Strong Pilates rolls out new brand campaign, via House of Groms
Australian fitness brand Strong Pilates and House of Groms have rolled out a fresh brand campaign, ‘More Than Pilates’, for the former.
The announcement:
STRONG Pilates, the Australian-born fitness franchise, known for its unique blend of Pilates with cardio and strength training, has today launched its brand campaign ‘More Than Pilates’. Designed to disrupt the traditional Pilates format – the world’s leading fitness genre – the campaign highlights STRONG’s position as a leader in the global fitness industry.
Developed by creative production agency House of Groms in conjunction with STRONG Pilates Marketing, the new branding encapsulates STRONG’s rebellious energy, determined mindset and focus on community. It will roll out globally through a tiered, social-led campaign, accompanied by community activities to drive in-studio engagement.
The campaign’s tagline, More Than Pilates, emphasises STRONG’s unique blend of Pilates, cardio and strength training via the exclusive “Rowformer” and “Bikeformer” machines (a reformer bed with a rower or bike on the end). Four content pieces will roll out across META channels and YouTube to showcase and educate on the brand’s equipment innovations, programming, longevity and community through dynamic video and imagery.
Co-founder of STRONG Pilates, Michael Ramsey said that it was timely to elevate the brand ahead of a rapid expansion into the U.S. market and across 14 countries.
“Since launching STRONG in 2019, we have created a unique format which has not only transformed traditional Pilates, but expanded on its benefits to redefine what it means to feel strong. As we roll out the first of our U.S. studios, now is the time to highlight our world-first offering and position an Australian brand at the forefront of the global fitness industry.”
The apt tagline ‘More Than Pilates’ showcases STRONG as not just a workout, but a community, a mindset, and a way to train for life that has attracted a global community of over 27,000 members.
Amanda Burwood, head of marketing for STRONG Pilates said that the campaign’s approach was underpinned by STRONG’s global member survey, which highlighted its unique programming as key to its success. Combining the low impact movements of Pilates with high intensity cardio, strength and conditioning, 84% of those surveyed said that STRONG fulfilled all of their workout needs in one.
“Once you try STRONG Pilates, you can’t help but be hooked to its innovative and varied format which goes well beyond what you’d expect from a Pilates class. We want to capture the sweat-dripping, heart-pounding moments of every class which pushes boundaries and drives results. Our goal is longevity, and it shows, with members telling us they visit STRONG on average four times a week,” said Burwood.
Kurt Tilse, founder and creative director of House of Groms, said that the level of production and creative concept for the campaign needed to be reflective of the global expansion and uniqueness of the brand.
“Together with the team at House of Groms, we brought to life a challenging film which utilised an array of mixed mediums and cinematic techniques from robotic camera movements, CGI, VFX and in camera lighting effects. This resulted in an incredible visual that is highly unique in the fitness community.”
STRONG’s #MoreThanPilates campaign is live. Follow @strong on Instagram or on YouTube @Strong_Pilates.
Source: Étoile PR
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.
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