What the Fold is Reformer? / Fold

Fold launches an education-first campaign that aims to demystify, spotlight and break down stereotypes about reformer pilates. 

Fold, the British-born at home reformer brand redefining how people move, today shared their new campaign - 'What the Fold is Reformer?' bold new campaign designed to answer a question many people are asking, but few feel confident enough to answer: What actually is reformer pilates, and who is it for?

Fold launched the campaign to tackle a growing disconnect. While reformer pilates has surged in popularity, the resistance based workout is perceived as intimidating, exclusive, or only for a certain type of person. Fold’s 'What the F*** is Reformer?' campaign is on a to change that.

“At Fold, we talk about reformer every day,” agrees the entire Fold team. “But we realised not everyone starts with the same knowledge or confidence. This campaign is about breaking it down, opening the conversation, and making reformer feel less intimidating and more accessible. Whether you’re an athlete, a parent, a time poor professional, new to movement, or somewhere in between, reformer can be for everyone.”

The campaign brings together education, community story telling and real-world insights. Featuring voices from across the Fold community, including elite athletes and busy parents, 'What the F*** is Reformer?' reframes reformer pilates as adaptable, inclusive, and genuinely for all bodies.

Reformer pilates has grown rapidly in recent years, driven by increased awareness of the benefits of low-impact, strength-based training that builds mobility, control and long-term resilience. Yet misconceptions remain: that it’s only for women, only for the already-fit, or only available in expensive boutique studios.

Emma McClelland, Fold’s Head of Pilates, explains: “I know it looks a bit like a medieval torture device, but the reformer is one of the most intelligent pieces of training equipment there is. It builds strength, coordination, mobility and control through supported movement. It’s not just for athletes or dancers, it’s for anybody.”

Using spring resistance, the reformer both supports and challenges the body, making it uniquely adaptable, whether you’re brand new to movement or training at an elite level.

The campaign spotlights voices from across professional sport,parenthood and everyday life:

● Sarah Bern, England Rugby Red Roses prop, uses reformer to build strength and resilience: “As a prop, core strength is everything. Reformer helps me engage the right muscles and stay strong where it matters most.”

● Mackenzie Carson, also of the Red Roses, turned to reformer during injury recovery: “It helped with pain management, performance, and reconnecting with my body in a totally different way.”

● Joe Truman, British Cycling, uses the reformer for warm-ups and recovery: “It’s great for deep core strength and also helps you switch off while still supporting performance.”

● Hannah Barrett, yoga teacher and mum, values its flexibility: “Ten minutes really can make a difference. I can jump on between meetings and still feel like I’ve done something meaningful.”

● Emily Bell, business owner and Reformer and Mat Pilates instructor, is passionate about accessibility: “People think you need to be flexible or experienced. You don’t. Reformer can meet you exactly where you are.”

Free trial classes: 

As part of the campaign, Fold is partnering with selected UK studios with Fold beds to offer free trial classes for first-time reformer users. By removing any financial barriers to the workout, more and more people can take advantage of the benefits of Reformer Pilates.

Grace from Soulie Pilates, one of the partner studios, describes the reformer as: “The ultimate all-in-one training tool; like a cable machine, rowing machine and Smith machine combined, but with far more versatility.”