Pvolve Powers Ahead with Big Plans for 2025

At ATN’s recent CEO Summit, Pvolve president Julie Cartwright shared how deeply the functional fitness brand has resonated with its members for its science-backed approach and sense of community

Pvolve, the functional strength training franchise adored by A-lister Jennifer Aniston, has revealed it’s quickly moving forward with its expansion plan, having recently opened 11 new studios and awarding 27 new franchise licenses across North America.

This year, the boutique fitness franchise plans to open more than 20 new studios and is set to launch several challenges during the year. The initiative has already started, beginning with a six-week Strength Redefined Challenge that pulls from Aniston’s fitness routine.

“2024 marks a pivotal moment in Pvolve’s evolution, driven by extraordinary demand for our franchise model,” reflected Pvolve president and one of Athletech News’ 50 Power Players, Julie Cartwright. “The accessibility of the Pvolve Method’s low-impact, resistance-based design sets us apart. Our classes are welcoming and effective for people of all ages and fitness levels, whether you’re a beginner or an expert. Few fitness brands can genuinely say that.”

Cartwright emphasized Pvolve’s science-backed approach, highlighting the importance of highly tailored programming designed to surpass the needs of female clients in more ways than one.

“We’ve built a method with clinical studies behind it, focused on addressing women’s unique needs like pelvic floor health, menopause and endometriosis,” Cartwright said at the event. “What works for a woman will work for a man, but what works for a man doesn’t necessarily work for a woman.”

Pvole has also been mindful of creating a community among members with shared experiences, such as menopause or infertility.

“These are moments when fitness can meet women where they are and truly change their lives,” Cartwright explained. “When you meet her in that moment, you have her for life.”