Forma Pilates: Redefining Boutique Fitness with Exclusivity and Innovation
Forma Pilates, established by Liana Levi, is making waves in the wellness industry by emphasizing movement over traditional training. With its roots tracing back to a single home-based reformer favored by celebrities like Haley Bieber and Kendall Jenner, Forma has evolved into a fitness empire characterized by its strategic focus on exclusivity and brand integrity.
The Foundation of Exclusivity
From inception, Levi envisioned Forma as more than just a fitness studio; she aimed to create a unique, intimate environment. “It’s about being an intimate, exclusive boutique. Something special,” she explains. In contrast to the generally accessible nature of the fitness market, Forma’s approach offers a curated experience that prioritizes quality and atmosphere.
Strategically Cultivating Growth
Currently operating nine locations across major cities such as Los Angeles, New York City, Austin, Phoenix, and Dallas—with the latter opening in February 2025—Forma maintains its exclusivity by not publicly disclosing studio addresses. Levi emphasizes, “This is sacred to me. It’s about energy, protection, and intention,” showcasing her commitment to creating a controlled and inviting environment.
Building Community and Connection
Forma Pilates fosters a close-knit community within its small studios, where each location accommodates only 2-10 reformers. This size allows instructors to develop personal connections with clients. “We celebrate all the milestones. If you break the resistance band in your 100th class, we sign it and hang it on the wall,” says Levi. This approach transforms the training experience into a communal celebration, rather than just a workout.
Maintaining Independence and Vision
Despite increasing demand for her offerings and a celebrity following, Levi has chosen to keep Forma self-funded. “We’ll fund Forma,” she asserts, granting her the freedom to grow the brand according to her vision rather than external pressures. This decision has allowed her to maintain a lean team of seven headquarters instructors and around 30 instructors across various locations, ensuring personalized attention remains a hallmark of the brand.
Scaling Without Compromising Integrity
Levi’s approach to scaling Forma is methodical and intentional, focusing on preserving the brand’s identity. “Scaling doesn’t have to compromise on brand integrity,” she notes, highlighting her commitment to thoughtful expansion while retaining a selective referral model to ensure that each new studio provides the same level of personalized care as its predecessors.
The Rise of Forma’s Digital Presence and Apparel Line
Forma’s digital platform has witnessed significant growth, achieving a 70% increase year-on-year. The recent launch of its athletic apparel line—featuring chic non-grip socks and stylish cropped long-sleeved tees—was met with overwhelming interest, resulting in over 500 on waiting lists.
Levi’s background in fashion, which includes roles in editorial work for El France and styling and brand development, has greatly influenced her aesthetic vision for Forma. “Even the way I approached marketing wasn’t from the playbook. It felt right,” she recalls, attributing her instinctive strategies to her creative journey.
Collaborations and Cultural Influence
To bolster its cultural significance, Forma has engaged in high-profile partnerships, notably with Celine, hosting an exclusive event that combined luxury and fitness. Levi led a VIP mat class featuring a $1,150 Celine yoga mat, aptly encapsulating the essence of luxury branding. Furthermore, Forma has collaborated with wellness brands like EarthBar and Jayde’s Market, crafting specialty items that enhance the community experience.
Addressing Challenges and Personal Growth
Reflecting on her journey, Levi candidly addresses her struggles with perfectionism, acknowledging the toll it took on her health. “I learned the hard way that protecting my energy is just as important as protecting the brand,” she commented, highlighting the importance of resilience and adaptability in her personal and professional growth.
The Future of Forma Pilates
Through the lens of exclusive community-building and thoughtful growth, Forma Pilates is poised to thrive in a market that increasingly values identity over mere accessibility. Levi’s story illustrates a profound lesson in embracing a niche approach while expanding deliberately, ensuring that each step taken is aligned with the brand’s core values.