Your Reformer appoints new Chief Technology Officer

Your Reformer has appointed Jason Ellis as Chief Technology Officer as the connected fitness company expands internationally.

Ellis joins from Envato Elements, where he was General Manager. He will oversee technology strategy across the company's app, digital services, AI initiatives, instructor education platform and commercial products.

The appointment adds a senior technology executive to a business that has grown from an Australian start-up into a broader fitness and wellness brand operating across consumer and commercial markets. Your Reformer sells Pilates reformer machines directly to households and supplies gyms, fitness studios, hotels and wellness spaces.

According to the company, revenue is split between business-to-business and business-to-consumer sales. Alongside hardware, it has been building a subscription app business centred on on-demand classes and connected fitness services.

Broader platform

Ellis will lead the company's global technology strategy as it invests further in digital products alongside its hardware offering. His remit includes consumer software, connected digital experiences, AI, education tools for instructors and technology products for commercial customers.

The business has recently expanded into the US and Europe, adding to its presence in Australia. Its broader platform includes more than 20 class styles and a library of more than 1,000 sessions, updated weekly.

More than 1,000 businesses across over 50 countries use its products, according to the company. That reach places Your Reformer in both the home fitness market and the business market for studios, gyms, hotels and wellness operators.

Ellis brings more than 20 years of experience across eCommerce, subscription platforms, AI, machine learning and digital marketplaces. Before Envato Elements, he worked on price comparison platform Zyft, where he led development of machine learning technology designed to provide real-time pricing data across more than 50,000 Australian retailers.

Growth stage

The company presented the hire as part of a broader shift beyond selling reformer machines. It is building an integrated offering that combines hardware, digital coaching, instructor education and commercial services.

Emma Stallworthy, Co-founder of Your Reformer, outlined that ambition in comments accompanying the appointment.

"From day one, we've believed we were building much more than reformers. We're building an ecosystem that helps people make movement part of everyday life. Jason has spent his career building products that customers genuinely love while helping businesses scale globally. As we continue to expand internationally and invest in our digital platform, his experience will help us create even better experiences for our customers, instructors and commercial partners," Stallworthy said.

Ellis said the scope of the role was a key factor in his decision to join the company.

"Very few companies get the chance to define an entirely new category at global scale. What impressed me about Your Reformer wasn't simply the quality of the product, but the ambition behind it. The opportunity now is to create experiences that seamlessly connect hardware, software, education and community. I'm excited to help build the technology platform that supports the next chapter of the business," Ellis said.

The move reflects a broader pattern across connected fitness and wellness companies, many of which are trying to combine equipment sales with recurring subscription income and software services. For Your Reformer, the arrival of a new Chief Technology Officer underscores the importance of that model as it builds out its consumer and commercial operations across multiple regions.