New Pearl Plaza location offers customized reformer-based workouts while grand opening weekend supports Super Saturdays through donation-based classes.
BRAINTREE, Mass. — btone FITNESS has expanded its footprint on the South Shore with the opening of a new studio in Braintree, bringing its signature 45-minute, reformer-based fitness experience to one of the region’s busiest commercial corridors.
The 2,000-square-foot studio at 121 Pearl Street in Pearl Plaza, across from Ivory Plaza, officially opens with a weekend of grand opening festivities beginning Friday, July 17. The celebration includes an open house, a 10:30 a.m. ribbon-cutting ceremony with Braintree Mayor Erin V. Joyce, and donation-based fitness classes throughout the weekend benefiting Super Saturdays.
The Braintree studio is the latest franchise location for the growing fitness brand, joining South Shore studios in Cohasset, Hanover, Kingston, and Marshfield. Additional Greater Boston locations are planned for Brighton, Haverhill, Chelmsford, and Worcester as the company continues its expansion across Massachusetts.
Bringing btone to Braintree
The new studio is owned and operated by South Shore resident Maura McGreevy, a longtime btone instructor, trainer, and devoted member who has been part of the company’s growth since 2022.
McGreevy described btone as an efficient, full-body workout designed to accommodate participants of all experience levels.
“btone is an upbeat, 45-minute, full-body workout that’s both highly effective and efficient,” she said. “It’s a hybrid of Pilates-inspired movements and resistance training that you can customize to meet you wherever you are in your fitness journey, whether you’re just beginning or a btone regular. All levels and ages are welcome.”
She said opening a studio in Braintree has long been a personal goal.
“I’ve had my sights set on Braintree since the beginning days of taking and teaching btone classes,” McGreevy said. “Our Pearl Plaza location is the perfect spot for a new btone FITNESS studio, given all of the popular retail establishments nearby. Our location is convenient and easily accessible to anyone living or working right off Routes 123, 93, and 3.”
A Workout Designed for Every Fitness Level
The Braintree studio features 13 customized btFORMERS, equipment designed exclusively for btone FITNESS and manufactured locally to provide a personalized fitness experience.
The company’s signature TONE classes combine Pilates-inspired movements with strength training and functional movement to deliver a low-impact, total-body workout in just 45 minutes. The reformers allow clients to adjust spring resistance and body positioning throughout each class, making workouts adaptable to individual fitness levels and wellness goals.
According to McGreevy, the approach enables participants to tailor every movement while strengthening all major muscle groups in a supportive group setting.
“From move to move, you have the ability to tailor and adjust your workout resistance, along with your body positioning, to make each exercise the most comfortable and effective it can be,” she said. “This is where reformer fitness meets Pilates remixed, and it definitely packs a punch.”
Continued Growth Across the Country
The Braintree location is part of btone FITNESS’ broader national expansion strategy.
Founded in 2010, the company now operates studios throughout New England, including Connecticut, New Hampshire, Maine, and Rhode Island, as well as locations in Illinois, Utah, North Carolina, and Florida.
CEO and Founder Jody Merrill said the company plans to continue expanding into new markets and expects to surpass 50 operating studios by the end of 2026.
“btone is committed to accelerating its national growth across the U.S., breaking into new markets that align with our strategic vision for expansion,” Merrill said. “The company is on a fast track to have more than 50 opened studios by the end of 2026.”
Merrill said Braintree represents a natural extension of btone’s success on the South Shore, where the company first opened a studio in Hanover in 2019.
“If you’re new to btone, our equipment and workouts have been inspired by and evolved from traditional Pilates,” she said. “We combine elements of Pilates with strength training and functional movement for maximum efficiency. This is the wildly efficient 45-minute workout that South Shore residents have been loving since we first opened our doors in Hanover.”
A Franchise Partner with Deep Roots in the Brand
Merrill credited McGreevy’s experience and passion for making her the ideal franchise owner to lead the company’s continued South Shore growth.
“Maura is the ideal franchise partner because she has been a corporate trainer, studio instructor, and one of our biggest cheerleaders for the btone brand since 2022,” Merrill said. “This isn’t her first time at the btone rodeo. We know Maura will continue to successfully expand our brand throughout the South Shore, building loyal btone communities along the way.”
With the Braintree studio now open, btone FITNESS continues to strengthen its presence across Massachusetts while introducing more residents to its customized reformer-based workouts designed to make strength training accessible, efficient, and adaptable for clients of all ages and fitness levels.
