Turning Pain Into Power
The North East founder behind ‘Nee Nonsense’ Pilates
A North East fitness entrepreneur who opened her first Reformer Pilates studio after a serious back injury is now celebrating the launch of her fifth PilatEASE (pilateaseuk.co.uk) studio – and the training of more than 100 Pilates teachers across the region. But don’t expect green juice and whispered affirmations — PilatEASE is proudly, unapologetically ‘Nee Nonsense’ Pilates.
Founded by Nicci Rowlands (pictured at one of her studios) in 2019, PilatEASE was built out of frustration. After sustaining a serious back injury while teaching kettlebells, the founder and entrepreneur was advised by health professionals to try Pilates. What she found didn’t reflect what she needed.
“The classes were beautiful,” says Rowlands. “But they weren’t built for people like me – injured, in pain and trying to rebuild. Health professionals were referring people to Pilates, but the reality didn’t match the need. It felt exclusive. Aesthetic. Not rehabilitative.”
So, she created the studio she wished had existed. Her first site opened in Denton Burn, Newcastle, just months before the pandemic. When restrictions lifted, reformer machines – once seen as intimidating – became the perfect socially distanced solution. Demand surged. Five years on, PilatEASE now operates five studios across Denton Burn, Ryton, Morpeth, Consett and Whitley Bay, delivering nearly 200 classes a week.
But growth has never meant going glossy. “We teach proper Pilates. We just don’t wrap it in ego.” Real bodies. Real ages. Real teaching.
PilatEASE has built a reputation for doing things differently in an industry often dominated by £35 boutique classes and ‘body beautiful’ messaging. Teachers range from their 20s to their 70s. Clients are older, younger, injured, rebuilding, strong, stiff, recovering, progressing. It’s not unusual to see a 70-year-old out moving someone half their age.
“We are older, sometimes broken, and refusing to give up. There’s no pressure to look the part. No mirrors of judgement. Wear what you want. Come as you are. Just move properly.”
Clear class names replace gimmicks, fads and confusing trends— just Reformer Pilates, Reformer x Weights, FIT Reformer, Reformer x Barre — all straightforward and evidence-based, delivered by instructors who understand alignment, progression and injury management.
PilatEASE will be opening its sixth studio soon in Seaham. “Pilates changed my life when I was in pain and didn’t know how I was going to keep working,” said Rowlands. “This business came from that place. And that’s why we’ll always keep it real. No fluff. No snobbery. Just powerful movement, taught properly.”
Om Magazine
First published in November 2009, OM Yoga magazine has become the most popular yoga title in the UK. Available from all major supermarkets, independents and newsstands across the UK. Also available on all digital platforms.
