We chatted with Pop Physique founder Jennifer Williams about what makes the studio experience unique and how they think through expanding the brand.

TELL US ABOUT THE POP PHYSIQUE STORY. HOW DID YOU GET STARTED IN THIS SPACE?
I danced ballet all my life, and when I left it professionally, I got my Pilates certification and began teaching. I decided it was the right time to create Pop because I could not find a workout that I liked that gave me the results I knew were possible. I also see it really more as a lifestyle brand than just a workout, and I felt like that was a new idea I could bring to the fitness space. I wanted something that was effective as a workout but also a stylish and welcoming space.

WHAT MAKES THE POP PHYSIQUE EXPERIENCE UNIQUE?
What really sets Pop apart is the incorporation of ballet technique, from my years as a professional ballet dancer. You by no means have to be a dancer to do the workout, but, you will see results that you would from taking ballet class. We also bring in elements from the ballet studio like hardwood floors and a strong musical component. Music is a huge part of our training process and plays a big role in the class, just as it does in the professional dance world.

HOW DO YOU DEFINE THE BRAND FOR YOUR CUSTOMERS? WHAT ROLE DOES IT PLAY AT YOUR STUDIO?

Our brand is fun, smart, sexy, stylish. It is more than a workout, it’s a lifestyle. We try to make what we do appealing on more than just a fitness level by having thoughtfully designed studios, interesting music, functional but stylish clothes, excellent customer service, etc. We want our clients to love the entire experience, from the posts on our Instagram to the class itself, and everything in between.

WHEN THINKING ABOUT WHERE TO EXPAND, WHAT WAS TOP OF MIND FOR YOU? HOW DID YOU NAIL DOWN THE LOCATION?

Thinking about expanding has been very strategic but also places we love to be! I knew I loved New York City and wanted to spend more time there. We have had such a lovely reception to our first location there. We are currently building studio #2 there!

HOW DID YOU KEEP YOUR BRAND CONSISTENT THROUGHOUT YOUR EXPANSION?

Our team at the highest level is small but dedicated, and we are involved in every single aspect of each new studio.  For example, I still audition and train all the instructors myself. I select or approve each design element. I teach as many classes as I can, especially at new locations. Yes, it’s a lot of work, but I love it, and it ensures the brand I worked so hard to cultivate over the years stays true and authentic.

WHAT DO YOU WANT YOUR CLIENTS TO TAKE AWAY FROM YOUR CLASSES?
I want every client to take away that Pop is something that will enrich their lives in many ways. You will look better, feel better, exude confidence, and find a comfortable yet inspiring space to take time and do something really good for yourself.

 

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