We’re excited to introduce you to the always interesting and insightful Amy Jordan. We hope you’ll enjoy our conversation with Amy below.
Amy, thanks for taking the time to share your stories with us today Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?
What happens when a Marvel Studios marketing executive decides to leave a high-profile career to reinvent Pilates? I started with three folding chairs and a laptop on the floor, opening my first studio while figuring out how to become an entrepreneur with bold ideas. I knew I could do better than the reformers everyone else used for 100 years. On a plane, I sketched the WundaFormer, a machine that would become the patented foundation of WundaBar Pilates. Prototyping was chaotic and costly, $20,000 on a non-functional first model, but each setback shaped the design and taught me how to scale a business that could deliver consistently excellent results.
Growth meant more than new locations. I needed Educators who could embody our method anywhere. What began as a 300-page binder of educator training became an online platform, helping instructors across states maintain our guiding vision to help people feel amazing in their own skin. Every invention, from the WundaFormer to the WundaCore Resistance Ring and The Block, is protected by patents, with new patents pending, giving the business a unique competitive edge as we expanded.
Balancing risk, leadership, and motherhood, I refined machines, coached a growing team, and empowered thousands to move safely and powerfully. That driving focus paved the way for our next evolution into Pilates Addiction, a franchise model set to open dozens of studios in 2026, proving that vision, persistence, and executing on your ideas with patent protection can scale a business while staying true to its purpose.
U.S. Patent no. 8,602,953.
US Patent No. D1038290
US Patent Pending US29/973,506
US Patent Pending US 30/010,906
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Visionary Pilates entrepreneur, inventor, and proud mother of two, Amy Jordan is a driving force in modern wellness. With a deep belief that “movement is medicine”, Amy shares, “It’s not optional—it’s essential. Daily movement is key to a vibrant, fulfilling life.”
As the founder of Pilates Addiction, formerly WundaBar Pilates, Amy blends functional anatomy with dynamic, Pilates-based workouts that empower people to feel strong, balanced, and alive. She leads her team with passion and purpose, supporting a global community in living better.
Pilates Addiction is home to Amy’s groundbreaking invention, the WundaFormer—a patented, all-in-one apparatus combining a Pilates Reformer, Wunda Chair, Jump Board, and Ballet Bar. With studio locations nationwide and her streaming platform Wunda On Demand, Amy brings transformative movement into homes around the world.
Relentlessly innovative, Amy has expanded into the fitness equipment space with new tools like the WundaCore Resistance Ring and The Block, and launching soon with an industry disrupting
Home Machine. Her mission is to guide people into true strength, starting from the inside out.
We’d love to hear a story of resilience from your journey.
In 2020, during the pandemic, I was diagnosed with a rare and aggressive form of cervical cancer. Despite being what I thought was in my peak health and leading a thriving fitness business, I faced a harrowing health crisis. Throughout treatment, I continued to practice and teach Pilates, staying true to my belief that movement heals. I shared my journey openly to normalize movement even in a crisis and inspire others facing their own challenges. Emerging from this experience, my commitment to empowering people through movement has only deepened, reinforcing my mission to help others feel strong, balanced, and alive.
Reflecting on my journey, I’ve come to embrace the metaphor of “caterpillar soup.” We often romanticize the notion of a caterpillar climbing into its chrysalis and magically emerging one day as a beautiful butterfly. Is it magical? You bet. But it’s also a dark, scary, painful process. That caterpillar literally disintegrates to become a butterfly. But in hindsight, that journey provides a lot of perspective. Because just when you think you can’t get through a dark and scary journey… you do get through it … and now you have wings.
Have any books or other resources had a big impact on you?
Buy Back Your Time by Dan Martell
A Happy Pocket Full of Money by David Cameron Gikandi
Pitch Anything by Oren Klaff
Atomic Habits by James Clear
Leaders Eat Last by Simon Sinek
Contact Info:
- Website: WundaCore.com PilatesAddiction.com WundaCore.com
- Instagram: @amyjordanofficial @wundacore @wundabarpilates @mypilatesaddiction
- Linkedin: https://www.linkedin.com/in/amy-jordan-127222358/
- Youtube: https://www.youtube.com/@wundacore