From Gyms to B2C: How Emma Stallworthy Built a Leading Pilates Brand

Krissy Vann | Host, All Things Fitness and Wellness

In a recent episode of The All Things Fitness and Wellness Podcast, Emma Stallworthy, co-founder of Your Reformer, shared her inspiring journey from traditional gym ownership in Australia to building a leading at-home Pilates brand. Alongside her husband Ben, Emma made the critical decision to pivot from operating gyms to launching a direct-to-consumer Pilates business during the pandemic, a move that has since positioned Your Reformer as a top name in the Australian fitness market.

Emma discussed the hurdles they encountered, particularly with e-commerce and logistics. From managing large shipments to navigating customer expectations, the transition was far from easy. These challenges provided valuable lessons that have helped shape the way they handle business growth, ensuring smoother operations and better customer satisfaction.

Now, with their eyes set on expanding into the United States and branching into the B2B market, Your Reformer continues to innovate while maintaining a strong commitment to community and authenticity. Emma’s story serves as a powerful example of how fitness businesses can adapt and thrive in changing times through smart pivots and a focus on long-term growth.

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