Emma Stallworthy on Pivoting from Gyms to B2C Success and Expanding Your Reformer to the US

All Things Fitness and Wellness

On this episode of The All Things Fitness and Wellness Podcast, Krissy Vann interviews Emma Stallworthy, co-founder of Your Reformer, as she details her journey from traditional gym ownership to building a thriving B2C Pilates brand. Emma shares key insights on pivoting to the at-home fitness market during the pandemic and how Your Reformer is now exploring B2B partnerships.
She also reflects on the challenges they faced in e-commerce and logistics, providing a candid look at what worked and what didn’t. As they prepare to expand into the US, Emma discusses their business strategy, including setting up new operations in Texas. Fitness entrepreneurs and business owners won’t want to miss this episode filled with practical advice for scaling a brand.
Connect with Emma Stallworthy:
https://yourreformer.com.au
https://www.linkedin.com/in/emma-stallworthy/
Connect with All Things Fitness and Wellness:
www.atfw.ca
https://www.linkedin.com/company/all-things-fitness-and-wellness/
https://www.instagram.com/allthingsfitnessandwellness/?hl=en
#fitnessbusiness #pilates #yourreformer

Chapter

1. Introduction (00:00:00)

2. The why behind pilates (00:02:35)

3. Navigating fertility struggles and business (00:05:35)

4. The Trends in the Women's Wellness Space (00:08:10)

5. From Gym Ownership to B2C Brand Building (00:11:38)

6. Biggest brand building mistakes (00:15:49)

7. Scaling and Expanding Your Reformer (00:20:15)

8. The decision to go from B2C to B2B (00:23:17)

9. Expansion into the US Market (00:25:24)

10. Personal shifts as an entrepreneur (00:27:45)

11. Mentorship on the entrepreneurial journey (00:30:04)

12. Closing remarks (00:32:41)