Repositioning pilates.
STRONG Pilates is highlighting its unique fitness format in a campaign via production agency House of Groms.
STRONG Pilates head of marketing, Amanda Burwood, said that ‘More Than Pilates’ was a powerful way to differentiate their offering in-market.
“We know members love the STRONG workout, but many do not realise the skill and expertise behind our programming,” said Burwood.
“Building on the ‘More Than Pilates’ campaign allows us to educate our members on STRONG’s points of difference, bringing to life our smart, purposeful, and science-driven training approach.”
The primary rollout will launch across STRONG’s Meta channels (Instagram and Facebook) and will be re-shared by the network’s 100+ studios across 14 countries. This push will be supported by Meta Ads, eDMs, and YouTube, with video content playing in-studio after every class.
House of Groms creative director, Kurt Tilse said At House of Groms, “we’re always pushing the limits of creativity, and we’re fortunate to partner with brands like STRONG, who truly embody that mindset - not just in how they go to market, but in how they develop their programs and position the brand as a whole.
“There was a natural alignment from the start of this campaign. We wanted to clearly articulate what makes STRONG different. It isn't just Pilates, it’s a smart, science-backed way to train,” Tilse said.
“The creative approach was about translating that intelligence into something bold, memorable and culturally relevant, without falling into the usual ‘clinical’ fitness tropes. It feels elevated, slightly rebellious, and marks the beginning of an exciting year and a new direction for the brand.”
STRONG Pilates co-founder Michael Ramsey said the campaign was indicative of STRONG’s commitment to understanding what their members need to challenge their workout.
“STRONG is built around what our members want, need and value. It’s about creating a program with intention, and one that shows results through consistent training,” said Ramsey.
“This next phase is not only about highlighting our point of difference but also continually providing members with expert-backed training to push their boundaries.”
