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There are some categories where it feels like the world does not need one more brand.
Fitness is one of them, especially Pilates.
So when I sat down with Michael Ramsey, Co-founder and Co-CEO of Strong Pilates, I wanted to understand how they’re breaking through in spite of that.
This was the line that stayed with me:
The problem wasn’t Pilates. It was everything else people still needed.
That’s the insight behind Strong.
People love Pilates. They believe in it. But they also want strength, cardio, progress, and results, and they don’t want to have to piece that together across multiple studios and memberships.
So instead of launching another Pilates concept, they built something different.
In this episode, we talk about:
- What it actually takes to stand out in a saturated category
- Why differentiation has to live in the business, not just in the branding
- How founder conviction shows up in real decisions (and real risk)
- What’s changed in marketing and why content now has to carry more weight than ever
- How to scale without losing the thing that made people care in the first place
One thing I kept thinking about after:
- Winning in a crowded market isn’t about being louder.
- It’s about being clearer.
- This is a really good one if you’re building anything right now.
