Exverus wins Club Pilates brand campaign

Exverus by Brainlabs is the media agency of record for the "Pilates for Every Body" integrated campaign.

Exverus by Brainlabs is spreading Club Pilates' message of inclusivity and belonging with a broad-reach brand awareness campaign.

OCTOBER 7, 2025 (LOS ANGELES, CA) -- Club Pilates, the largest Pilates brand and network of Pilates studios globally, today launched its first national brand campaign from independent creative agency Zambezi and media agency of record for this campaign Exverus by Brainlabs. "Pilates for Every Body" launches today across broadcast, CTV and social media, with digital, audio and OOH to follow. The launch is featured in LBB Online.

Club Pilates is an exciting account win for Exverus by Brainlabs, adding to its existing roster of CPG / health and wellness brands like Premier Protein & Dymatize, Theralogix supplements, and Habit Burger & Grill. The "Pilates for Every Body" campaign balances two goals: reassert Club Pilates' leading spot in the market by utilizing wide-reaching media to build brand salience, and re-engage consumers in the consideration stage with personalized, addressable media at scale.

"Our communications framework is built around the message that people of all types can incorporate pilates into their fitness routine for physical and mental health," says Exverus Media Director Vanessa Pinzon. "We're scaling that message while making individuals feel seen and spoken to directly."

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.”

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. 

About Exverus by Brainlabs 

Founded in 2014, Exverus by Brainlabs is an integrated media agency building growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. As part of Brainlabs, Exverus applies a scientific approach to marketing—combining creative hypotheses with rigorous validation to confidently allocate every ad dollar for maximum return. Named for the Latin phrase "from the truth," Exverus by Brainlabs is dedicated to transparency and long-term client trust. Learn more at exverus.com.