Modeled after the popular club-like Australian Pilates concept, Vaura has opened a flagship store on New York City’s Upper East Side.
Vaura Pilates, a total body conditioning athletic reformer Pilates concept owned by F45 Training, opens its first location on New York City’s Upper East Side. The Vaura location will offer 28 Pilates reformers, showers and even a beauty bar.
Pilates is predicted to be one of the top wellness trends in 2024, and Vaura brings the popular fitness modality to the studio with a club-like atmosphere that touts mood lighting, mirrored ceilings, and a premium sound system. We aim to provide. The concept originates from Vive Active in Australia, where he has three studios in Oz and two in Singapore.
Tom Dowd, CEO of F45 Training, said: “Vaura brings an electrifying energy to Pilates, a game changer in the sports world.” Before taking over as CEO of F45 last March, Vaura previously invested in the Mark Wahlberg-backed fitness franchise. Dowd recently appeared on Athlete News’ exclusive podcast to discuss the boutique fitness franchise industry and his vision for F45 and its associated brands.
“We are creating a new whole-body sensory experience unmatched by any other movement therapy,” Dowd said of Vaura. “Everything in our class, from the studio design and luxurious amenities to the club-like lighting, works in harmony to create a space with transformative results that our members will love, unlike anything that has ever existed before. You’ll wake up muscles you didn’t have.”
Vaura Pilates offers 50-minute classes in four formats, suitable for both beginners and Pilates enthusiasts.
- total: Vaura’s signature classes combine strength, endurance, and stretching in a full-body conditioning workout, with exercise options for beginners, intermediate, and advanced athletes led by Vaura trainers.
- stretch: Stretching for improved mobility and flexibility provides strength building and stress relief with Pilates, yoga, and flexibility workouts.
- circuit: Combining strength training, HIIT, and stability training, the circuit burns calories in 90-second intervals that work every muscle group in 12-16 rounds across multiple stations.
- fusion: A combination class that spends half on the Pilates reformer and half on floor-based functional movements for a full-body strength and conditioning workout.
Club Sports Group CEO and Vaura franchisee Travis Frenzel said it is an honor to launch the first Vaura studio in the United States and bring an exciting Pilates concept to the heart of Manhattan.
“We have some exciting moments coming up as part of our January opening, which we will be sharing more about on our social channels,” Frenzel said. “We look forward to welcoming Pilates enthusiasts of all fitness levels to our unique experience.”
Vaura Pilates opens on Saturday, January 13, 2024 at 1011 Third Avenue, corner of Third Avenue and 60th Street. Single classes start at $42, and various class packages are also available. To celebrate Vaura’s flagship Upper East Side location, new members can take advantage of a special limited-time offer.
In addition to F45’s signature functional training brands and Vaura, the brand also recently debuted FS8, which offers 50 minutes of yoga, Pilates, and toning. Expanding into other fitness areas is a key priority for F45 going forward.
“We want to make sure we offer a variety of avenues that truly meet everyone’s needs,” Dowd told Athlete News. “We are very focused on toning, yoga and Pilates to offer something different to the market.”
