The popular functional fitness method is aiming to open 5-10 new locations throughout New York City, with a focus on local entrepreneurs as franchise owners
Pvolve has quickly risen to the top of boutique fitness. Now, the brand is looking to capitalize on its popularity by embarking on a major expansion push in New York City.
To do so, Pvolve is looking to draw in local owners and entrepreneurs wanting to break into the industry by getting in on one of the fastest-growing fitness franchises. A Pvolve spokesperson revealed to Athletech News that the brand is targeting five to 10 new studio openings across Manhattan and NYC more broadly.
Integral to that mission is entrepreneur and wellness advocate Kristin Malta, who will lead Pvolve’s expansion across NYC.
Malta is the founder of The Foundry, a wellness brand focused on personalized food sensitivity testing and health solutions. She was drawn to the functional fitness method affiliated with Jennifer Aniston, which promotes science-based workouts created to support longevity.
“Pvolve aligns so naturally with my own fitness journey and wellness philosophy,” said Malta. “It’s not just a workout — it’s a smarter way to care for your body over time. I’m incredibly excited to introduce this method to my New York community and to create a space where people can build real strength, mobility, and confidence in their bodies at every stage of life.”
Since opening its flagship SoHo New York City studio in 2019, the low-impact, strength-training-focused modality has seen explosive growth as consumers increasingly move away from intense high-impact workouts in favor of holistic approaches that consider joint health, mobility and long-term performance.
Pvolve’s methodology is built upon strength, mobility and stability, using patented resistance equipment and functional movement patterns.
credit: Pvolve
“New Yorkers are some of the most informed wellness consumers in the world. They’re incredibly discerning — they know the difference between trends and training that’s grounded in real science,” said Pvolve president Julie Cartwright. “That’s why Pvolve resonates so strongly here and there is no one better suited to lead this next chapter than Kristin.”
Pvolve has built a loyal following in NYC and other markets across the U.S. for its female-focused fitness product, but while it looks to grow its brick-and-mortar footprint, the brand is also aiming to draw in a more diverse membership base, including a recent play for the men’s market.
Despite its core female audience, the brand will host a men’s class at its SoHo studio later this month, with a focus on heavy weight-training to appeal to male consumers.
