AC/DC partnered with Varsity Pilates to bring a bold, energetic vision to life for their reformer Pilates studio in the Jersey City Heights.
The concept centered on community and team spirit, positioning the studio not as a solo wellness destination but as a “squad” where members train together and push each other forward. The design approach carried this athletic, team-based identity through every touchpoint: from the studio’s two signature class formats, Core Studies and Major Move, to the overall brand voice and member experience. With 11 reformers per class, the space was built to balance an energetic, high-performance feel with the personalized attention and small-group intimacy that keeps members coming back.
The result is a studio that feels distinctly different from a typical boutique fitness concept: high energy, strong community, and a design language that reinforces the idea that everyone belongs on the Squad, regardless of experience level.
The drawings, schedules, and renderings behind the finished space.
Click any document to view it at full size.