Pvolve, a functional fitness brand recognized for its evidence-based workouts, is significantly broadening its commitment to women’s health and longevity. The company revealed this expansion on Thursday, which includes the appointment of Dr. Jessica Shepherd as its new Head of Medical Affairs. Dr. Shepherd, a board-certified OB/GYN and expert in longevity, will lead the development of specialized fitness programs for women, including those focusing on menopause, fertility, and pelvic floor health.
As part of this new collaboration, Pvolve launched a series of these programs on its app, marking the first in a line of initiatives aimed at enhancing women’s health through tailored fitness solutions. Dr. Shepherd’s role also includes publishing exclusive clinical research to further elevate Pvolve’s contributions to women’s health, as well as partnering with the brand’s trainers to create targeted workouts for peri- and post-menopausal women, with plans for these to be released later this year.
Dr. Shepherd emphasized the importance of strength training for women as they age, pointing out that cardiovascular exercises alone are insufficient to address the gradual decline in muscle mass and bone density. “The key challenge for women is understanding the importance of strength training and overcoming any discomfort they may feel when entering this space,” she said, underscoring the role of specialized exercises in maintaining strength and bone health as women age.
Pvolve is also ramping up its educational efforts to support the longevity movement. Throughout 2025, the brand will release a series of educational content and workout videos on its social media platforms, featuring trainers and actress Jennifer Aniston, the brand’s ambassador since 2023. These initiatives will be complemented by in-person classes at Pvolve’s studio locations, as well as exclusive workouts for members.
Further emphasizing its dedication to women’s health, Pvolve will introduce new, heavier equipment designed to support bone density and strength training in upcoming workout series. These will be available to Pvolve’s growing online and studio memberships, which include over 1,300 on-demand classes and access to live virtual sessions. The membership is priced at $19.99 per month, or $179.99 annually, with studio pricing varying by location.
The longevity sector has gained significant momentum in recent years, with venture capital investment exceeding $1 billion since 2020. As co-founder Rachel Katzman explained, “After the pandemic, more people are recognizing that movement plays a critical role in their wellness, alongside other factors like supplements, sleep, and nutrition.”
Dr. Shepherd further noted that scientific understanding of women’s health, especially in relation to perimenopause and menopause, is still in its early stages. “We’re just beginning to grasp the full significance of these phases in women’s lives, and we want women to prioritize their health and well-being through continued innovation,” she said.
Pvolve’s streaming platform provides access to over 1,300 fitness classes, with plans to expand its reach. The brand currently operates studios in New York, Chicago, and Los Angeles, and aims to open at least 20 additional locations in the coming months, bringing its total to 40 by the end of the year. According to the latest earnings report, Pvolve is on track for a second consecutive year of record growth, including a 225% revenue increase in 2024, fueled by new franchise deals, clinical research, and its ongoing partnership with Jennifer Aniston. The company also reported a 300% year-over-year growth in its franchise studio locations.
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