London-based Pilates company, Ten Health & Fitness, has announced the launch of a boutique franchise brand, Tenreformer, offering dynamic Reformer Pilates classes.

Launched in 2007, Ten Health & Fitness operates 10 sites in London and has built a solid reputation, listing Carey Mulligan, Zoe Ball and Claudia Schiffer among its clients. Ten's knowledge and experience has been distilled into an accessible, community-driven franchise concept to capitalise on the popularity of reformer Pilates.

Backed by Foresight VCT, which has invested an initial £1.5 million, there are ambitions to open studios across the UK, and internationally, as a brand in its own right, separate from Ten Health & Fitness.

Tenreformer franchises will offer state-of-the-art studios equipped with 16-20 reformers. To maintain standards, all instructors will be required to go through a bespoke education training programme.

Joanne Mathews, founder of Ten Health & Fitness, says: “Launching a franchise strategy fits with our mission of delivering more Pilates to more people in more places. It feels like a natural progression for Ten, expanding the reach of our Pilates expertise and giving more people the opportunity to celebrate endorphins, leaving our studios on a natural high.

“We’ve already had interest in franchises thanks to our legacy in London. Tenreformer leverages our history and reputation for delivering outstanding classes while providing exceptional support to franchisees to help them build a successful studio.”

For an initial investment of £25,000, franchisees will get a license to operate the Tenreformer brand with a turnkey 'studio-in-a-box' solution covering location selection, studio design, training, marketing and operations.