Community Is At The Core Of Form's First New York City Pop Up
Form co-founders Sami Clarke and Sami Bernstein Spalter
Since its inception in 2021, Form has gained notoriety for its fitness app, Transform podcast, activewear line, and nationwide community. Co-founded by Sami Clarke, a certified fitness trainer and Pilates instructor, and Sami Spalter, a marketing expert and wellness advocate who lost 80 pounds, the two have built a community of millions of women who want to grow with them through their own wellness journeys.
Together, the duo created Form, a digital platform with video fitness classes, nutrition advice and other wellness resources, with memberships costing $28 a month or $179.99 a year. The online shop sells activewear, from sports bras to leggings, to biker shorts and more.
Inside Form's NYC pop up
Their platform, which has over 60,000 subscribers earned $2.5 million in their first year and $6.5 million in their second year. When they released their first apparel line in 2023, it sold out in a day.
Their success is driven by social media engagement and a community-first approach. 'Form gives women a space to feel seen, strong, and supported—and when something feels that good, you share it,' said Spalter. 'Our growth has come from the inside out: members telling their friends, roommates, teammates, group chats. The result is an organic, word-of-mouth movement that's as real as it gets.'
Inside the Form fitness studio pop up in NYC
The brand arrived in New York City this past week to host their very first pop-up shop and fitness studio, which ran from Thursday to Sunday. The 'Form Experience,' as they call it, featured a 3-day schedule of classes for their community, led by Form trainers such as Sami Clarke, Brynley Joyner, and Calyn Brooke. The pop-up also included an in-person Transform discussion with health guru Jay Shetty and an athletic wear shop featuring their latest Form Athletics Collection, which goes live on their website today. Outside the pop-up on 17th Street, the text on the wall reads: 'Forming the best version of you.'
'There's nothing like putting the energy of our community into one space,' said Spalter. 'When we're all moving, connecting, growing together IRL, it's beyond words. We can't even come close to describing the kind of emotional release, joy, self-love, and connection that happens.'
Founded in 2021, the Form platform offers Pilates, yoga and strength training classes on various levels, from beginner to advanced, as well as meditation classes. Ideally, they're for women on the go who want to still prioritize fitness and health. There's a big focus on core workouts, too.
The Athletics Collection by Form in their New York City pop up
'Since our inception, we've been dedicated to meeting the FORM Fam where they are; supporting them in feeling their best, inside and out,' said Clarke. 'It is a dream come true to connect with our members in such a meaningful and immersive way.'
Clarke and Spalter started Form during the pandemic, creating at-home workouts when they were the only option. The brand's Instagram and YouTube community has grown to over a million followers, built on a movement of signature strength workouts and transparent marketing.
'Our community grew completely organically, rooted in a deep emotional connection that began during the pandemic,' said Spalter. 'Sami Clarke started sharing her own wellness journey, her daily routines, and her mindset tools on Instagram—not to market a product, but to connect. There was no hard sell, just a genuine and consistent presence that built real trust. Our community wasn't built from a campaign; it was built from care.'
Inside Form's pop up in New York City
The Form athletic wear line followed in 2023 as a natural evolution for the brand from workouts to apparel. 'Our community already trusted us to guide their movement and mindset, so creating pieces that supported their lifestyle was the next step,' said Clarke. 'Every piece in our activewear line reflects the same intention as our workouts; thoughtful and designed to make you feel amazing. We've expanded because our community wanted more ways to bring FORM into their day-to-day lives.'
Their latest Athletics Collection is inspired by vintage New York City sportswear with a Form touch. The launch includes a criss-cross tank top, a onesie, cropped hoodie, baby tees, and new summer colorways. 'Think of timeless, varsity-style silhouettes reimagined for movement, comfort, and everyday wear,' said Spalter. 'It's performance-driven but still something that moves with you from yoga mat to matcha.'
Inside Form's pop up in New York City
Though Clarke and Spalter are the face and heart of the brand, they've made it their mission to champion other women and experts in the space, often welcoming new Form faces to add to the brand's rolodex of offerings. Most recently, dietician Shira Barlow and trainer Grace Freyre Sands were introduced with Barlow's nutrition-based program, Transform from Within, and Sand's 14-day bridal program.
'It's not about adding more faces; it's about expanding our perspective and reaching more women where they're at,' said Clarke. 'Every trainer we bring on brings something new and beautiful to the table, and our community feels that.'
Up next, the Form co-founders plan on bringing their pop-up to other cities. Their next pop-up will be in Los Angeles in October. 'This pop-up is a celebration of how far we've come and a love letter to our members,' said Clarke. 'We've always met our community where they are—and now, we get to be where they are, in person. This moment isn't just an event. It's a reflection of our evolution, our values, and our future.'
Follow @form on Instagram.
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