Forbes

Forma Pilates isn’t just a workout — it’s a movement. The intimate, referral-only studio founded by Liana Levi has grown from a single home-based reformer to a bi-coastal fitness empire beloved by Hailey Bieber, Kendall Jenner and Lori Harvey. But beneath the velvet rope positioning lies a strategic, high-touch approach to brand-building.

With nine locations (and counting), a viral apparel drop in collaboration with Cotton Citizen, and a buzzed-about Celine partnership that proved Forma’s flex as a luxury brand, Levi is proving that scaling doesn’t have to mean selling out. She is rewriting the playbook for modern luxury — one reformer at a time.

The truth is: sticking to a vision of “exclusivity," especially with goals for growth, takes audacity.

From the start, Levi knew she didn’t want Forma’s in-studio classes to be for everyone. “It’s about being intimate, exclusive, boutique. Something special.” In an industry driven by mass accessibility and digital convenience, Levi took a radically different route, sticking to her gut and building around the feeling she wanted to protect.

Today, all nine Forma studios — including spots in LA, NYC, Austin, Phoenix, and Dallas (the newest location, having opened in February 2025) — remain by referral only. Studio addresses are not listed publicly, and each location is intimate, with just 2 to 10 machines depending on the market. “I like the idea that I can still control the traffic coming in and out,” Levi explains. “This is sacred to me. It’s about energy, protection and intention.”

That instinct to stay niche has drawn its share of side-eyes. “There were people who said it was too exclusive, too hard to get into,” she admits. But Levi embraced the power of mystery and intrigue. “Anything a little bit difficult to get into is always worth it. People wonder, and they become curious. That’s the point. If you know, you know."

While Forma may operate on a “who you know” model to get in the door, the real magic happens once you’re in the room. The studios are intentionally small, allowing instructors to personalize attention and create real connections with clients. “We celebrate every milestone — your 100th class, or if you break a resistance band during a session, we’ll sign it and hang it on the wall," Levi says. "It’s not just a workout, it’s a community.”

Despite rapid demand and celebrity fans, Levi has never raised outside capital. “Forma funds Forma,” she says. “It’s still entirely self-funded, and that gives me the freedom to grow the brand exactly the way I want.” Her team remains lean: seven people at HQ and around 30 instructors across all locations. The new West Hollywood flagship, which opened its doors earlier this year, is a relocation of the original LA studio — a space that embodies Forma’s evolution while staying true to its core.

When asked how she balances scale with exclusivity, Levi’s answer is clear: it’s not about being everywhere. “Scaling doesn’t have to compromise the integrity of our brand,” she says. “It’s about thoughtful and purposeful expansion. We’re staying selective, keeping the referral model, and ensuring every new studio mirrors the same level of personalized care.”

The model is working. Forma’s digital platform has experienced 70% year-over-year growth, expanding its reach while preserving its mystique. The recent Forma Athletics apparel launch — featuring non-grip socks inspired by the studio essentials and a cropped long-sleeve tee designed with Cotton Citizen — had a waitlist of over 500.

Forma’s apparel drops come naturally to Levi – before she was a fitness founder, Levi cut her teeth in the fashion world, an experience that continues to shape Forma’s aesthetic and sensibility. She began her career in Paris, working in editorial at Elle France, before taking on roles in styling, consulting and brand development.

“That work ethic, that creativity, and the eye I developed — all of it carried over into Forma,” she says. “Even the way I approached marketing wasn’t from a playbook. It was instinctual. It was what felt right.”

That fashion-forward mindset has become a cornerstone of Forma’s identity, and it has resonated with major players in the luxury space. In March, Forma partnered with Celine for an exclusive event at its Beverly Glen studio, where Levi led a V.I.P. mat class atop $1,150 Celine yoga mats. The partnership was a moment of “Luxury x Luxury" — two culturally resonant, highly curated brands coming together in a way that felt organic, while signalling Forma’s cultural clout. For Levi, it represented a full circle moment.

In addition to fashion, Levi has also extended Forma’s cultural footprint through curated wellness partnerships. The ongoing collaboration with Earthbar includes a signature smoothie crafted by Levi herself. And in January, Forma launched a partnership with Jayde’s Market at the Beverly Glen Center, which featured three custom menu items developed by Levi and the Jayde’s team.

Levi also brought Forma’s signature experience to Palm Heights in Grand Cayman, hosting a pop-up activation that reflected the brand’s ability to translate its luxe model across borders and resort settings.

While some boutique fitness brands prioritize access, Forma leans into identity. And it turns out, today’s wellness consumer craves exactly that. In a December 2024 Vogue Business story, the publication reported that the so-called “Pink Pilates Princess” aesthetic is more than a TikTok trend: it’s a viable and fast-growing consumer segment, one deeply invested in ritual, community and elevated experiences.

“The biggest challenge has been perfectionism,” Levi admits. “I burned out. It took a real toll on my health.” As a founder and instructor, she learned the hard way that protecting her energy was just as important as protecting the brand.

“I used to take things really personally — a critique about a class or an instructor would devastate me,” she says. “Now, I breathe and treat it as feedback. That’s how you grow.”

Levi still receives countless messages through platforms like Intro, where she’s considered one of the top experts in brand building. The most common questions? “People want to know how I started Forma, and how I pushed through the early challenges,” she says. Her answer is often the same: Trust your instincts. Be intentional. Don’t be afraid to go niche.

Because sometimes, the boldest move a founder can make is not scaling fast and knowing you’re not for everyone — it’s about growing on your own terms. No shortcuts, no compromises.

And in Forma’s case, it’s working. Levi’s journey is a lesson in leaning into intentional exclusivity, building something iconic and always raising the bar.

Source: Liana Levi Built Forma Pilates As The Velvet Rope Of Wellness

By Karin Eldor, Forbes