Technogym Reform is listed on the company’s US site at $13,670 including delivery and installation, against professional reformers quoted from $3,245. The price takes it out of the studio equipment contest and into luxury homes and hotel wellness floors.
Technogym has brought its first Pilates reformer to the United States, entering a category that has become one of the fastest-growing segments of the fitness equipment market. The company began promoting Technogym Reform to US buyers in September, and the machine is now listed on Technogym’s US website at $13,670 including delivery and installation.
The product was first shown in April 2025 and reached European buyers from late 2025. Technogym’s US plan is to sell Reform into hotels, residential developments and design-led homes, not into Pilates studios.
The price confirms a different contest
Reform’s US list price of $13,670 sits well above the range generally associated with professional reformers. Balanced Body published a starting price of $3,245 for its Allegro Nextgen Reformer at launch in September 2025. US Pilates equipment retailers quote the older Allegro 2 at around $3,995, or about $4,325 with legs, and Merrithew’s professional range between roughly $3,000 and $5,000 depending on configuration.
Reform is therefore priced at roughly three to four times the studio benchmark. No studio owner is buying eight of these for a group reformer room. This is a luxury product for luxury homes and hotel wellness floors, sold against furniture prices rather than equipment prices.
| Technogym Reform — US price against professional reformer benchmarks | ||
| US list prices, September 2026 (US$) | ||
| List price | Reform premium | |
| Technogym Reform, incl. delivery and installation | 13,670 | – |
| Balanced Body Allegro Nextgen Reformer, from | 3,245 | 321.3% |
| Balanced Body Allegro 2 Reformer | 3,995 | 242.2% |
| Balanced Body Allegro 2 Reformer, with legs | 4,325 | 216.1% |
| Merrithew professional range, by configuration | 3,000–5,000 | – |
Source: Technogym US website product listing, September 2026; Balanced Body Allegro Nextgen Reformer launch release, September 16, 2025; US Pilates equipment retailer quotations, 2026. All figures in US dollars. Reform premium calculated against each benchmark price.
The US field was already served
The premium US reformer market has two entrenched suppliers. Balanced Body, founded in 1976 and now designing and manufacturing in Sacramento, has been building reformers for 50 years and holds the high end of the home and studio segment with the Allegro line. Merrithew, the Toronto company behind the STOTT PILATES method, has been in the market for 38 years and supplies clubs, clinical settings and rehabilitation providers.
In March 2026, six months before Technogym’s US arrival, one of the industry’s most important commercial routes was secured. Merrithew became the exclusive US Pilates equipment partner for Life Fitness / Hammer Strength, bringing its reformers into the Life Fitness commercial portfolio across health clubs, hospitality, corporate wellness and institutional accounts.
The consumer end is served too. iFIT and NordicTrack have brought connected reformers to the home segment, and Your Reformer has built a hybrid proposition around the same buyer. Below them sits a tier of folding machines listed on Amazon and Walmart from under $200 to around $900, which has created a new entry price point for the category.
Why now, and why the US
The commercial logic reads clearly off the financials. Technogym reported first-half 2026 revenues of €493 million, up 7.4 percent, with every region growing except one. Americas sales fell 1.1 percent, against a first half of 2025 that had risen 20 percent in the region.
Chairman and CEO Nerio Alessandri named Reform explicitly in the half-year commentary as the product giving Technogym exposure to global Pilates demand. Reform by Technogym enters the market where the reformer boom is loudest, at a price point that carries a high revenue contribution per unit.
High-end design as unique selling proposition
Reform reaches the US in what the company calls the Sand Stone Collection, built from wood, vegan leather and a stone-effect material with recycled content, which the company says won a 2025 Wallpaper* design award. The machine is made to be looked at as much as used, and that is the ground Technogym has chosen to compete on.
The relevant budget line is the amenity specification in a luxury residential development, the wellness floor of a hotel, or the interior-designed home gym. Technogym says it has spent 40 years and collected more than 60 design awards building exactly that relationship, and it is the part of the US reformer market the Pilates specialists have not claimed.
The commercial read for the industry: at $13,670 a unit, the reformer is being offered as a furniture and specification purchase in a country where residential and hospitality wellness fit-out is growing faster than club capital expenditure.
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