Victoria Darroch, originally from London and an adopted Geordie for 22 years, has taken over one of the Quayside’s most recognisable historic buildings to launch Reform Studios, a new members-only health and wellness destination set to redefine wellbeing in the North East.
Located in the former Side Gallery, the building has been a fixture on the Quayside for many years. Before its time as a gallery, it operated as a bookshop and has always been a place where people gathered. The building itself is steeped in Newcastle’s commercial and cultural history, making it a fitting home for a business centred on community, connection and wellbeing.
Victoria’s career path to wellness may seem unexpected, but it is rooted in decades of experience. With a background in finance spanning over 25 years, she has spent more than two decades as a Financial Controller before moving into consultancy, working extensively with SMEs and within the NHS.
“I’ve helped many small businesses across the North East grow,” Victoria explains. “Now it’s my turn to grow something of my own.”
Reform Studios is a holistic health and wellness centre offering pilates, yoga, meditation, sound healing and a dedicated recovery suite featuring infrared saunas and plunge pools. The studio also houses a café serving nutritious, wellbeing-focused food designed for busy city workers and members on the go.
The idea for Reform Studios was born from Victoria’s passion for healthcare, mental health and preventative wellbeing.
“We have gyms and fitness studios, but we don’t have a truly all-round wellness centre like you see in many other countries,” she says. “The Quayside is the perfect location – the river, the bridges, the space people already come to run, walk and clear their minds. Newcastle needs this, and it needs it now.”
Reform Studios currently employs seven staff members, with plans to expand the team to nine as the business grows and future locations are explored.
The studio operates on a members-only basis, creating a safe, welcoming and community-led environment. Membership allows Reform Studios to build meaningful relationships with its clients while maintaining a high-quality, personalised experience.
Fitness has always played a central role in Victoria’s life. Having practised Pilates from a young age and spent the last 15 years involved in CrossFit, she sees Pilates and recovery as essential tools for performance, injury prevention and long-term health.
Market research has shown strong demand for Reform Studios’ offering. Pilates and reformer Pilates continue to grow rapidly in Newcastle, alongside increasing interest in recovery and wellness services. As the city becomes more multicultural and internationally influenced, expectations for holistic wellness facilities have grown.
The studio caters directly to the city’s working population, with classes starting from 6am, lunchtime sessions designed to be non-sweaty for office workers, and evening offerings. Members can pre-order healthy meals from the café, allowing them to attend a class and return to work within their lunch break.
Reform Studios also offers corporate wellness partnerships, including tailored programmes and a “Know Your Numbers” initiative, where businesses can have employees’ health metrics checked and receive personalised 12-week wellbeing plans.
“The wellness industry is booming globally,” Victoria adds. “The North East is behind the curve, and Reform Studios is here to help change that.”