Fresh off her “Saturday Night Live” exit, Ego Nwodim, a Solidcore devotee, fronts the brand’s new “Get Obsessed” campaign
Comedian Ego Nwodim may have just closed a chapter at “Saturday Night Live,” but she’s already opening another, headlining and advising Pilates-inspired boutique fitness brand Solidcore on its debut celebrity campaign.
Nwodim, a longtime Solidcore client with nearly 300 classes under her belt, co-created the campaign to showcase the brand’s fiercely loyal community. The concept leans into what the reformer-based strength training brand sees as its defining trait: clients who build their lives around class times, book weeks in advance and treat attendance as non-negotiable.
“Solidcore is more than just a workout – it’s about choosing who you want to be,” Solidcore senior vice president of digital and marketing Shane McCarthy said. “Our clients aren’t casual. They’ve made the decision that their strength, growth and well-being are non-negotiable. That’s the energy we’re celebrating with this campaign, spotlighting clients like Ego Nwodim, who embody what it means to be truly obsessed.”
With that theme in mind, the multi-channel national push (appropriately titled “Get Obsessed”) launches today with a short film directed by Quinn Meyers, narrated by Nwodim and featuring contributions from fellow comedians Patrick McDonald and Lily Sullivan. The rollout, developed in partnership with Farrynheight, spans social, in-studio activations, digital and more.
For Nwodim, her devotion to Solidcore is serious business, no punchline required.
“This isn’t just a workout for me, it’s a practice that has helped me build strength and endurance that serve me well beyond the 50 minutes I spend in class,” Nwodim said. “To bring a genuine passion into a brand partnership and to get to share it with friends feels incredibly special.”
It’s not the first time comedy has crossed paths with Pilates. In 2024, “SNL” spoofed the modality in a mock horror trailer called “Pilates: Embrace the Shake,” featuring Kristen Wiig as a terrifyingly intense instructor and Kaia Gerber as a breezy “Pilates girlie.” The skit poked fun at reformer straps, sticky socks, the shake-inducing intensity of the workout and the cult-like devotion of Pilates fans.
While its new campaign grabs attention, the L Catterton-backed Solidcore is also pushing into a major growth phase. The brand has bolstered its executive team with the addition of Michelle Engel as its first chief people officer and Anne Smith as chief commercial officer, while also naming Marriott’s Lucy Werner to its board.
Combined with new roles focused on international growth and business ventures, the hires hint at ambitions that stretch beyond Solidcore’s 150-plus studios, and even toward hospitality, where the brand has already tested the waters with a three-part workout series at Four Seasons Hotel Baltimore.
