The Nuforma ® is a groundbreaking modernisation of the traditional Pilates reformer. It has been designed for how we live our lives today, removing all barriers to entry and providing high quality classes without the need for an instructor. It makes reformer Pilates accessible to anyone, with no need for a class, restriction of space or high degree of difficulty in its use.

Stanley Royce Jones were instructed by the Co-Founders of The Nuforma, Sam Kellard and Moritz Wuttke to appoint their first CEO, with the ambition to grow the business both in the UK and internationally. We conducted an extensive search process across the European fitness equipment market, with a focus on highly experienced candidates, with a proven track record of launching new products globally. Candidates needed both strategic long-term capability but also the hands-on operational execution that a scale up business requires. We presented a diverse shortlist with candidates from across Europe, all of which had experience of working in high growth, challenger brands.

Peter Webb was appointed and joined Nuforma in March 2024. Peter has over 25 years industry experience, with senior roles including Vice President of EMEA Sales for Core Health and Fitness. As well as global experience Peter has also founded multiple companies, including TLR Fitness, which focuses on the ‘organisational health’ of a business. This insight will be hugely valuable in building the culture of Nuforma, which will be a crucial component to delivering their ambitious growth plans.