Club Pilates Partners with Disney for Nationwide Campaign Tied to Freakier Friday
Krissy Vann | Host, All Things Fitness and Wellness
Club Pilates is flipping the script on traditional fitness marketing with its first-ever film partnership, teaming up with Disney ahead of the theatrical release of Freakier Friday on August 8. The collaboration blends Hollywood storytelling with the studio’s signature Reformer workouts, aiming to reach a broader audience through a shared narrative of transformation and fresh perspective.
The campaign begins July 8 across select Club Pilates studios, where themed “Flip Your Friday” Reformer classes will be offered. These sessions, set for Friday, July 11, are designed to reflect the film’s central themes of identity, growth, and seeing life through a new lens. The programming aligns with the brand’s broader message of helping participants become the best version of themselves through low-impact, intentional movement.
“This collaboration was a natural fit as Freakier Friday is a cinematic event that crosses generations, much like our low-impact Reformer workouts,” said Tianna Strateman, President of Club Pilates. “The film’s message of embracing change and looking at the world through a new perspective reflects what we see in our studios on a daily basis — lives being transformed through mindful, intentional movement.”
In addition to the in-studio experience, the campaign includes a promotional sweepstakes. Anyone who registers for and attends a themed class on July 11 at a participating location will be entered for a chance to win a trip to the world premiere of Freakier Friday in Los Angeles, with airfare and hotel accommodations included.
Club Pilates will also be present at the premiere with an onsite activation, introducing moviegoers to the brand in an experiential format. In Los Angeles, a curated class experience will bring together content creators to help amplify the campaign online.
The initiative marks a significant step for Club Pilates as it extends its reach beyond the fitness studio and into pop culture. The move not only aligns the brand with one of the most recognizable names in entertainment but also signals a broader shift in how fitness companies are engaging audiences — by meeting them where they are, even if that means in a movie theater seat.
