Meet The US-Based Fitness Brand Using Data To Design The Perfect Workouts

US-based fitness brand P.volve has designed its workout programmes so they can be done anywhere. And behind all of the training is a simple idea: workouts should translate to real-life movements. Why should we go to the gym and move our bodies in a way we never do in our daily life? Despite a hugely varied repertoire of classes and streaming workouts, don’t expect to see any burpees or old-fashioned crunches. The goal is to work with your body not against it. It’s all about toning, lengthening and developing long and lean muscles. And many of the workouts are designed for busy schedules, with no shortage of high-intensity classes lasting 10, 20 or 30 minutes. But what really makes P.volve different is its well-targeted equipment range, much of which tucks neatly into a suitcase or weekend bag.

Tell me about the new LA studio and what you were looking to achieve? What about the Chicago studio?

Rachel Katzman, CEO and co-founder of P.Volve: Because we’ve built this global streaming community since day one, we have been able to connect with our members around the world and understand exactly what they want. Immediately after opening our New York studio, we knew Chicago would be the next market for us, given our streamer base there. Because of the pandemic, opening in Chicago last month in the West Loop neighborhood was all about providing a support system and wellness community for Chicago citizens, with safety, of course, at the forefront. Hosting both limited-capacity indoor classes, as well as classes on the sidewalk outside our studio really has been amazing.

In today’s world, we know that people want a hybrid approach to fitness—workout in-studio with their close friends and accountability partners, stream from home for a quick 15-minute burn when their schedule is tight, and have the option to train privately. And that’s what we strive to do at P.volve.

How has the virus changed the way P.volve runs its business and classes? Do you think these will be permanent changes? We had to follow all of the guidelines and shut down our NYC studio and production studio in March—but we knew that we couldn’t stop producing fresh content, especially given how many people were now stuck at home and facing challenges on finding ways to move.

We sent all of our trainers tripods and lighting equipment, so they could easily produce videos from their homes. We produced content for our 0n-demand platform but then also released free content on our Instagram channel daily, so that anyone had access to ways to workout from home—even if they weren’t already a member with us. We also quickly launched a seven-day reset program, which included nutritional tips.

We’ve always been a data-obsessed company, but now more than ever, we are really listening and watching what specific content people want. We spend countless hours a week watching our members and our trial participants, seeing how they interact with our platform and what workouts are resonating and getting the most views. And now that the trainers are filming from home, we are really able to listen to feedback, see comments in real-time and adapting.

P.volve was recently named one of the best young businesses to work for by this publication—congratulations! What are some of the elements of your work and business culture you are most proud of? Thank you! We are so thrilled. I knew when I was building this business that I wanted to be surrounded by passionate, driven people who cared as much as I did about changing the fitness world. In the beginning of March, when the pandemic was first taking hold, our team quickly changed the way we delivered content, rehauled a lot of our website and started thinking differently about how to reach our members. When I think about being an entrepreneur and creating something from the ground up—I know how important it is to be surrounded by people who are all in it with you.

What is your favourite piece of P.volve equipment and why? The ​p.ball​! This ball was our first piece of equipment, and it’s a game-changer for my workout and for the method overall. It’s a medium-sized, firm ball that sits perfectly in between your upper inner thighs cradled by a resistance band that goes around your outer thighs, creating total muscle engagement. I’ve never felt and saw results quite like this before in my thighs, butt, and lower core.

What are your favourite workouts for when you travel? Of course, P.volve! What I love about our ​on-demand platform​ is that you can genuinely fit a workout into your routine, whenever and wherever you want, by filtering through hundreds of videos based on your body focus, time, equipment and category. I always bring my ankle bands, gliders, and p.band when I travel. I usually go for a 10-20 minute workout and target a specific body area. Or even an amazing stretch video.

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