STRONG Pilates has launched a new global brand campaign titled More Than Pilates, developed in partnership with creative production agency House of Groms and the STRONG Pilates marketing team.
The Australian fitness franchise, known for blending Pilates with cardio and strength training, aims to challenge traditional ideas of Pilates. The campaign introduces a bold identity that reflects the brand’s rebellious spirit, determined mindset, and strong focus on community.
Set to roll out worldwide, the campaign will be delivered through a tiered, social media-led strategy. It will also include community-focused activities to boost in-studio engagement.
The tagline More Than Pilates highlights the brand’s unique offering. STRONG combines Pilates with high-intensity cardio and strength work using its proprietary machines—the “Rowformer” and “Bikeformer,” which integrate rowing or cycling into reformer Pilates equipment.
Four key content pieces will be released across META platforms and YouTube. These videos will explain the brand’s innovative equipment, fitness programs, and growing community, using high-energy visuals and dynamic storytelling.
Michael Ramsey, Co-founder of STRONG Pilates, said the campaign comes at a critical time as the brand prepares for rapid growth in the U.S. and across 14 countries.
“Since we launched STRONG in 2019, we’ve created a new format that transforms traditional Pilates. We’ve built something that redefines what it means to feel strong. As we open our first U.S. studios, it’s the perfect moment to show our world-first approach and promote an Australian brand leading the global fitness space,” Ramsey said.
The campaign also positions STRONG as more than just a workout. It presents STRONG as a mindset and lifestyle, supported by a growing community of more than 27,000 members across 13 countries.
Amanda Burwood, Head of Marketing at STRONG Pilates, said the campaign strategy was shaped by feedback from a global member survey. The survey found that 84% of members felt STRONG met all of their fitness needs in one session by combining low-impact Pilates with high-intensity cardio and strength training.
“Once you try STRONG Pilates, you’re hooked. Its format is innovative, dynamic, and offers far more than a typical Pilates class,” Burwood said.
“We want the campaign to capture the sweat, intensity, and drive of every session. It’s about pushing limits and seeing real results. Our focus is on long-term fitness, and members are showing commitment—on average, they train with us four times a week.”
Kurt Tilse, Founder and Creative Director of House of Groms, said the creative direction for the campaign was designed to reflect STRONG’s global vision and bold brand identity.
“We created a high-impact film using a mix of techniques—robotic cameras, CGI, VFX, and in-camera lighting—to produce a visual experience that stands out in the fitness industry,” Tilse said.
The More Than Pilates campaign positions STRONG as a disruptive force in fitness, ready to expand its footprint while inspiring a new way to train.
