We chat to Hannah Joyce, founder of Flexera, a foldable Reformer Pilates machine for at-home use
Hi Hannah! For anyone who hasn’t met you yet, tell us a bit about yourself.
I’m an Irish entrepreneur, but honestly, most days I just feel like a woman trying to find ten minutes of headspace! My background is in business, but my heart is in movement. I’m a total advocate for “unpolished” wellness. You’ll rarely find me in a perfectly coordinated set in a fancy studio; I’m much more likely to be squeezed into a corner of my living room doing a session in my pajamas.
Last year, you were one of the Irish Times’ ‘Innovators to Watch’. What was the “lightbulb moment” that actually started Flexera?
Flexera came from pure frustration. I loved Reformer Pilates, but I hated the logistics of it. Between the price of classes and the stress of racing across town to make a 6pm slot, it started feeling like another chore. I kept thinking, “Why can’t I have that heavy-duty, gorgeous oak machine at home, but without it taking over my entire lounge?” I wanted to take away the friction so people could actually stay consistent.
Building a brand from scratch is a rollercoaster. What’s been the hardest part, and what’s the bit that makes it all worth it?
The engineering was a massive headache! Our Reformer is solid European oak and weighs about 78kg. It’s a beast. Making something that is sturdy yet “silent” and foldable took a lot of trial and error. But the reward? Seeing it in Women’s Fitness or hearing that people like Joanne McNally are using it… That’s a real pinch-me moment. It’s proof that there’s a community of women out there who just want high-end fitness on their own terms.
Reformer can look a bit like a medieval torture device to the uninitiated! Are you on a mission to make it less intimidating?
100%. If you look at social media, you’d think it’s only for 20-year-olds who can put their legs behind their heads. In reality, it’s for anyone who wants to feel strong and mobile. I want to kill the “gatekeeping” around Pilates. You don’t need the perfect outfit or a studio mirror to get the benefits.
What have you personally noticed since making it a regular part of your life?
For me, it’s the functional stuff: standing taller, feeling stronger in my core, and just having more energy. But honestly, the biggest benefit is mental. Because the machine is right there in my house, I don’t have to “gear up” for a workout. That lack of a commute is the best thing I’ve ever done for my stress levels.
You’ve mentioned making Reformer more accessible. Obviously, the machine is a premium investment (€2,399), but the rental option seems like a game-changer?
Exactly. We know that dropping two grand isn’t doable for everyone right away. The rental program (from €39) per week is our way of saying, “Here, try it out.” It’s cheaper than a few studio classes but gives you the freedom of a home studio. The best part is that if you realise it’s not for you, or you need the space back, we just come and get it. No strings!
Ireland’s wellness scene has exploded lately. What’s the biggest shift you’ve seen?
We’ve finally moved away from that “no pain, no gain” vibe. People in Ireland are much more focused on longevity and mobility now. We’re also seeing a huge shift toward hybrid living – we want the quality of a London pop-up (like our one in Waterloo!) but with the ease of doing it in our own kitchens.
When you aren’t busy running Flexera , how do you actually switch off?
I try to keep it simple. I’m not a fan of rigid, must-do daily goals. I prefer a loose weekly target so I don’t feel like a failure if life gets in the way. Aside from that, it’s just fresh air, a decent coffee, and trying (and often failing!) to put my phone in another room for an hour.
Find out more about Reformer Pilates, and how it’s suited to all ages and bodies, here
