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 network of Pilates studios globally, just 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" is running paid media across Broadcast on ABC, CTV, Social media, Search, Audio and Out-of-Home; as featured in LBB Online.

Club Pilates is an exciting account win for Exverus by Brainlabs, adding to its robust 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 a global, independent 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. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the 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.

About Club Pilates

Founded in 2007, Club Pilates is the largest Pilates brand by number of studios, designed with the vision of making Pilates more accessible, approachable and welcoming to everyone. Based in Irvine, CA, Club Pilates has appeared in both Entrepreneur Magazine’s Franchise 500 and Fastest-Growing Franchises nine years running, Inc. Magazine’s Inc. 5000 lists multiple times, and was honored with Forbes’ Best Customer Service Award. Club Pilates offers extensive training certification for its instructors, including its 500-hour training program. Club Pilates is headquartered in Irvine, CA and part of the Xponential Fitness family of brands, a leading curator of boutique health and wellness brands. To learn more about Club Pilates, visit https://www.clubpilates.com.

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