Solidcore has redefined Pilates by upping the ante. The popular boutique fitness brand is known for its 50-minute, high-intensity resistance training workout that uses reformer machines and for its focus on “breaking down muscles to failure” to develop strength.

Although it uses Pilates-inspired reformer machines, Solidcore (officially branded as [solidcore]) makes clear that the workout is not strictly Pilates. Instead, it’s a core-focused strength workout that targets different body parts based on each class’s programming.

Athletech News tested Solidcore to see if the “world’s hardest workout” can live up to its hype. 

Inside the Workout

Even as someone who works out frequently, I found Solidcore workouts challenging and scalable. The instructors speak throughout the entire class and give instructions to up the ante and lower the intensity for varying skill levels. The brand now offers a “Starter50” class to help beginners with foundational movements.

“This is for anyone who is new to the workout, revisiting after an injury, or anyone who wants something slower paced with more time dedicated to their form,” Taylor Bogenschuetz, director of training and development at Solidcore, told Athletech News,

The workouts begin and end with core exercises, which often take the form of planks. One of the best parts of Solidcore is that the instructors offer a more difficult version of the workout upfront and then offer modifications. This creates a challenging baseline for most class-goers, with the instructor offering ways to scale up and scale down for most workouts.

Strength Training in a Different Way

Solidcore accesses often-unused muscles through the reformer machines, which can help develop overall strength and stability. Because of the usage of these neglected muscles, the instructors give instructions on how many springs to apply (which changes the resistance level) based on the number of Solidcore classes each user has attended.

As a newbie to Solidcore, I sometimes found those instructions to be too easy based on strength I had built outside of the studio, but the instructors continued to encourage leveling up or down.

Because it focuses more on stability and toning, Solidcore likely will not replace traditional strength training in most people’s routines, but it will likely improve performance in all types of sports and workouts, as well as tone and lengthen muscles. 

I also appreciated Solidcore’s no-frills nature. There were not too many mantras reiterated in the classes, apart from its mission of embracing failure. The class was one of the more efficient I’ve taken. Even though I didn’t sweat too much in each workout, I found myself sore for days afterward. 

Price Points

One of the biggest downsides of Solidcore is its premium price point. Pricing varies by location, but in larger cities, it costs around $40 for a single class.

In some New York City locations, a monthly unlimited pass is around $430 at several popular locations, which comes out to $26 per class if attending four times per week. Solidcore does offer discounts for students, teachers, healthcare workers and military personnel, which can be around 25% off.

Another downside of the studio is that it does not provide showers to class-goers, unlike many competitors. The bathrooms are stocked with hair and skin cleansing products for freshening up. Although class-goers likely will not sweat as much as they would at a HIIT workout class, for those heading right to work or another event, this could be an inconvenience. 

Lastly, I (and some others I observed in the classes I attended) had issues with the reformers—namely the reformer handles. In one class, I had to switch machines because the handles were not working properly, but the instructor helped me do so promptly. It seemed like the cables for the handles sometimes became caught within the machine and did not pull properly. 

The Verdict

Solidcore is an efficient, effective workout that, while not cheap, could be one of the most challenging boutique fitness classes for those looking to strengthen and stabilize all muscles. 

The post Studio Spotlight: Solidcore Will Challenge Your Mind & Muscles appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

ClassPass was founded in 2013 by Payal Kadakia and Mary Biggins and has since shaken up the fitness and wellness industry. Acquired by Mindbody in 2021, the subscription service allows users to book classes and experiences at thousands of studios, gyms, salons, and spas using credits. 

Classes are available in more than 2,500 cities worldwide, and the service also comes with over 4,000 on-demand workouts. 

Now that in-person workouts are back and seemingly bigger than ever, Athletech News decided to give ClassPass a try.

Pros 

For those who appreciate variety, ClassPass certainly delivers. It not only offers mainstream, nationwide studio brands like Barry’s, Solidcore, and SoulCycle, but local establishments as well. The service is best for those who want to step outside their usual routine to try out more health and wellness businesses in their area. One of the best parts of using the app was getting to try all the studios in my area that I had long overlooked.  

Each class or service is a listed number of credits, which depends on the time of day, user demand, and the number of times a user has visited.  Membership costs range from as little as 6 credits to as many as 100 credits per month, which ranges from around $20-$200. Users can browse classes by credits, and many studios have a “first-timers” deal, so trying out different workouts and services is encouraged. 

I found the process of hunting for deals enjoyable. If you have flexibility around timing, ClassPass could be a great fit, as credits go a lot further during “off-hour” workouts. There were also limited-time deals that provided great value. For example, some studios or services had a limited-time discount. ClassPass is also great for travelers, as it works in most major cities, so users can maintain their workout routine on the road. 

The service also limits the number of workouts you can do at certain studios, which forces variety. Class reviews were moderately helpful for finding new spots, but most of the reviews were very positive: I was hard-pressed to find an overall studio rating under 4.7/5. There were also no written reviews, which could be a good value-add for the platform. Adding friends on the service also allows users to see where their connections are going for inspiration, which I also found to be a fun way to align workout schedules. 

ClassPass also offers beauty and wellness services, which are easy to book. It requires a user request to book a service for a specific time, which the business then approves. My approvals were quick, generally just several hours, and I liked that I could make a reservation digitally even at small businesses. 

Cons

Many of the downsides of ClassPass are area- and preference-dependent. For example, class credit costs unsurprisingly vary a lot by area. A class in New York will likely be more expensive than one in Washington D.C. or Boston. Convenience also obviously varies by location; for example, in certain parts of New York City, there are very few businesses available on ClassPass, but in others, there is one on every block. 

Most of the “hidden gem” classes are around 3-4 credits in bigger cities, larger studios are 5-10 credits, and popular workouts like Solidcore, SoulCycle, and CorePower Yoga are 10-14+ credits. The popular studios also book up quickly in some areas.

One downside of the service is that the number of credits a user can roll over month to month is dependent on membership tier. For example, if you buy 18 credits per month, you can only roll over 18 credits. For those hoping to save up credits for a larger service like a massage, that might not be possible if you have a lower-credit membership. Adding credits is possible but might not make sense financially depending on the desired service.

Lastly, although this is typical in the world of workout studios, cancellation fees are high. This provides built-in accountability, but also might not be best for those who have variable schedules. 

Final Thoughts 

Overall, ClassPass is a great service that will add variety to your workout and wellness routines. For those with flexible schedules, credits will likely go further, but it can drive value for all users who have enough participating businesses in their area. 

Read more ATN Product Reviews here.

The post Product of the Week: ClassPass Offers Fitness Variety, Flexibility appeared first on Athletech News.

As Solidcore continues its rapid expansion, the Pilates-inspired strength training brand under blue lights is energizing fitness consumers with an inspiring trifecta that includes a new ad campaign, the national rollout of Starter50, a class designed with new clients in mind, and an exclusive perks program with health and wellness brand partners.

Dubbed “Fail With Us,” Solidcore’s new creative campaign aligns with January’s fitness resolution season, rewriting the concept of failure as a hurdle to mentally and physically overcome through the signature Solidcore workout.

“At Solidcore, failure is the name of the game,” Bryan Myers, Solidcore’s president and CEO, tells Athletech News. “But it’s not the ‘failure’ you’re used to. During each and every class, we purposefully activate our slow-twitch-muscle fibers, shaking to the point of muscle failure and needing to take a break. We embrace this idea of failure as a sign of growth, success, and strength, and the core of what makes this workout unique. This campaign brings this idea to life—and flips failure on its head.”

Intro Class To Attract New Clients

Complementing the campaign is Solidcore’s newest class, Starter50, which the fitness brand says not only introduces new clients to its community and workout but can jumpstart dedication — with Starter50 clients more than 15% more likely to commit to their goals. The new offering is now available nationwide at all of Solidcore’s 110-plus locations, providing an accessible pace and extra demonstrations. 

“Starter50 is meant to help new clients build confidence so they are equipped with the knowledge to go into a standard Solidcore class feeling ready to take on the challenges the 50-minute workout presents,” Myers explains. “Our goal behind rolling this class format out nationally is to simply introduce the workout to new clients, anyone revising after an injury, or anyone who has taken an all-level class before and wants something slower in pace.”

Exclusive Member Perks

The cherry on top of Solidcore’s New Year strategy, however, is Core Collective — a new membership benefits program that includes special perks from brand partners Liquid I.V., Milk Makeup, Daily Harvest, Celsius, Care/of, and Heyday. All current Solidcore members are eligible.

Intended to promote and support the holistic wellness of Solidcore clients, Core Collective offers 25% off cans of Celsius purchased in-studio, 20% off Liquid I.V. when purchased online, 25% off the first three months of a Care/of subscription, $10 off all facials through the year with Heyday, 20% off the new Real Food Reset through Daily Harvest and 20% off Milk Makeup.

