About CLUB PILATES

In 2016, Club Pilates was emerging as a challenger in the boutique fitness market, with a vision to become the first Pilates franchise to scale nationally. Traditionally viewed as a luxury for the elite, Pilates often felt out of reach. Club Pilates challenged that notion. With a mission to make Pilates accessible to everyone, regardless of age or fitness level, we launched the “Bringing Pilates to Everyone” campaign, offering fitness that is both affordable and customizable.



Their Challenge

Despite its size and mission, Club Pilates faced some perception barriers:

  • Accessibility: Pilates was still commonly seen as a high-end, exclusive workout.
  • Awareness: The sheer breadth of their offerings and affordability weren’t widely recognized.
  • Relevance: Differentiating Pilates as valuable not just for elite athletes, but also for everyday fitness enthusiasts.

Our Challenge

Dunn Pellier Media was tasked with transforming the narrative around Pilates and extending Club Pilates’ reach to a national audience. Key objectives included:

  • Reframe Pilates as accessible and inclusive for all fitness levels.

  • Highlight Club Pilates’ scale, affordability, and variety of offerings.

  • Differentiate Pilates as valuable for everyday enthusiasts, not just elite athletes.

Goals

Elevating Pilates Through Strategic PR

  • Reframe Pilates as inclusive, approachable, and modifiable for everyone, not just a luxury; there is something for every budget.
  • Highlight Club Pilates’ unmatched scale – more locations, instructors, and class options than any other franchise.
  • Showcase Pilates’ universal benefits through powerful storytelling.
PR Strategy

Drive Strategic Media Coverage Across Health, Wellness, and Lifestyle Outlets

DPM spearheaded a 2016 multi-platform media campaign under the banner “Bringing Pilates to Everyone.” Tactics included:

  • Media Series: Increase awareness of Club Pilates across media outlets that feature consumer business, health and wellness, fitness, and lifestyle content, such as Livestrong, Mind Body Green, LA Times, Greatist, Refinery29, Health, Well+Good, Entrepreneur, GroomedLA, and more. 
  • Secured impactful placements in prominent outlets, such as Franchise News, AskMen, Good Day LA, Extra, The Doctors, and more.
  • Narrative Alignment: Emphasized Club Pilates’s affordability, inclusivity, and adaptability alongside growing athletic endorsement, highlighting that even UFC pros and football stars rely on Pilates for strength and endurance.
  • Custom Messaging: Crafted media pitches that reinforce Pilates’ suitability for all ages, from young athletes to seniors, and can be tailored to individual fitness levels and budgets.
Results

Our Results

DPM’s targeted PR campaign delivered measurable impact across top-tier media outlets, driving awareness, engagement, and brand growth for Club Pilates.

Media Highlights:

  • AskMen – Positioned Pilates as a high-impact, performance-boosting workout for men and athletes.
  • Good Day LA – Featured live-class segments demonstrating accessibility and variety.
  • Extra TV – Showcased how Club Pilates made Pilates more affordable and mainstream.
  • The Doctors – Highlighted the health benefits, adaptability, and longevity advantages across ages.

Impact Metrics:

  • Achieved coverage in 20+ national outlets.
  • Doubled brand awareness in key markets.
  • Generated a significant uptick in class trial sign-ups and membership inquiries.

Why It Matters

This campaign played a pivotal role in:

  • Shifting Perception: From Pilates as elite-only to a welcoming, versatile fitness solution.
  • Solidifying Leadership: Reinforced Club Pilates as the most accessible and expansive Pilates franchise globally.
  • Broadening Appeal: Made Pilates relatable, from pro athletes to fitness newcomers.
Testimonial

A Word From Our Client

"When we started scaling Club Pilates, our mission was clear: to take a workout once seen as exclusive and make it accessible to everyone. DPM’s media strategy helped us tell that story on a national stage. They didn’t just secure coverage - they shifted the narrative, showing that Pilates could be inclusive, affordable, and essential for every body. The response from consumers was beyond what we imagined and played a huge role in fueling our future growth."

Anthony Geisler, Former founder of Xponential Fitness

Media Coverage