Merrithew Forms Partnership with Blue Fitness Ltd. in New Zealand as Part of Global Distribution Growth
Posted: January 1, 2026 in Suppliers
Merrithew
TORONTO, ON – Merrithew announces the expansion of its distribution network in New Zealand by forming a partnership 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.
