sales, placed its award-winning Pilates equipment into over 3,000 homes, and expanded into 150+ studio locations in 18 months with zero external investment. Based on current performance, Fold is well on its way to becoming one of the top 50 fastest-growing businesses in the UK and its ambitions are to continue to climb up the rankings in 2026.

What began as a design-led solution to bring reformer Pilates into smaller spaces has rapidly evolved into a global movement brand with products, education and experiences that meet the rising demand for functional, inclusive fitness.

See some easily digestible infographics on the growth of Fold HERE and HERE.

A global footprint

Fold now operates across the UK, Europe, South America, the Middle East and Asia, with distribution networks established most recently in:

South Korea, Taiwan, Mexico, Vietnam, Laos and Cambodia.

This expansion reflects a growing consumer appetite for premium, space-efficient at-home fitness equipment and accessible training models that bridge home, studio and hybrid use.

Product innovation and launches

Fold launched three major verticals in 2025, each designed to support a different part of the movement ecosystem:

• The Original Fold Reformer with Easi-Fold — evolution of the Original Fold Reformer. Listening to community feedback, Fold created a foldable reformer which was the easiest on the market to unfold - adjustable assisted springs and improved ergonomics turn a point of friction into a competitive advantage. After announcing at the end of August, the pre-sale sold out in the first two weeks, showing category leadership doesn’t always require disruption, but meaningful improvement of existing iterations.

• Owear — performance-driven apparel designed for Pilates, movement and everyday wear. Starting with grip socks, “Owear embodies what Fold stands for; refined design, thoughtful functionality, and the seamless integration of movement into everyday life,” said Tom McClelland, Co-Founder of Fold

• Fold Academy — a fully accredited training pathway delivering industry-standard Reformer and Mat Pilates education

Looking ahead, multiple new products are already in development for 2026.

Brand evolution 

A community that reflects real life

In 2025, multi-award-winning sports creative agency MATTA worked with Fold to develop a new creative direction and campaign vision. This year’s campaign puts the spotlight back where it belongs: on the people who made Fold possible. Not models, not staged sets, but the real community.

Pilates has traditionally been sat in a beige space, often not representing the real people participating in the practice, Fold has made a bold statement early on to shake up the industry. Challenging this beige space and learning towards warmth and vibrancy their most recent campaign celebrates the genuine community and real people who make up the brand.

Fold has been recognised by titles such as: The Times, The Daily Mail, Women’s Health, Hello! and SheerLuxe as a leading wellness brand to watch in 2025.

Partnerships that matter

In 2025, Fold accelerated partnerships across gym chains, independent studios and premium hospitality such as Surrenne Health Club, The Balmoral and Siro Hotels.

Fold also supported major elite sports teams across cricket, cycling, football and others. Most notably Fold partnered with the Red Roses on their winning World Cup Campaign, Somerset CC as they won the 20/20 Championship as well as *Chloe Kelly after her winning Euros 2025 campaign.

Fold continued their partnership with EcoDrive,a commitment to plant five trees for every Reformer bed sold and one tree on every other order placed through the website. Together, the Fold and EcoDrive communities have planted nearly 10,000 trees in Kenya in 2025.

These partnerships reflect the wide and evolving movement landscape, from wellness offerings to performance-led environments to spaces prioritising recovery, ritual, health and movement.

Community and events

Fold hosted 15 in-person events in 2025 across London, Manchester, Bristol, Glasgow, Edinburgh and beyond. As well as participating in Dubai Active among others. Creating spaces for people to move, connect and discover Reformer Pilates as a form of movement without intimidation or exclusivity.

Fold also launched its flagship showroom in London, a space where the community and potential customers can come down to demo the reformer bed themselves or participate in the monthly community classes. At time of writing, we are the only foldable reformer brand with a dedicated and permanent in person showroom. Fold understands that the consumer may want to physically see the product before committing to purchasing a reformer.

Across classes, pop-ups, workshops and brand activations, Fold reached hundreds of participants, from first-timers to lifelong movers. As well as continuing to grow the size and scale of their own unique events in this space. In 2026 Fold will exhibit in the largest fitness and wellness events across the UK, Europe and the Middle East including Perform X and FIBO.

The Fold App

The DNA of the brand is the Fold’s digital app, the bridge between the online and in-person experiences and making reformer more accessible then ever. An exclusive hub with a library of over 100+ in-demand workouts from the industry’s best coaches. Alongside 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.

Fold have continued to take steps to innovate in this space, alongside supporting the streaming solutions for the at home customer, Fold has recognised the demand to support commercial offerings and has adapted to support the growing demand for online streaming solutions for hotels and independent gym chains.

Team growth

The team doubled in size this year, with investment in community and customer experience roles, ensuring that the customer remains at the centre of the brand. The team continues to grow with additional plans to hire for key roles within marketing and community in early 2026.

A community that reflects real life

Alongside professional sport, Fold continues to design for the everyday athlete, including:

• Busy parents
• Professionals
• People returning to movement
• Those who don’t see themselves represented in traditional fitness spaces

Fold believes reformer is not niche, exclusive or aesthetic-first — it is a functional form of movement for real bodies and real lifestyles.

What’s next: 2026 and beyond

With strong category momentum and a growing global network, Fold will introduce several major developments in 2026:

• Fold Accessories
• Growing the team
• Studio plus additional product launches in Q2
• Participation in major
• Further expansion into new international markets, along with continued product innovation, will underpin the next phase of growth.