As fitness brands enter a new year, the rise of Swiftie Liftie shows how community and fandom can help drive growth
What started as a playful, Taylor Swift-inspired fitness class inside a Phoenix, Arizona, studio has quickly become one of the most talked-about group fitness formats in the country — and it’s now preparing to scale.
Swiftie Liftie, a self-described club built by Swifties for Swifties, transforms a fitness experience into a communal, sing-along experience set entirely to the pop star’s music.
The concept and its rapid rise were first reported by USA Today, which detailed the club’s devoted fan base and the vision of fitness instructor Alexy Posner, a fitness instructor who created the format.
“It’s a full-body rhythmic based workout that combines both strength and cardio,” Posner tells Athletech News. “We move to the rhythm of the music.”
Every month brings a new theme, with Swiftie Liftie members this month celebrating “Merry Spicy Swiftmas,” giving participants a reason to return again and again. Demand has followed: Classes often sell out in under five minutes and waitlists are common.
The momentum has pushed Posner to think beyond its current studio presence at Groundwrk.
Swiftie Liftie is now preparing to hit the road beginning in February, with planned stops in major cities including New York and Los Angeles, along with larger outdoor activations designed to accommodate up to 150 fitness-minded Swifties.
For Posner, the appeal of Swiftie Liftie goes beyond novelty or fandom. It’s a direct response to one of group fitness’s most persistent challenges: intimidation.
“There’s something really special about watching people walk in a little nervous and leave smiling,” Posner said. “We know group fitness can feel intimidating, which is why Swiftie Liftie is intentionally a welcoming, safe space for everyone. Need a break to sing? Do it. Want to dance or be a little silly? That’s encouraged.”
“Swiftie Liftie gives people permission to show up as they are and be part of something bigger than a workout … it’s a community and one that celebrates joy, not perfection,” she adds.
Posner likens the class to a live event rather than a traditional workout — one that even has the vibes of Swift’s Eras Tour.
“It’s a shared experience,” she explained. “It’s a fitness class where a room full of people come together dressed up, covered in sparkles, singing along, lifting weights and cheering each other on. Strangers become friends, everyone is welcome and there’s a collective joy in experiencing this together. It’s not about being perfect or fitting a mold … it’s about belonging and showing up for yourself, whether you’re lifting five pounds or fifty.”
The next event will be one of Swiftie Liftie’s biggest yet, with more than 100 spots available on Jan. 11 at The Park at PV in Phoenix, Arizona. The 60-minute outdoor class will be 100% donation-based, with proceeds benefiting the Arizona Animal Welfare League. Attendees will also have opportunities to trade bracelets, browse vendors and receive giveaways.
Posner has also made clear that the format is open to collaboration beyond Arizona, inviting studio owners interested in hosting a Swiftie Liftie class to connect.
The timing matters. As gyms and studios navigate softer consumer spending, growing competition and what will likely become post-resolution churn in the coming weeks, the need to deliver a memorable experience is greater than ever. It’s also likely to resonate with Gen Z and Millennial fitness consumers, who increasingly seek connection and belonging from fitness spaces rather than just physical results.
