Club Pilates, the world’s largest Pilates studio network, has launched its first-ever national brand campaign, and the message is delightfully unfiltered. This practice is for your body, their body… every body. Created by independent agency Zambezi, with media led by Exverus by Brainlabs, the integrated push premieres today across broadcast, CTV, and social, with digital, audio, and OOH rolling out next.
As Pilates surges in pop culture (and on highly curated feeds), Club Pilates is steering the conversation back to the roots of the century-old discipline: strength, healing, and accessibility. “Since 2007, we’ve opened our doors to all bodies, all ages, and all abilities,” said Amanda Croce, Chief Marketing Officer at Club Pilates. “We believe the practice isn’t about looking a certain way—it’s about feeling better, moving better, and belonging.”
Titled “Every Body Club Pilates,” the work reframes Pilates from exclusive and ethereal to energetic, grounded, and, yes, fun. “We set out to democratize the experience and make it feel accessible to anyone,” added Gavin Lester, Chief Creative Officer at Zambezi. “We wanted people to see themselves in it and feel like, ‘This is for me.’” Watch below:
Produced by FIN Studios and directed by Travis Hanour, the hero film and supporting assets feature a spectrum of real participants and abilities, including Club Pilates Master Instructor Larissa Mems. Hanour stages an intimate back-and-forth with the voiceover, pressing on the idea of who Pilates is “for” until the answer becomes undeniable: everyone. Still photography by Steven Counts extends the inclusive visual language across social and OOH.
The campaign debuts with a comprehensive media plan, broadcast and CTV at launch, followed by a steady cadence of digital, social, audio, and out-of-home, to meet prospective members wherever they move.
CREDITS:
BRAND: Club Pilates
- Chief Marketing Officer, Xponential Fitness: Louise Ocasion
- Creative Director, Xponential Fitness: Jacklyn Smith
- Chief Marketing Officer, Club Pilates: Amanda Croce
- President, Club Pilates: Tianna Strateman
- Director of Studio Marketing, Club Pilates: Andrea Alvarez
- Director of Training, Club Pilates: Shannon Brown
- BTS Content Manager, Club Pilates: Valeria Barreto
AGENCY: Zambezi
- Principal and CEO: Jean Freeman
- Founder: Chris Raih
- President: Laura Stayt
- Chief Creative Officer: Gavin Lester
- Associate Creative Director: Alayna Zidek
- Associate Creative Director: Alexa Thomas
- Executive Producer: Jeri Low
- Group Account Director: Sarah Lamberson
- Account Supervisor: Angelina Nguyen
- Associate Director, Project Management: Lauren Northcott
- Head of Strategy: Matt Babazadeh
- Associate Strategist: George Nowak
PRODUCTION COMPANY: FIN Studios
- Head of Content : Alex Cohn
- Head of Studio: Tabitha Onofri
- Director: Travis Hanour
- Line Producer: Pia-Louise Lauritsen
- Production Supervisor: Amanda Clun
- DP: Daisy Zhou
- Sr. Producer, Post Production: Morgan Menco
- Editor: Billy Sacladan
- Color: Matthew Schwab
- Audio/Sound Design: Ben Freer
VFX: FIN Studios
MEDIA: Exverus by Brainlabs
- Media Director: Vanessa Pinzon
- Media Planner: Jevannie Dixon
- Assistant Media Planner: Liliana Huantes
- Director of Programmatic & E-commerce: Sean Edwards
- Director of Paid Search & Social: Ryan Schuster
- Associate Director of Ad Ops: Aaron Silva
- VP of Analytics: Josh Edelman
- VP of Performance Media: Hillary Kupferberg
- VP of Media Planning: Tasha Day
- Managing Partner: Talia Arnold
REELated:
Josh Allen suits up for Wonderful Pistachios
