STRONG Pilates launches global campaign with Sneaky Studio

STRONG Pilates has launched a global brand campaign, Pilates. Strength. Cardio. One Membership., developed with creative production agency Sneaky Studio.

It follows the "More Than Pilates" campaign, which highlighted the brand's cardio and strength integration through its exclusive 'Rowformer' machine.

The new work responds to what STRONG describes as growing consumer fatigue over holding multiple fitness memberships to meet hybrid training goals. It positions STRONG as a single membership covering high-intensity cardio, strength training and low-impact Pilates in one 45-minute workout.

The campaign was informed by a recent global member survey, in which strength training was the main reason members train at STRONG for the first time.

'STRONG allows us to push our creative boundaries'

Michael Ramsey, Co-Founder of STRONG Pilates, said: “Our brand is built to be disruptive, to showcase our clear point of difference, and to stay true to our bold ethos in a fitness industry that is continuously evolving. We don’t fit the traditional fitness mould, and we own that. We stand out to give our members maximum results from one membership, relieving them of the need for ‘more’ – particularly in a challenging economic environment.”

It includes a hero video that makes light-hearted references to competitors, plus short-form video on Instagram and Facebook, targeted Meta ads, eDMs and a full-length feature video on YouTube. The campaign will run across STRONG's network of more than 130 studios in 15 countries.

STRONG will also work with content creators to promote the hybrid workout format, explain the thinking behind the campaign and share their own fitness experiences.

James Cunningham, Creative Director at Sneaky Studio, said: “At Sneaky Studio, we pride ourselves on creating innovative, cutting-edge content, and partnering with an aligned brand like STRONG allows us to push our creative boundaries. 

“From the initial brief, we saw an opportunity to create something truly impactful - content that clearly communicates STRONG’s value to members, while having fun with it. Our approach was to amplify STRONG’s edgy persona, resulting in content that feels elevated, slightly rebellious, and unmistakably STRONG.”