Reform RX

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My Role Senior Copywriter at
Client

Wrote the home page, product page, and deposit-reservation funnel for a $5,000 connected Pilates reformer.

Deliverables
DTC Launch Landing Page

Key Results

$2,000,000+ In 3 weeks of pre-orders
Reform RX
A woman works out on the Reform RX reformer — silver rail, black carriage and a touchscreen mounted at the foot end — in a raw brick loft studio, hard daylight coming through a factory window behind her.

Every page carried a $5,000 decision

No launch-day scarcity, no past campaign to borrow from. The content alone had to justify a premium price.

What I delivered
  • Home & product pages
  • Deposit-reservation funnel

‘Subscription’ was the wrong word

Let them put it in the room first

A 244-pound machine is a spatial decision as much as a financial one, so I pushed for a ‘see it in your space’ preview — and it shipped!

The product page's SEE IT IN YOUR SPACE module: a hand holds a phone showing the reformer placed on a wood floor in augmented reality, with a TRY ON YOUR MOBILE DEVICE button.
Reform RX home hero: NEXT GENERATION PILATES REFORMER — train with top instructors for the best workout in your own home — with a PRE ORDER NOW button, beside a man kneeling on the reformer, one leg extended back with its foot in a strap, in a bright living room.
GET STRONGER FROM EVERY WORKOUT FOR AS LOW AS $140 A MONTH — financing available from 0-24.99% APR (subject to soft credit check and historical Klarna usage) — LEARN MORE, beside a product render of the reformer with its touchscreen.
Full-bleed photo of a woman training, overlaid: AN EXHILARATING AND EFFICIENT CARDIO AND STRENGTH WORKOUT THAT WILL TRANSFORM YOUR FITNESS ROUTINE.
Annotated reformer diagram: RX footbar, smart spine, step platform, bespoke grip mats, button-controlled resistance, leg exerciser, foot pedal, shoulder pads, touch screen, platform, custom speakers, RX legs and feet.
AT-HOME TRAINING — whether it's to improve endurance, target muscle tone, or weight loss, one of our 20+ programs can help you meet your goals: strength, cardio, and flexibility, each with a photo.
CLASSES ON DEMAND & RENOWNED TRAINERS AT YOUR FINGERTIPS — an ever-growing library filterable by class type, length, intensity level, instructor, and more, beside the touchscreen class browser.
REAL TIME POWER FEEDBACK — heart rate monitoring with Apple Watch or Polar pairing, calorie tracking, and time-under-tension tracking, beside a photo of the touchscreen above a wrist wearing a smartwatch.
THE BEST WORKOUTS YOU'LL EVER HAVE — live streaming and on-demand classes, programs designed to meet your personal goals, My Score real-time coaching.
Closing section: the REFORM RX wordmark over YOU'RE ONE WORKOUT AWAY FROM STRONGER, beside a woman adjusting the touchscreen.

DTC Home Page

What I wrote and why.

How to introduce a category-defining product?

When I described it to friends as “Peloton for Pilates,” it clicked instantly. The hero had to land the same way, but without borrowed names.

Answering Price First

Financing does the heavy lifting for a $5,000 machine, and the monthly figure sat conveniently in gym-membership territory.

Twelve Parts, Named

Grip mats, touch screen, resistance labeled on the machine.

Three Ways In

Naming three distinct fitness component goals lets every reader find their own reasons to buy.

Spec → Outcome

I turned sensor hardware into something a buyer can feel: live feedback mid-workout, paired with devices they already own.

What the Membership Buys

Listing live classes, programs, and real-time My Score coaching ties actual value to the monthly fee to keep it from feeling like rent.

Ending on Stronger

The close returns to emotion.

Product detail buy box: REFORM RX Next Gen Pilates Reformer, five stars, Your Price $4,495 against $4,995 retail, Klarna installments, Your Savings: $500, package selector, ADD TO CART, 'Be the first to experience RX. Expected to ship May 2022,' a price-lock note for ordering before February 28, 2022, what's included, the All-Access membership terms, and White Glove delivery.
Reviews — five stars from 5 reviews, three shown, each praising the classes and instructors.
SEE IT IN YOUR SPACE — envision your new workout studio in beautifully photorealistic augmented reality; a hand holds a phone showing the reformer placed on a wood floor, with a TRY ON YOUR MOBILE DEVICE button.
SPECIFICATIONS — footprint, weight, screen and sound, connectivity — beside a technical illustration of the machine.
CUTTING EDGE PILATES AT A FRACTION OF THE COST — Pilates studio classes at $420 per month and private reformer sessions at $6,000, beside photos of women training on the reformer. The cost ladder's last rung: a traditional reformer with annual coaching at $20,000, then a bannered row for Reform RX — retail $4,995 struck through, your price $4,495, one time cost — marked with the ladder's only checkmark.
FREQUENTLY ASKED QUESTIONS — membership contents, shipping and delivery options, multiple profiles, using RX without a membership — above a SEE ALL FAQS button.
PRE-ORDER REFORM RX NOW — closing call to action over a photo of a woman training on the reformer at home.

DTC Product Page

What I wrote and why.

Answer Price From Every Angle

A struck-through retail price, $500 savings, and a Klarna monthly together make ordering now the prudent move.

A buyer reads who’s covered before they read what it costs.

Giving white-glove delivery its own box and a diamond-on-a-tray icon was my call: it makes installation feel like a luxury.

The Living Room Question

The AR module answers the size question in the buyer’s own space.

I shot the AR capture on my iPhone in Rainfactory’s Seattle office.

Name the Real Competitor

The ladder prices the studio habit — classes and private sessions — and a home reformer plus coaching, so the buyer’s own routine becomes the competitor.