When Hannah Joyce discovered reformer Pilates a few years ago, she was hooked.
It was the first form of exercise that didn’t feel like a chore to her, so in December 2023 she began looking at how she could share her enthusiasm for the practice while also making it her living.
Seven months later she launched Flexera, a foldable, home version of the exercise bench that’s integral to reformer Pilates.
“When I started reformer Pilates, I saw incredible results both mentally and physically,” Joyce says. “I wanted to do more sessions, but found myself restricted by time, booked up classes or having no studio near me.”
What she wanted was a way of doing the workout at home, but she could not find a “domestic” version of the reformer bench that looked good and suited her pocket.
“Most reformers out there are too big and too clunky for the home and don’t suit the aesthetic. Flexera reformers look like an elegant piece of furniture with their oak finish and ivory, mocha or sage fabrics,” Joyce says.
The reformer bench looks like a narrow bed that slides along a carriage, has straps to hold on to and adjustable springs that add resistance to movement.
“Existing reformers also cost a lot as they are intended for commercial use. We offer a studio-quality reformer that doesn’t compromise on style and comes in at a lower price point,” she says.
“The unit costs €2,000 and this currently includes delivery and accessories. It’s easier than your average flat pack to put together and when it’s not in use it folds away.”
Joyce is targeting private buyers and studios with the unit, which is currently being made in China. As sales ramp up, she is planning to move the manufacturing closer to home.
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She has sold more than 100 units since the product’s launch in July and has buyers in Ireland, Britain, the EU and the United Arab Emirates. Sales to date have been a 50:50 split between domestic and overseas.
“The reformer itself has been around for a long time but I’ve put my own twist on it and improved the product based on customer feedback,” Joyce says.
“Reformer [Pilates] is low-impact yet it provides a full body workout and Flexera works all the muscle groups and is suitable for people looking to improve their strength and flexibility and also for those in rehab.
“People are more health-conscious than ever now, but they don’t always have time to attend the gym. Flexera allows them to continue their fitness journey at home with a community app and online classes.”
Joyce says one of the hardest parts of getting the business off the ground was sourcing a suitable manufacturer. This took months as she had fixed ideas about quality and how the product should look.
The manufacturer did not require her to place a big order up front and she has been able to increase the volume as sales have increased.
A large chunk of the €20,000 she invested in the business went into buying the first batch of units and developing her website. She primarily sells through Instagram.
“It felt like a huge risk placing the first order, but putting the time in to find the right manufacturer paid off and there have been no issues,” says Joyce, who is participating in the New Frontiers programme at ATU Sligo.
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Flexera is Joyce’s second start-up. She comes from a psychology background, specialising in learning and development, and in 2022 she launched a soft skills learning platform for tech teams.
Ultimately it faltered as the sector began haemorrhaging jobs at the time and companies cut their learning and development budgets.
Joyce will unveil both rental and flexible payment plans for Flexera over the coming months. There is already a waiting list for rental units, which renters can opt to buy at a reduced rate.
At present, Joyce is working in the business alone, but with a funding round of €750,000 planned she will start the process of building her team in the coming months.
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