Expansion Plans Underway

Officially branded as [solidcore], the Pilates-inspired workout concept has attracted fitness consumers of all kinds who are looking for low-impact, strength-based training.

“With the global surge in running, we’ve seen many of our clients utilize Solidcore for their cross-training days during marathon training blocks to keep their bodies intact while still targeting a moderate heart rate,” Myers shared, adding that low-impact workouts reduce the risk of injury and overuse, making it the ideal recovery workout.

Affectionately referred to as “Pilates on steroids” for its challenging fitness approach, Solidcore’s ambitious expansion plans include opening up 250 U.S. studios by 2028. For now, the brand is in high demand in areas like San Francisco, with Solidcore planning to expand in the Bay Area.

As Solidcore gears up for growth this year, the brand announced the move of its corporate headquarters from Washington, D.C., to Rosslyn, Virginia, doubling its workspace and touting adaptable workstations and wellness rooms to support employee health, as well as a mock studio for product innovation.

Serial entrepreneur and philanthropist Anne Mahlum founded the pilates-inspired boutique fitness company before selling it for an undisclosed amount last year to Kohlberg & Company, a private equity firm that has invested additional funding into the brand as it looks to scale.

The post Solidcore Powers Up With Starter Class, Member Perks Program appeared first on Athletech News.

Los Angeles is gearing up to give Silicon Valley a run for its money. While LA’s neighbor to the north remains a popular breeding ground for tech and innovation from a general standpoint, during a couple of days in early February, nobody will be able to hold a candle to the City of Angels in terms of fitness and wellness. 

From February 7-8, 2024, the Connected Health & Fitness Summit will return for a fifth time. The event gives attendees, including executives and founders from top fitness and wellness companies, a platform to explore partnerships, share ideas and seek investments. It serves as a launchpad for any business either in its initial stages or looking to reach new heights. Take a look at the agenda here. 

Hear From Industry Heavyweights

Just to name a few, representatives from Nike, Whoop, SoulCycle, Crunch Fitness, Bhout, FitXR and Planet Fitness will all be in attendance. Fifty speakers include major industry players such as Krystal Zell, CEO at Tonal, Bryan Myers, President and CEO at Solidcore, and Tabitha Green, U.S. Head of Marketing for Les Mills.

With so many key figures present and new avenues for growth being paved, the 2023 conference left participants feeling inspired and more than satisfied with their takeaways. With the Connected Health & Fitness Summit only expanding on those factors this year, attendees can expect a similar result. 

“Talk about top-tier execution,” said Eddie Lester, a past attendee and the founder of MetaGym. “Every detail was well thought out, leading to an amazing experience. The attendees were all thought leaders and executives allowing most conversations to be with the real decision makers. Great work!”

An Event (or Two) for Everyone

Additional highlights of the 2024 convention will include Innovation Showcases, a Women in Fitness Forum, and a CEO/Founders forum. 

The Innovation Showcase, spread out over two sessions, offers applicants the chance to pitch their early-development fitness and wellness companies on the forum’s main stage. The Selection Committee, composed of seven leaders from renowned investment groups, including Kaya Ventures and the EY Ventures Group, will hand-pick candidates with the most potential to make waves in fitness and wellness. This year’s selections include Coach Welly, an app that motivates and rewards gym members via personalized tracking and gamification software, as well as Equa, another app that enhances the psychological approach to fitness. Fitbiomics, which offers a probiotic focused on improving sleep, was also selected alongside Gainful, which offers a more personalized approach to protein and supplements. 

Lumin Fitness, an artificial intelligence (AI)-powered gym that gives its members a cutting-edge approach to fitness, LumosTech, which helps users take sleep and recovery to the next level using an app and wearable, and Proteus Motion, a next-gen system of training tools, will also present at the showcases. RE/GEN Method, a company offering classes backed by science that blend pilates and strength training, will round out the group.

The Women in Fitness Forum offers a platform to connect prominent female executives, investors and entrepreneurs in fitness. Mirroring the Summit at large, this forum plans to spur innovation and collaboration, and foster partnerships specifically between the driving female forces within the industry. Session hosts include Kate Veronneau, Director of Women’s Strategy at Zwift and Desiree Guilliard-Young, a shareholder and former COO/CHRO at Sanctuary Fitness.

The CEO/Founders Forum takes the fitness and wellness industry’s brightest, most established faces, and puts them all under one roof. Attendees can form connections and discuss ideas to help retool each other’s business strategies. Talking points include investor and strategic partner relations, retaining and engaging consumers today and for the future, cultivating and managing a winning company culture, as well as strategies to promote and champion DEI practices internally and among your audience. The forum has a history of forming “meaningful connections” among attendees, the Connected Health & Fitness Summit organizers note. 

A Range of Perspectives – And Opportunities

Of all Connected Health & Fitness Summit attendees, 30% hail from the fitness tech and connected fitness industry. Another 30% come from both boutique and scaled gyms, studios, clubs, spas and hotels. Investors, both private equity and venture, make up 15%, while executives from training equipment/hardware devices and fitness/sport apparel each make up 15%. Companies focused on wellness (nutrition, sleep, mental health, wellbeing)  round out the remaining 10% of the demographic. 

This allows the Summit to feature a wide variety of minds and perspectives but all with related goals. It’s a melting pot of sorts, but one with enough organization to help you make immediate progress on your fitness and wellness endeavors.

The Connected Health & Fitness Summit 2024  will take place at the Loews Hollywood Hotel in Northwest Los Angeles on February 7-8. Tickets are still available for purchase on the event website. Deals are in place for organizations looking to send a group to the event rather than an individual, though prices are set to increase after January 12. 

The post Connected Health & Fitness Summit Poised for Groundbreaking 2024 Event appeared first on Athletech News.

Pilates is surging in popularity and making daily headlines in the news, but no brand does the modality quite like Solidcore.

Founded by fitness entrepreneur Anne Mahlum in 2013, Solidcore has grown its footprint to 110 locations, gaining tens of thousands of members who’ve become drawn to the Washington, D.C.-based brand’s unique take on the typical Pilates workout. Over the next five years, Solidcore, which brands itself as [solidcore], is looking to expand even further, eyeing 250 U.S. studios by 2028, and potentially many more after that. 

Endearingly dubbed “Pilates on steroids” by some fans on social media, Solidcore classes are significantly more intense than traditional Pilates, with no planned rest periods during a 50-minute-long session (members can take breaks at their own pace if they choose). Dimmed blue lights, upbeat music and energetic instructors add to the atmosphere, further differentiating a Solidcore class from your standard Pilates offering.

“The workout itself is much more athletic, and comes with a higher level of energy and intensity,” Solidcore president and CEO Bryan Myers tells Athletech News. “It’s just a totally different approach to what you see out there in the market traditionally under the Pilates umbrella.”

Myers was a Solidcore client before he joined the brand in 2018 as chief operating officer. Now CEO, a position he took in 2021, Myers believes the main thing that differentiates Solidcore from its boutique fitness competitors is the energy and efficacy of its workout. 

“It’s kind of sad that when we talk about the health and wellness industry a differentiator for us is that our product actually works, but unfortunately, that is the nature of our industry in many ways,” Myers says. “I’m really proud to stand behind a product that gives people the results they’re looking for when they walk in under the blue lights, whether those be physical strength, mental strength or emotional strength.”

The challenging nature of a Solidcore workout also fosters a strong sense of community among members, who become galvanized by the shared experience of pushing themselves to their limits, Myers adds. 

Solidcore’s Expansion Plans

Topping the 100-studio mark in its first decade of existence is impressive, but Solidcore is set to kick its expansion efforts into even higher gear. 

Earlier this year, Solidcore received an influx of strategic funding from Kohlberg & Company, a private equity firm that bought out Mahlum’s stake in the company. Armed with fresh funding and support from existing investors including VMG Partners and Peterson Partners, the boutique fitness brand has set an ambitious goal: having 250 studios open in the U.S. by 2028. 

Hitting the 250-studio mark means Solidcore will have to more than double its current footprint in just five years. Its executive team is confident it can meet that challenge. 

Heidi Blesy, the company’s vice president of studio development, believes Solidcore is only just “scratching the surface” of what it can accomplish. Beyond its effective workout and loyal membership base, Blesy points to the typical Solidcore class size as an advantage when it comes to expanding. 

“Our studios are medium-sized, so not as small as some of your mom-and-pop Pilates where it’s only five or six machines, but it’s not as large as (some boutique fitness brands) that require 50 or 60 people per class,” Blesy explains. “There’s a lot of white space for us.”

