Club Pilates, the largest Pilates brand globally, has unveiled its first national brand campaign, “Every BODY Club Pilates." The fully integrated campaign is now live in the US, aiming to reframe Pilates in today’s culture by centering strength and accessibility for all ages, body types, and experience levels. Creative agency Zambezi and media agency Exverus by Brainlabs are bringing “Every BODY Club Pilates” to life across TV, social, digital, audio, and out-of-home.
“This campaign is more than a message, it’s a reflection of our mission,” said Amanda Croce, Chief Marketing Officer of Club Pilates. “Since opening our first studio in 2007, Club Pilates has always stood for accessibility and community, and now we’re amplifying that on a national stage to show that Pilates truly is for Every BODY.”
The brand film premiered on ABC’s The View and will continue to air throughout the year on Good Morning America, General Hospital, streaming CTV, and even at the Los Angeles International Airport (LAX). The campaign can be found wherever people watch, scroll, and travel.
"Our communications framework is built around the message that people of all types can incorporate Pilates into their fitness routine for physical and mental health," says Exverus by Brainlabs Media Director Vanessa Pinzon. "We're scaling that message while making individuals feel seen and spoken to directly."
Produced by FIN Studios, the campaign was directed by Travis Hanour, with still photography by Steven Counts, and features an actual Club Pilates Master Instructor, Larissa Mems.
“With ‘Every BODY Club Pilates,’ we set out to shift the perception of Pilates from something ethereal and exclusive to something energetic, grounded, and genuinely fun,” said Gavin Lester, Chief Creative Officer at Zambezi.
About Club Pilates
Founded in 2007, Club Pilates is the largest Pilates brand by number of studios, designed with the vision of making Pilates more accessible, approachable and welcoming to everyone. Based in Irvine, CA, Club Pilates has appeared in both Entrepreneur Magazine’s Franchise 500 and Fastest-Growing Franchises nine years running, Inc. Magazine’s Inc. 5000 lists multiple times, and was honored with Forbes’ Best Customer Service Award. Club Pilates offers extensive training certification for its instructors, including its 500-hour training program. Club Pilates is headquartered in Irvine, CA and part of the Xponential Fitness family of brands, a leading curator of boutique health and wellness brands. To learn more about Club Pilates, visit clubpilates.com.
About Exverus by Brainlabs
Founded in 2014, Exverus by Brainlabs is a global, independent media agency building growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus by Brainlabs is dedicated to transparency and long-term client trust. Learn more at exverus.com.
About Zambezi
Zambezi is a highly awarded creative and media agency with offices in Los Angeles and Minneapolis. Proudly independent and women-owned, we help growth-built brands “Take Bigger Bites.” Our clients are leaders in their sectors, including TaylorMade, LPL Financial, Traeger Grills, UKG, Google, ESPN, Under Armour, Atlantis Bahamas, and more. Visit zmbz.com for more.
