Fitness chain Reforming Pilates, known for its reformer machine classes and heated mat workouts, is set to open another branch in Manhattan. The company has signed a ten-year lease for a 2,500 square foot space at 233 East 34th Street. This was announced by Meridian Capital Group, the broker representing the landlord.
Strategic Expansion in Murray Hill
Genevieve Ross, the founder of Reforming Pilates, commented on the choice of location: “Murray Hill is the heart of Manhattan. It's where you move after university, find your community, and truly feel at home in New York. It's young, dynamic, and was once my own playground. For me, it's come full circle, and I am convinced it is currently one of the most attractive locations for a brand in the city.”
This agreement marks the studio's third branch in Manhattan. The other locations are at 109 West 17th Street in the Flatiron District and 1305 Second Avenue on the Upper East Side. The asking rent for this particular deal was not disclosed. Comparatively, the average asking rent for retail space in Manhattan's nearby Herald Square district was $394 per square foot in the second quarter of 2026, according to data from CBRE.
The owners were represented in this transaction by Noam Aziz, Carson Shahrabani, and Max Freudenberger of Meridian. Max Freudenberger emphasised: “Murray Hill is evolving into a customer base that is increasingly health-conscious and wellness-oriented. There is a growing demand for Pilates, fitness, wellness, and health-focused concepts, and we believe this shift creates a strong opportunity for operators who cater to today's increasingly health-conscious consumer.”
Requirements for new studios
Reforming Pilates, a company headquartered in South Florida, was advised by Jeff Jacobson of Masonre. Jacobson explained the specific requirements for the new location: “We weren't looking for just any space. Reforming Pilates needed a ground-floor studio in Murray Hill that seamlessly integrates alongside the Upper East Side and Flatiron Townhouse locations, without compromising on quality – visible, purpose-built, and for a lease term of 10 years.” Reforming Pilates also operates eight other branches in Florida.