Unlike many boutique fitness concepts, Solidcore doesn’t franchise, so the brand can be strategic about which cities and towns it chooses to enter.

Winning the West Coast

Despite having locations in 25 states, Solidcore is still predominantly an East Coast brand, with large footprints in its home base of D.C. and in New York City. While it already has some presence on the West Coast with studios in Los Angeles and Seattle, Solidcore is looking to become even bigger in the Pacific. 

In July, the boutique fitness brand announced it would be entering the San Francisco market, with two studios planned for 2024 in the Castro and Marina neighborhoods. Plans are underway to open even more Bay Area locations, including in Silicon Valley and the South Bay. Solidcore is also eyeing the Phoenix and Portland markets, Myers tells ATN.

“It’s critically important that we not just enter, but that we really win the West Coast,” Myers says, noting the area is “one of, if not the most important fitness markets in the country.”

Scaling in the South

Solidcore also plans to continue placing studios in cities across the Southeast and Southwest parts of the U.S., which are steadily growing in population.  

“We’ve had great success in the southeast, particularly Atlanta and North Carolina,” noted Joshua Rainey, Solidcore’s director of real estate. “We recently opened in Nashville and had a really strong opening, so we’re looking forward to bringing some more (locations) to Tennessee.”

Rainey identified Florida and Texas as other key states for Solidcore’s growth.

“All of these areas have seen really great population growth and migration over the past 20 years from other parts of the country,” he said, adding that Solidcore is able able to take advantage of the “brand equity” it’s built with the increasing number of people from the Northeast who are moving down south to places like Atlanta and Miami.

Thriving in Small & Mid-Sized Markets 

It’s often said that boutique fitness only works on the coasts and in America’s largest cities, where people are drawn to flashy concepts and are more willing to spend their disposable income on wellness experiences. That’s not a sentiment the Solidcore brass agrees with; they believe the brand’s dynamic approach to Pilates works just as well in Fargo as it does in Flatiron. 

“One of the primary reasons I came to solidcore was because it was not a concept that only worked in the New York, D.C., LA and San Francisco markets; we have studios in North Dakota, Kentucky, Pittsburgh and other (small and mid-sized) markets that are amazing for us but are often overlooked,” Myers says. “We’re excited that we can be the outlet that doesn’t overlook those communities because they’re just as important to the health of this country.”

In addition to a scalable and highly refined economic model that allows it to place profitable studios in different geographic areas, Solidcore thrives in smaller markets because of the transformative power of its Pilates-inspired workout, Myers believes. 

“Our brand has never been about hype,” he reiterates. “It’s always been about delivering an amazingly effective product that gives you real results and is surrounded by an incredible community.”

Looking beyond 2028 and even further into the future, Myers believes Solidcore can potentially aim significantly higher than 250 locations. 

“We believe within this country that the number can be north of 1,000,” Myers says of how many studios Solidcore can open in the U.S. “That comes from the operating model that we have perfected over the years, which allows us to operate in New York City and LA, but also in Pittsburgh, Charlotte, North Carolina, and Fargo, North Dakota.”

The post Solidcore Eyes Major Expansion With Fresh Take on Pilates appeared first on Athletech News.

IHRSA has released its 2023 IHRSA Global Report, an annual review of the health and trajectory of the global industry. The report, which includes data from a survey of IHRSA member health clubs, gyms, and studios as well as insights from federation leaders in 15 countries and industry partners, points to the resurgence of the fitness industry post-pandemic, with members continuing to return to gyms and studios in large numbers.

“This year’s report shows that health and fitness industry executives worldwide are optimistic about the trajectory of our industry,” said Liz Clark IHRSA President & CEO. “Consumers have gained a better understanding about the correlation between physical activity and better mental and physical health and well-being, which has led to a resurgence in people connecting and engaging in-person at health clubs and studios around the world.

IHRSA is a not-for-profit trade association representing the global fitness industry of over 200,000 health and fitness facilities and their suppliers. Founded in 1981, IHRSA maintains a leadership role in advancing physical activity. IHRSA’s mission is to grow, promote, and protect the health and fitness industry while providing its members with benefits and resources.

Here, Athletech News provides insights gleaned from the industry overview, trend, and survey data from the 2023 IHRSA Annual Global Report:

Key Takeaways:

• High Value/Low Price (HV/LP) and luxury fitness facilities gained the most over the past year.
• Top fitness companies reported strong YoY growth and fitness club expectations and public company data signal a favorable 2023.
• Leading studios rebounded after being hit the hardest during the pandemic. Today, boutique fitness accounts for 42% of all gym memberships.
• Franchising remained resilient during CVID due to the ability to leverage many owners to manage risk and challenges.
• AI, integration with healthcare providers, wellness services, pickleball and Gen Z are opportunities for the fitness industry; energy costs, new weight loss drugs, staffing and supply chain issues are challenges.
• Emerging markets in Asia Pacific, Middle East-North Africa (MENA), and Latin America-Caribbean are poised for growth.

Members Continue To Return to Clubs & Studios

Compared with a year ago, while the fitness industry was rebuilding from the pandemic, the outlook is more positive in most regions of the world as members continue to return to clubs and studios. In the US, research firm Placer.ai, which measures retail traffic in brick-and-mortar businesses and website visits, released its results for April 2023. Compared with April 2022, Placer.ai noted the following foot traffic trends for these major brands: 

• Club Pilates: +25% 
• Crunch Fitness: +20% 
• Planet Fitness: +15% 
• LA Fitness: Even 
• Pure Barre: Even

High Value/Low Price & Luxury Fitness Facilities Flourish

The High Value/Low Price (HV/LP) business model gained the most over the last year, led by Planet Fitness. The company’s revenue increased by 27.6% year over year (YoY) in 2Q23 and grew its locations to 2,472 with more than 18.4 million members. Other HV/LP brands including Blink Fitness, EōS Fitness, VASA Fitness, Vivagym, Basic-Fit and PureGym had similar gains supporting that HV/LP fitness centers have found a larger audience post-pandemic. Luxury and high-end brands, such as Life Time, Equinox, VIDA Fitness, and Bay Club, also continue to experience a post-COVID resurgence. 

Boutique Studios Rebound After Pandemic

Boutique fitness accounts for 42% of all gym memberships today, with an estimated growth of 17% by 2025. This is a rebound from the pandemic, when 30% of studios in the U.S. closed permanently in 2021. Studio members declined by approximately 22% from 2019 to 2021, according to the 2022 IHRSA Health Club Consumer Report.

  Xponential Fitness, a leader in boutique fitness, reported its total members across North America grew by 29% YoY to 697,000 with sales of $341 million, a 37% increase over 2Q22.  Other notable studios include [solidcore], a high-intensity, low-impact, strength workout on a Pilates-inspired reformer, which opened its 100^th studio and plans to double its store footprint and expand internationally. Orangetheory Fitness expanded with 1,500 locations in 24 countries and plans to add 100 more locations this year. 

Franchising Model Resilient During Pandemic

The franchise model showed resilience during the pandemic. Overall, fitness club revenues fell by about 30%, and 22% of facilities closed during COVID; comparatively franchise revenues declined by about 13% with approximately 10% of franchised facilities closing during the pandemic. Crunch Fitness is a notable leader in the sector and in 2020 the company thrived; its membership grew by 5.6% and the franchisor opened 40 new locations. Jim Rowley, CEO and partner at Crunch, attributes the company’s resilience to its ability to leverage its network of many different owners to mitigate and share risks and challenges. 

Trends Shaping the Global Fitness Industry 

The IHRSA reported on the major trends which include both challenges and opportunities that are impacting the market, club management, and consumer behavior. Here the trends are summarized in Figure 1. 

Figure 1. Trends Impacting the Fitness Industry

Source: 2023 IHRSA Global Report: Data and Insights on the Health and Fitness Industry

Better Years Ahead

IHRSA conducts an annual survey of its largest health member clubs and studios. Here are the findings derived from consumer insights, economic research, and data gathered from club operators through the annual IHRSA Global Report survey. 

1. Top Health Club Companies Recorded Strong YoY Growth in 2022

Despite a volatile economic environment, leading fitness club companies recorded strong performances in 2022. Topping global rankings in memberships, Planet Fitness reached an all-time high of 17 million members at the end of 2022, up 12% from 15.2 million in 2021. In Latin America, Brazil-based Smart Fit grew its member count by 26%, with approximately 3.8 million members at the end of 2022. 

Leading fitness operators also added new locations. Anytime Fitness ended 2022 with more than 5,000 locations worldwide. Xponential Fitness ended 2022 with more than 2,600 locations, a 24% increase. Three other companies also increased their portfolios in 2022: Planet Fitness (+7%), Smart Fit (+15%), and Basic-Fit (+18%).

