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,