Pvolve, Franchisees Have Big Plans for NYC Expansion
Pvolve is coming to the Upper East Side in 2024, but that could be just the beginning for the functional fitness brand in the Big Apple
Pvolve, bolstered by celebrity Jennifer Aniston and the increasing demand for holistic fitness, has had an impressive year as it lays the groundwork for a franchise empire.
The functional movement brand, with a home base in New York City, is now expanding its footprint in the Big Apple with a new franchise agreement on the Upper East Side — the result of a partnership between four area locals: Samantha Diaz-Hennessey, her fiance Ryan Grealy and Jessica and Mike Wenger.
“I’m excited to see Pvolve expand its reach in the heart of our home market,” Pvolve president Julie Cartwright said of the brand’s first franchise deal in NYC. “The Upper East Side community is a sophisticated consumer who can’t be fooled by fad fitness trends.”
Pvolve’s Upper East Side location, slated to open in 2024, joins the functional movement brand’s other NYC studio in Soho, which is owned and operated by Pvolve Corporate.
The science-led functional fitness brand also announced the opening of four franchise studio locations in Austin, Texas, and it recently opened the doors to its first studio in Nashville, Tennessee.
From Client to Franchise Owner
Diaz-Hennessey, a nurse practitioner, has been a member of the fitness brand since 2021 and started doing Pvolve workouts at home during the pandemic.
“I couldn’t get enough; I was seeing changes in my posture, my energy level, in the way I walked and moved, and I also felt stronger and more toned,” she said. “I always wanted to attend the in-studio class, but being on the Upper East Side, the SoHo location just seemed so far. I was so captivated by the method and brand that I knew I had to bring it to my own community.”
A torn hip attracted Jessica Wenger, a boutique fitness space veteran, to the Pvolve method.
“I was looking for a workout that would help improve my strength and stability so that I could get back to my passion of running,” Wenger said. “Samantha suggested that I try Pvolve, given their low-impact functional movement classes – and it did the trick! My strength came back, and I was able to resume marathon training with the goal of running the New York City Marathon before my 40th birthday.”
Once approached by Diaz-Hennessey with the opportunity to become a franchise owner, Wenger said she “jumped at the chance.”
The Pvolve Difference
Wenger credits Pvolve’s diverse class offerings and omnichannel approach to training for allowing clients to seamlessly achieve their fitness goals wherever they are — in-studio, at home or traveling.
“This approach allows us to better connect with clients and create a strong sense of community even before we open our doors,” Wenger said. “The brand is still in its early days of franchising, so senior leadership has embraced a culture of open communication and feedback from both clients and franchise owners in an effort to continue to deliver a best-in-class fitness experience.”
Diaz-Hennessey, who has devoted much of her professional career to the preventative care of patients, is impressed by the support Pvolve has from those in the medical industry.
“Pvolve is backed by a Clinical Advisory Board composed of doctors and physical therapists – experts who oversee the method and ensure its effectiveness and sustainability,” she said. “The method is unlike traditional workouts; its focus on functional movement improves stability, mobility, flexibility and strength while promoting longevity through all stages of life.”
Pvolve’s method yields results that can be seen but also felt, which is why fitness enthusiasts who try Pvolve end up devotees, much like Aniston. After experiencing Pvolve’s positive benefits for herself, the A-lister officially joined the brand this June as an advisor and familiar face in ads. Pvolve has been good to Aniston, and the former “Friends” star has accelerated the brand’s position in the fitness industry, leading to a 650% increase in branded search and a 125% increase in franchise inquiries.
Consumers have returned to in-person fitness in significant numbers, which not only promotes a sense of community but a better workout experience. Pvolve instructors can provide adjustments for clients, which ensures an effective workout for their specific needs and fitness levels.
“This, coupled with the electricity and community of a packed studio, makes for an amazing experience,” Diaz-Hennessey said. “Pvolve also partners with exceptional brands like Vuori and LolaVie to offer exclusive perks to its members, which is another special benefit of going to a Pvolve studio.”
For right now, Diaz-Hennessey, Grealy and the Wengers are focused on getting their first NYC location up and running. But the first-time fitness franchisees have expressed an intention to expand Pvolve throughout the city’s five boroughs if things work out with the Upper East Side studio.
Coast-to-Coast Expansion
Pvolve’s expansion plans kicked off earlier this year in San Diego with the brand’s first-ever franchise studio before opening a second studio in Carlsbad, California.
Additional Pvolve locations are projected to open in 2024, including Algonquin, Illinois; Arlington, Virginia; Atlanta, Georgia; Columbia, South Carolina; Denver, Colorado; Encinitas, California; Fort Worth, Texas; Franklin, Tennessee; Greenwich, Connecticut; Phoenix, Arizona; Salt Lake City, Utah; Santa Monica, California; Scottsdale, Arizona; Upper Saddle River, New Jersey and Westchester County, New York.
In Canada, Pvolve has a location in Calgary now in pre-sale.
