Pvolve, Erewhon Link Up for Pop-Up Fitness Classes, Exclusive Deals

With the partnership, members of Erewhon’s Lifestyle Collective will get access to discounts on Pvolve online workouts and studio memberships

When actress and producer Jennifer Aniston joined the ranks of Pvolve in June 2023, the fitness brand stepped foot into a new level of fame within the wellness community. Now, Pvolve is partnering with beloved organic grocery brand Erewhon and its Lifestyle Collective to give members exclusive deals on wellness products and access to pop-up fitness classes.

Pvolves specializes in low-impact, functional workouts that prioritize resistance training and assist with supporting day-to-day activities. Founder Rachel Katzman established the brand in 2017 after learning about the benefits of holistic functional fitness.

Pvolve offers digital programming online, which includes over 1,300 on-demand classes, as well as in-person sessions at one of the brand’s 17 U.S. and two Canadian locations. The fitness company also has more than 40 locations currently in development amid rapid brick-and-mortar franchise expansion ,

Erewhon, founded in the 1960s by Aveline and Michio Kushi, started as a tiny market stall in Boston and is now a beloved organic grocery store chain with locations across the state of California and a cult following among California residents and celebrities.

As part of the new collaboration, Erewhon’s members-only Lifestyle Collective page will feature Pvolve as one of the industry’s leading lifestyle brands, joining names like Athleta, ClassPass, Therabody, and Alo Yoga. Members of the Certified B Corp and Certified Organic retailer have access to 20% off at-home workouts and studio membership at Pvolve. The pair will also be offering pop-up fitness classes throughout the year.

Julie Cartwright, president of Pvolve, says that this partnership is the perfect match for the two brands given that both are based in California.

“Erewhon also has a strong presence in the Los Angeles area, which perfectly complements Pvolve’s flagship location in West Hollywood and our new location opening in Santa Monica this summer,” Cartwright said.

This collaboration began on July 1, 2024, and will be in effect until June 31, 2025.

“We’re excited to work with Erewhon, one of the hottest and most beloved brands, and offer special Pvolve access to their members,” added Cartwright. “Erewhon members care deeply about health and longevity, and Pvolve offers an unmatched fitness solution that the Erewhon community can benefit from.”

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