2. Economic Headwinds & Operational Struggles Continue

A full recovery has not been reached in health club markets in the United Kingdom, Germany, Spain, and Japan. Emerging fitness markets are also contending with economic and regulatory headwinds. Small to medium-sized enterprises (SMEs) in the fitness industry have been harder hit in the post-COVID environment due to a tight labor market, high inflation, and high interest rates.

Some public companies struggled with recovery including Mexico-based Grupo Sports World and Curves Holdings Group, based in Japan. Other companies including Fitness First permanently closed its locations in Hong Kong, SoulCycle announced in 2022 that it would close 25% of its locations in the U.S.; F45 voluntarily delisted from the New York Stock Exchange in August 2023. 

3. Fitness Club Expectations & Public Company Data Signal Favorable 2023

Club fitness operator outlook and public company data are both positive indicators for the industry for the rest of 2023, though IHRSA reported that some caution is warranted with the macro environment facing some businesses. Four out of five (81%) of those surveyed by IHRSA expect membership to grow by more than 5% in 2023 relative to 2022. The same percentage anticipates that revenue will increase by more than 5%. The latest filings from public health club companies also indicate positive revenue outlooks. 

4. Consumer & Economic Impact Research Support a Favorable Long-term Outlook

The Global Wellness Institute forecasts the global market for physical activity to reach $1.1 trillion by the end of 2023 with significant growth coming from emerging markets in Asia Pacific, Middle East-North Africa (MENA), and Latin America-Caribbean. With many club facilities owned by the top 25 companies located in North America, Europe, and Australia, these regions represent opportunities. An IPSOS Global Tracker study found that across 50 territories worldwide, 86% of consumers are motivated to look after their physical health. This desire is highest among respondents from Asia, Africa, and Latin America. Thus, there is an opportunity for fitness businesses to leverage the drive for physical well-being as the economies, infrastructures, and per capita income of emerging countries improve. 

The full 2023 IHRSA Global Report report can be found here.

The post In-Person Fitness Rebounds Post-Pandemic, IHRSA Report Finds appeared first on Athletech News.

Solidcore is moving its corporate headquarters from Washington, D.C., to Rosslyn, Virginia, as it gears up for continued expansion in 2024. The boutique fitness company received a strategic investment from private equity firm Kohlberg & Company earlier this year, intended to expand the fitness concept into new cities.

“Our HQ team is expanding to support the growth from 100 studios to 250 and beyond,” Heidi Blesy, Solidcore’s vice president of studio development, told Athletech News. “We are doubling our workspace square footage and moving into an amenity-rich building with great access to public transportation.”

Blesy added that Solidcore has changed the way it works and wanted to build a space that encourages collaboration for its hybrid team. The new headquarters will feature adaptable workstations and wellness rooms to support employee health, a mock studio for ongoing product innovation and integrated technology that allows Solidcore’s remote team members to participate in office-based meetings.

“We have growth plans in 2024 for 11 of our existing markets and are eyeing two to three new markets in addition to San Francisco,” Blesy said. “2023 will be the largest growth year in our brand’s history, and we expect 2024 to top that!”

The boutique fitness company recently expanded to the West Coast and is in high demand in California.

“Our number-one requested new studio location is San Francisco, and we are thrilled to announce our plans to enter the Bay Area with 3-4 studios in 2024-25,” Blesy said.

Founded nearly 10 years ago by serial entrepreneur and philanthropist Anne Mahlum, Soldicore has become a hit with fitness enthusiasts for its results-driven, Pilates-inspired workout. 

Mahlum sold the boutique fitness company for an undisclosed amount this year to Kohlberg & Company, awarding full-time employees with funds from an incentive pool she created in 2018. 

The post Solidcore Plans New Headquarters To Match Expansion Ambitions  appeared first on Athletech News.

In today’s age of social media and instant advertising, PR often gets the short end of the stick in the marketing mix of companies, including those in the fitness franchising space. That may be a costly mistake though, both for fitness brands and their franchisees. 

For fitness franchises, investing the time and resources necessary to build an effective PR strategy usually pays dividends in the long run: a 2014 Nielsen study showed that PR was 90% more effective than advertising in influencing consumers.

Statistics have also shown that compared to traditional forms of marketing, PR can be more beneficial for brands in building trust, enhancing credibility, increasing organic reach and building long-term brand recognition, according to research aggregated by Society 22 PR. For those reasons, PR is often more cost-effective than advertising. 

Nicole Dunn, CEO of Dunn Pellier Media, a Health & Wellness PR Agency that’s worked with top franchises including Club Pilates, Orangetheory Fitness, F45 Training and Perspire Sauna Studio, spoke with Athletech News about how fitness franchises can build a winning PR strategy and the business benefits of doing so. 

Hire a PR Firm That Specializes in Fitness & Wellness

For fitness franchises looking to reap the brand-building benefits of good press, it’s best to hire a PR firm that knows the space intimately. This has many benefits, including getting an expert’s take on which PR strategy to pursue in the first place. 

Dunn notes that for some fitness franchises, it makes sense to target national media outlets. For others, seeking coverage in B2B publications will be more beneficial. 

When Dunn Pellier Media was working with Club Pilates, the PR firm got the Pilates franchisor a spot on “Extra,” the popular celebrity news show filmed in Hollywood. 

“We actually brought reformers to the Universal Studios set,” Dunn recalls of the spot, which aired in early 2017 and featured Extra host Charissa Thompson doing a Pilates workout on-air. “It was just great for the brand.”

A national TV spot made sense for a big brand like Club Pilates, which was going for a more direct-to-consumer play with its PR.

For Perspire Sauna, a rapidly growing franchisor of infrared and red-light therapy studios, the Dunn Pellier Media team pursued a B2B approach that included placements in franchise-focused publications. The idea was to get Perspire’s name out there to potential franchisees.

“It wasn’t all the splash and gold and Hollywood,” Dunn says. “They used us instead to set a presence and build awareness and visibility for the brand.”

Whether it’s getting featured on national TV or generating a solid reputation in the industry, at the end of the day, PR, like almost everything else in business, is about relationships. 

“We have a competitive advantage over other PR firms because we’re in this space,” Dunn says of her firm’s fitness, health and wellness expertise. “We know the players, we know the people and we know the brands. We also have relationships with all these media outlets because we’ve been doing PR for 17 years.”

Tell Good Stories To Drive Media Interest

The process of getting your brand covered in top media outlets – whether TV, online or in print – may seem shrouded in mystery, but a large part of it comes down to having a good story to tell.

According to Dunn, fitness franchises whose founders have compelling backstories about why they started the brand tend to pique the media’s interest. Dunn mentioned Anne Mahlum, the founder of Solidcore, and Mahlum’s story about being so enthralled with her first Pilates class back in 2013 that she decided to start her own boutique fitness concept based on the modality. 

Fitness franchises can also leverage “before and after” testimonials from customers, like a member that lost a bunch of weight or transformed their body by doing a certain workout style.

“The media loves those kinds of stories,” Dunn notes.

Fitness franchises should also think long and hard about creating a concept truly actually innovative, and then craft a compelling narrative about what makes them new and different from their competitors. That’s tough to pull off, but it’s a surefire way to drum up media interest. 

“We’ve all done the same old Pilates workout or the same old HIIT workout,” Dunn says. “What’s something that’s new and inventive? How are people doing well utilizing this program? The media looks for that.”

Fitness franchises should also take advantage of seasonal opportunities to tell interesting stories. Themes like New Year’s resolutions and getting your ideal body in time for the summer are common themes that media outlets look for year after year. 

“It’s a regurgitation of the holidays, but as a PR player, you figure out how to make it exciting,” Dunn says.

Find a Spokesperson 

Media outlets are after clicks, views and ratings, so finding a celebrity or an otherwise engaging spokesperson to tell your brand’s story is vital. 

Dunn Pellier Media helped position Mark Wahlberg as the face of F45 and the brand’s functional training workouts. While F45 has experienced some financial difficulties as of late, the franchise exploded onto the scene several years ago, thanks in large part to Wahlberg’s constant promotion. In a testament to the long-lasting effects of positive PR, F45 still maintains a flock of loyal fans despite its recent troubles. 

Dunn Pellier Media also worked with an Orangetheory franchisee in Los Angeles to secure TV segments featuring Britney Spears, who had attended the boutique fitness studio’s locations in Southern California. Orangetheory was even featured in Spears’ 2016 music video for the song “Make Me.”

“Aligning yourself with somebody that can speak to the masses is always good,” Dunn says. 

For fitness franchises, finding celebrities is great, but a brand spokesperson can come from within a company as well. 

