STRONG Pilates has launched a global brand campaign promoting its combined cardio, strength training and Pilates format as an alternative to maintaining multiple fitness memberships, as the Australian-founded franchise continues to expand its international studio network.
The campaign, titled Pilates. Strength. Cardio. One Membership., was developed with creative production agency Sneaky Studio and builds on the company’s previous “More Than Pilates” campaign, which highlighted its integration of cardio and strength training through its Rowformer machine.
The latest campaign focuses on consumers seeking different types of exercise through a single membership, with STRONG Pilates offering a 45-minute workout that combines high-intensity cardio, strength training and low-impact Pilates.
Campaign targets multiple-membership fatigue
STRONG Pilates said the campaign was informed by a recent global member survey in which strength training emerged for the first time as the primary reason members train at the company.
Michael Ramsey, co-founder of STRONG Pilates, said the campaign reflects the company’s approach to differentiating its offering in a changing fitness market.
“Our brand is built to be disruptive, to showcase our clear point of difference, and to stay true to our bold ethos in a fitness industry that is continuously evolving. We don’t fit the traditional fitness mould, and we own that. We stand out to give our members maximum results from one membership, relieving them of the need for ‘more’ – particularly in a challenging economic environment.”
The campaign positions the company’s combined workout format as a way for members to access several forms of training through one subscription rather than paying for separate fitness memberships.
STRONG Pilates was co-founded by Ramsey and Mark Armstrong in 2019. The franchise uses proprietary Rowformer and Bikeformer equipment to combine Pilates with rowing or cycling, respectively, alongside strength training.
Global rollout spans digital channels
The campaign launch includes a main video featuring references to competitors, along with shorter video content distributed through Meta’s Instagram and Facebook platforms. The rollout will reach the company’s network of more than 130 studios across 14 countries.
Additional campaign elements include targeted advertising on Meta platforms, email marketing campaigns and a full-length feature video on YouTube.
STRONG Pilates also plans to work with content creators to demonstrate its hybrid workout format and explain the campaign’s message. The creators will share their perspectives and experiences as they work toward their fitness goals.
James Cunningham, creative director at Sneaky Studio, said the collaboration was an opportunity to communicate the brand’s offering through a distinct creative approach.
“At Sneaky Studio, we pride ourselves on creating innovative, cutting-edge content, and partnering with an aligned brand like STRONG allows us to push our creative boundaries.
“From the initial brief, we saw an opportunity to create something truly impactful – content that clearly communicates STRONG’s value to members, while having fun with it. Our approach was to amplify STRONG’s edgy persona, resulting in content that feels elevated, slightly rebellious, and unmistakably STRONG.”
Franchise reports 200 additional studios planned
STRONG Pilates said it has more than 57,000 members worldwide and 130 operating studios across 14 countries: the United States, Australia, New Zealand, Canada, Ireland, the United Kingdom, Poland, Dubai, Bahrain, Malaysia, Singapore, New Caledonia, the Philippines and Indonesia.
The company also reported a further 200 studios confirmed to open, although the release did not provide a timeline for those openings or a breakdown by market.
Its workout format centres on low-impact, high-intensity, full-body training using the Rowformer and Bikeformer machines. The Rowformer combines a Pilates reformer with a rowing machine, while the Bikeformer incorporates a stationary bike.
The campaign marks the latest effort by STRONG Pilates to communicate the range of training available through its format as it builds its international presence.
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