Reforming Pilates to Open New Studio at 233 East 34th Street in Murray Hill

Almost started this story with a workout pun, but that would have been too much of a stretch. 

Fitness brand Reforming Pilates, which offers reformer equipment classes and heated mat workouts, has signed a 10-year, 2,500-square-foot lease to open a new location at 233 East 34th Street, according to landlord broker Meridian Capital Group. 

“Murray Hill is the heartbeat of Manhattan,” Genevieve Ross, founder of Reforming Pilates, said in a statement. “It’s where you move after college, where you find your people, and where New York really starts to feel like home. It’s young, it’s fun, and it was once my own playground. For me, opening here feels full circle — and I truly believe it’s one of the hottest places to be a brand in the city right now.” 

The deal represents the studio’s third Manhattan location, following spots at 109 West 17th Street in the Flatiron District and at 1305 Second Avenue on the Upper East Side.

The asking rent for this deal was not disclosed, but the average asking rent for retail space in Manhattan’s nearby Herald Square neighborhood was $394 per square foot during the second quarter of 2026, according to CBRE data. 

The landlord was represented in the deal by Meridian’s Noam Aziz, Carson Shahrabani and Max Freudenberger.  

“Murray Hill is evolving into a much more health-conscious and wellness-driven customer base,” Freudenberger said in a statement. “There is a growing demand for Pilates, fitness, wellness and health-focused concepts, and we believe this shift is creating a strong opportunity for operators that cater to today’s increasingly health-conscious consumer.” 

The South Florida-based Reforming Pilates was represented by Jeff Jacobson from Masonre.

“We were not looking for another box,” Jacobson said in a statement. “Reforming Pilates needed a ground-floor studio in Murray Hill that could sit next to the Upper East Side and the Flatiron townhouse without dropping the standard — visible, purpose-built, 10 years.”

Reforming Pilates has eight other locations in Florida.