Megan Roup on The Sculpt Society’s Rebrand, National TV Campaign
Roup shares how her community shaped her brand’s new identity, why authenticity drives growth and what’s next for The Sculpt Society
The Sculpt Society has taken a major step in its growth journey, unveiling its first national advertising campaign and a comprehensive rebrand alongside a sold-out three-day pop-up event in New York City.
Founder Megan Roup said the refreshed identity reflects both the brand’s evolution and its growing global community of over 250,000 members.
“The Sculpt Society rebrand felt like a natural evolution of who we’ve become as a community,” Roup told Athletech News. “When I started TSS seven years ago, I was filming my own workouts in my apartment for dozens of people.”
“Today, I still film my own workouts, but they are watched by over 250,000 women worldwide,” she added. “Our community has grown so much, and I wanted our brand to reflect that maturity while staying true to what makes us special — that joyful, welcoming energy.”
The decision to rebrand coincides with the debut of TSS’s first national television commercial and outdoor campaign across New York City. For Roup, aligning the campaign with a brand update was about ensuring consistency in message and identity at a critical inflection point.
“The Sculpt Society is not just a workout app; we’re a movement that’s genuinely changing how women think and feel about fitness,” she said. “To me, the rebrand captures that evolution while honoring our roots of making movement feel good and life feel a little lighter.”
A Member-First Rebrand
True to the brand’s community-first ethos, members played an active role in shaping the rebrand. Roup said her team relied on polls, DMs and direct feedback to guide the process.
“What I loved most was seeing how invested they were in the process,” she noted. “Their input helped us strike the right balance between feeling fresh and modern while keeping that warm, approachable vibe that makes the TSS experience feel like a night out with your best girl friends. Some of the feedback actually pushed us in directions I wouldn’t have thought of on my own, which made the final result so much more authentic to who we really are as a community.”
The rebrand was introduced to members through The Sculpt Society’s “In Motion” pop-up weekend in New York. The sold-out event drew more than 2,000 attendees for classes led by Roup and her team of trainers, along with a community walk, a celebration event and panel discussions featuring entrepreneurs like Chriselle Lim, Tezza Barton, Lindsey Metselaar and Courtney Shields.
“Live experiences will always be part of our strategy because community is at the core of what we do at The Sculpt Society,” Roup said. “These events let me connect with members face-to-face, hear their stories and remember why I started this in the first place.”
A National, but Targeted, Ad Campaign
The national TV spot aims to capture the energy of a Sculpt Society workout in 30 seconds, with a goal of reaching women who may be seeking an alternative to traditional fitness messaging.
“We are not trying to appeal to everyone,” Roup emphasized. “We are speaking directly to women who are tired of the ‘you’re not good enough’ messaging that is so common in the fitness industry and who want something that actually makes them feel good about themselves. If this campaign helps even a handful of women shift how they feel about fitness, from something punishing to something empowering, then it is a success.”
Evolving the Fitness Industry From Within
Looking ahead, Roup sees opportunities to expand The Sculpt Society’s life-stage programming and continue to build with authenticity.
“Growth is exciting, but I never want to lose what makes TSS special, that feeling of working out with your best girl friends who genuinely care about how you feel, not how you look,” she said. “My test for any new opportunity is: does this help more women discover that movement can be joyful and life-changing? If the answer is yes, and it aligns with our values of inclusivity and authenticity, then we will consider moving forward with it.”
For Roup, the rebrand is not just about aesthetics but about carving out a unique space in an increasingly crowded fitness landscape.
“I think the fitness industry has trained people to believe they need to be punished into changing, and we’re completely flipping that script,” she said. “If we can show other entrepreneurs that leading with authenticity and care actually works, maybe we can help change the entire fitness industry. That would be the ultimate dream for me.”