Beyond the Reformer: [solidcore] Heats Up Its Growth Strategy with Ascend

WASHINGTON, D.C. – September 14, 2026 – For over a decade, the [solidcore] brand has been synonymous with one thing: a punishingly effective, reformer-based workout that builds lean muscle through slow, controlled movements. Today, the company announced a significant departure from that singular focus, launching [solidcore] ascend, a heated, floor-based strength training format. This move isn't just an addition to the class schedule; it's a calculated strategic pivot designed to fuel the company’s aggressive national expansion and redefine its place in the hyper-competitive boutique fitness market.

The Strategic Pivot: Beyond the Reformer

The introduction of ascend marks the first time in its 13-year history that [solidcore] has ventured beyond its custom-built reformer. The new offering, a 50-minute class called Strong50, swaps sustained tension for heavy weights, prescribed reps, and varied tempos. It’s a move that reflects a broader industry trend where consumers build a “fitness portfolio,” seeking multiple, complementary modalities to achieve holistic health goals. By offering a different style of strength training under the same roof, [solidcore] is making a bid to capture a larger share of its clients' fitness regimens.

This diversification is a cornerstone of the company's ambitious growth strategy. With over 180 studios currently in operation, [solidcore] has set a goal of surpassing 250 locations by 2028. Expanding the brand's ecosystem is critical to justifying that rapid scaling.

"Our clients have always been at the center of how we think about the future of [solidcore]," said Bryan Myers, President and CEO of [solidcore], in a statement. "As we've grown, we've seen an opportunity to meet more of their strength training needs while staying true to what makes this brand distinct. [solidcore] ascend allows us to do exactly that."

Operating on a corporate-owned model—a key differentiator from franchise-heavy competitors—allows the company to maintain tight control over brand consistency and quality, a crucial factor when introducing a new concept. The phased rollout, starting with a dual-modality studio in New York’s Manhattan West this winter, suggests a deliberate, data-driven approach to this expansion.

Deconstructing the 'Strong50' Experience

At the heart of ascend is Strong50, a class programmed to develop hypertrophy (muscle growth), absolute strength, and power. This stands in stark contrast to the original [solidcore] workout, which excels at building muscular endurance and core stability through sustained time under tension. The new format takes place entirely on the floor at a custom weight and resistance station, with coaches guiding clients on weight selection and form.

The most talked-about feature is the heat. Strong50 classes are heated to a target of 90 degrees using infrared technology. The company claims the infrared wavelengths ease inflammation, promote muscle recovery, and optimize blood flow. While a body of scientific evidence supports the use of infrared saunas for post-exercise recovery and cardiovascular benefits, the direct, synergistic effect of performing high-intensity strength training within an infrared-heated environment is a newer application with less dedicated research. The approach capitalizes on the growing popularity of heated workouts, but its primary benefit may lie more in perceived exertion and recovery-related effects than in direct enhancement of strength gains during the session itself. As with any heated exercise, proper hydration will be a critical factor for client safety and performance.

Navigating a Heated and Crowded Market

[solidcore] is not entering an empty arena. The heated fitness niche is already well-populated. Brands like Hotworx, which offers a variety of virtually-instructed workouts in infrared saunas, have expanded at a blistering pace, now boasting over 700 locations. Established players like CorePower Yoga have also found success with strength-oriented heated classes like “Hot Sculpt.” On the non-heated side, F45, Barry’s, and Orangetheory have long dominated the high-intensity, floor-based strength space.

The challenge for [solidcore] will be to prove its premium, coach-led model can carve out a meaningful space. Its unique selling proposition lies in the specific combination of elements: the emphasis on heavy lifting for true strength and power, the use of infrared heat, and the integration with its established reformer workout. By creating a complementary system, [solidcore] is betting that existing clients will embrace the chance to round out their training within a familiar ecosystem, rather than seeking a separate gym for traditional weightlifting.

An Evolution Forged in the 'Innovation Lab'

This strategic pivot was not conceived in a vacuum. According to the company, the development of ascend was a direct result of client feedback gathered through its [solidcore] Innovation Lab. The process involved open experimentation, including a two-week trial of a heated, mat-based format at its Navy Yard studio in Washington, D.C., which yielded overwhelmingly positive feedback.

"[solidcore] ascend is inspired by what our clients told us they are looking for in their strength training regimen, while remaining grounded in the personalized coaching, intentional programming, and effectiveness they expect from [solidcore]," stated Anne Smith, the company's Chief Commercial Officer. She emphasized the new offering is designed “to complement, rather than replace, the signature [solidcore] workout.”

This client-centric development process signals a commitment to evolving with its user base, a strategy that may prove essential for retaining loyalty amid increasing market fragmentation. As the first ascend classes launch in Manhattan this winter, followed by dedicated studios in 2027, the industry will be watching closely to see if [solidcore]'s calculated expansion can successfully turn up the heat on its competitors.