Aberdeen entrepreneur Jonathan Harper has invested £60,000 to transform his west end fitness space into a luxury reformer Pilates studio. The revamped StudioBe, located at 13 Carden Place, has reopened with a new design and a goal to bring reformer Pilates, hot yoga, barre classes, and more to the city.
Just two days after reopening, the studio recorded over 500 class bookings and welcomed visits from several influencers. This launch taps into the growing national interest in reformer Pilates, which has gained popularity thanks to endorsements by celebrities such as Ed Sheeran and Margot Robbie.
What StudioBe Offers
StudioBe features six state-of-the-art reformer machines, two mat studios, barre classes, and newly installed heaters for hot yoga. The studio quickly gained traction and is working hard to meet increasing demand.
Jonathan Harper explains, “We’ve moved away from old-school personal training and heavy lifting to something different — a calm, holistic, wellness-focused approach.” He adds, “Reformer Pilates is now very popular. Everyone’s talking about it. We decided to embrace that trend.”
Currently, StudioBe employs seven full-time trainers. Jonathan plans to purchase more reformer machines to keep up with the growing interest. “All our classes have been fully booked,” he says. “Influencers have visited, and the buzz on social media has been incredible.”
Luxury Experience with a Community Focus
Although StudioBe boasts a high-end interior, Jonathan assures that prices are competitive. Creating an inclusive, community-centered environment is key to the studio’s vision.
“We want StudioBe to be a wellness destination — a one-stop hub,” Jonathan explains. “You can attend Pilates classes and then visit Pink Lily upstairs for hair, makeup, or beauty treatments. It’s about making wellness simple and accessible — Pilates paired with a pamper session.”
The studio also aims to collaborate with nearby west end businesses. Jonathan says, “In the coming months, we want to offer tailored classes for local workers. It’s a great way to build community spirit and improve employee wellbeing.”
Who is Reformer Pilates For?
Jonathan notes that reformer Pilates is especially popular with younger women, but he encourages men to get involved too. “It’s excellent for golfers, swimmers, or anyone looking to strengthen their core,” he says. “We are already receiving many enquiries from men.”
Future Plans
Beyond the Carden Place location, Jonathan has ambitions to expand the StudioBe brand into clothing and equipment. He also sees wellness as part of a larger effort to creatively repurpose former office spaces in Aberdeen, especially following the downturn in the oil and gas sector.
“It’s about ‘sweating your assets,’” Jonathan explains. “I own the building and led this transformation. Aberdeen has many great spaces, and we need to be inventive about how we use them.”
Jonathan, a lifelong Aberdonian, is optimistic about the city’s future. “We have a strong community and it’s a good place to do business,” he says. “I’m committed to this city, and we need to believe in ourselves.”
