Breaking news! Physique 57 just got added to every Fitness On Demand library! Engage, entertain and empower every member with high-energy, top-trending and fan-favorite classes with Physique 57. Everything you want to look and feel your best! Choose from a variety of formats including Sculpt, Power Sculpt, HIIT, Pilates, Core, Dance Cardio and more. With minimal equipment required, members can now choose over 30 new classes from Physique 57 that are adaptable to any space from the platform kiosks' or on the FitnessOnDemand mobile app. Check out our spotlight interview with Physique 57 and try a new workout today!
FitnessOnDemand sits down with Jennifer Maanavi, CEO of rapidly expanding fitness brand Physique 57 to get the low down on the brand’s phenomenal growth and unlimited potential for the future.
Hi Jennifer, how did Physique 57 first get started?
I’ve always been a fan of barre but particularly the Lotte Berk method. Lotte pioneered a new approach to barre that targeted specific areas for strength and flexibility. She was ahead of her time. Then Lydia Bach brought the Lotte Berk method to New York in the 1970s and started a movement. I knew when Lotte closed up in the early 2000s that I wanted to evolve and modernize this kind of approach even further and bring it to people everywhere. We have busy studios now in New York, Brooklyn, Bridgehampton; Hoboken, NJ; Philadelphia, PA; Carmel, IN; and Montvale, NJ. We also have studios in Bangkok, Dubai and India and launched our online platform in 2011.
Tell us more about your online and virtual programs
My business partner Tanya Becker and I both have dance backgrounds so we’ve always believed in personal instruction in studio. But fitness today is definitely 360 degrees and immersive. Our members and fans have to be able to access our content wherever they choose to work out each day. In the earlier days we decided we wanted to share our unique approach with as many people as possible so we started producing videos and DVDs as products to sell and engage more people. We quickly realized that we wanted to be less about product and more about media, about content and easier access. As technology caught up and on-demand capabilities took off, we were early to the game to make use of this new tool. In the pandemic particularly this took off and we started shooting workouts in parks to meet demand. [pullquote]Our partnership with FitnessOnDemand means that we’re now able to share our content with an even broader and different cross section of enthusiasts, taking Physique 57 into major clubs, fitness facilities and homes all across America and beyond.[/pullquote]
Tell us what makes Physique 57 different?
As a business and a brand, we believe fitness isn’t just about physical results. It’s a tool for becoming the best version of yourself – and gaining the strength and confidence to tackle anything life throws at you. Because of this we focus on more intimate and personalized workout environments and experience, whether in class or virtually. Classes are typically smaller but the workouts can be intense, blending rigorous interval training, cardio sprints and creative choreography. We used to say that we’re the younger, more fun and upbeat sister of Pilates. Unlike traditional barre which focuses on very small, targeted areas, Physique 57 targets both those and macro areas for a more efficient whole body sculpt and calorie burn. Classes are different every day and come in ten different formats. Workouts include arm-defining exercises, intense thigh and seat sequences, plus ab sculpting and fluid stretches for intelligent recovery. It’s a very thoughtful approach to exercise that people can become incredibly addicted to.
What’s next for the brand and your business?
So much! It’s an intense time for us and so exciting. We’re working on new content all the time and steadily growing our international presence. Opening a studio isn’t an inexpensive endeavor so we grow really thoughtfully and balance our physical studio network with on-demand and social media content which is really helping us meet enthusiasts’ needs.
Ashley Miller, a dynamic Digital Content Manager at Fitness On Demand, propels brand visibility through strategic digital initiatives. She takes the lead in partner relations, while also overseeing content quality and skillfully curating exercise programming. She dedicates herself to developing impactful narratives that contribute to a thriving fitness community.