Episode #554: Entrepreneurial Drive and Innovation-The Story Behind the Stallworthy's Your Reformer

On today’s episode, host Pete Moore sits down with Emma and Ben Stallworthy, the husband and wife team behind the Melbourne-based, Your Reformer. With a foundation built on serial entrepreneurship and a huge passion for Pilates, Emma and Ben share their story from reviving a rundown health club to scaling a successful chain of gyms, and ultimately selling their business to a major player.

They dive into the challenges of pivoting from brick-and-mortar to launching their own Pilates equipment and digital content venture, all while (trying!) to balance family life, married life, and staying true to their values. Listen now for some candid conversations about risk-taking, jumping on opportunities, and why they believe the future of wellness lies in making Pilates accessible anytime, anywhere, and for anyone.

On knowing your bottom line during negotiations, Emma states, "Make sure you're equipped with the right advisors around what is a realistic valuation that you can have some wiggle room in negotiation to move with. You should know, what's my bottom line, what would I walk away from, and what am I comfortable with? This way, you can then go in there and be comfortable with either decision and have no regrets."

Key themes discussed

• Building and scaling health clubs in Australia.
• Entrepreneurial journey and personal growth.
• Introducing reformer Pilates into gyms.
• Navigating acquisitions and business exits.
• Creating boutique wellness experiences within larger clubs.
• Transitioning to digital and at-home Pilates solutions.
• Balancing family life with business partnerships.

A few key takeaways: 

1. Entrepreneurial Spirit and Diverse Ventures: The couple's journey highlights their strong entrepreneurial drive. From purchasing a rundown club at 22, to experimenting with other unusual businesses, they’ve shown a knack for identifying and chasing new opportunities. Their evolution to focusing on one “core thing” (Pilates, with Your Reformer) demonstrates the power of learning, adaptation, and focus.

2. Building, Growing, and Exiting a Fitness Chain: They took a failing gym, revamped it, and eventually scaled to six clubs (Pinnacle Health Clubs) by innovating early—like introducing 24/7 access before it became common. This alone doubled their membership! Their ability to consistently listen to member needs and adapt offerings was essential for sustained growth, culminating in a successful exit to Viva Leisure.

3. Pilates and Boutique Wellness as a Growth Engine: The pair recognized Pilates—specifically Reformer Pilates—as a critical differentiator and a driver of future growth. By integrating boutique wellness elements into their clubs, they expanded the appeal and unlocked additional revenue, with up to 30% of members opting in for premium wellness options.

4. Navigating the Acquisition Process: Emma and Ben shared valuable advice on selling a business: When a strategic buyer comes with an offer, don’t let personal attachment cloud your judgment! They stressed the importance of getting solid advice, knowing your worth, negotiating from a position of strength, and recognizing that the first offer is often the best. Detaching emotionally and staying commercially minded is crucial.

5. Transitioning to Product and Digital Solutions: After their exit, they transitioned from brick-and-mortar gyms to manufacturing reformer Pilates machines and digital solutions, supplying both commercial facilities and the home market. Your Reformer meets the needs of major gym chains to home users, making Pilates more accessible without breaching any non-compete. They’ve combined design, content, and hardware into user-focused solutions, leveraging insights from hands-on, member-facing experience.

Resources: 

• Emma Stallworthy: https://www.linkedin.com/in/emma-stallworthy 
• Ben Stallworthy: https://www.linkedin.com/in/ben-stallworthy-912625a1/  
• Your Reformer: https://yourreformer.com/ 
• Prospect Wizard: https://www.theprospectwizard.com 
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com