Sienna Fleur Abbotts
Co-Founder Hausformer
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At just 21, Sienna Fleur Abbotts is redefining what it means to be a Gen Z founder. In early 2024, a single Instagram DM to Pilates educator and studio owner Emma Mahama led to an unexpected partnership that would soon disrupt the home fitness space. What began as Sienna supporting the social growth of Emma’s Everybody Reformer studio quickly evolved into a creative alliance, pairing deep Pilates expertise with a sharp, digital-first vision rooted in brand, culture and community.
Less than a year later, the duo launched Hausformer: a sleek, compact reformer designed to bring studio-quality Pilates into everyday homes. Entirely self-funded, the brand went from a notes-app idea to a fully realised product in just 10 months. For Sienna, Hausformer is proof that you don’t need years of experience to build something meaningful, just the confidence to start, the willingness to learn, and the courage to back yourself.
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