Today we’d like to introduce you to Ashley Dearden.
Hi Ashley, so excited to have you on the platform. So, before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started my career in the legal and corporate field before transitioning into healthcare, where I worked in hospice. Both experiences gave me a strong foundation in operations and working closely with people, but over time I felt pulled to build something of my own.
About eight months ago, I made the decision to step away and start Reform Room. It began as a series of small Pilates pop-ups, which quickly grew into more elevated, curated experiences that combined wellness, community, and a lifestyle element.
Since then, we’ve expanded into larger events and brand partnerships, and we’re now working toward a members-only studio concept. It’s been a fast-moving journey, but each step has helped shape the brand into something intentional and community driven.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a completely smooth road. Building something from scratch always comes with a level of unpredictability, especially when you’re creating a new concept rather than following a traditional model.
Early on, one of the biggest challenges was consistency, making sure events were filled, operations ran smoothly, and every experience met the standard we were trying to set. There’s also been a learning curve in scaling, managing a team, and balancing growth with maintaining the quality of the brand.
We’ve also had moments where things didn’t go as planned, whether it was event logistics, timing, or partnerships, but those experiences have been some of the most valuable. They’ve forced us to refine, improve, and be more intentional with how we operate.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Reform Room is a members-only Pilates and wellness concept centered around elevated, design-forward experiences. While we are currently in our build-out phase, the brand has been brought to life through a series of curated pop-ups and private activations across Scottsdale.
We approach movement differently. Each experience is intentionally designed to feel immersive, blending wellness with community, brand partnerships, and a refined, social atmosphere. Our upcoming space will expand on that vision, offering amenities like a sauna, steam room, and cold plunge, creating an environment that feels more like a wellness club than a traditional Pilates studio.
Reform Room has become known for creating experiences that go beyond the workout itself, something that feels elevated, fun, and still grounded in connection and community.
What I’m most proud of is building a brand that people want to be part of before even opening a permanent space. It reflects a growing demand for something more thoughtful and experience-driven within the wellness space.
We’re now focused on bringing that vision to life through our upcoming members-only studio, opening in Old Town, 2027.
How do you think about happiness?
What makes me happiest is building something that people genuinely connect with. Seeing people show up to our events, meet each other, and feel part of something bigger than just a workout is incredibly rewarding.
I also love the creative side of it, bringing an idea to life through designing, scouting spaces, curating goodie bags, and building brand partnerships, then watching it all come together into something real. There’s something really fulfilling about creating experiences that people look forward to and remember.
Pricing:
- $250 Foundation Mat Classes Per month
- $300 For Reformer Classes Per month
- $350 For the Full Experience (Both) Per month
- $65 a Pop-Up Class
Contact Info:
- Website: www.reformrooms.com
- Instagram: reformroom.us
- Facebook: reformroom.us
- LinkedIn: https://www.linkedin.com/in/ashley-dearden-93b129b1/
- Youtube: reformroom.us
- TikTok: Reformroom.us
