The boutique fitness brand, a cult-favorite among women, is making a play for the men’s market, launching a new class that combines heavy lifting with functional movements
Pvolve, a top boutique fitness brand known for its female-focused workouts, is making a push to get more men involved.
The brand is holding a “men’s-edition” class later this month at its SoHo studio in New York City, it announced.
Trainer Melanie Ramos will lead the class, which stays true to Pvolve’s low-impact, strength-focused method with some key adaptations for the male physique.
Pvolve describes it as “an all-male Weight Training class that pairs functional movements with heavy weights, pushes you to muscle failure, and will leave you questioning how you ever thought this was ‘a girl’s workout.’”
The move to offer a men’s-only fitness class marks a notable brand evolution for Pvolve, whose classes are mostly attended by women.
Famous for its affiliation with Jennifer Aniston, Pvolve has emerged as one of the biggest fitness players in the women’s health boom. The brand has even participated in studies to establish the benefits of its signature workout method for women in perimenopause.
It’s not the only female-focused fitness brand to make a play for the male market.
Last month, Nofar Method launched a men’s-only Pilates class to drive more male interest in the surging fitness modality.
“At the end of the day, this is about education,” founder Nofar Hagag told Athletech News.
“The principles of Pilates are the same, but how we apply them matters,” Hagag added. “Certain exercises, resistance levels and progressions affect male and female bodies differently, and it’s the teacher’s knowledge that makes the difference.”
At its class later this month, Pvolve will offer attendees perks including post-class protein smoothies from Ka’Chava, protein chips from Wilde and 50% off express Hyperice Normatec boot sessions for their wives or girlfriends.
Tickets for the men’s-only class will cost $20 instead of Pvolve’s usual $40 price point, and a portion of proceeds will be donated to The Lower Eastside Girls Club.
