Club Pilates Launches Nationwide “Every Body Club Pilates” Campaign, Celebrating Inclusivity, Strength, and Authentic Community
Club Pilates, the world’s largest Pilates brand, has officially launched its first-ever national brand campaign, “Every Body Club Pilates,” — a bold and heartfelt message reaffirming that Pilates is for every BODY. With this major marketing initiative, the brand seeks to redefine how Pilates is perceived in today’s wellness culture — not as an exclusive, elite fitness method, but as a welcoming, accessible practice that builds strength, balance, and confidence for all individuals, regardless of age, shape, or experience level.
The fully integrated campaign, now live across the United States, emphasizes inclusivity and accessibility as the cornerstones of the Club Pilates experience. The company has long been committed to breaking down barriers that keep people from exploring the transformative benefits of Pilates, and this new national spotlight aims to invite everyone to see themselves as part of the Pilates movement.
A Campaign Rooted in Inclusivity and Real Stories
Since opening its first studio in 2007, Club Pilates has stood apart for its mission to make Pilates both approachable and sustainable. The brand has built a loyal community by meeting members where they are — whether they’re stepping into a Pilates studio for the first time, returning after time away from fitness, or looking to elevate their current training regimen. The “Every Body Club Pilates” campaign takes this philosophy and brings it to life through authentic visuals, real members, and genuine emotion.
In the campaign’s flagship brand film, viewers are invited to see themselves reflected in the diverse cast — people of different ages, body types, and fitness levels — all moving with intention and confidence on the Pilates reformer. The message is simple but powerful: your body belongs here.
“Our new campaign is more than a marketing message; it’s a movement,” said Amanda Croce, Chief Marketing Officer of Club Pilates. “Club Pilates has always stood for accessibility and community, and now we’re amplifying that on a national stage to show that Pilates truly is for Every BODY. We want everyone to know that you don’t have to look a certain way or be at a certain fitness level to enjoy the incredible benefits of Pilates.”
From Studio to Screen: A Nationwide Rollout
The brand film for “Every Body Club Pilates” made its national television debut on ABC’s The View, one of the most-watched daytime talk shows in America. The spot will continue to air across multiple mainstream platforms, including Good Morning America and General Hospital, throughout the year. Beyond television, the campaign’s reach extends to digital, social, and broadcast media channels, ensuring that the message meets consumers wherever they watch, scroll, or travel.
Out-of-home placements further reinforce the campaign’s visibility. For instance, travelers passing through Los Angeles International Airport (LAX) can experience the message firsthand through dynamic visual displays. From major cities to local communities, the campaign is designed to inspire people to reimagine Pilates as an open, empowering form of movement that welcomes everyone.
Real Members, Real Movement, Real Representation
A key aspect of the campaign’s authenticity lies in its cast — composed not of actors, but real Club Pilates members from across the country. These individuals embody the diversity and inclusivity the brand celebrates, representing various fitness journeys and life experiences.
At the forefront of the campaign is Laressa Mems, a Club Pilates Master Instructor, whose expertise and energy personify the brand’s core values. Her on-screen presence reinforces the brand’s dedication to instructor-led excellence and community support.
By highlighting real members, Club Pilates is sending a powerful message that Pilates isn’t just for a select few — it’s a tool for every person seeking greater strength, flexibility, and overall well-being. The campaign’s visual storytelling showcases participants of all ages and abilities moving with grace, purpose, and confidence, dispelling the myth that Pilates is only for the young or hyper-flexible.
Creative Partnerships Powering the Vision
The “Every Body Club Pilates” campaign was developed in partnership with Zambezi, an independent creative agency known for building bold, human-centered brand platforms. Together, they crafted a creative narrative that reflects real experiences and universal accessibility while showcasing Pilates as a practice that enhances both physical and mental well-being.
Zambezi’s storytelling approach captures the spirit of inclusivity and self-empowerment — themes that align seamlessly with Club Pilates’ mission. From the campaign’s tone to its visuals, every element underscores the belief that Pilates belongs to everyone.
Media strategy and execution were handled by Exverus by Brainlabs, the media agency of record for the brand campaign. Their comprehensive multiplatform plan ensures that the campaign reaches audiences across their daily routines — from morning television to digital streaming, from airport concourses to mobile devices — reinforcing the message that “Every BODY” is welcome to experience Pilates wherever they are.
The Evolution of Pilates for Today’s Culture
Pilates, originally developed by Joseph Pilates in the early 20th century, has evolved into one of the most versatile and widely practiced forms of exercise in the world. Once viewed as a niche workout favored by dancers or athletes, Pilates has entered the mainstream as a foundational movement practice that improves strength, posture, flexibility, and mental focus.
Yet despite its growth, misconceptions persist — that Pilates is intimidating, expensive, or only for people who already fit a certain aesthetic. Club Pilates has worked for nearly two decades to challenge those stereotypes. With over 1,000 studios across the globe, the brand has made Pilates accessible to communities of all sizes, offering reformer-based group classes led by expert instructors in a supportive, non-judgmental setting.
The “Every Body” campaign builds on that legacy, reinforcing that the practice is not about perfection but progress — about moving better, feeling stronger, and being part of a welcoming community.
Empowering a Movement of Belonging
Beyond the visuals and marketing reach, “Every Body Club Pilates” carries a deeper purpose — to redefine fitness as an inclusive space where everyone is seen, supported, and celebrated.
“This campaign represents the culmination of everything Club Pilates has stood for since the very beginning,” said Croce. “We’ve always believed that movement should be joyful and empowering, not intimidating. Pilates gives people the ability to connect with their bodies in a meaningful way, and our goal is to ensure that every person who walks through our studio doors feels that sense of belonging.”
Club Pilates’ approach combines the discipline of Pilates with the warmth of community. Each studio offers a variety of classes — from foundational work for beginners to challenging reformer sessions for advanced practitioners. Instructors tailor their guidance to meet each participant’s unique needs, creating an environment that’s both inclusive and results-driven.
A Cultural Shift Toward Inclusive Wellness
The timing of this campaign couldn’t be more fitting. Across the wellness industry, there’s a growing movement toward body positivity and inclusivity, encouraging people to embrace fitness as a form of self-care rather than a pursuit of perfection.
Club Pilates’ “Every Body” campaign taps into this cultural shift by spotlighting real people, real stories, and real transformation. The emphasis on accessibility resonates deeply in a post-pandemic world where people are redefining what health and community mean.
By making Pilates approachable and affordable, Club Pilates not only strengthens bodies but also builds connections — a reminder that wellness thrives when people move together, not in isolation.
Where to Experience the Movement
The campaign’s call to action is clear: Join the movement. Whether online or in person, Club Pilates invites everyone to experience the benefits of Pilates firsthand. Interested individuals can visit their nearest Club Pilates studio to try classes, meet instructors, and see for themselves how the brand is creating a space where every body feels at home.
The campaign spot, available to view across digital platforms, encapsulates the essence of this message — energy, diversity, confidence, and joy in movement. From first-timers exploring the reformer to seasoned practitioners deepening their flow, “Every Body Club Pilates” illustrates that there’s no single way to do Pilates — only your way.
