P.volve, the digital workout program for women, reported record sales for the year and the first half of 2022. The New York-based company said its membership base had increased 145 percent over the past year, with sales of new memberships up 61 percent for the first half of 2022.

With COVID concerns rising, the company, which has active members in all 50 states, said 87 percent of members are choosing hybrid memberships offering a choice to attend live classes in-studio or on-demand virtual classes via its digital/streaming platform or a combination of both. 

“When it comes to COVID concerns, the numbers indicate that our members are hedging their bets about possible gym restrictions taking hold,” said Julie Cartwright, president, P.volve (meaning personal evolution).

Noting that P.volve’s membership sales were up by 500 percent from March 2020, Cartwright said, “The pandemic permanently changed how women want and where they work out, and we believe our business model is in a position of strength as concerns about the new BA.5 variant increase.”

P.volve also reported that its attrition rate among its members is below 8 percent, well below the fitness industry norm of 27.6 percent. It also reported that business and attendance were up in the major hubs of New York, Los Angeles and Chicago. Key takeaways include:

  • Los Angeles-area memberships are up 146 percent over the past year and first-time memberships are up 91 percent for the first half of 2022 (through June 30). In-person class attendance is up 80 percent this year at P.volve’s L.A. studio.
  • New York-area memberships are up 200 percent over the past year, and first-time membership sales are up 61 percent for the first half of 2022. In-person class attendance at P.volve’s New York City studio is up 115 percent this year.
  • Chicago memberships are up 90 percent over the past year, and first-time memberships are up 30 percent for the first half of 2022. In-person class attendance at P.volve’s Chicago studio is up 30 percent this year.

P.volve plans to continue expanding its footprint with franchised locations. “Expanding our physical presence is a testament to the faithful following of our P.volve members and the strength of our business model, which offers women choice,” said CEO and Founder Rachel Katzman.