Merrithew buys GYROTONIC
Merrithew Acquires GYROTONIC Organization, Boosts Global Mindful Movement Leadership
Merrithew International Inc. has acquired the GYROTONIC® organization, uniting the world's two most recognized low-impact movement brands under one roof Toronto Sun. The deal brings together Merrithew's STOTT PILATES® system — with over 90,000 certified instructors in 135 countries — and the GYROTONIC® and GYROKINESIS® methods, which count an estimated 16,000 to 20,000 trainers worldwide Trentonian.
CEO Jim Heidenreich called it "an incredibly meaningful moment," saying the addition of GYROTONIC® "expands Merrithew's global reach" and "reinforces our long-term vision of changing lives through mindful movement." Terms of the deal were not disclosed.
Four Years of Acquisitions Led to This Deal
This acquisition did not happen overnight. In 2022, private equity firm ONCAP — a fund of Onex Corporation — bought a majority stake in Merrithew to fuel "organic and acquisition growth." That money set off a buying spree. In late 2024, Merrithew snapped up Align-Pilates, a UK equipment maker. In early 2026, it struck a distribution deal with Life Fitness and Hammer Strength, placing Merrithew machines in major commercial gym chains across the U.S. Sault This Week.
The GYROTONIC® deal is the biggest move yet. It gives Merrithew full ownership of the method's intellectual property, its specialized equipment manufacturing, and the global trainer certification system. Wole James, Managing Director at ONCAP, pointed to Merrithew's "leading market position" and "compelling industry tailwinds" as reasons for the continued push.
Tariffs and Equipment Costs Pushed Merrithew's Hand
The timing of the deal reflects real market pressure. Starting in 2025, U.S. tariffs on imported steel drove up the cost of commercial fitness equipment sharply. A machine that cost $7,200 in 2024 now retails for around $12,000 in 2026 — a jump of nearly 67% Daily Herald Tribune. The GYROTONIC® organization had relied on smaller, boutique-scale manufacturing, leaving it exposed to those rising costs.
Merrithew's Toronto-based manufacturing hub offers a ready-made solution. Analysts expect the company to use that infrastructure to produce more affordable versions of the Pulley Tower — the flagship GYROTONIC® machine — with a possible home-use model by 2027. The boutique fitness market hit a valuation of $64.3 billion in 2026, but growth has slowed. Brands that can cut costs and scale are now winning County Market.
Founder Juliu Horvath's Legacy at the Center of Debate
GYROTONIC® was created by Juliu Horvath, a Romanian-born former dancer now in his early 80s. His method blends fluid, circular movements with breath and rhythm — closer to dance than to traditional exercise. Horvath's role in the transition is focused on "preserving the philosophy and education standards" of his life's work Pincher Creek Echo.
Not everyone is reassured. Some master trainers have voiced concern on professional forums. Merrithew is known for its science-based, standardized training approach. Critics worry that model could flatten the artistry at GYROTONIC®'s core. As one boutique studio owner put it: "You can't standardize a dance; and Gyrotonic is a dance." Supporters counter that Merrithew's scale will bring the method to a far wider audience Owen Sound Sun Times.
What Merrithew Gains from Owning Both Pilates and Gyrotonic
Merrithew now controls the two most popular low-impact, whole-body movement methods in the world. Pilates participation in the U.S. grew from 9.2 million people in 2019 to 13 million in 2025. Adding GYROTONIC®'s 16,000 to 20,000 trainers gives the company a much deeper bench of educators and a new pool of studios to supply with equipment Trentonian.
The company also sees opportunity in the wave of people using GLP-1 weight-loss drugs like Ozempic and Wegovy. That population needs low-impact mobility work to rebuild strength safely — exactly what both methods offer. Expect Merrithew to position GYROTONIC® as a recovery and rehabilitation tool for that growing market in the months ahead.
Sentiment
NeutralPublishers
7
Articles
6
Reach
7
