Exercise Professionals - Boutique operator P.volve opens flagship studio in New York...
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28 Oct 2019

Boutique operator P.volve opens flagship studio in New York
BY Tom Walker

Former Miss Universe and social media influencer Olivia Culpo at the new P.volve studio

Former Miss Universe and social media influencer Olivia Culpo at the new P.volve studio
photo: P.volve

P.volve, the boutique fitness brand founded by celebrity trainer couple Stephen Pasterino and Rachel Katzman, has opened a new "multi-million dollar" flagship studio in the heart of New York's Soho district.

The 6,700sq ft (622sq m) fitness studio houses a main exercise studio space capable of hosting 30 people, a private studio for high-end clients – accessed through a "VIP elevator" – and a large retail space.

P.volve has attracted a celebrity following – which includes former Miss Universe and social media influencer Olivia Culpo – to its functional fitness-based HIIT workouts, which it has been offering through online programmes and live streams.

"P.volve is the opposite of a gruelling, high-impact, painful workout," said co-founder Pasterino.

"Instead, it's a safer, functional movement-based method to help you achieve the beautiful, natural muscle tone and healthy results you want. The idea is to enjoy it – pain isn't gain. Pain is just pain."

The studio is the brand's first location and will also be used to broadcast live streams.

Co-founder and CEO Rachel Katzman said: "We are so excited to finally open our doors in the heart of Soho.

"It's been a dream come true to build out a studio of this size and to elevate our class experience to the next level."

P.volve also produces its own, branded exercise equipment, which it retails online.



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