Some brands find success in positioning their CEO as a thought leader and educator. During its work with Les Mills, Dunn Pellier Media helped grow the profile of Sean Turner, CEO of Les Mills US, getting Turner interviews in leading industry publications. 

The executive-as-a-thought-leader approach works particularly well for a brand like Les Mills; since the group fitness company licenses its workouts to gyms across the world, a B2B approach makes sense. 

On the direct-to-consumer side, fitness franchises can leverage personal trainers or instructors who have big personalities. Dunn mentioned Stacey Zielinski, a trainer at AKT, Xponential’s dance-inspired fitness brand, as the type of energetic and engaging personality that’s tailor-made for media. 

“She’s awesome on camera, she’s smiling and she’s happy, she just kills it,” Dunn says of Zielinski. “Brands can utilize someone like that.”

Create a PR Playbook for Franchisees

Fitness franchises make painstaking efforts to give their franchisees all the tools they need for success on the business side. However, they sometimes overlook the PR part of the equation. 

“A lot of franchises don’t pay enough attention to instructing and teaching their franchisees how to build a media portfolio,” Dunn believes. 

Dunn encourages fitness franchises to create a “PR playbook” for their franchisees to equip them with a solid understanding of how to manage media endeavors. A playbook should include things like how to pitch stories to the media, what kinds of stories resonate with the media and which parts of the brand a franchisee should focus on while doing interviews.

“It’s just the basic training of what PR is, how it’s going to help you and how you use it,” Dunn says, noting that Dunn Pellier Media has helped companies create PR playbooks. 

For example, franchisees often need help figuring out which types of events and announcements warrant a press release and which ones aren’t worth the trouble. 

“If you’re doing a special event like raising money for the community at your location, that could be news,” Dunn says by way of example. “But on the other hand, people come up with these ideas that just aren’t newsworthy, and it’s a waste of everyone’s time.”

Having a PR playbook for franchisees can pay off, especially in smaller markets that a parent brand might not target with its own company-wide PR efforts.

“They always have key locations that do the PR in places like LA, New York, or Seattle, but what about the inbetweeners that could be doing localized PR in their own state and their own town to gain notoriety?” Dunn says. “I think that’s equally important, and some franchises don’t emphasize that enough in growing their brand.”

Good Things Come to Those Who Wait

While taking the steps to build good PR is highly effective in the long run, Dunn cautions that it typically takes time for brands to see real results in terms of favorable coverage,

That’s getting harder to accept given the instant gratification of social media, but Dunn believes fitness franchises that focus on PR will be rewarded for their patience. 

“I believe in the power of PR,” she says. “You’re reaching a completely different audience than you would if you were just doing social media.”

The post How Fitness Franchises Can Craft a Winning PR Strategy appeared first on Athletech News.

Solidcore is expanding in the Golden State in 2024, having announced two new studio openings in San Francisco, which will be the first of many for the boutique fitness brand in the Bay Area.

The two new Pilates-inspired studios will come to the Castro and Marina neighborhoods, with plans underway to expand Solidcore’s presence to other locations in the Bay Area, including Silicon Valley and the South Bay.     

The fitness brand, founded by serial entrepreneur and philanthropist Anne Mahlum, has seen impressive growth since first hitting the West Coast a year and a half ago with 12 fitness studios in operation between Los Angeles and Seattle.

Solidcore received a strategic investment from private equity firm Kohlberg & Company this spring, intended to expand the boutique fitness concept into new cities. The fitness brand said it plans to open approximately 25 studios this year and over 250 studios globally over the next three to five years, including potential expansion into international markets. 

Heidi Blesy, vice president of studio development for Solidcore, commented that San Francisco is one of many West Coast cities that prioritizes health and fitness, aligning with the mission of Solidcore and its high-intensity, low-impact Pilates-inspired workout.

“Bringing Solidcore to San Francisco – an iconic fitness market – further reinforces the workout’s influence for people wanting to find the strongest version of themselves wherever they are in their wellness journey,” Blesy said.

Mahlum, who grew the boutique fitness brand to over 100 locations, sold the company for an undisclosed amount in April to Kohlberg & Company. As part of the deal, she awarded full-time employees with funds from an incentive pool she created in 2018, provided they had been at Solidcore for a year prior to the sale.

In addition to Solidcore, Mahlum also founded Ambition and recently invested $150,000 in The Athletic Clubs (AC), a New York City-based fitness startup with an innovative approach to group workouts called “squad training.” 

The fitness founder also invested $265,000 in Ice Barrel and extended a line of credit worth $1.5 million to support the cold therapy company specializing in ice baths.

The post Solidcore Plots Bay Area Expansion as Part of West Coast Plan appeared first on Athletech News.

Anne Mahlum, the founder of Solidcore and Ambition, has invested $150,000 in The Athletic Clubs (AC), a New York-based fitness startup with an innovative approach to group workouts called “squad training.”

AC defines squads as a group of 10 to 20 fitness enthusiasts who train together twice a week at the same time and place with a dedicated coach, offering structure for consistency and accountability. AC’s squad sessions incorporate strength and conditioning, with members having access to morning and evening run clubs and classes focused on resistance training. 

“You have to offer something unique and effective to be successful in the fitness space and the AC’s does this,” said Mahlum. “The fact that you sign up for a squad and work out with that specific group of people at the same time is something no one else is doing in the fitness space.”

The private-member athletic club currently has three locations in NYC: West Village Athletic, Greenwich Village Athletic and Williamsburg Athletic and plans to expand to additional markets starting next year, confirmed Dane McCarthy, founder and owner of the group fitness concept.  

“We’re very effective at building community, which makes our model very sticky,” said McCarthy, adding that the business is thrilled to have Mahlum on board.

“We are really excited to be partnering with Anne,” McCarthy said of the investment from Mahlum. “No matter how you measure it, she is one of the most successful and accomplished entrepreneurs in the fitness space and so we are very grateful (and humbled) to have her endorsement.”

McCarthy was featured on Beyond the Sweat’s podcast last month, discussing grit and the philosophy behind forming squads, underscoring that health means more than having abs — but being part of a supportive community. 

“Working out consistently with the same people is an organic way of getting to know people,” said MacKenzie Johnson, AC’s head of operations. “We have found that when members really know and like the people they train with it has a profound impact on their ability to stick with it and actually enjoy the process of staying fit and healthy.”

The group fitness brand points to research showing the benefits of working together versus exercising alone. One study demonstrated that people who worked out with friends showed improved mental health, physical and emotional well-being and lower stress levels than those who train alone or with strangers.

Mahlum also recently invested $265,000 in Ice Barrel and extended a line of credit worth $1.5 million to support the cold therapy company specializing in ice baths.

She grew Solidcore, a Pilates-inspired boutique fitness brand, to over 100 locations before exiting in April. 

The post Solidcore Founder Anne Mahlum Invests in ‘Unique’ NYC Group Fitness Startup appeared first on Athletech News.

Anne Mahlum, the founder of Solidcore and Ambition, has invested $265,000 in Ice Barrel and extended a line of credit worth $1.5 million to support the cold therapy company specializing in ice baths.

Ice Barrel, led by founder and CEO Wyatt Ewing, takes a different approach to athletic recuperation by providing a portable, easy solution that improves sports performance, post-workout recovery and promotes overall well-being.

The strategic investment in Ice Barrel represents Mahlum’s sharp acumen in identifying wellness ventures that allow consumers to achieve their health goals. 

Mahlum founded Solidcore, growing the Pilates-inspired boutique fitness brand to over 100 locations before exiting in April. She also created Ambition, a boutique studio focusing on premium wellness and fitness offerings.

“I am incredibly excited to work with and learn from Anne,” Ewing told Athletech News. “Anne’s background in brand building and scaling a business is unmatched. This partnership will help Ice Barrel do some of our most meaningful work.”

Mahlum expressed a similar sentiment about the partnership.

“Wyatt is the perfect entrepreneur to invest in,” she said. “He is hungry, smart and extremely passionate about growing and scaling his company to help people feel better and recover faster.”

In his founder’s story, Ewing detailed his account of being anxious and depressed, burning the candle at both ends. After a stranger at the gym pointed out that he didn’t look well, it was suggested he try breathwork, meditation and cold showers. While skeptical, Ewing gave cold showers a whirl and discovered increased energy, better sleep and mood improvement. 

“Our society tells us to work harder, sleep less and don’t complain. My work-life balance and the everyday pressures caught up with me. I was broken, sick, and desperate for a change,” said Ewing, who founded the recovery company recently named the official cold therapy partner of the CrossFit Games.

The benefits of cold therapy caught the eye of Mahlum, which she says aligns with her vision of comprehensive wellness.

