Our Brand Guidlines

Tone of Voice

Refrm’s tone is warm, encouraging, inclusive, and grounded - with an authentic, down-to-earth edge. We champion confidence over comparison, connection over competition, and movement that meets you where you are.

Key Tone Pillars:

  • Warm & Supportive – We welcome without judgement

  • Conversational - Uses first-person voice and direct address (“we”, “you”, “let’s”)

  • Real & Relatable – We avoid jargon, speak human, be authentic

  • Encouraging & Positive – We celebrate effort and small wins. Using phrases like “You’ve got this”, “Let’s get moving”, “Feel amazing in your body”

  • Wellness-First (Not vanity-driven)– Rarely talks about weight or aesthetics - more focused on strength, mood, posture, and balance

  • Confident (but never pushy) – We believe in what we do, but never pressure others

  • Reassuring for Beginners – Plenty of guidance, soft language around first-time classes, and instructor support

Our Mission

To help people feel stronger in their own bodies - physically and mentally - through mindful movement that supports them at every stage of life, so they can move with confidence and live more fully.

Our Vision

To redefine strength and self-care as the foundation for a well-lived life - creating a future where reformer Pilates supports everyday wellness across all ages, bodies, and experiences.

Our Values

1. Empowerment

We believe strength starts from within. Our mission is to help every client feel stronger - physically and mentally - in a way that works for them.

2. Inclusivity

All bodies, all ages, all levels. We create a space where everyone feels welcome, seen, and supported - just as they are.

3. Mindful Movement

We prioritise quality, intention, and balance. Every class is about moving in a way that feels good and supports long-term wellbeing.

4. Community

We’re more than a studio - we’re a community. Connection, encouragement, and shared progress are at the heart of every class.

5. Integrity

From qualified instructors to our class programming and customer experience, we do things properly, transparently, and with care.

6. Growth

We’re committed to improving and evolving - for our clients, our team, and our local communities.

Brand Positioning 

Refrm Pilates is a premium but approachable reformer studio brand with a wellness-first focus - known for its balance of expert-led movement, calming spaces, and community feel. In a market often driven by aesthetics or intensity, Refrm offers a more mindful, inclusive approach - redefining reformer Pilates as a holistic wellness practice that supports strength, confidence, and long-term wellbeing.

Strategic Impression

Refrm Pilates offers a calm, welcoming presence in the wellness space - a boutique brand that feels personal, supportive, and modern. It's less about trends, more about creating spaces where people feel good, move with purpose, and connect with their local community.

Brand Personality

Refrm Pilates comes across as:

  • Welcoming & Friendly – Refrm feels warm, approachable, and human. The sense of community is strong, with real clients and instructors at the heart of the brand. It’s a space where people feel safe, seen, and supported.

  • Modern, Calm & Aesthetic – Visually clean with muted tones, high-quality photos, and carefully branded posts. The vibe is polished without being pretentious.

  • Empowering & Inclusive – Everything from the language to the class experience centres on helping people feel strong, confident, and comfortable in their bodies - no matter their background, level, or age.

  • Local & Loyal – Firmly rooted in its local community, Refrm shows up with purpose in every town it launches in. Through partnerships, giveaways, and local-first storytelling, the brand builds real loyalty beyond the studio doors.

Wellness-First- More than just a workout - Refrm embraces a mindful, balanced, and holistic approach to movement and self-care. It’s about long-term strength, not short-term intensity.