Rostudios Raises $40M+, Enters NYC With $25 Reformer & Cycling Classes

Rostudios, the Amsterdam-based boutique fitness operator behind the concepts Rocycle (rhythm-based indoor cycling) and Roform (reformer Pilates–inspired training), has raised over $40 million in growth capital as it prepares to open its first U.S. studio in New York City this May.

Founded in 2016, Rostudios operates over 30 studios across Europe and recorded more than two million visits in 2025.

The company’s U.S. flagship will open at 799 Broadway in Greenwich Village. The approximately 9,000-square-foot space will house three studios, two Roform reformer studios and one Rocycle cycling studio, and will feature full changing facilities with towels, cycling shoes, and premium care products from Zenology.

Drop-in pricing for both Roform and Rocycle classes will start at $25 per class, positioning the brand below typical boutique fitness pricing in New York.

“After spending time in New York, it became clear how expensive boutique fitness had become,” said Rogier van Duyn, founder & CEO of Rostudios. “We see a clear opportunity to deliver a high-quality studio experience at a much more appealing price point, making great workouts truly inclusive.”

Over the past year, Rostudios secured over $40 million in growth capital, including a recently closed $32 million financing facility alongside $9 million in equity raised last year.

The capital will support continued expansion across Europe, where the company is strengthening its presence in Germany, Belgium, and the Netherlands, while preparing to enter additional markets. In the United States, Rostudios plans additional studios in New York and Boston following the opening of its flagship location.