Merrithew® Forms Partnership with Blue Fitness Ltd. in New Zealand as Part of Global Distribution Growth
Toronto, ON – January 1, 2026 – Merrithew® furthers its distribution network in New Zealand with Blue Fitness Ltd., a priority market within its global growth strategy.
Across New Zealand’s major centres, including Auckland, Wellington, and Christchurch, sustained demand for Reformer Pilates is driving higher operating capacity and increased competitive pressure. As businesses scale, equipment purchasing decisions are prioritized around total cost of ownership, durability, and the ability to deliver consistent service at volume.
“Blue Fitness manages the realities of operating in New Zealand, from sales cycles to installation and service expectations. That allows Merrithew to scale responsibly without building fixed infrastructure locally, balancing global manufacturing and education with local execution.” – Jim Heidenreich, Chief Executive Officer, Merrithew
In commercial studio environments, equipment performance is closely tied to safety, uptime, and client retention, while reducing operational disruption. For operators, these factors are central to brand positioning and long-term profitability.
“We’re deliberate about the partners we work with and the standards we bring to market. Merrithew brings a global equipment and education platform that enables local distributors to scale with consistency, credibility, and operational depth. In New Zealand, that translates into stronger market coverage, predictable service delivery, and continuity for studios as the category grows.” – Ben Davies, Managing Director, Blue Fitness
This partnership comes after AUSactive’s approval of the STOTT PILATES® Intensive Mat-Plus, 2nd Edition (IMP II), and Intensive Reformer, 2nd Edition (IR II), in Australia.
Together, these developments support a deliberate Australasian buildout that brings professional education, instructor credibility, and equipment access into the market in parallel as demand matures. Blue Fitness plays an important role in extending Merrithew’s distribution footprint under a consistent, repeatable operating model.
About Blue Fitness LTD.
Established in 2002, Blue Fitness is New Zealand’s leading supplier of premium commercial fitness, wellness, and recovery equipment. As the exclusive distributor of more than 20 of the world’s most respected fitness brands, Blue Fitness delivers best-in-class solutions for commercial gyms, Pilates studios, hotels, apartment developments, and high-performance training spaces across the country.
With a reputation built on quality, expertise, and long-term partnerships, Blue Fitness goes beyond equipment supply, providing tailored solutions, industry insight, and ongoing support to help clients create exceptional movement experiences. From strength and functional training to Pilates, recovery, and wellness, the company remains focused on elevating standards across New Zealand’s fitness industry.
About Merrithew® – Transforming Lives Through Mindful Movement™
Merrithew® is the global leader in mindful movement, the company behind the STOTT PILATES® Movement System™ and the worldwide community built around it. Since 1988, we've trained over 90,000 instructors in more than 135 countries and developed premium equipment and science-based education trusted by leading studios, rehab centers and fitness professionals.
Merrithew supports instructors, studio owners and wellness leaders with a complete ecosystem to thrive, including training, equipment, digital resources, business tools and a global network of peers. Our vision is to transform lives through intentional, inclusive movement, shaping the next era of mindful movement with innovation, purpose and a commitment to professional excellence.
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