Pilates business celebrates successful start with offering not available anywhere else in Northampton
A pilates business is celebrating a successful start, with an offering not available anywhere else across the entirety of Northampton.
The founder of a dance school and fitness coaching company has added another string to her bow with a pilates business, unique from anywhere else in Northampton.
Jess Moriarty is one of the founders of Unit 17 Dance & Performing Arts, which launched in the town back in 2010 and celebrated its 15-year milestone at the end of 2025.
“I’ve trained in dance my whole life since I was two, and have always had a massive passion for fitness and wellness,” Jess previously told the Chronicle & Echo. “They go hand-in-hand.”
When Jess decided to explore the fitness industry in greater depth, with a particular interest in nutrition, she was pleased to encourage her dancers to have a happy and healthy relationship with food – especially as many go on to secure demanding industry careers.
People in Jess’ circle began requesting adult fitness classes and although she has been offering those for fun for years, Jess officially launched Infinity 8 Coaching in January 2025.
All of Jess’ offerings are available under one roof on Rothersthorpe Road Industrial Estate in Far Cotton, and this includes a coffee shop right next door to Unit 17 and Infinity 8 Coaching.
Jess added another component in October last year with a business called Studio Seventeen Pilates. This is located in the same place as her pre-existing ventures.
Studio Seventeen is home to what Jess describes as “on-demand and kiosk” beds, which attendees can use at any time and they are guided by a screen rather than an instructor.
Visitors can book 45-minute sessions at any time that suits them, as long as it does not clash with the instructor-led classes at the studio.
The slots can be booked via an app and with bluetooth headphones and grip socks for the reformer machine, they are good to go. Typical instructor-led classes are also available.
Jess is pleased with the variety of classes available on the screen, including HIIT, yoga, stretch, movement to suit different trimesters of pregnancy, postnatal, menopause, and adaptations for injuries.
Jess wants to reassure that the kiosk and on-demand classes are easy to follow and with a safety video covering everything you need to know at the start, attendees will be confident and comfortable from their first time.
“Business has been really good and busy,” said Jess. “It was a little slower to start with than I initially thought it would be, but people didn’t understand the on-demand concept and were nervous if they’d never done pilates before. Once they visited, they realised it’s nice and easy.”
The community feel is praised most by attendees, with a WhatsApp group for people to share workouts they have enjoyed and what they want to see at Studio Seventeen Pilates moving forward.
“Being on-demand is our unique selling point, no one else has that in Northampton,” said Jess. “You can come in on your own time and schedule and do things tailored to you.
“There are over 1,000 workouts to choose from depending on what mood you’re in and you can sync it to your cycle by deciding if you want a relaxing flow or something energetic. There’s a pain management section and workouts for after breast surgery. It’s a cool unique selling point.”
Although Jess is big on female empowerment, she is proud to have welcomed Northampton’s cricketers to the space and this will soon be replicated with the Cobblers players.
“I love the community we’ve built,” said Jess. “The messages I get are so lovely, from people struggling with confidence, self esteem and getting back into exercise. They say it’s changed their lives and I love that. We only have one life and everyone deserves to feel their best.”
Looking to the future, Jess would love to open another studio further afield – and looks forward to continuing to incorporate dance to make her pilates classes even more vibrant.