“Joining forces with Ice Barrel was a natural choice for me as an entrepreneur deeply committed to advancing the fitness industry and empowering individuals to lead healthier lives,” she said. 

“Together, we will fuel innovation, drive growth and revolutionize the way people approach recovery and performance optimization,” Mahlum added. “Ice Barrel’s potential to transform the fitness and wellness sector is truly remarkable, and I am excited to be a part of this groundbreaking journey.”

The post Ice Barrel Gets Investment, Credit Line From Solidcore Founder Anne Mahlum appeared first on Athletech News.

Solidcore is demonstrating its strength not only in its workouts but in its expansion.

The Pilates-inspired boutique fitness company just opened the doors to its 100th studio and secured fresh funding from private equity firm Kohlberg & Company.

The new investment, combined with the support of existing investors VMG Partners and Peterson Partners, is intended to expand Solidcore into new cities.

“We are thankful for our partners who continue to see Soldicore as a leader within the fitness industry and a brand that’s making a lasting impact,” Bryan Myers, Solidcore president & CEO, said in a statement. “With this new strategic investment, it reinforces Solidcore’s strength, especially since there has been no other premium-boutique fitness player to receive this type of investment in a post-pandemic environment.”

Myers was recently named a finalist in the Ernst & Young Entrepreneur of the Year 2023 mid-Atlantic program. 

The 100th studio opening and new investment signal Solidcore’s expansion plans this year to meet the demand of its growing fitness clientele. Solidcore plans to open roughly 25 studios this year and over 250 studios globally over the next three to five years, including potential expansion into international markets. 

Eric Bilmes, partner and head of strategic equity of Kohlberg, said Solidcore has differentiated itself as a leader in the boutique fitness industry and says Kohlberg’s strategic equity investment will help the brand continue to grow its footprint and serve its membership base.

Solidcore is poised to lead the ranks of boutique fitness companies that are accelerating as a result of the popularity of strength-based fitness, a category that is experiencing significant growth as consumers recognize the value of building a solid foundation and core.

As Solidcore looks ahead, its CEO says this year’s goal is to meet consumers where they are, arriving in new cities that are in need of strength-based, boutique-style fitness services.

Solidcore will open new studios in cities including in Nashville, Boston, New Jersey, Seattle and Atlanta, as well as other locations on the West Coast following its recent opening in Santa Monica.

The boutique fitness brand provides a 50-minute full-body, high-intensity, low-impact workout on sweatlana, a Pilates-inspired reformer. The sweatlana is scientifically designed to break down muscles so they can be rebuilt stronger by using slow and controlled movements. 

“Strength training workouts such as Solidcore have seen an increase because the workout utilizes slow and controlled movements to overload and break down slow-twitch muscle fibers,” Myers told Athletech News. “This method has been scientifically proven to build strength – both mentally and physically – and our clients are after real results.”

Anne Mahlum, who launched Solidcore in 2013, recently agreed to sell all of her shares in the boutique fitness company to Kohlberg for an undisclosed amount. With the deal, Kohlberg and existing minority investor VMG Partners took over as Solidcore’s new majority owners.

As part of the deal, Mahlum said she was awarding “millions of dollars” to her team through an incentive pool she created in 2018. As a result of the pool, full-time employees who had been with Solidcore for at least a year before the deal would receive a portion of the proceeds. 

Mahlum credited Solidcore’s staff as vital to the company’s success, stating that sharing some of the “financial upside” with her team was “just the right thing to do.”

The post Solidcore Receives Strategic Investment, Eyes Aggressive Expansion appeared first on Athletech News.

Solidcore founder Anne Mahlum is leaving the Pilates-inspired boutique fitness company she started a decade ago and grew to become a household name. 

Mahlum has agreed to sell all her shares in the company to investment firm Kohlberg & Company for an undisclosed amount, Solidcore announced on Tuesday. With the deal, Kohlberg and existing minority investor VMG Partners will take over as Solidcore’s new majority owners. 

Solidcore said that as part of the deal, Mahlum will award “millions of dollars” to her team through an incentive pool she created in 2018. All full-time employees who have been with the company for at least a year prior to the transaction will receive a portion of the proceeds.

“Solidcore’s success is far from just my own, and it wouldn’t be where it is today without a lot of people’s commitment,” Mahlum said of that decision. “Sharing some of the financial upside with my team is just the right thing to do.”

Mahlum founded Solidcore in 2013 in Washington, D.C. The fitness brand offers what it describes as a 50-minute “high-intensity, low-impact full-body workout on a Pilates-inspired reformer” under blue neon lights. Its workouts have been popular on social media, garnering millions of views on TikTok and earning Solidcore the nickname “Pilates on steroids.”

Amid strong growth, VMG Partners acquired a minority stake in Solidcore in early 2021. At that time, Mahlum had raised over $70 million from institutional investors, according to reports.

Solidcore, which brands itself as [solidcore], currently has over 100 studios in 25 states.

Bryan Myers, who took over as Solidcore CEO in April 2021, will continue in that role.

“Bryan’s leadership is one of the main reasons I am confident in selling my business,” Mahlum said. “I’ve worked with him for more than five years, and you would be hard pressed to find a person with more integrity and intelligence than Bryan.”

Mahlum first shared the news of her decision to sell in an email sent to Solidcore subscribers on Tuesday afternoon. 

“While I am no longer the owner of [solidcore], I will always be this company’s founder and you will continue to find me sweating under the blue lights because creating the strongest version of myself is a lifelong journey,” Mahlum wrote in the email.

Mahlum will still be around in the boutique fitness space.

In October, the Solidcore founder announced she had raised $5 million for her new health and wellness venture, Ambition. 

The boutique-style fitness studio recently opened and currently has three locations in Manhattan and Brooklyn.

The post Solidcore Founder Anne Mahlum Sells Company appeared first on Athletech News.

There’s only one “Princess of Staten Island” and that’s WWE Superstar Carmella. In the ring and backstage, she’s tough, confident, beautiful with a legacy of several title wins on her resume, including being the first-ever Women’s Money in the Bank winner. Outside the ring, Leah Van Dale worked hard to earn her WWE title accomplishments and wins since joining the world’s preeminent professional wrestling promotion in 2013 as a former Los Angeles Laker Girl and New England Patriots cheerleader.  

Van Dale’s career in the WWE has been met with several different stages beginning from the “Princess of Staten Island” to the “Most Beautiful Woman in all of WWE,” in which she has come back to her royal status in early 2023, following a full circle in-ring comeback after a injury and ectopic pregnancy. But as Van Dale’s latest chapter in her wrestling career comes with a fresh start, so does the celebrated athlete’s life outside of the squared circle as she ponders on her dreams to walk on fashion runways for Versace and Marc Jacobs, expanding her family and work-life balance. 

Athletech News (ATN) spent some one-on-one time interviewing Van Dale to uncover her thoughts on the aforementioned nutrition and workout regimen, love for athleisure, and much more during this year’s WrestleMania season. 

ATN: How has your diet and workout regimen changed since your time as an LA Laker Girl and New England Patriots cheerleader to your current status as a WWE Superstar?

Leah Van Dale: I grew up in a really healthy, fit household. My parents were very healthy. I was the only girl bringing carrot sticks to recess instead of chips. Don’t get me wrong, I like my sour cream and onion chips [from] back in the day. Still do. But, I just grew up really healthy and I think that just was instilled in me from a very young age, especially throughout my years with the Patriots and the Lakers. I was always very healthy. I was always dieting.  

It’s just funny to see the progression because now [at] the point I’m at in my life, I don’t diet. I try to eat healthy, clean foods…a lot of fruits and veggies, proteins. But if there’s something I want, I’m gonna eat it. I don’t restrict myself anymore. I used to do that a lot. Now I feel like I’ve transitioned much more into “what I want to eat, I’m gonna eat!” I’m not gonna tell myself, no, I can’t have pizza or a burger.” It’s all in moderation. I love a good glass of wine. 80 percent of the time if I’m eating clean, if there’s something I want to eat, I’m gonna eat it! 

ATN: How has your background in sports as an athlete helped you in your entrepreneurial pursuits?

Leah Van Dale: I love a challenge. I never in a million years thought I would end up in WWE. My dad (former mixed martial artist and professional wrestler Paul Van Dale) did it growing up. He was a wrestler in the WWE and I watched him do it. But I never aspired to do that because I never thought it was something that I personally could do. I always grew up [as] the smallest kid in my class. I was always just smaller than most. So I never thought it was something that I could do. But once I put my mind to it I made it work and I made it happen, and that’s how I look at all avenues in my life. I like when someone tells me that I can’t do something. I like to learn and when I do something I go all the way with it. 

