Messaging Shift: 'Strong Not Skinny'

The #strongnotskinny hashtag can be traced back to the 2012 London Olympics, which celebrated athletic female bodies and shifted the cultural conversation from aesthetics to capability. The movement gained traction on social media as a direct rejection of the "size zero" ideal, with women sharing images from weight rooms and HIIT classes instead of focusing on cardio and calorie restriction. This messaging resonates deeply with Millennials and Gen Z, who now represent the majority of gym members. For these generations, fitness is a tool for managing stress and improving mental well-being, not just changing their appearance. They are driving the growth in strength training, with 50% of Gen Z group exercisers participating in strength-focused workouts. For studios, this focus on holistic health is a powerful retention tool. Building a community around shared goals and mutual support is key to long-term success, driving both member loyalty and word-of-mouth referrals. This community-centric approach turns clients into brand advocates, which is more cost-effective for growth than constantly acquiring new members. Franchise giant Club Pilates, with over 1,000 studios, operationalizes community and growth through a turnkey model that includes comprehensive support for site selection, marketing, and instructor training. Their revenue model relies on recurring memberships, supplemented by retail and private training, providing financial stability for scaling owners. In contrast, Solidcore pursues a corporate-owned expansion strategy, allowing for tight control over brand consistency and site selection as it grows towards a projected 250 studios. After its founder invested her personal savings of $175,000, the brand's high-margin economics fueled rapid growth, attracting private equity investment to fund its national expansion. Regardless of the expansion model, instructor retention is paramount for maintaining quality across multiple locations. Providing clear career advancement paths, investing in continuing education, and cultivating a supportive team culture are key strategies to retain top talent. This ensures the "strong and healthy" message is delivered consistently in every class. Ultimately, this shift requires studios to redefine success away from the scale and toward performance-based milestones, such as increased energy, better endurance, or reduced stress. This focus on what the body can *do* fosters a more sustainable and positive relationship with exercise, creating a loyal member base that is foundational for any multi-studio enterprise.