Celebrity mom and entrepreneur Sam Pinto continues to expand her business portfolio.
Known for her mermaid-inspired boutique resort and swimwear line, Sam has now ventured into the fitness and wellness industry with the launch of Azure Form Pilates, a boutique Pilates studio located at Bonifacio High Street in Taguig City.
On July 26, 2026, PEP.ph (Philippine Entertainment Portal) got to experience Azure Form firsthand and had a quick chat with Sam about her latest business venture.
Sharing details about the studio, Sam said: "Azure Form is my newest venture. It's a Pilates studio, but we all have half towers and we also have normal Pilates and also clinical Pilates. We have six reformers."
For those unfamiliar with Pilates, mat or "normal" Pilates is a floor-based workout that relies on body weight and gravity for resistance.
Some Pilates routines utilize a machine called a Reformer, a sliding bed-like frame equipped with straps and springs that provide resistance during exercises.
Another piece of equipment used in Pilates is the Half Tower, a vertical frame attached to a reformer featuring springs and bars designed to enhance strength, flexibility, and mobility exercises.
Meanwhile, Clinical Pilates is a more therapeutic and personalized form of exercise supervised by licensed physiotherapists, often used for injury recovery, chronic pain management, and rehabilitation.
Sam Pinto: How Azure Form Pilates started
Sam's love for Pilates eventually inspired her to open a studio together with her mother-in-law, Eve Semerad, who also serves as one of Azure Form's instructors.
Recalling how her Pilates journey began, Sam shared: "I started doing Pilates about eight years ago and I fell in love with it right away.
"Actually, my first class was with my mother-in-law, who is the instructor of our Pilates studio, and I love it so much kaya we opened one.
"And then, I do it two to three times a week."
The concept for Azure Form started taking shape last year, and after more than a year of planning, construction, and securing permits, the studio has finally opened its doors.
For Sam, passion is at the heart of every business she pursues.
She explained: "All my projects are definitely passion projects, and that's the root of everything.
"If you're passionate about something, you will do everything to make it work.
"Even if there's a lot of challenges, especially with this one."
Like any new venture, Azure Form came with its fair share of obstacles.
Sam admitted the process tested her patience, particularly during construction and regulatory approvals.
She said: "It took so long from construction, from the idea palang ng construction to all the permitting. I wanted to cry na.
"So finally, we are opening. That's why you really have to be passionate, kasi you have that goal for it to open and then for everyone to enjoy it as well."
Azure Form rates
Azure Form offers several package options for clients:
- Single Class: PHP1,500
- 5-Class Pack: PHP7,000
- 10-Class Pack: PHP13,500
- 20-Class Pack: PHP25,000
- Founding Member Unlimited: PHP22,500 per month (limited availability)
Sam Pinto's Pilates journey
Sam has been practicing Pilates since 2018 and credits it for helping improve her posture, strength, and flexibility.
When asked what she enjoys most about the fitness discipline, she said it perfectly complements her gym workouts.
"What I love about it, kasi it helps with my posture, my everyday strengthening. I also do gym, but this complements kasi each other."
She further explained: "Posture and then strengthening, stretching then, especially kunwari if you go to the gym...
"And then you need to stretch out what you've worked out in the gym. This is perfect as well.
"And then better posture kasi para siyang ballet, honestly.
"So I think the root of Pilates was like ballet exercises, so the posture is really nice. Yung posture mo magiging maganda."
According to Sam, one of the biggest misconceptions about Pilates is that it is only for women.
She emphasized that anyone can benefit from the workout regardless of age, fitness level, or gender.
"Everyone can do Pilates. You don't have to be flexible."
In fact, Sam revealed that her husband, professional basketball player Anthony Semerad, regularly does Pilates along with some of his teammates.
She shared: "Actually, my husband, he's a pro basketball player. His teammates come here.
"All of them come here to do, you know, stretching, kasi after a hard workout, they come here.
"So of course, guys can do it. If girls can do it, definitely guys can do it."
Advice for beginners
For those curious about trying Pilates for the first time, Sam's advice is simple: come with an open mind and be ready for a challenge.
She said: "They should prepare their mind that they're gonna have fun. It's gonna be hard, but it's gonna be worth it.
"Kasi it will target muscles that you didn't know existed, and it will give you a good challenge, and you will keep wanting to do more."
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