Functional fitness company P.volve has opened its first franchise studio in San Diego, which adds to the network of its existing owned clubs in New York, Los Angeles and Chicago. The startup was launched five years ago by co-founders Julie Cartwright and Rachel Katzman.

The omni-channel brand is aiming to build on this momentum and strong digital consumer base with an aggressive franchise strategy and has plans to open 250 studios by 2025, including in Canada and the UK.

“From our base of digital members in 70 countries and four studios in the US, we’ll have multiple locations in Canada by the end of 2023,” explained Cartwright to HCM in an exclusive interview. “We’ve also had a huge interest from the UK and plan to expand there this year. This is in addition to global growth in digital members, since the two work hand-in-hand.”

To strengthen the operational driving force behind P.volve’s expansion, the company has added to its leadership team. Karina Kogan, formerly CMO and adviser at Oura, has come on board as strategic advisor and fractional chief marketing officer; Katie Rosholt joins as senior vice president marketing from Vital Proteins, where she was vice president of global marketing; and Antonietta Vicario, formerly VP of talent and training at P.volve, has moved into the position of chief training officer.

Cartwright describes P.volve workouts as a combination of low-impact movement and resistance training, which tones and strengthens the body, as well as improving posture, balance and flexibility. Workouts are primarily designed to support women through all stages of their life – but the team says that the training works for everyone.

Classes include Strength and Sculpt, Cardio Burn, Progressive Weight Training, Recover and Stretch and Mindfulness. “These are incorporated into purpose-driven programmes in our Movement Therapy category, such as our Moving with menopause and Moving during fertility treatment series', that are aimed at women’s life needs,” explained Katzman. “With its foundation in functional fitness and physical therapy it has broad applications for other needs in a woman’s life – everything from managing their menstrual cycle to menopause, back pain and beyond. Its low-impact movements work well for women of all ages.”

To invest in a P.volve franchise, Cartwright says an owner needs to be able to show a US$250,000 minimum in liquid capital and a US$750,000 minimum net worth. “The estimated initial investment is between US$399,950 and US$724,500, based on location,” she said. “Franchisees can generate revenue from in-person memberships, on-demand subscriptions, equipment and apparel sales.”