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Behind the Brand

With nearly 20 years' of commercial and sector expertise, experience & insights, we’ve built a brand and reputation that stands the test of time and that stands out.

When Joanne Mathews discovered reformer pilates after a car accident, what started as injury rehab quickly became a life and sector-changing revelation.

Leaving behind corporate life to become a fitness entrepreneur, she opened the first Ten studio in Notting Hill in 2007.

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Amongst the first to bring Dynamic Reformer Pilates classes to the UK, Ten grew fast – building a reputation for expert-led classes that deliver tangible benefits for body and mind.

Today, as brand leader with 10 studios throughout London, and over 250,000 client visits per year, Joanne’s focus and mission remains unchanged:  

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 Deliver an empowering, inclusive, and results-driven Pilates experience that transforms how you feel and move.

 

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 Bring Ten to more people in more places.

 

If you’re passionate about movement, wellness, and building a thriving community, this is your opportunity to own a business with real impact.

 

Own a Studio

Why tenreformer?


Reformer Pilates is booming, and we’re leading the way. With 18 years of expertise, award-winning sessions, and the best coach training, we’ve built a brand that stands the test of time, and stands out.

 

 

01

TenAcademy guarantees your team achieves our high standards through world-class training.

02

We are highly acclaimed, winning 8 Tatler gym awards, and are popular with both the media and our members.

03

A business that works - strong retention, high occupancy, and low operating costs.

04

Leading experts in dynamic reformer Pilates, setting high standards for classes, coaching, and results.

05

Franchisee-first support from site selection and studio design to operations, marketing, and training, we'll be with you every step of the way.