Bodybar’s First National Ad Campaign Marks an Evolution in Pilates Marketing

Bodybar Pilates is betting on authenticity, with ads that feature real members and instructors, to broaden its appeal as the Texas-based franchise targets expansion across the U.S.

Bodybar is shifting its marketing strategy as it continues to ramp up its national expansion, with an intentional focus on reflecting the welcoming and approachable atmosphere of its studios.

In its first national advertising campaign, launched earlier this month, the boutique Pilates franchise is centering real stories and experiences, with every person featured being a real instructor or member.

The shots were all filmed inside working studios, featuring no scripted performances, unfiltered classes and instructor‑led coaching, helping people understand the authentic experience of a Bodybar class.

“We really lean into our four core beliefs when it comes to Bodybar,” Bodybar vice president of marketing Brittany Granby told Athletech News about the campaign. 

“This is our expert instruction, that inclusive, welcoming environment, that results-driven athletic workout and then at the core, the community,” she explained. “We lean into those four items at the base of who Bodybar is, and then with that overarching goal of Bodybar builds a more capable you.”

Featuring real people, Granby noted, is integral to establishing the community feel of Bodybar, while challenging misconceptions of who is welcome in a Pilates studio.

“There’s a lot of stereotypes or a lot of misinformation when it comes to Pilates,” she said. 

“Everything from it’s very female-dominated, it’s not for males, it’s for a specific aesthetic look, body type, athletic capability,” she continued. “By bringing in our real members, real instructors, we’re breaking through those stereotypes and those misconceptions. We offer Pilates for all age ranges, all body types, all athletic capabilities, which is one of Bodybar’s core methodologies, is that it is inclusive.”

Amid the campaign, the fitness brand partnered with agency Kelly Scott Madison (KSM) to lead brand strategy, media planning and investment, digital marketing and analytics.

“We’re building on a balanced approach that integrates both hyper-local, studio-level targeting, but also we wanted to include this national brand activation,” Granby said. “KSM came in with a strategy of building brand awareness across all of these markets. Let’s focus at the top of the funnel.”

A key part of that national strategy is leveraging core channels with high traffic, namely YouTube, YouTubeTV, Spotify and TikTok for advertising the campaign. KSM is also utilizing AI to help gather and analyze data to see what’s resonating with target audiences.

Bringing More People Into Pilates

Granby explained that while they’re focusing on their core demographic of 35-55 year-old women with the financial means to take classes and purchase memberships, the campaign is exploring different approaches across the different channels to hit other markets, including younger adults and men.

By integrating the hyper-local approach with a national campaign, Bodybar is aiming to increase brand awareness in areas with established presences, as well as areas with upcoming studios, to generate more interest ahead of their studio openings.

“What we want is for people to no longer Google ‘reformer Pilates,’ or ‘Pilates near me.’ We want them to google ‘Bodybar,’” Granby added. “We want them to resonate with exactly who our brand is, our methodology, and so they’re Googling exactly the brand and not a genre.”

Bodybar has previously tested out unique marketing approaches to capture broader audiences, partnering with the nonprofit The Worthy Co. to raise awareness for human trafficking and giving back to survivors of human trafficking and sexual exploitation.

The shift in strategy is not exclusive to Bodybar; last year, Club Pilates launched its own campaign highlighting accessibility of the modality, promoting body, age and ability inclusivity.

National Expansion Underway

Granby is excited by the momentum catapulting Bodybar’s expansion forward, with 82 open locations across 25 states and 60 more en route to open this year.

Bodybar recently announced plans to open its first studio in Oklahoma this year as well, scheduled to open on July 6. The new 2,800-foot studio will feature 14 reformers, a private room for one‑on‑one training and additional space for hosting business‑to‑business partners during member events.

Ahead of the opening, Pilates enthusiasts can join Bodybar for numerous activations including its National Pilates Day event, Plankstock, on May 2, featuring a free mat class in Edmond, Oklahoma, where the new studio will be located.