From Mat to Machine: How Reformers Can Double Your Studio’s Revenue
From Mat to Machine: How Reformers Can Double Your Studio’s Revenue
The Shift in Australian Wellness
The Australian fitness landscape has undergone a dramatic transformation. While mat-based Pilates will always have a core place in the industry, there is an undeniable surge in demand for the precision and resistance that only a Reformer can provide. For studio owners, this isn't just a trend—it’s a strategic opportunity to evolve.
Adding Reformers allows you to bridge the gap between general fitness and clinical rehabilitation, making your business more resilient and attractive to a diverse demographic, from high-performance athletes to post-rehab patients.
The Numbers: Why the Reformer is a Revenue Powerhouse
When evaluating whether to add reformers, it’s essential to look past the initial "sticker price" and focus on the yield per square metre. In the Australian market, reformers consistently command a premium that mat-based classes simply cannot match.
Diversifying Your Revenue Streams
The business case for the Reformer is simple: it offers a "premium" service perception. On average, studios can charge 30–50% more per spot compared to standard mat classes or gym memberships.
According to 2026 industry benchmarks, a standard Mat Pilates class in Australia typically ranges from $15 to $30 per session. In contrast, Reformer sessions are priced between $35 and $55, with specialised clinical sessions reaching upwards of $130 (Source: AirTasker AU 2026 Cost Guide). By upgrading your offering, you are essentially doubling your potential gross revenue per client, per hour.
Maximising Efficiency and Profit Margins
Boutique studios specialising in equipment-based training report significantly higher profit margins than traditional "volume-based" gyms. While a traditional gym often operates on a 10–15% margin, specialised Pilates studios typically see margins of 20–40% (Source: WodGuru Boutique Trends 2025).
Because reformers provide a dedicated "station" for each client, you can maximise your floor plan. A studio with just 5 reformers, teaching 4 hours a day, has the potential to generate $3,000+ per week in revenue—a figure that would require significantly more space and a much higher client volume to achieve with mat work alone.
Comparison: Mat vs. Reformer Revenue Potential
Based on a 10-person capacity studio running 20 classes per week.
| Metric | Mat Pilates | Reformer Pilates |
| Avg. Rate per Class | $22 | $42 |
| Weekly Revenue (Full) | $4,400 | $8,400 |
| Annual Revenue Potential | ~$228,800 | ~$436,800 |
| Client Retention Rate | Moderate | High (25% Increase) |
Better Retention Through Versatility
Revenue isn't just about the hourly rate; it’s about the Lifetime Value (LTV) of your clients. Industry data shows that studios using high-quality, commercial-grade reformers report up to a 25% increase in client retention (Source: Technavio Pilates Equipment Analysis 2025).
One of the biggest challenges for any studio is the "client plateau." The adjustable resistance of a Reformer—ranging from stability-focused light springs to heavy strength-building ones—means the workout scales indefinitely. By offering Reformer sessions, you provide a pathway for progression that keeps clients booked in for years, not months.
Why Quality and Local Support Matter
In a professional setting, equipment downtime equals lost revenue. This is why many Australian studios are moving away from cheap imports in favour of brands with local support and proven durability. Investing in high-quality machines means fewer repairs, a more premium "feel" for your clients, and a much higher resale value down the road.
Ready to see how these numbers apply to your specific floor plan?
Check out our Business Case for Reformers page for a deeper dive into ROI and durability.