Solidcore Unveils New ‘Stronger For It’ Brand Platform

The L Catterton-backed boutique fitness brand, which has been toying with a heated mat format, has a new message for its members

Solidcore wants its members to think about the studio long after they’ve left.

The Pilates-inspired strength-training brand has launched “Stronger For It,” a new brand platform that reminds its members that what they learn on its reformer, known as “Sweatlana” among its devotees, carries over into the rest of their lives.

“Strength earned in the studio doesn’t stay there — the discipline, resilience and confidence you build in 50 minutes follow you everywhere else,” said Jamey Sunshine, Solidcore’s senior vice president of brand. “‘Stronger For It’ is about the version of yourself that exists beyond the studio because of the work you put in on the machine. It’s about how you show up at work, at home and in the moments that matter most. This platform is our way of saying it out loud.”

To mark the launch, Solidcore is hosting an immersive activation in Venice, California, on May 29 and May 30 at 1515 Abbot Kinney Blvd. The campaign will roll out across digital, social, in-studio environments and brand partnerships throughout the year.

Beyond its upcoming event, the beloved boutique fitness brand is on pace for 30 to 35 new studio openings this year, fueled by its real estate partnership with SiteRise and recent private equity backing from L Catterton. It also recently wrapped a heated mat format pilot at its Navy Yard studio in Washington, D.C. The location offers a dual-room space that gives Solidcore a chance to experiment with new concepts.