Strong Pilates, an Australian fitness franchise expanding into 14 international markets, has launched a new brand campaign titled 'More Than Pilates', aiming to challenge the traditional Pilates format and position STRONG as a leader in the global fitness industry.

Strong Pilates combines Pilates with cardio and strength training using exclusive 'Rowformer' and 'Bikeformer' machines.

The campaign was developed by creative production agency House of Groms in collaboration with Strong Pilates Marketing. It will be rolled out globally through a tiered, social-led approach, including community activities to drive in-studio engagement. Four content pieces will be released across META channels and YouTube to showcase the brand's equipment innovations and community focus.

Strong Pilates plans a rapid expansion into the U.S. market and across 14 countries. The brand has over 27,000 members worldwide and operates in 13 countries. It was co-founded in 2019 by Michael Ramsey and Mark Armstrong. The fitness franchise has over 90 operating studios and plans to open over 200 studios across 14 countries.

Michael Ramsey, Co-founder of STRONG Pilates, said: "Since launching Strong in 2019, we have created a unique format which has not only transformed traditional Pilates, but expanded on its benefits to redefine what it means to feel strong. As we roll out the first of our U.S. studios, now is the time to highlight our world-first offering and position an Australian brand at the forefront of the global fitness industry."

The campaign's tagline 'More Than Pilates' emphasizes the brand's unique blend of Pilates, cardio, and strength training. A global member survey indicated that 84% of respondents felt Strong fulfilled all their workout needs in one.

Amanda Burwood, Head of Marketing for Strong Pilates, said: "Once you try Strong Pilates, you can’t help but be hooked to its innovative and varied format which goes well beyond what you’d expect from a Pilates class. We want to capture the sweat-dripping, heart-pounding moments of every class which pushes boundaries and drives results. Our goal is longevity, and it shows, with members telling us they visit Strong on average four times a week."

The campaign video utilizes mixed mediums and cinematic techniques, including robotic camera movements, CGI, and VFX. Kurt Tilse, Founder and Creative Director of House of Groms, commented, "Together with the team at House of Groms, we brought to life a challenging film which utilised an array of mixed mediums and cinematic techniques from robotic camera movements, CGI, VFX and in camera lighting effects. This resulted in an incredible visual that is highly unique in the fitness community."