The Pilates and barre franchises join a growing number of fitness brands turning their attention to female midlife health
Club Pilates and Pure Barre are joining forces with Midi Health, a telehealth clinic focused on women’s midlife care and GLP-1s, in launching a new campaign to provide its boutique fitness members with education, resources and events on hormone health, menopause management and longevity.
Running September 9 through February 28, the campaign, dubbed Strong Through Every Stage, will bring live workshops led by Midi clinicians to select studios in the Bay Area, Chicago, Houston, Indianapolis and Washington, D.C. The sessions will cover hormone health, disease prevention, sexual health, beauty and other aspects of aging well.
“At Xponential, we recognize that healthy living and aging go far beyond the reformer or the barre,” Xponential Fitness executive vice president of strategic partnerships Steve Pankowski said. “We want to help our members across brands be strong from the inside out, and that requires attention to hormonal health, menopause management and more. There is no better partner to round out that holistic health experience for our members than Midi Health, with their insurance-covered care, expert clinicians and 91% of patients reporting symptom improvement within 60 days of starting their programs.”
The campaign also comes with an incentive: participating Club Pilates and Pure Barre studios will extend an exclusive offer to existing Midi customers interested in adding low-impact, muscle-building workouts to their wellness routines.
“At Midi, we believe that movement and medical care should go hand-in-hand, especially during midlife when women’s health needs change so dramatically,” Midi Health co-founder and CEO Joanna Strober said. “This partnership allows us to meet women in the spaces where they already feel strong and supported and give them access to the expert, personalized care they deserve. Together with Club Pilates and Pure Barre, we’re making it easier for women to get the information, treatment and confidence they need to take charge of their health.”
Beyond its two boutique studio partnerships, Midi Health has been expanding its footprint in women’s health more broadly. In August, the telehealth company introduced its first supplement line tailored to women aged 35 to 65, a rare move for a virtual clinic. The collection, built in response to patient demand, includes formulas for stress, brain fog and blood sugar stabilization.
Backed by a $60 million Series B round last year, Midi Health has also recently introduced the AgeWell Visit, an insurance-covered service designed to address long-term risks such as heart disease, dementia and osteoporosis.
Club Pilates and Pure Barre join other leading brands, including Equinox Hotels, which partnered with actress Naomi Watts’ pro-aging beauty and wellness brand Stripes Beauty for a spa treatment circuit, curated in-room offerings and signature retail products addressing perimenopause and menopause. Canyon Ranch, meanwhile, has added mid-life retreats to its schedule. On the fitness front, Jazzercise launched a new HIIT and sculpt program to preserve and build muscle mass, revitalize bone growth and improve mobility.
