Solidcore is expanding its boutique fitness repertoire with the launch of Ascend,a high-intensity, infrared-heated strength class. The new program will debut in Manhattan West, marking a strategic attempt to move beyond the brand's traditional reformer Pilates roots.
The Manhattan West rollout of infrared-heated Ascend
Solidcore is diversifying its class portfolio with the introduction of Ascend, a floor-based strength training session that utilizes progressive resistance and infrared heat . According to the report, this new modality is designed to complement the brand's existing 50-minute reformer Pilates workouts rather than replace them. This move signals a significant evolution for the well-known boutique company as it seeks to capture a growing market of multi-modal enthusiasts.
Founder and CEO Bryan Myers has noted that while the move aims to attract a wider audience, some long-time Pilates purists may choose not to participate in this higher-intensity offering. This hybrid approach attempts to fuse core strength with heat therapy, creating a distinct experience from traditional gym settings.
A 36 percent jump in ClassPass studio bookings
The decision to expand comes as consumer behavior shifts toward more varied, multi-modal fitness routines. As the report notes, ClassPass data shows that reservations for studios rose by 36 percent in 2025, with a staggering 94 percent of those users booking a studio for the first time . This trend suggests that modern fitness enthusiasts are no longer loyal to a single discipline, instead blending Pilates, barre, and strength sessions into individualized programs.
Many of these users are now utilizing wearable-derived metrics to fine-tune their training, demanding a level of variety that single-modality studios may struggle to provide. This shift forces boutique brands to rethink how they position themselves in a landscape where workout discovery increasingly happens through larger, aggregator-style platforms.
Competing with OrangeTheory through a 'category of one' strategy
Solidcore is positioning itself to compete with established heavyweights like OrangeTheory and Barry’s by carving out a unique niche. Anne Smith, Solidcore's chief commercial officer, describes the goal as creating a "category of one"—a specific intersection of high-intensity strength and heat therapy.. This mirrors a broader industry trend where operators like OrangeTheory have introduced pure strength classes or partnered with brands like Hyrox to maintain relevance.
By targeting muscle-building consumers, Solidcore hopes to offset any potential loss of traditional Pilates clients. The studio is essentially attempting to bridge the gap between specialized boutique movement and the high-intensity demands of mainstream strength training.
Will Miami Dolphins linemen become permanent Solidcore members?
To test the brand's appeal to more traditional strength athletes, Solidcore recently hosted an event featuring the offensive linemen from the Miami Dolphins. While this move suggests the brand can attract high-level strength-centric athletes, the long-term success of the strategy remains unproven. The central question is whether these athletes will become consistent members or if the event was merely a one-off marketing success.
Furthermore, the company must navigate the risk of brand dilution, ensuring that the expansion into floor-based strength does not erode the specialized identity that justifies its premium boutique pricing . it remains to be seen if Ascend will function as a vital new revenue stream or if it will simply pioneer a path toward a less distinctive brand identity.
Comments 0