The 2024 winner of the BBC’s The Apprentice, Rachel Woolford, has unveiled plans for her debut collaboration with Lord Alan Sugar—an extension to her North Studio fitness enterprise in Leeds, designed to meet surging demand for Reformer Pilates.
Woolford, 28, secured a £250,000 investment from Lord Sugar earlier this year when she triumphed over rival finalist Phil Turner, owner of a pie shop business, in the show’s finale. She now aims to channel this funding into broadening North Studio’s existing set-up by opening a dedicated Reformer Pilates facility next door to her flagship Roundhay premises.
Lord Sugar’s investment covers both the acquisition of the commercial premises and capital for construction, as the new undertaking will add 120 monthly classes to North Studio’s portfolio. “This initiative represents a significant step forward not only for North Studio but also for our partnership,” the peer said. “It directly responds to the growing demand in the fitness sector for Reformer Pilates.”
Established by Woolford in 2020, North Studio offers a variety of small-group fitness sessions and workshops led by experienced coaches, each tailored to individual needs and abilities. Alongside its workout offerings, the Roundhay site features a ‘Refuel Kitchen’, serving coffee, fresh juices, smoothies, and energy-boosting shakes.
Woolford, who studied economics and business management before turning to fitness entrepreneurship, said: “At North Studio, we focus on delivering the highest quality, personalised fitness experiences. Thanks to Lord Sugar’s backing, we can realise 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 fit-out of the expanded site is under way, with an opening projected for early February.
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Winner of The Apprentice unveils first venture with Lord Sugar backing