Club Pilates Campaign Is for Every Body

​Club Pilates, the largest Pilates brand and network of Pilates studios globally, today launched its first national brand campaign out of independent agency Zambezi. The integrated campaign is the first to come from the newly formed partnership, with Zambezi serving as brand creative agency, and Exverus by Brainlabs as media agency of record for this brand campaign, and it debuts today across broadcast, CTV and social, with digital, audio and OOH to follow.

As Pilates becomes more popular, it's being swept into a fast-paced, filtered fitness culture - one that celebrates aesthetics over authenticity. But as the century-old practice takes off into the pop-culture stratosphere alongside a prevailing image of the ideal body, Club Pilates and Zambezi reinforce the true power of Pilates, a practice built on strength, healing and accessibility. The 'Every Body Club Pilates' campaign sends a pointed message that Pilates is intended for everybody, no matter their age, body type, or activity level.

“Since 2007, we’ve opened our doors to all bodies, all ages, and all abilities - whether you’re just starting out in Pilates, new to movement or simply seeking strength,” said Amanda Croce, chief marketing officer at Club Pilates. “We believe the practice isn’t about looking a certain way - it’s about feeling better, moving better, and belonging.”

“With ‘Every Body Club Pilates,’ we set out to shift the perception of Pilates from something ethereal and exclusive to something energetic, grounded, and genuinely fun,” said Gavin Lester, chief creative officer at Zambezi. “The goal was to democratise the experience and make it feel accessible to anyone, and every part of the campaign reflects that inclusive spirit. We wanted people to see themselves in it and feel like, ‘This is for me.’”

Produced by FIN Studios, the campaign is directed by Travis Hanour, with still photography by Steven Counts, and features an actual Club Pilates Master Instructor, Laressa Mems. In making the case that Club Pilates is for your body… and their body… and his and hers, too, Club Pilates doesn’t leave anybody out. While viewers see an array of abilities and fitness levels, Travis creates an intimate conversation that questions the narrator throughout, who refuses to back down from the brand thesis: that anyone can enjoy Club Pilates.

The campaign debuts today during The View where it will continue to run through the end of the year, in addition to Good Morning America, GMA3, and General Hospital.