Pilates has had a profound impact on my life, so it is no surprise that my passion for Pilates was a big driving force behind starting Your Reformer. I wanted to make Reformer Pilates at home a ‘thing’ so that it could be more accessible and ultimately help people improve the quality of their lives since we know firsthand the benefits that Reformer can have on both body and mind.
Given that ‘making Pilates more accessible’ is our fundamental mission at Your Reformer, going global has been a goal of ours. We certainly aren’t afraid of a challenge, and we love adventure, so launching in the USA ticked all of those boxes for us.
For the most part of this year, we have been planning and preparing everything to launch. Our customer experience is paramount for us, so we knew that we didn’t just want to set up a distribution hub… we wanted to essentially replicate what we had in Australia, except in the United States. This meant establishing our own local team to offer Your Reformer’s signature Valet Delivery, handle customer enquiries and support, manage maintenance, fulfill warranty requests and more! We are so pleased that our warehouse, US Head Office, and first showroom are now established in Anaheim. Our Californian team are enthusiastic and have worked collaboratively with our AU team to learn our processes and adopt the Your Reformer way, and in turn, we’ve been learning from them regarding how things are done here in the States.
As I write this, deliveries with our internal Your Reformer Delivery Team start next week - and we’re nervous and excited all at the same time. Our Your Reformer Valet Delivery experience sees our own team members bring your Reformer into your room of choice (safe access required of course), install your machine, dispose of trash/packaging, and take you through the main elements of your ‘home studio’. For our rental offering in SoCal, this same team will come and collect your Reformer whenever you are ready to return it (or when you may be swapping over with a Reformer you’ve decided to purchase from us once you are confident you are getting full use of your at-home studio). We know rental is a great option for those ‘on the fence’ about whether they will get adequate use of the machine, and would like to become more confident before they make the investment of purchasing.
For those who don’t fall into our Valet Delivery catchment (soon to be expanding), don’t worry, the Reformers are really easy to complete the final install steps. We have instructional videos to support, and they’re not flat packed, they come mostly put together so there are just a few parts to screw in like your shoulder rests for example. Very simple!
We have gone ‘all in’ on our US expansion with many of our Aussie team waking up at 3am to support when the website went live. It’s been a fun journey so far and initial feedback has been really heartwarming! We sincerely hope that we continue to be embraced by the US, the same way we have been in Australia and New Zealand.
USA - we’re here and loving it!
Written by: Emma Stallworthy, Your Reformer Founder