Apprentice Winner Rachel Woolford and Lord Sugar Announce Reformer Pilates Expansion in Leeds

Rachel Woolford, the 2024 winner of the BBC’s The Apprentice, has unveiled plans for her first collaboration with Lord Alan Sugar—a dedicated Reformer Pilates facility in Leeds. The project is an extension of her North Studio fitness enterprise, responding to increasing demand for the popular workout style.

The 28-year-old entrepreneur secured a £250,000 investment from Lord Sugar after winning the business competition earlier this year, edging out finalist Phil Turner, who proposed expanding his pie shop business. Woolford’s victory has set the stage for this new venture, which will add 120 monthly classes to North Studio’s offerings.

The expansion, located next to North Studio’s flagship premises in Roundhay, will be funded entirely by Lord Sugar’s investment. The funds cover the acquisition of commercial property and the construction of the new facility. “This initiative represents a significant step forward, not only for North Studio but also for our partnership,” said Lord Sugar. “It directly responds to the growing demand in the fitness sector for Reformer Pilates.”

Founded in 2020, North Studio specializes in small-group fitness sessions tailored to individual abilities. Its existing offerings include workshops led by expert coaches, along with a popular “Refuel Kitchen” serving coffee, fresh juices, smoothies, and energy shakes.

Woolford, who studied economics and business management before transitioning to fitness entrepreneurship, is enthusiastic about the growth opportunity. “At North Studio, we focus on delivering high-quality, personalized fitness experiences,” she said. “Thanks to Lord Sugar’s backing, we can realize our next phase of growth—launching a dedicated Reformer Pilates space while preserving our boutique ethos. I’m thrilled to begin this new chapter together.”

The design and construction of the new facility are already underway, with the launch scheduled for early February.

The collaboration marks a milestone for Woolford, whose vision for North Studio aligns with broader fitness trends prioritizing boutique experiences and specialized offerings. As demand for Reformer Pilates continues to rise, the partnership between Woolford and Lord Sugar positions North Studio as a leader in the Leeds fitness scene.