For Pvolve, boutique fitness is booming. 

In an effort to grow each virtually and physically over the subsequent few years, the brand — which has experienced a 471 percent increase in sales across product, subscriptions and its studio and franchise business since Jan. 1 — is leveraging franchise expansion, products and a key partnership with Pvolve loyalist Jennifer Aniston. 

Because the brand, which launched in 2017, looks to expand its reach each digitally and in-person, bringing on Aniston as an envoy was key. In accordance with company president Julie Cartwright, Aniston had been a user of Pvolve since 2021 and her team reached out to share her story, searching for ways to partner. With this, the brand is now doubling down on campaign imagery and press featuring Aniston to showcase the workout’s results, gaining additional credibility within the fitness market. 

“Jennifer [Aniston] provides an incredible platform for awareness and education and after we’re talking a couple of brand new-to-market modality that’s the toughest mountain to climb,” said Cartwright, who has been with the corporate since 2017. 

Pvolve calls its workout “functional movement,” and considers it a key differentiator, because it competes with other boutique fitness models in the marketplace.

“What functional movement means is that you simply’re mimicking your on a regular basis movements, really supporting this concept that you simply pick up your kids otherwise you get out of your automotive otherwise you’re balancing on something,” Cartwright said. “All those things is what functional fitness is supposed to support, so we move in all planes of motion.” 

While functional movement can apply to any customer, the core Pvolve user is a girl 40-plus, in accordance with Cartwright. Nevertheless, in working with its clinical advisory board, composed of 4 doctors and the corporate’s top certified trainers, Pvolve is rolling out programming for specific needs to advertise healthy aging for all of its users. Most notably, the brand rolled out its Movement During Fertility Program, which was designed in partnership with Spring Fertility for those going through egg donation, egg retrieval and in-vitro fertilization (IVF). The brand has produced other programming around prenatal, postnatal, menopause and conditions like endometriosis. 

“We now have a giant give attention to women’s health,” Cartwright said. “As we began to hearken to our member base, [we learned] there’s these underserved, massive, totally addressable markets that just don’t have an answer.” 

Cartwright explained these specific fitness programs typically take between eight and 12 months to develop. While Pvolve has its own clinical advisory board, it also partners with additional doctors and experts, similar to within the case of the fertility program, to determine credibility. 

While the low impact, functional movement workout was the proper work-from-home fitness platform for consumers through the COVID-19 pandemic, the brand is now betting on a hybrid model. 

“It’s almost mandatory that there’s a hybrid option,” said Cartwright, of today’s fitness landscape.

Between 20 to 25 percent of Pvolve’s in-studio guests also take part in the brand’s virtual offerings, in accordance with Cartwright. 

“The best way our business model is built is a hybrid omni-channel business, so those studio members which can be going right into a real location have access to the digital subscription too,” she said. “That was strategic with a purpose to allow this modern-day woman to find a way to work out irrespective of what was happening in her life.” 

In an effort to succeed in additional consumers and address the rise in in-person classes, Pvolve also lowered the worth of its virtual subscription from $20 to $15. With that, the brand’s digital member base has increased by 43 percent, in accordance with Cartwright.

“There’s price sensitivity because it pertains to digital subscriptions nowadays. People have five to seven different digital subscriptions happening at anybody time. As an element of that, which could be very different than three years ago, you need to make sure that that your price is true,” she said.

With studio classes on the rise, the brand can be betting on physical expansion through a franchise model. In accordance with Cartwright, Pvolve, which currently has 4 locations, expects to open nine studios in 2023, 50 to 60 in 2024 and 200 to 250 in 2025. 

“We decided to go down the franchising route for various strategic reasons,” Cartwright said. “We wanted passionate owner operators, and we knew that having 30 to 40-plus studios in-market could help us to construct brand awareness and to expand the reach of what this method can really do for the population.” 

Nevertheless, this physical expansion still doesn’t outnumber the brand’s digital reach. Cartwright says the split will likely remain around 70 percent digital users and 30 percent in-person users in the meanwhile. And in an effort to bring the Pvolve in-studio experience to those at home, the brand is doubling down on product, which it plans to expand with participation from Aniston.

While the brand offers branded merchandise, its real focus is on its patented equipment that’s central to its workouts, similar to its P.ball, $70, a workout ball and resistance band combo, or the P.3 Trainer, $90, a resistance band that attaches to the ankle. To further expand Pvolve’s results, the brand’s head of physical product Stephanie Wineman collaborated with physiologist and chief science officer at Ritual Dr. Nima Alamdari to create its post-workout complement Get better 9, $50, which launched in 2022. Nevertheless, in accordance with Cartwright, the brand doesn’t have plans to expand on this sector within the near future.

“We’re definitely focused on physical product, like additional pieces of portable equipment that speed up the outcomes of functional fitness,” Cartwright said. “We try to stay very focused on the member journey. We’re very focused on her starting with equipment and a subscription, whether it’s digital, in-studio, or some combination.”