The Leading Functional Fitness Brand Taps 72andSunny, Current Global and Thrive to Accelerate Growth

NEW YORK, July 25, 2023 - Omni-channel functional fitness company, Pvolve, is enlisting the support of three agency partners to build on the brand’s momentum and support its aggressive growth goals. As Pvolve continues to expand and reach new audiences with its unique fitness method that pairs low-impact functional movement with resistance-based equipment to tone, strengthen, and support mobility and stability in the body, the company engaged global creative agency 72andSunny to steer creative and content production, global communications agency Current Global to guide corporate and consumer public relations strategy, and digital agency Thrive to ignite performance marketing.

This inter-agency partnership comes amid recent Pvolve milestones including the company’s flourishing studio franchise business, inaugurated by the opening of Pvolve’s first ever franchise studio in San Diego, the unveiling of new member offerings in April, making it easier than ever to experience the results of the Pvolve Method, and perhaps most notably, the announcement of a partnership with Jennifer Aniston to help lead the company into its next chapter.

The company’s marketing momentum will continue to be led by the newly appointed Chief Commercial and Marketing Officer, Karina Kogan, who was previously a Strategic Advisor and Fractional CMO for the brand. Kogan will remain at the helm of brand strategy, go-to-market planning and growth, as well as take on oversight of product development and technology - all with an eye towards bringing to life Pvolve's unique philosophy on how to intentionally move your body to promote strength, mobility, and wellness from the core.

“This is a pivotal time in our company’s expansion, especially given our exciting new partnership with Jennifer Aniston,” said Karina Kogan, Chief Marketing and Commercial Officer at Pvolve. “The teams at 72andSunny, Current Global and Thrive are working alongside our in-house teams to unlock new opportunities to tell our story and continue to position us as category leader, ultimately changing the conversation around what great fitness looks and feels like at all stages of life.”

Introducing the Agency Partners

72andSunny is a global marketing agency which unleashes possibilities and growth for the world’s most ambitious brands. With offices in Amsterdam, Los Angeles, New York, and Sydney, 72andSunny leads with unparalleled strategy, disruptive creativity, and is driven to expand and diversify the creative class. Having been recognized as one of Fast Company’s Most Innovative Companies for two years in a row and two-time “Agency of the Year” winner for Advertising Age and Adweek, 72andSunny will creatively reinforce how the unique fitness method transforms what strong means, feels and looks like, communicating Pvolve’s smarter approach to fitness. 

“We’re absolutely inspired by Pvolve’s innovative approach to fitness, and even more so by their world class leaders and game-changing ambition,” said Laura Likos, Managing Director, 72andSunny. “They are the type of people and quality of brand we work with best. We couldn’t be more excited to help drive this dynamic business as Pvolve’s strategic and creative partner—together, we’ll be a force.”

Current Global is a full-service global communications agency offering niche specialties, from integrated media communications, corporate reputation, platform and brand strategy and category expertise across consumer, corporate, healthcare and technology, among other sectors. On the receiving end of numerous recent industry awards for its work, including PRovoke SABRES North America 2023, PRWeek US 2023 and Clios 2023, among many others, Current Global will be applying their deep strategic communications expertise to the Pvolve brand by supporting the fitness company’s executive leadership strategy and consumer media relations surrounding its rapidly-growing franchise expansion and priority business moves, including Pvolve’s new partnership and upcoming campaign with Aniston.

“The Current Global team excels at influencing behavior where real life happens and creating culturally relevant, strategic communications that break through across channels,” said Virginia Devlin, founder and CEO of Current Global. “Current Global’s deep expertise in consumer PR paired with our powerhouse corporate team makes us the perfect partner to accelerate Pvolve’s growth vision as they disrupt the fitness category.”

Thrive is a digital agency dedicated to helping brands find sustainable growth through advertising. They develop scalable modern-day growth marketing campaigns designed to seamlessly integrate with all types of businesses and offer a world-class team who have worked with hundreds of companies, managed billions in paid acquisition budgets, 30+ unicorns, achieving project objectives over and over again. Thrive will be working in tandem with Pvolve's internal team, to provide dynamic and responsive digital media buying, performance creative, and guidance in all things data and measurement.

"We are thrilled to work with Pvolve, a game-changing brand that shares our values of innovation and growth. We can't wait to see all that we can accomplish during our partnership and look forward to using all our skills and expertise to grow the business to new heights." Jonathan Becker, Founder and President.

To learn more about past, current and future Pvolve marketing efforts, visit www.pvolve.com or follow Pvolve on Instagram.

About Pvolve 

Pvolve LLC, or Personal Evolution, is an innovative fitness company that pairs functional movement with resistance-based equipment to sculpt, tone, strengthen and support the body while also enhancing mobility, and stability. After being introduced to functional fitness in 2017, founder Rachel Katzman was determined to help others experience an approach that respects the body’s holistic needs while making you look and feel great. Pvolve’s Method is supported by a Clinical Advisory Board of highly credentialed doctors, trainers and experts to offer effective workouts that help you break a sweat, not your body. As recently as June 2023, world-renowned actress, producer and director, Jennifer Aniston, officially partnered with Pvolve after falling in love with the Method as a member in 2021. Through its hybrid fitness model, Pvolve can be experienced via a streaming membership which offers live and on-demand classes on Pvolve.com and on the Pvolve App, and via physical studio locations available in New York, Chicago, Los Angeles, San Diego, and Carlsbad, with more franchises opening soon. For more information, please visit www.pvolve.com, www.pvolvefranchise.com and @pvolve on Instagram.

About 72andSunny 

72andSunny is a global marketing agency which unlocks possibilities and growth for the world's most ambitious brands.  With offices in Amsterdam, Los Angeles, New York, and Sydney, 72andSunny leads with unparalleled strategy, disruptive creativity, and is driven to expand and diversify the creative class. 72andSunny has been recognized as one of Fast Company’s Most Innovative Companies for two years in a row and is a two-time “Agency of the Year” winner for Advertising Age and Adweek. For more information, visit 72andSunny.com and on Instagram: @72andSunny_

About Current Global

Current Global is a unit of IPG DXTRA (NYSE: IPG), a global collective of 27 marketing specialty agencies that collaborate to meet existing, new and emerging client needs. A fast-growing midsized agency with a full-service offering, our team of inquisitive, insightful and imaginative people are at the forefront of championing accessible communications for all. Humanity is at the heart of everything we do, including our approach to human-centered storytelling aligned with societal, cultural and economic influences. Our heritage is a deep understanding of earned media, but we’re equally adept at developing integrated campaigns that encompass paid, owned and social. Discover how we help clients Own the Moment at http://www.currentglobal.com and learn about Accessible by Design at http://accessible-communications.com.

About Thrive

Founded in 2011, Thrive is a digital agency with a team of 120 people located across North America. Today Thrive manages $550m in ad spend annually across every aspect of modern-day growth marketing. Thrive's services (media, creative, and data) are designed to seamlessly integrate with all types of businesses across every digital platform. Learn more about what Thrive has to offer at https://thrivedigital.com/