Reforma

“Pilates is one of the fastest-growing workout categories in the U.S., but the tooling has not caught up. Apple Watch does not recognize it. Studio apps do not sync. Practitioners chase the 30-session promise with notebooks. Norde built the app the category was missing: auto-detection, honest progress, and a reason to come back. We shipped to the App Store on day 30.”

The Pilates audience in the U.S. has grown faster than the apps built to serve it. The Apple Watch does not recognize Pilates as a workout. Studio apps do not sync. Practitioners track sessions in notebooks and lose the streak the first missed Saturday. Joseph Pilates had a famous promise: in 10 sessions you feel the difference, in 20 you see it, in 30 you have a different body. Nikola talked to practitioners, scanned the App Store, and saw the same gap from every angle: an audience trying to keep the 30-session promise with nothing built for them. He decided it was worth a 30-day build.

The strategy phase scoped Reforma around a single question: does this make the Pilates habit more likely to stick? Three pillars came out of it. Zero-friction logging, where Reforma watches Apple Health for Pilates workouts and asks one question. Was that today's practice? One tap, and it is logged. Honest visibility, with a 10-20-30 progress ring, a practice calendar, a streak counter, and a seasons system that resets every 30 sessions. And reasons to stay: a library of contemporary Mat moves with looping videos, a studio finder powered by Apple Maps, and a weekly reflection that arrives Sunday evening.

We built Reforma in 30 days. A native iOS app that reads from Apple Health to spot Pilates workouts as they happen, and uses Apple Maps to find studios nearby. Five tabs cover home, studios, learn, journal, and you. A seasons system closes at session 30, captures a milestone photo, and reopens for the next 30. A share card exports to Instagram Stories. The design is warm and restrained: a soft serif on linen with terracotta accents, more wellness journal than fitness tracker.

Nikola launched Reforma to the U.S. App Store on day 30. Multiple post-launch updates have shipped since: editable session dates, Instagram Story sharing, multi-device sync, a streak-aware Sunday reflection. The 30-day MVP was not a one-and-done. The app is live and downloadable today.