FÔLD Celebrates ReCircle by Donating Free Pilates Reformers

FÔLD, the independent British reformer Pilates brand, has almost reached a 20,000 tree planting milestone. To mark this moment FÔLD is launching ReCircle, a full-circle initiative spanning trade-in, buy-back and pre-loved reformers to give back to the FÔLD community and prove that sustainability is structural within the brand rather than a gesture. FÔLD is committing to donating free reformers to the community and a nomination form on the website where worthy initiatives/ locations/ people can be nominated to receive a free reformer.

ReCircle, a play on both reformer and the circular economy, is the brand’s commitment to keeping equipment out of landfill and in the hands of people who will use it. Built around three connected pillars, ReCircle gives both commercial operators and home users a genuine route to extend the life of their equipment.

ReCircle sits at the intersection of two trends: the explosion of interest in reformer Pilates, and a growing expectation that the brands people buy from take genuine responsibility for the full lifecycle of what they sell. For a category that has historically treated equipment as disposable, and where commercial upgrades often mean old machines heading to landfill, ReCircle is a meaningful structural shift.

THE THREE PILLARS

1. Trade-In Programme (B2B, commercial): Gyms, studios and wellness spaces can trade in any old gym equipment including: reformers, treadmills etc.from any brand, and receive the value as a discount against new FÔLD equipment. It removes the friction of disposing of legacy kit while cutting the cost of upgrading.
2. Pre-Loved Initiative (Round Two launches this month): Refurbished ex-demo FÔLD reformers, offered at accessible price points, putting studio-quality equipment within reach of more people. Each unit is checked, refurbished and recertified by FÔLD before resale, the same build quality, at a lower entry point. FÔLD is dedicated to making Reformer Pilates more accessible and this is a real step forward.
3. Buy-Back Scheme: Set to be launched soon with more details to come.

“ReCircle keeps every reformer in use for longer. Manufactured obsolescence has become too common in a variety of products and industries today. We wanted to shift away from this at FÔLD and ensure our customers that we stand by our reformers. This is why we launched ReCircle; with trade in, buy back, or buy pre-loved, nothing ends its life early. Planting 20,000 trees isn’t the end of our sustainability story; it’s proof that this matters to us as a business. ReCircle takes that commitment and builds it into the product itself.” Said Tom McClelland, Co-Founder of FÔLD.

For FÔLD, sustainability has never been a bolt-on. Since the brand’s inception 2 years ago, FÔLD partnered with Ecodrive to make sure that every reformer order placed with FÔLD helps restore forests, support local communities, and fight climate change. For every FÔLD reformer purchased, a tree is planted in East Africa. FÔLD’s and Ecodrive’s reforestation efforts are creating lasting impact, from cleaner air to meaningful livelihoods. Now, with 20,000 trees planted through the brand’s environmental programme, FÔLD is taking the next step: ensuring that every reformer it makes stays in use for as long as possible.