End-of-year schedules leave little space for much besides travel and celebrations, but Solidcore is finding that members will make room for one more thing: a workout challenge, especially when the payoff includes a few well-earned extras.
The boutique fitness brand is seeing a sharp early increase in participation for its annual Solidays Challenge, a 15-day training initiative running December 4–18 to keep members consistent during one of the busiest periods of the year.
Nearly one-third of all active members have already opted in, Solidcore says, a notable jump from just under one-fifth at this time last year. Part of that enthusiasm stems from the workout itself, a strength-focused, Pilates-adjacent method built around slow, controlled movements on a custom reformer — with classes so popular that waitlists are a common pain point for clients eager to feel the burn.
And the hype extends to the holiday challenge: the decision to make this year’s Solidays Challenge members-only drew praise on social media from Solidcore fans who said they appreciated the brand prioritizing members and hoped it would ease competition for class spots.
To take part, clients must be active monthly members and must opt in through the app or website. Participants choose a goal of either six or ten classes, all of which must be completed within the December 4–18 window. Prizes are awarded based on the number of classes completed, even if the participant initially selected a lower goal during opt-in.
Participants who complete six classes earn a Salt & Stone Bergamot & Hinoki deodorant and mini body mist duo. Those who complete ten classes receive both Salt & Stone items along with an exclusive Solidcore mockneck sweatshirt.
Prizes will be distributed at each participant’s designated home studio, with pickup expected by late January.
Expansion on Deck
As Solidcore members gear up for the Solidays Challenge, the L-Catterton-backed boutique fitness brand is closing out the year with new executive and board appointments, including seasoned hospitality exec Lucy Werner. The fitness brand has already dipped its toes into hospitality, having collaborated with Four Seasons Hotel Baltimore this summer on a three-part workout series for both hotel guests and locals.
The brand has also welcomed “Saturday Night Live” alumna Ego Nwodim, a longtime Solidcore devotee, to headline its latest “Get Obsessed” campaign.
Despite the boutique fitness category’s overall embrace of franchising as a way to scale, Solidcore has maintained a fully corporate-owned model.
Looking ahead, Solidcore has several studios in the pipeline, including planned openings in Palo Alto, California, Jacksonville, Florida, Huntington Station, New York, Salt Lake City, Utah and Virginia Beach, Virginia.
