BODYBAR taps KSM for media and brand expansion

BODYBAR Pilates has named Kelly Scott Madison as its agency of record, tasking the Chicago-based firm with supporting brand expansion and franchise growth across the United States.

The agency will lead brand strategy, media planning and investment, digital marketing, and analytics as BODYBAR scales its presence, with plans to open 70 studios in 2026.

Media strategy focuses on full-funnel growth

As part of the partnership, Kelly Scott Madison will deploy a full-funnel media approach spanning connected TV, audio, social, and search. The strategy aims to increase brand awareness, drive memberships, and engage health-focused audiences in key markets.

BODYBAR Pilates is working to strengthen its positioning in a competitive boutique fitness sector by building a more unified brand identity while maintaining its community-driven model.

Brittany Granby, vice president of marketing, BODYBAR Pilates: "BODYBAR is focused on building a strong national brand while staying deeply connected to the communities we serve. KSM's strategic approach and understanding of our vision make them the ideal partner to help amplify our story and support our continued growth. We're excited to work together to bring greater awareness to the BODYBAR brand and the impact our studios are making across the country."

Data-led approach underpins campaign execution

Kelly Scott Madison will use its data-driven media platform to balance brand-building with lead generation. The agency’s approach incorporates AI-based targeting, predictive insights, and real-time optimisation to improve campaign performance.

Campaigns will primarily target professional women seeking wellness-focused fitness options, while also reaching broader audiences interested in accessible, community-oriented workouts.

Chad Maxwell, president, Kelly Scott Madison: "We're excited to partner with one of the most dynamic brands in fitness today. Our local and national expertise will expand BODYBAR's visibility, grow memberships, and support expansion into new geographies as demand for wellness continues to rise. By combining data-driven strategy with local insight, KSM will help its footprint grow, strengthen the brand across markets, and drive awareness for its studios at scale."

Supporting expansion through localized media

The partnership will also include a hyperlocal media strategy designed to adapt campaigns in real time based on market conditions. This approach is intended to support franchise growth while improving engagement and performance across regions.

Through integrated media planning and ongoing optimisation, the companies aim to increase brand recognition and support BODYBAR’s expansion into new markets.

www.bodybarpilates.com

www.ksmmedia.com

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