Studio & Franchise

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Pvolve, the leader in evidence-based functional fitness for women, announced today that it is expanding its Canadian footprint, capitalizing on its already strong on-demand virtual membership in the country. Pvolve, a company founded by women, operated by women and focused on women, plans to open more than 100 fitness studios in Canada. Its first Canadian fitness studio will open in Victoria, British Columbia this spring, a second franchise has just been awarded to a father-daughter duo in Calgary, Alberta.

Pvolve, which enables members to work out in-studio, virtually or through a combination of both, says that Canadians have contributed significantly to its record 145 percent year over year growth from July 2021-June 2022.

“The demand for in-studio classes by our Canadian members has been overwhelming, and we expect that to continue to rise,” said Julie Cartwright, president of Pvolve. “With these new studio locations, we will be able to better serve our loyal Canadian members.”

Added Cartwright, “Most of the 100-plus planned Pvolve studios in Canada will be franchisee-owned. Our due diligence process identifies highly motivated individuals who share our vision, helps them target markets with superior potential and provides support including access to our established systems, comprehensive training and coaching from some of the best minds in the business. Our franchise model offers a foundation for an owner to lead and succeed, and we see that as our way forward.”

Today, in a separate company announcement, the company confirmed the exact location of its first-ever studio in Canada, at 102, 1700 Blanshard Street, Victoria, British Columbia. The franchised studio will be owned and operated by the husband-wife team of Lucille and Tom Cuell of Victoria. “Pvolve is the future of fitness – dynamic, demanding but low impact. We are proud to be on the ground floor of Pvolve’s expansion in Canada,” said Lucille Cuell.

Pvolve also announced that it has awarded the ownership of a Calgary, Alberta studio to the father-daughter team of Katie and Clint Oakley of Red Deer. The studio will open in summer 2023. “I come from a family of entrepreneurs, and we all have an eye for great opportunities,” said Katie Oakley. “Pvolve has been life-changing for me, and I think that it will help Calgarians become the best versions of themselves.”

The woman-operated and woman-focused Pvolve, whose name is derived from “personal evolution,” launched an on-demand offering in 2017 and its first studio in 2019 in New York. Currently, Pvolve complements a growing portfolio of on-demand classes with live, in-person instruction in company-operated studios in New York, Chicago and Los Angeles, all of which experiencing record growth. Franchised locations in the U.S. and Canada are scheduled to open beginning later this year and in 2023.

About Pvolve

Pvolve is the leader in evidence-based functional fitness and a nationwide employee wellness benefits provider. Headquartered in New York, the company delivers innovative content and experiences to its members in all 50 states and globally. Its science-backed, holistic fitness method for women harnesses the power of functional movement and proprietary equipment to nourish and restore while it shapes, tones and strengthens. Through its hybrid fitness model, Pvolve can be experienced in-studio, through live and on-demand virtual classes and via a growing franchised studio footprint. For more information, please visit, and @pvolve on Instagram.