Club Pilates Launches National 'Every Body' Campaign to Promote Fitness Inclusivity

Club Pilates, the largest Pilates brand globally, has unveiled its first national brand campaign titled "Every Body Club Pilates," which positions Pilates as an inclusive practice for all ages, body types, and experience levels. The fully integrated campaign, now live nationwide, aims to reframe Pilates for contemporary culture by emphasizing strength and accessibility. Since opening its first studio in 2007, Club Pilates has focused on making Pilates approachable and sustainable, meeting members at their individual fitness levels, whether they are new to movement, returning after a break, or training to optimize their well-being.

The campaign brings this commitment to life on screen, inviting viewers to see themselves both using reformers and as part of the Pilates community. The brand film premiered on ABC's The View and will air throughout the year on platforms like Good Morning America, General Hospital, and across digital, social, and broadcast channels. Additionally, the message is featured out-of-home at locations such as Los Angeles International Airport (LAX), ensuring it reaches people wherever they watch, scroll, or travel. More details about the campaign and Club Pilates can be found at https://www.clubpilates.com.

At the core of the creative is Laressa Mems, a Club Pilates Master Instructor, whose presence highlights the brand's dedication to authenticity and expert-led training. The advertisement showcases a diverse cast, including genuine Club Pilates members, reinforcing the message that every body belongs in the practice. This approach challenges outdated clichés and celebrates how Pilates fosters better movement, tangible progress, and a genuine sense of community. Amanda Croce, Chief Marketing Officer of Club Pilates, stated that the campaign reflects the brand's mission, amplifying its long-standing values of accessibility and community on a national scale to demonstrate that Pilates is for every body.

The "Every Body Club Pilates" campaign was developed in partnership with Zambezi as the brand creative agency, bringing the platform to life across film, social, digital, audio, and out-of-home media. Exverus by Brianlabs served as the media agency of record, crafting a multiplatform strategy that engages consumers in their daily routines, from morning television shows to airport concourses and various screens. This initiative underscores a broader industry shift toward inclusivity in fitness, potentially influencing how other brands approach marketing and community engagement. By prioritizing real members and diverse representation, Club Pilates sets a precedent for authenticity, which could resonate with consumers seeking relatable and welcoming fitness environments, ultimately promoting greater participation in wellness activities across demographics.