A Decade of Flow at Noosa Flow
Helen Walker feels humbled to be capturing a ten‑year celebration that proves to be so much more than a milestone.
When I sit down with Claire Toone, founder of Noosa Flow, there’s an unmistakable sense of calm that seems to follow her – even with a baby in tow. She has an energy that mirrors the studio she created a decade ago. Ten years is a milestone for any small business, but for Claire, it’s something deeper. It’s a reflection of community, resilience, and a vision that has not only endured but flourished.
Claire tells me she started Noosa Flow because she simply couldn’t find the kind of studio she was looking for herself.
“Before opening the studio I had been teaching Pilates in New York and London and those experiences really shaped my approach and the level of teaching I wanted to bring to Noosa,” she says.
Those years abroad gave her a clear picture of what high quality Reformer Pilates could look like – thoughtful, precise, and grounded in the true Pilates method. When she opened the doors a decade ago, her vision was beautifully simple: a welcoming space where people of all ages and abilities could move well, feel supported, and receive expert guidance.
“I wanted Noosa Flow to feel like more than a Pilates studio, somewhere people could feel comfortable, supported and genuinely enjoy being there,” she recalls.
Over time, that vision became reality. Clients began calling the studio their ‘happy place’ and their ‘haven’, words that still make Claire smile. And perhaps the greatest testament to her vision is the number of clients who have been with her since day one.
“We have people who walked through our doors ten years ago who are still coming to Noosa Flow today,” she says. “Their lives and bodies have changed so much over that time and we’ve been able to evolve with them.”
When I ask Claire what she remembers most vividly about opening Noosa’s first Reformer Pilates studio, her answer is immediate.
“It felt like the beginning of something beautiful,” she says. “I was excited, nervous and probably a little naïve about what the following years would bring, but I knew I was creating something that I really believed in.”
That belief became her anchor through the highs and lows of running a small business – none more challenging than COVID. Overnight, the studio had to shift online, keep clients connected, and somehow maintain the sense of community that had become its heart.
“Running a small business is hard and there have definitely been moments where I’ve thought, ‘Why am I doing this?’ But you wouldn’t do it unless you really loved it,” she tells me. “I love Pilates, I love our clients and I love having a space for our incredible instructors to teach, grow and do what they love too.”
Noosa Flow has grown in ways Claire never anticipated. What began as a Reformer and Mat Pilates studio has expanded into a multi disciplinary movement space offering Clinical Pilates, Studio Trio sessions, Exercise Physiology and Physiotherapy focused Pilates.
“As our community has grown, so have the needs of our clients,” she explains. “We now support people through so many different stages of their movement journey.”
Clinical Pilates, in particular, has become a cornerstone of the studio. Claire saw a growing need for safe, highly-individualised movement, especially for clients recovering from injury, managing chronic pain, navigating pregnancy or postpartum, or wanting to move with confidence.
“I wanted to bridge the gap between rehabilitation and regular exercise,” she says. “Clinical Pilates begins with a thorough assessment and sessions are tailored to each individual.”
What sets Noosa Flow apart is the continuity of care. Clients can begin with one-on-one private sessions and transition into small group classes as they grow stronger.
“Rather than completing rehabilitation and wondering what comes next, our clients already have a place to keep moving, challenging themselves and looking after their bodies for years to come,” Claire says.
The expansion to Sunshine Beach unfolded naturally.
“There was already a Pilates studio there so when the opportunity came up to take over the space, it felt like the right fit,” Claire explains.
The demand for more personalised Studio Trio sessions made the decision even clearer. The smaller, intimate space has since become a cherished extension of the Noosa Flow community. As we talk about the next ten years, Claire’s focus is refreshingly anchored.
“I want to stay grounded in Pilates and continue to educate our clients about the method and what makes it so valuable,” she says. “Rather than constantly chasing the next new thing, I want to refine what we already do well – our teaching, our classes, our community and the way we support our clients.”
There’s confidence in knowing exactly who you are as a business and Noosa Flow has reached that point. To mark the ten year milestone, Claire is celebrating in the most fitting way: with community. Created for consistency, connection and showing up for yourself, Noosa Flow is offering a first-ever membership with unlimited reformer and mat classes for $75 per week plus studio events, and more surprises throughout the year.
“For me, it is about celebrating the people,” she says. “The clients, instructors and wider community who have been part of the Noosa Flow story.”
And her message to those who’ve been part of the journey is simple and heartfelt: “Honestly, just thank you.
“Noosa Flow wouldn’t be what it is today without the people who have walked through our doors over the past ten years. To those who have been coming since the very beginning and to those who have joined us along the way, I’m so grateful that you’ve chosen to make Noosa Flow part of your lives.
“I’m incredibly grateful for the community we’ve created together and I’m so excited for what the next ten years will bring!”
MILESTONE MEMBERSHIP
As part of the ten-year celebrations, Noosa Flow is offering a first-ever unlimited membership with unlimited reformer and mat classes at either studio for $75 per week.
Email info@noosaflow.com visit www.noosaflow.com