ATN: What career plans do you have this year outside the WWE ring?

Leah Van Dale: I’m sort of focusing more on fashion. I’ve always loved fashion. Always loved a good fit check. I’d just love to dive more into that world. I try to bring it into the ring. I really always try to bring it with my looks every week, whether it’s backstage or my ring gear. I would love to dive more into that, whether it’s an athleisure line or partnering up with a company and kind of having my own line. That would be something that I’m putting out into the universe.  

ATN: Right now, what brands do you like to wear while working out?

Leah Van Dale: I love a good lululemon fit. Their line pants — I live in them. I have 16 pairs. Every time I go to Pilates these girls probably think I’m wearing the same outfit over and over. I’m like, “No, I have a million pairs of their line pants.” They’re so comfy and so cute.  

Another brand I’m obsessed with is Joah Brown. I live in all of their clothes. They’re great quality. They’re a little, I would say, comparable to maybe lulu as far as the pricing goes. But they’re so cute too, and they’re comfy and I always feel when I have that on it doesn’t look scrubby. I feel like if I have joggers and an oversized zip-up hoodie [on], it still looks super cute.

That is sort of my goal when I get into athleisure. I want it to kind of emulate that — be super comfy. When I’m not at work I am always in athleisure. I live in athleisure. I want to wear something that I can go to Pilates in and then go get a smoothie after and still feel cute.  

ATN: Who influenced your style growing up?

Leah Van Dale: That’s such a good question. There’s not one particular person. I like to grab inspo from all over the place. When I created this Carmella character I was going hardcore, “Jersey Shore,” “Mob Wives.” I watched a lot of “Mob Wives”…. Drita [D’Avanzo] DMs me all the time. We chat. It blows my mind because I based my character so much off of her. 

I love Megan Fox’s style. I feel like she pushes the envelope and I think it’s iconic. She’s not afraid [of] what people think and that’s sort of how I approach my Carmella character and Leah in real life. I like to wear things that are a little bit edgy. I like to push the envelope a little bit. I love Pam Anderson… the ’90s style is just iconic to me. I wish I could live in the ’90s forever. So, that is sort of where I’m kind of going now with my fashion and my looks, especially in the ring and backstage at work. 

ATN: What’s your take on New York Fashion Week or other Fashion Week events around the globe? Have you ever been interested in going?

Leah Van Dale: I’ve always, always, always wanted to go to a Fashion Week. I’ve never been. I would love to go. It’s in the works. Ultimately, I would love to walk in a show…. ultimate goals. But just to attend and go to some shows would be amazing too. 

ATN: Reformer or no reformer for your Pilates workout? 

Leah Van Dale: I take [a high-intensity, low-impact exercise class] called Solidcore. [The machine used in Solidcore classes] they call it  “Sweatlana.” It’s kind of like a reformer, but not exactly the same. It’s their version of it. I am obsessed. It is the only workout I do besides yoga. I lifted a lot throughout college, throughout my beginning time in [WWE] NXT. Then with our schedule, it’s so grueling and demanding, and never mind bumping in the ring, my body just couldn’t handle lifting heavy anymore. I feel like Solidcore has afforded me the opportunity to get my body exactly where I want it to be, physically, and how I look and how I feel. It’s so easy on my joints. I will never, ever go back to anything else.   

ATN: How difficult is it to keep up with your demanding work schedule and your managing your workouts? 

Leah Van Dale: Honestly, a lot of times when I’m on the road, I’m not doing a crazy workout. I try to get my workouts in when I’m at home. I’m home four days a week and then on the road three days. So when I’m on the road I’m probably just gonna be in the hotel gym doing a little light cardio [on] a treadmill and a bike, and maybe a quick lift with some dumbbells or something. Because when you’re on the road it’s, “Do you want to sleep? Do you want to find good food? Or do you want to work out?” You can’t do all three. Sometimes you can! But, a lot of times it’s “Should I get my workout in or should I take a nap.” I’m probably going to take a nap. 

ATN: Do you usually head to the gym with a workout plan in mind or do you just figure it out once you get there?

Leah Van Dale: It’s on a whim. It depends on how I’m feeling that day. If I had a hard match the night before I’m probably just gonna walk it out on the treadmill for a little bit or do the stationary bike, and then maybe do some stretching. But if I’m feeling good, I probably will do a nice little circuit workout with some dumbbells, a kettlebell. A lot of times I just have to do [with] what’s there with me or bring [resistance] bands with me on the road. I keep them in my carry-on. If they happen to have a cable machine [I’ll use it]. I like a good cable workout as well. 

ATN: What’s your favorite cheat food/meal?

Leah Van Dale: I love a good pizza. Usually, Tuesdays are my cheat days with my husband because we come back on the road (we have Monday Night RAW and we fly home on Tuesday) and it’s kind of like whatever we want, goes. I have a favorite pasta place called DiAnoia’s and they have the best gnocchi. I’d never even had gnocchi in my life [before eating gnocchi from DiAnoia’s]. I grew up Italian and I never had it. It’s potato-filled pasta and it is amazing.  

In Pittsburgh, we’re known for pierogies. A good pierogi? I’m obsessed with it. I want to try every single pierogi there is in Pittsburgh. I’m going for carbs when I’m cheating. All the carbs.  

ATN: Vitamins? Supplements? Protein powders? Yay? Nay?

Leah Van Dale: I’m not a huge supplement girl. I’m not against it. I don’t think you shouldn’t do it if you feel like it’s something that helps you. I like a good multivitamin. Some Vitamin C. I feel like I try to get my nutrients from eating tons of fruits and veggies. If I realize I have low iron, I’m probably going to have to take an iron supplement. But, I also like a good steak, so I try to get it [iron] from that as well. 

I do like a good protein powder, especially after a workout, after a good Solidcore class. I freeze a banana, spinach, kale, and then whatever other food I like. I put it in Ziploc baggies, throw them in the freezer and then I pop it in my little blender with a scoop of protein powder. I’m not vegan, but I do like a good vegan protein powder because I feel like a lot of times with the regular protein it tastes a little chalky.  

ATN: You were initially gone from television since the Summer of 2022 after suffering an injury. What did the recovery process from that look like for you?

Leah Van Dale: I’ve been off for about six, seven months. It was the first time I’ve ever been away from work. I really wanted to, when I came back, feel my absolute best. I realized, with this time off, that I haven’t been taking care of my body as well as I should [have] over the last ten years. You’re an athlete [and] you think, “Oh, I stretch, I workout, I eat pretty healthy.” But I realized there was a lot I was lacking. I went to Stretchlab — it’s almost like physical therapy. You go and they stretch you out and they really work on your flexibility. I was a dancer [and] I could barely bend over and touch my toes because I’m constantly in the ring and lifting. I wasn’t stretching as well as I should have been. So I really got into that.  

I did a lot of acupuncture. I do a lot of the sauna. That is what I’ve really been trying to do the last six months, knowing when I’m coming back I want to feel my absolute best. Feeling your best and looking your best is not just aesthetics. It’s not just ’cause I had a good workout or I had a green smoothie.  

Now that I’m back, my goal is to stick with that, even though my schedule is gonna be busier. I have to find time to do that. It’s meditating, it’s yoga. I’ve really gotten into yoga… I’ve never felt better mentally and physically and it’s because of all of those little things that I’m doing other than just lifting or eating healthy. 

ATN: To wear a wearable or to not wear a wearable? 

Leah Van Dale: For a hot minute [I did]. For maybe two months last summer I wore an Apple Watch… I haven’t worn it since. I feel like it was something [I was] almost sort of obsessing over. “How many steps am I getting in? Did I close my circles or my rings today?” and I’m like, “You know what? Maybe today I’m not feeling it.” I feel like my Apple Watch was bullying me. It’s like, “Hey! Get up and move!” I’m like, “No! I’m tired! I’m not moving today!”  

I don’t even know where my Apple Watch is now. I feel bad that I wasted money on it, but I feel better mentally.  

ATN: Are there plans for new episodes of your podcast, “Bare With Us“?

Leah Van Dale: I would love to. We [my husband, WWE commentator, analyst, and podcast host Corey Graves] actually stopped right around the time of our wedding. We got married last year in April, and that’s Wrestlemania season as well. So, it was such a crazy time. Then just life got in the way. I had a couple injuries and some health issues, so we just kind of stepped away from it for a little bit. But I miss it so much and I feel like we have so much to catch our listeners up on. I would love to go back to it. 

ATN: Is there any chance your WWE YouTube reality series “Corey & Carmella” will make its way to network television in the future? 

