Pvolve Continues Its Growth Streak
Jennifer Aniston’s favorite boutique fitness brand is headed to three new markets in the U.S.
Pvolve has announced it is headed to Chicago, Seattle and Tysons, Virginia, following newly signed franchise agreements.
The functional fitness brand, favored by A-lister Jennifer Aniston, has partnered with entrepreneur Lindsay Cohen on a two-unit deal in Chicagoland. Cohen will open the first studio in Highland Park/Deerfield, with a second location to follow. In Seattle, tech industry veteran Elisabeth Rommel will bring Pvolve to the city with a studio planned for Northeast Seattle or Lake Union. Meanwhile, Dr. Mona Keshtkaran—a PhD in medical nutrition and expert in preventive health—will lead a two-unit expansion in the Washington, D.C., metro area, starting with a location in Tysons and a second in Arlington.
“Pvolve’s momentum continues as we welcome new franchise owners who are passionate about delivering an unparalleled fitness experience in their local communities,” Pvolve president Julie Cartwright said. “These entrepreneurs bring exceptional business acumen and a deep belief in our method, allowing us to expand strategically and ensure more people can experience the benefits of Pvolve firsthand.”
The new agreements follow ones signed earlier this year for Dallas, Miami, Charlotte and Portland.
Aniston is more than just a famous face who has elevated the franchise—she’s become an advisor and brand ambassador who credits Pvolve with helping her build strength.
And while her star power has undeniably transformed the brand—sparking a reported 125% surge in franchise inquiries and a 650% spike in branded searches after she endorsed the science-based Pvolve method in 2023—the female-focused and low-impact concept has certainly struck a chord with women.
The Pvolve method, Cartwright has said, is designed to address the unique needs of women, who often face hormonal changes and transitions that require special consideration.
“Historically, many workouts have been built around men’s physiology, with women expected to adapt,” she added. “So, we decided to take a different approach, though the workout is equally effective for men.”
The functional fitness franchise recently bolstered its Clinical Advisory Board with the addition of Jessica Shepherd, MD, MBA, FACOG, a board-certified OB/GYN and women’s health expert. Shepherd will serve as Pvolve’s head of medical affairs, advancing the fitness brand’s development of programming and research initiatives on strength and healthy aging.
“Building strong bodies as we age is essential to longevity, and exercise is one of the most powerful tools we have to achieve that,” Dr. Shepherd said. “Pvolve is not just redefining functional fitness; it’s creating an entirely new category that’s making a lasting impact. I’m excited to be part of this movement and help women thrive at every stage of life.”