P.volve, a fitness company focusing on women, is opening its first San Diego franchise in the UTC Westfield mall with more planned to follow in Carlsbad and Encinitas.
P.volve chose the UTC mall for its first brick-and-mortar studio in San Diego because “it’s got great foot traffic,” said Julie Cartwright, P.volve president.
“We love where we’re going to be with really big windows, a lot of natural light, surrounded by like businesses that we know our member base would be shopping in,” Cartwright said.
The UTC studio of about 3,100 square feet has a group fitness area with room for about 28 people and a separate room for private lessons and a beauty bar, Cartwright said.
The color scheme is neutral, “very light, very bright,” primarily white, black and beige.
Started in 2017 in New York, P.volve had been an entirely online operation until the company opened its first studio in New York in 2019.
The name of the company is derived from the phrase “personal evolution.”
Unlike some other sports clubs, P.volve studios don’t have heavy weights or bulky exercise machines. “All of our equipment is portable. It’s smaller pieces, not these large exercise machines,” Cartwright said. “You can actually work from home if you can’t make it into a studio for a class.”
The program centers around using resistance bands, ankle weights, small hand-held weights, a slant board, and an exercise ball.
Movements are choreographed on a rectangular pad that is divided into blocks with markings indicating how someone should position themselves for a variety of stretching exercises.
“It’s really a new to market modality. It is functional fitness paired with resistance-based training,” Cartwright said.
Functional fitness is a type of training designed to make real life movements easier.
“Functional movement basically mimics the way your body was intended to move,” Cartwright said. “There’s a lot of dynamic stretching and really opening your hips. It’s a lot of movement that I don’t think a lot of people have done – a lot of rotation increasing flexibility,” Cartwright said, adding that, “We work small muscle groups that really protect your joints.”
Typical members are women between the ages of 25 to 54. “We’re not only for women but we have a lot of programming that was specifically designed around the biology of women,” Cartwright said.
Memberships are priced from $36 for a single class to $229 and Cartwright said that the goal is to have about 200 members within six months as people already taking online fitness classes move into the studio.
The UTC franchise is owned by Kirstin and John Keohane, who have been selected to open two other studios in San Diego within the next 18 to 24 months.
The Carlsbad and Encinitas studios are scheduled to open in the third quarter of 2023 at locations still to be determined.
The company ultimately hopes to open 10 to 15 franchised studios in San Diego County as part of its plan to open 250 studios throughout the country by 2025.
“Our rapid growth nationally illustrates that women want choice when it comes to how and where they work out, and we are thrilled that we will be able to serve more women in San Diego County with in-studio locations,” Cartwright said.
Headquarters: New York
President: Julie Cartwright
Notable: Through its science-backed fitness method and proprietary equipment, P.volve delivers a one-of-a-kind workout that strengthens and tones while helping the body function better — for life.