---
title: "Solidcore Unveils New ‘Stronger For It’ Brand Platform"
url: https://burnaze.com/article/932bea2a-baac-47ad-a8f0-0e4f19ac97b6
source: "Athletech News"
original_url: https://athletechnews.com/solidcore-stronger-for-it-brand-platform/
author: "Courtney Rehfeldt"
category: "Boutique fitness"
industry: "Fitness"
segment: "Boutique fitness"
published: 2026-05-26T14:27:35.000Z
modified: 2026-10-31T13:18:24.010Z
image: https://athletechnews.com/wp-content/uploads/2026/05/INTERIOR-05.13-1.webp
---

# Solidcore Unveils New ‘Stronger For It’ Brand Platform

**TL;DR:** Solidcore has launched a new brand platform called 'Stronger For It' to highlight how its strength-training discipline applies to members' daily lives. The brand is on pace for 30 to 35 new studio openings this year, fueled by its real estate partnership and private equity backing from L Catterton.

*By Courtney Rehfeldt, originally published in Athletech News on 2026-05-26. [Read the original](https://athletechnews.com/solidcore-stronger-for-it-brand-platform/).*

## Story

The Pilates-inspired strength-training brand has launched “Stronger For It,” a new brand platform that reminds its members that what they learn on its reformer, known as “Sweatlana” among its devotees, carries over into the rest of their lives.

“Strength earned in the studio doesn’t stay there — the discipline, resilience and confidence you build in 50 minutes follow you everywhere else,” said Jamey Sunshine, Solidcore’s senior vice president of brand. “‘Stronger For It’ is about the version of yourself that exists beyond the studio because of the work you put in on the machine. It’s about how you show up at work, at home and in the moments that matter most. This platform is our way of saying it out loud.”

To mark the launch, Solidcore is hosting an immersive activation in Venice, California, on May 29 and May 30 at 1515 Abbot Kinney Blvd. The campaign will roll out across digital, social, in-studio environments and brand partnerships throughout the year.

Beyond its upcoming event, the beloved boutique fitness brand is on pace for 30 to 35 new studio openings this year, fueled by its real estate partnership with SiteRise and recent private equity backing from L Catterton. It also recently wrapped a heated mat format pilot at its Navy Yard studio in Washington, D.C. The location offers a dual-room space that gives Solidcore a chance to experiment with new concepts.

## Entities

- Fitness (sector)
- Athletech News (publication)
- private equity (topic)
- Courtney Rehfeldt (person)
- studio expansion (topic)
- Solidcore (company)
- L Catterton (investor)
- fitness brand (topic)
- brand platform (topic)
- L Catterton investment in Solidcore (deal)

---
Originally reported by Courtney Rehfeldt, Athletech News (https://athletechnews.com/solidcore-stronger-for-it-brand-platform/). Summarized by Burnaze (https://burnaze.com/article/932bea2a-baac-47ad-a8f0-0e4f19ac97b6).