Club Pilates Promotes Inclusivity in First National Ad Campaign
In “Every Body Club Pilates,” the fitness brand is making its members the face of a campaign promoting body, age and ability inclusivity
Club Pilates is sounding a loud message with its first national campaign: Pilates is for everyone, of every body type, age and ability.
The brand campaign, called “Every Body Club Pilates,” is preaching a culture of inclusivity within the fitness modality, underscored by its tagline, “Pilates is for every BODY.”
The campaign is also attempting to reframe Pilates as less intimidating for anyone new to the movement or concerned about its difficulty, by centering strength and accessibility for all ages, body types and experience levels.
That message is especially brought to life by the video behind the campaign, which features everyday Club Pilates members. It first premiered on ABC’s “The View,” and will continue to air throughout the year on “Good Morning America,” “General Hospital,” and across other digital, social and broadcast channels, including at LAX airport in Los Angeles.
“This campaign is more than a message, it’s a reflection of our mission,” said Club Pilates chief marketing officer Amanda Croce. “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 video campaign was constructed in collaboration with Zambezi as brand creative agency, while Exverus by Brianlabs served as media agency of record.
Already the world’s largest Pilates brand by studio count, Club Pilates has elevated its national brand presence in multiple campaigns this year, including its first experiential event that drew 136,000 participants and its 80s-themed week that featured two national sweepstakes.
The fitness franchise has big plans to expand its global footprint too, most recently signing an agreement to bring 20 studios to Bangkok, Thailand, next spring.