Business & Finance
Solidcore introduces heated strength class in brand expansion
Business Insider reports that the boutique studio is launching a new format called Ascend this winter.
The short version
- Solidcore is expanding beyond its core offerings this winter with a new strength-training format named Ascend.[Business Insider]
- The move comes as ClassPass reported a 36% jump in fitness bookings during 2025 as users diversify workouts.[Business Insider]
- Solidcore leadership acknowledged the risk of alienating traditional Pilates enthusiasts, while an industry analyst noted risks of brand dilution.[Business Insider]
Key facts
- Solidcore is rolling out a new floor-based, heated strength-training class called Ascend this winter.[Business Insider]
- ClassPass fitness reservations experienced a 36% increase in 2025.[Business Insider]
- Solidcore CEO Bryan Myers stated he has accepted the risk of alienating Pilates purists with the expansion.[Business Insider]
- Industry observer Catalina Zbar cautioned that format expansions carry the risk of diluting brand identity.[Business Insider]
What remains uncertain
- Whether the new class format will successfully attract multi-discipline fitness customers without eroding customer loyalty among core Pilates clients remains unknown.[Business Insider]
Sources
Outlet counts describe coverage, not independent confirmation. Reports may share a wire service or original source.
- Young people are building fitness portfolios. Solidcore wants a bigger piece of them.Business Insider metered