Pvolve’s workouts, which involve resistance training and low-impact cardio, stand out in the fitness segment, says President Julie Cartwright.
When Julie Cartwright was working at Anchor Bay Entertainment and later Lionsgate after the TV and movie production powerhouse acquired Anchor Bay, she fielded all sorts of requests and pitches. An executive vice president who led brand and consumer marketing initiatives, specifically in the fitness category, she worked with top fitness personalities such as Tracy Anderson, Jillian Michaels and Leslie Sansone.
Then Pvolve founder Rachel Katzman approached Cartwright. Launched in 2017, Pvolve is an omni-channel fitness brand focused on functional movement. As someone with scoliosis, Katzman sought workout options that wouldn’t cause pain and wound up creating a new, low-impact modality.
Katzman was familiar with Cartwright’s work in the fitness space and wanted to tap into her marketing skills for Pvolve. When Katzman, who was 23 at the time, first reached out to Cartwright, she didn’t answer. In fact, Cartwright didn’t answer for eight months, but Katzman kept contacting her.
“She was looking for a business partner that was experienced to bring this to market,” said Cartwright. “I was really happily employed at the time.”
Katzman persisted, and that persistence eventually paid off in the form of a meeting Cartwright said completely blew her away. Among fitness concepts, Pvolve was new and would bring workouts to people that were left out of the typical market. Katzman’s own story and her clear determination sealed the deal.
Julie Cartwright is the president of functional fitness franchise Pvolve.
“I went home that night and said, ‘My life is going to change,’” said Cartwright. “I had goosebumps.”
Since stepping into her role as president seven years ago, Cartwright has used her experience to bring Pvolve to a wider market. As a brand “a little before its time” when it was initially founded, educating consumers was a must, she said.
Pvolve utilized multiple channels to hit a wide audience. On-demand classes provide an at-home option while brick-and-mortar studios give customers another way to experience the brand and its workouts.
Marketing the brand as something for consumers across the age spectrum to utilize for their physical health was also a challenge. Consumers tend to be skeptical, Cartwright said, so proving results had to be part of the strategy.
The COVID-19 pandemic helped in this regard. Having a digital platform was a huge advantage. The focus on functional movement and longevity also became a boon as consumers looked for new exercise options.
In order to ensure the brand helps its users meet their fitness and wellness goals, Pvolve formed a Clinical Advisory Board that includes physicians and healthcare experts with various specialties. Board members assist in developing workouts, which mix in resistance training and low-impact cardio, and also lead clinical studies to show proven results to customers. Cartwright said this level of validation solidified the brand’s approach. Before those clinical trials, word of mouth showed proof of results, and that’s what led to a partnership with actress Jennifer Aniston.
Actress Jennifer Aniston became an official partner with Pvolve in 2023 after trying the workouts herself.
A friend told Aniston about Pvolve’s workouts after the star injured her back in 2021. Aniston started as a “secret streamer” and soon saw results from the workouts. She eventually reached out to Katzman directly to establish a partnership. Aniston serves as a marketing adviser and programming strategist, also creating her own collection of workouts called “Jen’s Picks.”
“It’s just one of those moments where you just want to pinch yourself,” said Cartwright. “We need that megaphone.”
Considering this a peak in any marketer’s career, Cartwright and the team are pleased with the performance of the brand since the announcement of Aniston’s involvement in June 2023, which helped spark a notable increase in revenue, Cartwright said.
As Pvolve moves into 2024, the focus is to bring it to more physical spaces. Seven locations are open, and the brand aims to add about 30 more in 2024. The cost to open a new studio, with a typical footprint of 2,500 square feet, ranges from $384,950 to $779,500. Average monthly gross revenue at three company-owned locations ranged from $37,865 to $62,246 between April 2022 and March 2023, as reported in Item 19 of the company’s franchise disclosure document.
“We want to stand for excellence in functional fitness,” said Cartwright. “Breaking through and being the leader in a new modality and market is what we’re really focused on.”