Shira is a movement educator, Master Pilates Instructor, and global consultant with over 20 years of experience across multiple movement modalities. With roots in professional dance and a career spent teaching, training, and developing movement experiences, she brings a distinct combination of artistry, technical expertise, strategy, and commercial thinking to her work.

As the founder of FORMATION™, Shira partners with studios, founders, hospitality groups, and wellness brands to build movement concepts from the inside out. Her work spans brand and experience strategy, proprietary programming, instructor education, and implementation—connecting what happens in the room to the broader vision of the business.

Her approach is grounded in decades of first-hand experience across dance, Pilates, strength, conditioning, rhythm-based movement, and recovery. This breadth informs the systems she develops around class architecture, sequencing, musicality, cueing, and coaching, as well as her work developing comprehensive Mat and Reformer education.

Shira works alongside leadership teams to create movement experiences that are creatively compelling, operationally scalable, and commercially relevant, from programming and playbooks to instructor standards and implementation across international markets.

Through FORMATION™, Shira believes exceptional movement brands are built with intention—not imitation. Her work brings together strategy, movement, people, and experience to create concepts that are distinctive, relevant, and built to last.