Pvolve and Jennifer Aniston launch Movement Longevity fitness approach

Pvolve and Jennifer Aniston introduced Movement Longevity on September 23, 2026, positioning it as a fitness category focused on maintaining strength, mobility and stability as women age. Announced in New York, the initiative includes a forthcoming 30-day on-demand training programme and a company report examining barriers to weight training.

The fitness franchise operates a hybrid model combining digital streaming with boutique studios, with more than 45 locations open across North America and 50+ additional studios in development. The launch gives that network a shared training proposition centred on maintaining physical capability over time, rather than exercise outcomes alone.

Company research identifies a guidance gap

Pvolve’s first Movement Longevity Report found that 66% of women surveyed had never been advised by a doctor or trainer to weight train, while just 16% had received specific guidance on beginning. Among barriers to participation, 56% cited not knowing where to start, fear of injury or intimidation around gyms and weights.

The reported guidance gap increased with age. About 55% of women ages 40–44 had never been told to weight train, compared with 75% of women 65 and older, according to the company.

The report also examined understanding of muscle health. Only 15% of respondents said they understood the effects of muscle loss on metabolism, bone health, balance and long-term independence well enough to explain them; among women 65 and older, the figure was 8%.

Muscle health underpins the positioning

Pvolve said its approach draws on its Healthy Aging Study and Lower Back Pain Study, combining strength, mobility and stability in every workout. The company describes the aim as helping women retain the physical capacity needed for activities they want to continue as they age.

Dr. Nima Alamdari, Pvolve’s chief clinical advisor, argued that muscle health receives insufficient attention in routine care. He said changes in strength, function and body composition through menopause should be measured and treated as vital signs.

The findings also addressed support for women using GLP-1 medications. Among respondents who currently used or had previously used these treatments, only 32% said a provider had told them before starting that medication could lead to muscle loss as well as fat loss.

Aniston programme adds a practical starting point

Aniston’s 30-day training schedule, created with Pvolve vice-president of training Dani Coleman, will be available through the company’s on-demand platform. Pvolve said the programme is intended to give women a practical route into weight training, alongside the progressive strength-building approaches offered in its studios.

According to the company, Aniston has gradually increased the load in her workouts with Coleman and reported improvements in body composition and everyday movement. “A lot of women are intimidated by weights or don't know where to start,” Aniston said.

Founded by Rachel Katzman in 2017, Pvolve formally partnered with Aniston in 2023. Its Functional Weight Training and Sculpt workouts use proprietary resistance tools and weights, supported by a clinical advisory board with expertise in physiology and biomechanics.

For studio operators, the initiative connects Pvolve’s existing class format with its digital offering and an ageing-focused message. With 50+ additional studios in development, that positioning will sit alongside the brand’s continuing physical network expansion.