At Optima®, we are passionate about fostering a vibrant community where enterprises thrive alongside our residents, creating a dynamic living experience. In this installment of “Discover Optima’s Commercial Tenants,” we sat down with Jennifer Villamil, Owner at Reform Studios, to learn how her new venture builds community by bringing innovative workout experiences to Optima Signature®.
“I started doing Pilates about 10 years ago, and it immediately became an integral part of my life. Then after my daughter was born — she’s now 20 months old — I realized I wanted to help more people access Pilates because it has such a positive impact on both the mind and body, regardless of your age.
“So I embarked on a journey to launch a Pilates practice that avoids the typical “intimidation factor” for newcomers, provides state-of-the-art equipment, and offers flexible programs and schedules for each and every member.
“When I began to look for space, I started close to home. Literally! My family lives in the building next to Optima Signature® and our daughter attends Guideposts Montessori, which is also in Optima Signature®. So every day I would pass by a vacant retail space on the ground level and admire the abundant sunlight from the floor-to-ceiling windows and minimalist design. As my business plan came together, I reached out to the building team, and they welcomed me and my new venture.
“Fast forward to today. Reform Studios is up and running. I chose the name because it means ‘change’ and at the end of the day, our fitness journeys are really about making small changes day by day that ultimately have a big impact. We coined the slogan “Momentum Ignites,” to acknowledge that these small decisions ultimately drive transformation. We have an exclusive license for ReformRX, the world’s first digitally-connected reformers, which is really exciting, and allows us to have group classes and individual sessions — along with on-demand, self-guided sessions of 30 or 60 minutes. From the moment guests enter the space, they are greeted with a calming playlist, a luxurious scent, and a high level of customer service. Besides the Pilates studio, we built luxurious locker rooms and a beautiful boutique.
“I have a fantastic team of instructors who share my passion for creating a healthy, welcoming community with a culture that celebrates the choices every member makes when they walk into the space. And beyond a place that has incredible physical and mental benefits, we’re all about the neighborhood. We commissioned a mural about the history of Streeterville on a large interior wall by a local artist, and we donate 1% of our proceeds back into the neighborhood. We’re a proud business partner of SOAR, the Streeterville Organization of Active Residents and prioritize clothing brands that are Chicago-based.
“Since our opening, the response from the Optima Signature® residents has been incredible. Many of our first guests are from the building, and so far, 100% of them have returned for multiple workouts and are well on their way to becoming regulars. They are enthusiastic about how our studio augments the fitness options in the building, and are doing a great job spreading the word about Reform Studios. And I can’t say enough about the Optima Signature® property team and engineers who helped with the buildout of the space. Honestly, they are some of the best I’ve ever worked with, and together we have forged a great partnership. Among the great people I’ve been working with, I have to give a shout-out to Bill Duke, one of the chief engineers, who has gone above and beyond to make sure everything was perfect with our space.
“The property managers couldn’t be more supportive. They have been promoting Reform Studios with residents and donated beverages for the Grand Opening. They often stop by to check in, and are planning some special collaborations over the next few months to draw new guests. We are so lucky to have them in our corner!”
Jennifer’s dedication to creating an inclusive, welcoming environment where residents can embark on their fitness journeys is evident in every aspect of the Reform Studios and embodies the values that make Optima Signature® a unique and supportive place to live and thrive. We are excited to see how Reform Studios continues to grow and contribute to the well-being of our residents, fostering a dynamic and health-conscious community.
