If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission.
It’s a “50-minute high intensity, low impact, resistance training workout using slow and purposeful movements targeting the core, lower and upper body.” It’s behind cheeky, often-viral Instagram posts with captions like “this is where your email finds me” — overlaid on photos of rooms illuminated by blue lights and lined with custom-built pilates reformers. It’s also frequently shouted out by your favorite stars as the workout to end all workouts (and as the reason behind their camera-ready abs). The culprit? None other than Solidcore, of course, which recently generated even more buzz in the zeitgeist by rolling out its campaign with actress and comedian Ego Nwodim.
The brand’s first-ever celebrity collaboration, titled “Get Obsessed,” is aimed at celebrating the sheer devotion Solidcore’s clientele has shown since the workout debuted in Washington, D.C. circa 2013.
Nwodim, who made her own headlines last month when she announced her departure from the SNL cast after seven seasons, was best known for her “A Weary Mother in Her Darkest Hour,” “Miss Eggy” and “Lisa From Temecula” characters. Nwodim is also a veritable Solidcore devotee herself (the star has close to 300 classes under her belt, meaning she, for anyone familiar with the workout, has earned the privilege of loading her reformer with the heaviest of springs each class).
Sign Up Today!
Solidcore Membership
The entire campaign rests on Nwodim’s effortless humor. “I needed to set some boundaries,” the comedian declares in one of Solidcore’s new videos released across social channels, referencing the frequency at which she visits the studios. “But then the merch dropped.”
“This isn’t just a workout for me, it’s a practice that has helped me build strength and endurance that serve me well beyond the 50 minutes I spend in class,” Nwodim said in a press release.
She’s not alone in this. Celebrities like Sydney Sweeney have been known to put in time under Solidcore’s signature blue lights (in a past interview, the A-lister reported that “it’s been killing [her] ass”). Malia Obama was also spotted taking classes, and so have multiple athletes who praise Solidcore’s ability to help clients rebuild muscles after injuries and build a holistic strength foundation.
The structure of each class is as follows: You hop on your reformer (lovingly dubbed “Sweatlana,” as an allusion to how sweaty, not to mention shaky, you’ll be when you walk out of the studio), adjust your spring level and begin a series of instructor-led movements, shifting from one muscle group to the next as they progressively reach a level of failure. Though each month at Solidcore has a specific muscle focus, you can be sure of the fact that you’ll be walking out of class having activated everything: from your obliques (hello, twisted plank extensions!) to your quads and glutes. No breaks are scheduled into the 50 minutes you’ll spend moving from one side of the machine to the other — motivated not only by the finish line in sight but also the energizing hits blasting from the speaker.
Is Solidcore a cult? Some might think so. But the “Get Obsessed” campaign is aiming to recontextualize the workout as something you can embark on at any fitness level, versus being marked by an exclusionary atmosphere full of side-eyeing, silently judging pilates girls in matching Adanola sets.
“Solidcore is more than just a workout — it’s about choosing who you want to be,” Shane McCarthy, the brand’s senior vice president of digital and marketing, shared.
Ready to embark on your winter arc? Becoming a Solidcore member also comes with the advantage of exclusive perks. Bragging rights aside, you’ll be getting special offers from partner companies the likes of Tower 28, Celsius, Shay Mitchell’s Béis, Whoop and more. But the best perk of all just might be the friends you make along the way (not to mention the way your abs will start resembling a tic-tac-toe board you, like Nwodim, get to the 300-class mark).
Sign Up Today!
Solidcore Membership
#Celebrity #Fans #Membership #Deals #Campaign
