Matt Bradney and Fiona Gooch, owners of Atrium Fitness and well-known figures in the Ely fitness community for over 32 years, are investing in a brand new Reformer Pilates studio, bringing a fresh wellness concept to the city.
The new studio, Riforma, officially opened on 18 May and is based within Atrium Fitness. Designed as a calm, refined and boutique space, Riforma will offer something very different from the traditional gym experience.
Focused on intelligent movement, strength, control and balance, Riforma has been created for people looking for a more considered approach to health and fitness. The studio will offer expert-led Reformer Pilates sessions in a premium environment, with smaller class sizes and a strong focus on quality coaching and personal attention.
Matt said:
“Over the years, we’ve continually evolved Atrium to meet the changing needs of our members and the wider local community. Reformer Pilates is something we’ve wanted to bring to Ely for a long time, but it had to be done properly. Riforma has been designed to feel calm, welcoming and premium from the moment people walk through the door.”
Fiona added:
“We wanted to create a space that feels welcoming to everybody, whether they’re completely new to Pilates or already experienced. The whole environment has been carefully designed to feel calm, supportive and uplifting.”
The investment reflects the growing popularity of Reformer Pilates across the UK, with more people seeking lower-impact exercise that supports strength, mobility, posture and overall wellbeing.
Unlike many fast paced fitness concepts, Riforma has been built around a more personal and supportive experience. Sessions are suitable for complete beginners as well as experienced participants, with the Reformer machines allowing exercises to be adapted to different ability levels.
Importantly, people do not need to be members of Atrium Fitness to use Riforma. The studio will operate as its own standalone concept, with dedicated memberships and class packages available directly through Riforma.
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