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It’s almost time for Solidcore’s annual Solidays campaign, a winter challenge pushing members in the studio toward their strength training goals. Between December 4 and 18, members are encouraged to sign up for either 6 to 10 classes. Once they reach their goals, they’ll be rewarded.
Today, Solidcore announced this year’s prizes. Completing six classes will earn clients a Salt & Stone Bergamot and Hinoki Deodorant and Mini Body Mist Duo. Members who show up for 10 classes will receive the same, plus an exclusive Solidcore mockneck sweatshirt.
The prize drops comes mere days after Solidcore announced its partnership with Salt & Stone for a two-year long amenities program. All studios across the country will feature the brand’s products, including a new Bergamot and Hinoki Hand Wash that Salt & Stone created exclusively for Solidcore.
If it seems crazy that people would commit to taking so many classes within such a short period of time, you haven’t met Solidcore, the strength-training brand that has garnered a cult-like following.
To understand the brand’s popularity, you have to first understand “the shakes.”
It’s when the workout pushes you so hard that your legs start to give out, aggressively spasming beneath you and making it feel nearly impossible to attempt the next lunge.
The shakes are a staple at Solidcore, a boutique fitness brand originating in Washington, D.C that offers a slow-paced, high-intensity Pilates reformer workout built around targeted strength training. It’s a prominent conversation topic on social media and has been dubbed the “hardest workout ever,” aiming to push clients to the second stage of muscle failure so that muscles rebuild stronger.
But there are plenty of great workout classes on the market. In fact, ClassPass has seen a 94 percent increase in bookings for strength-based classes post-pandemic, according to Lise Kuecker, CEO and founder at Studio Grow.
Even Solidcore CEO Bryan Myers admits that fellow boutique fitness brands like SoulCycle and Barry’s were outperforming Solidcore when he joined the company in 2018.
“We were kind of always the little kid that was like, ‘No, no, no, we’re cool, too. Talk about us,’” he says. “And there’s some brilliance in that, because when you are the underdog, there’s a hunger that comes with it.”
Maybe the studio once claimed the underdog title, but since Myers took the reins, Solidcore has grown by 135 studios and now has 3000 employees, he says. And then in September 2024, the private equity firm L Catterton acquired a major stake in Solidcore, valuing it at “between $600 million and $700 million” according to Reuters, propelling it into a new stage of growth.
So beyond the shakes, what is it that keeps people talking about Solidcore?
Apart from the signature neon blue lights and blaring music, Myers says the key ingredient at Solidcore is the effectiveness of the workout and the connection clients build through hard work. It isn’t a bond built through grabbing brunch with classmates afterwards, he says, but one he likens to his father’s with fellow Marines. Once the brand had established that, he says he leaned into it.
“In a hyper-competitive industry, it can be tempting to chase the ‘shiny object’ of the latest fad or trend,” he says. “But I believe the best, most-sustainable businesses grow by doing what they do best better than anyone else, and when they need to evolve, they evolve in a way that doubles down on what makes them special to their customer.”
Aside from the Solidays campaign, the brand also launched the “Get Obsessed” campaign with Saturday Night Live cast member Ego Nwodim in September. Their first celebrity collaboration aims to celebrate the obsession and commitment to strength that is becoming a signature of the brand.
For Erin Wicker, 40, Solidcore’s specialty lies in the progress she’s seen and felt in her body since starting at Solidcore three years ago. She calls the workout “pilates on crack,” and has taken over 350 classes.
“You become stronger over time. You feel it, you see it,” she says. “Every single class challenges you. I walked out of class this morning and I was like, ‘Oh, my god. That was so hard,’ because it continues to challenge you.”
Wicker discovered the studio a year after giving birth to her second child, when she says she felt like her body would never be as strong as it once was. Now, she feels like she’s surpassed that level.
“I have a stronger core than I did pre kids, which is crazy, because I never thought I would have that,” she says, adding that she’s been a consistent client since the beginning. “It’s easy to become obsessed with. I am obsessed. Like when my kids don’t have school—I’m a stay at home mom — they come with me to Solidcore. They bring their iPads and they sit, because they know that I can’t miss it.”
But it’s not just the physical effectiveness of the workout for Wicker. Her accomplishments in the studio have made her feel stronger mentally, too, she says.
“I just feel like with all other tasks that I’m doing, I always think back to when I was shaking at Solidcore and I still got through it,” she says. “Like I can do this too, you know? It’s just transformative from all parts, all aspects.”
The final deadline for the 2026 Inc. Regionals Awards is Friday, December 12, at 11:59 p.m. PT. Apply now.
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Ava Levinson
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