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Subculture Series: How “That Girl” Reinvented Pilates

Jun 08 2023

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YPulse’s Subculture Series shares deep dives into some of Gen Z and Millennials’ ever-evolving list of subcultures. This month, we’re taking a look at how Pilates became a cult-followed subculture for Gen Z and Millennials across social media platforms, but how the beneficial workout is actually quite exclusionary...

TL;DR

Pilates has made a significant comeback thanks to the desire for at-home workouts during the pandemic, prompting a huge online audience
Gen Z and Millennials are loving the workout model because of its glorified representation on social media—though the aspirational look can also be exclusionary
But Pilates can appear intimidating (and expensive) to beginners, so brands should interwork Pilates content by making it inclusive for all

Pilates, a low-impact, full-body workout that channels the mind-body connection, has become a fitness subculture embraced by Gen Z and Millennials. While it’s been around far longer than fitness influencing, social media has fueled a surge in its popularity over the past couple years. During the pandemic, at-home mat Pilates became a go-to workout, as...

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