FÔLD has announced that it is actively seeking a £1M investment round to continue its rapid momentum through product innovation, leadership growth and to solidify its ambition of becoming a globally recognised wellness brand.
Launched in 2024, FÔLD has achieved £3M in sales across 2,000+ home users and 100+ studios in the UK, Europe, Middle East and Asia after 18 months with zero investment. FÔLD is growing at speed and this investment plays a pivotal role in capitalising on the ever growing at home fitness market.
Why Fôld?
Founded by Matt Harras, Tom McClelland and Paul Stimpson, FÔLD is on a mission to make Pilates accessible to everyone. Pilates has traditionally been sat in a beige space, often not representing the real people participating in the practice, FÔLD has made a bold statement early on to shake up the industry. Challenging this beige space and learning towards warmth and vibrancy their most recent campaign celebrates the genuine community and real people who make up the brand.
FÔLD is positioned at the forefront of the point where home and fitness meet. Capitalising on the ever growing at-home fitness market whilst understanding the need and demand for in person community events. Bridging this gap through their FÔLD app and social media reach which links the ecosystem together, offering on-demand classes and digital community interaction.
The retail world is changing, no longer just a one-way brand to consumer communication channel, customers value two way communication and FÔLD focuses its strategy on that. Community events that facilitate direct participation, brand ambassadors who represent their customer base and encouraging User-Generated-Content (UGC) alongside traditional marketing methods have established a low Customer Acquisition Cost (CPA) and genuine brand loyalty.
The Opportunity:
The Global Wellness Economy is expected to reach $9T by 2028 and as a part of that, Pilates and Yoga is ‘expected to reach $521 billion in market value by 2035, the global potential for Pilates and yoga studios has never been greater, driven by consumer demand and rising disposable incomes in emerging markets’ – Source: Athlete Tech News
FÔLD’s model has been firmly proven with a 65:35, B2C to B2B, sales split, selling out pre-launch phase with no external funding. Not just limited to reformer beds, as mentioned FÔLD has ambitions to become a globally recognised wellness brand in the next five years with the below launching in the near future:
Upcoming launches:
- FÔLD Academy
- ÔWEAR Apparel
- New FÔLD products
- Development of their commercial model
Production Innovation:
FÔLD’s constant industry leading product evolution and design-led products. The most recent evolution, the patented Easi-Fôld system: a spring-assisted design that makes setting up or folding away the reformer effortless, easy and safe and is a one of a kind in the industry.
The new Easi-Fôld model locks upright in place for smart storage, while clever upgrades including a fully protected spring holder, a new headrest pouch, magnetic support, and a sturdy foot platform brings commercial quality home. Finished in premium maple or red oak wood with a pick of mocha, vanilla, chocolate or black upholstery, unique to the market.
Link to press release here: https://insider.fitt.co/press-release/fold-launches-the-worlds-first-easi-fold-reformer-pilates-bed/
The product is backed by strong IP Protection and improved QC systems which ensure quality and proprietary advantage. In addition, the physical product is supported by an ecosystem, including its own app, FÔLD accessories and apparel with room and appetite to grow product offerings.
Our Competitors:
Aware of the lucrative market and existing alongside long established brands such as Technogym, Align Pilates and Balance Body, it shows how much FÔLD has grown in a short space of time. Proud to be mentioned alongside these key players in the market, however FÔLD is carving its own path. Community focused, listening to the feedback and continuing to innovate.
