Press Release

Inside FÔLD & OYSHO’s Activation: 10 Reformers, One Rooftop, 28 Floors Up

FÔLD x OYOSHO event
London, UK / Sep 25, 2026 / FÔLD

Global fashion retailer OYSHO had already seen success with a rooftop spin class series that had its community coming back for more. Next, they wanted to do the same thing with Reformer Pilates: ten machines, four classes, on a rooftop helipad 28 floors up in Madrid. Most of the category simply couldn’t do it. A standard Reformer is rigid, and not built for a lift or a stairwell.

That is the reason FÔLD got the call. Its patented Easi-Fôld mechanism, meant FÔLD could move a full ten-machine set-up up to the roof of Torre Realia in Madrid, then break it all down and take it home the same day.

For a company that’s been trading since 2024, it’s a hard-won endorsement: a global retailer picked FÔLD not only for the brand, but because the engineering was the only thing that actually worked for the space they wanted to use. It’s also the opening move in a wider pitch: that FÔLD can go where fixed studio equipment can’t, rooftops, retail floors, pop-ups, anywhere a partner wants a genuine moment.

This is one of several large brand partnerships FÔLD has run this year, including with the likes of Les Mills, Bon Charge, Sael Spa and lululemon.

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About FÔLD

FÔLD is a London-based, founder-owned Reformer Pilates brand behind the Original FÔLD Reformer, a studio-quality machine that folds away with its patented Easi-Fôld mechanism. The brand has grown to include TÔWER, a tower Pilates attachment, ÔWEAR apparel, and the FÔLD Academy.

Press Contact
Olivia Stock
olivia.stock@foldreformer.com
FÔLD
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