Club Pilates Launches National 'Every Body' Campaign to Promote Fitness Inclusivity

Club Pilates, the largest Pilates brand globally, has unveiled its first national brand campaign titled "Every Body Club Pilates," which positions Pilates as an inclusive fitness option for people of all ages, body types, and experience levels. The fully integrated campaign, now live nationwide, aims to reframe Pilates for contemporary culture by emphasizing strength and accessibility rather than exclusivity.

The campaign centers on the message "Pilates is for every BODY" and features authentic Club Pilates members rather than professional models or actors. This strategic choice underscores the brand's commitment to making Pilates approachable and sustainable for everyone, whether they are new to exercise, returning after a break, or maintaining an established fitness routine. The campaign brings this promise to life visually, inviting potential members to see themselves both using Pilates equipment like reformers and as part of the broader Pilates community.

At the core of the creative execution is Laressa Mems, a Club Pilates Master Instructor, whose presence highlights the brand's dedication to expert-led training and authenticity. The advertisement showcases a diverse cast representing various backgrounds and life stages, anchored by the clear message that all bodies belong in Pilates studios. The campaign explicitly challenges outdated stereotypes about who Pilates is for and instead celebrates how the practice delivers tangible benefits including improved movement, measurable progress, and genuine community connection.

The brand film premiered on ABC's The View and will continue airing throughout the year on Good Morning America, General Hospital, and across multiple digital, social, and broadcast platforms. The campaign also includes out-of-home placements in high-traffic locations such as Los Angeles International Airport (LAX), ensuring the message reaches consumers wherever they watch content, scroll through social media, or travel. Additional campaign details and studio locations can be found at https://www.clubpilates.com.

"This campaign is more than a message, it's a reflection of our mission," 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."

The "Every Body Club Pilates" campaign was developed in partnership with Zambezi as the brand creative agency, responsible for bringing the "Every BODY" platform to life across film, social media, digital advertising, audio, and out-of-home placements. Exverus by Brianlabs served as the media agency of record, crafting a multiplatform strategy designed to reach consumers during their daily routines—from morning television programming to airport concourses and various digital screens.

This campaign represents a significant shift in how fitness brands market themselves, moving away from perfection-oriented imagery toward realistic representation. By featuring actual members rather than idealized bodies, Club Pilates addresses common barriers to fitness participation including self-consciousness and intimidation. The initiative could influence broader industry trends toward inclusivity while potentially expanding the Pilates market to demographics previously underserved by traditional fitness marketing.