Leah Van Dale: I think that was just sort of a one-off. We just kind of wanted to see where it would go with WWE. We had so much fun doing it and it was just a crazy experience. Coming from “Total Divas,” I kind of had an idea of what to expect. But it’s different when it’s just the two of you. [In] “Total Divas” we had a whole cast. It was very demanding, especially in between wedding planning and Wrestlemania season. It was just insane. But, who knows what the future holds! We’ll see. 

ATN: What do you think are the biggest misconceptions about women wrestlers since your time working as a WWE superstar?

Leah Van Dale: That’s such a good question. Misconceptions. I feel like people sort of put us into a box. Just because you’re a wrestler that means… they think of women back in the day… especially if you don’t know wrestling and you don’t know WWE. If you just say, “Oh, I’m in WWE,” some people might say, “Oh! You do that!” You have no idea what we’ve done. I’ve been a part of history in the [WWE] Women’s Evolution. I was the first-ever Miss Money in the Bank and did a lot of amazing things with the Women’s division. I’m so proud of how far the women have come. 

Personally, in my career, I don’t want to fit into one box. I feel like for a while [it’s been for me], “Oh, she’s just the girl that shows off her body.” No, I can be a lot of things. I can be great in the ring, I can cut a great promo. I can look good and I can be nice. There [are[ so many other things about me. I don’t want to be just in one box. That’s especially what I want to do now that I’m back is show everyone [that] we have so many different sides of us. I don’t want to be just looked at in one particular way.  

ATN: Now that you are back on WWE television, what else would you like to accomplish in 2023?

Leah Van Dale: [During] my time away from WWE I became a new person, a different person. I look at life differently, and because I was able to step away it was my first time slowing down in ten years. I have three stepchildren, so I got so close with them in my time away. My parents recently moved to Pittsburgh, so I got so close with them. I became this person… me! I am me. We all grow. We all go through changes and different seasons of life. My goal this year is to continue to be that person and grow in such a good way. Even though now I am back and my life is going to be crazy with travel and work, I don’t want to be consumed by work. I want to leave work at work and come home and be myself and be happy. 

I would love to start a family. That’s my goal — to hopefully have little babies someday and continue growing our family and still be so happy at work and just kind of have it all… I want to have it all. I want to be able to have a baby. I want to have a great career. I guess we’ll see what the future holds!

ATN: Final question — Louboutins or Jordans? 

Leah Van Dale: Jordans. JORDANS! All day baby! All day. 

The post WWE Superstar Leah Van Dale Is Bouncing Back in the Ring and with a New Outlook on Life appeared first on Athletech News.

Will 2023 be known as the Year of Ambition? Yes, says Anne Mahlum, founder of Solidcore and Back on My Feet. Mahlum has raised $5 million for Ambition, her new fitness and wellness venture, and she has signed a lease to bring Ambition to 220 Fifth Avenue.

“I love creating and scaling businesses that make a positive impact on people’s lives, and Ambition will be no different,” Mahlum promises.

The new fitness and wellness concept is set to open in February 2023, with three additional locations in Brooklyn and Manhattan in the works. Ambition will offer four different fitness classes and host events centered on wellness experiences. 

The boutique-style fitness studio will have both heated and unheated rooms. Classes include Pure Strength with Fitbench stations and Y bells, Athletic Conditioning, a Yoga-inspired athletic class with isometric holds, and Recovery with yin yoga.

“We feel there is a need in the market right now for a new premium brand to offer multiple fitness modalities under one roof and to provide sophisticated programming and educational tools on how to be your most optimized self to achieve all your goals,” remarked Mahlum on her latest fitness venture.

Solidcore, which she founded in 2013, now has 88 studios in 27 states. Mahlum raised another $50 million in April and promoted Bryan Myers to CEO. Her success caught the eye of Nolen Young, investor and founder of AXLE.  

“After watching Anne build a business, a brand, and such a strong community through Solidcore, I wanted to be a part of the next chapter. I haven’t met anyone else in the fitness space that is able to execute a vision and pivot quickly while building a community around her,” Young said.

The new fitness venture promises to allow guests to meet their individual goals in a group setting while working out in a beautiful and inspiring environment. “Ambition’s four concepts will work together to deliver workouts focused on strength and endurance, cardiovascular conditioning, flexibility and mobility, and mental toughness,” said Jo Gomez, who will serve as Ambition’s Head of Product. “Each class will be taught by a highly knowledgeable and educated coach who will push you at your own level while also facilitating a team environment.” 

Gomez has extensive fitness industry experience, having previously served as Solidcore’s Director of Training and as the Director of Trainer Operations for Openfit, Beachbody’s virtual platform.

Meagan Robar, Ambition’s Head of Experience, will be accompanying Gomez. Robar has also worked at Solidcore and has worked with companies such as Lululemon, Equinox, and Disney. Jayson Siano, Founder and CEO of Sabre Real Estate, will serve as Lead Development Advisor for Ambition, and Stephanie Finigan will serve as Chief of Staff.

The post Solidcore Founder Launches Ambition, Bringing the Ultimate Fitness & Wellness Experience appeared first on Athletech News.

[solidcore], a strength training-based fitness studio, is introducing its first ever campaign that focuses on comprehensive well-being. The national fitness brand says it’s giving away $20,000 to encourage members to unlock their inner greatness by shifting away from the aesthetics of fitness and harnessing the power of self-investments like learning a new language, returning to school, or traveling.  

The “Greatness Within” campaign will run for six weeks.

Lisa Copeland, Vice President of Marketing at [solidcore], said the new campaign shows the commitment to helping clients become the strongest version of themselves in all areas of life. “Our brand is all about pushing past your limits. In a single class, there are 3,000 seconds — and we see that as 3,000 opportunities for you to choose to become your best self. It’s the first push towards building that momentum outside the class,” Copeland shared.

The campaign believes that the fitness journey should be more than just achieving a six-pack or summer body, and helps to redefine what it means to be fit.

“We launched this campaign because we are all starting to get back into these busier routines where it feels like there is not enough time in the day to do all the things we need to do – including making time for ourselves. We wanted to show clients that taking just a brief moment of time can have a bigger impact – it can help you find your drive and your greatness,” Bryan Myers, CEO and President of [solidcore] tells Athletech News. 

The fitness brand offers an immersive 50-minute high-intensity, low-impact full-body workout on a pilates-inspired reformer under blue neon lights.  [solidcore], which began in Washington, D.C. in 2013, features workouts that have garnered over five million TikTok views and has been dubbed “Pilates on steroids.”

“[solidcore] is not just a workout studio – when you’re a part of our community, we are invested in your overall health – we want you to be the strongest version of yourself both physically and mentally, and that’s why we are away up to $20,000 – so that people can really take the time to invest in THEM and recognize that committing to greatness pays off. This campaign is about driving home the mind-body for people and giving them the space to see that when they commit to their physical health, the world opens up in ways they wouldn’t have imagined,” Myers says.

The fitness brand announced an aggressive growth plan last September, with plans to open over 20 new studios and expand in the Western US.

Correction: a previous version of this article, in the exclusive comments from Myers, said the amount being given away was $15k. The amount is now correct in the quote.

The post Beyond Fitness: [solidcore] Announces a $20K Prize Giveaway as it Launches ‘Greatness Within’ Campaign appeared first on Athletech News.

Emily Collinson returned to work at Solidcore, a high-end, rapidly expanding boutique fitness studio patronized by Michelle Obama and Ivanka Trump, on the first day gyms were able to reopen under Washington, DC’s coronavirus guidelines in late June. She taught two classes, one at 6 a.m. and one an hour later. She didn’t feel safe.

To give clients 6 feet of distance between them, Solidcore has flipped half their workout machines so that people can work out head-toe, head-toe, with their faces 6 feet apart. But the machines themselves are only about 2 feet apart, and people in class are face-to-face for some exercises. This arrangement violates the DC Department of Health’s coronavirus guidelines, which state that… READ MORE @ Buzzfeed

The post Solidcore Employees Say Its CEO Created A Culture Of Toxicity & Sexual Harassment. appeared first on Athletech News.

Group fitness studios have had to shut down their live studios and watch their revenue dry up. Mass layoffs hit companies like Solidcore, a Michelle Obama-endorsed pilates class, and SoulCycle competitor Flywheel. Former employees told Vox that SoulCycle has had two rounds of layoffs itself. And a source close to the company said 5 percent of SoulCycle employees were laid off in late April.

While some companies, like Barry’s and SoulCycle, have adjusted and taken their classes online or on apps, they’re still not making the same kind of revenue they would if their studios were open.

It’s not as simple as getting an all-clear. When studios do open across the country, they’ll likely have to adopt… READ MORE @ VOX

The post After the coronavirus pandemic, group fitness will never be the same appeared first on Athletech News.