Pilates studios across the US urge followers to vote in midterms

Pilates and yoga studios across the United States have used social media in the days before the midterm elections to urge their followers to vote. According to The Guardian, a wave of posts from fitness and wellness accounts on Instagram shifted away from usual workout messages and toward civic duty.

Studio owners and instructors posted reels and pictures encouraging clients and followers to head to the polls. Engagement varied widely. Some posts received around 70 likes, while others gathered more than 10,000, depending on how large the account’s following was.

Several messages stood out. Frederick Ocansey, a pilates instructor with nearly 25,000 followers on Instagram, wrote that a strong core is attractive and that having a voice is powerful. KGC Pilates in Flatbush, Brooklyn, compared missing a class with missing an election. Mome Studios in South Portland, Maine, put up a sign referring to Elon Musk’s plans to colonise Mars, and Kore Pilates, a Black-owned studio in Nassau County, New York, shared a plain text message on a black background.

Incentives and community events

Some businesses went further than messages. Yoga studios offered free drop-in classes to anyone who showed an "I Voted" sticker. Others said they would waive late cancellation fees so people could go and vote. Coffee shops have also long offered discounts to customers with the stickers.

According to the report, the League of Women Voters in Houston organised a free, hour-long pilates class in a park with a polling location. The event worked with the fitness non-profit Fit Houston. Sabine Hodge, a development manager at the League who also teaches pilates, said both activities aim to empower people.

The shift follows a summer trend of pilates pop-ups on rooftops and in parks, many run by large corporate brands. In recent weeks, some of these events took on a civic theme, according to the report.

Why the trend matters

Kiersten Gibson-Cooper, owner of KGC Pilates, told The Guardian that wellness is on the ballot. She said voters decide issues such as healthcare, wages and grocery prices, and that she does not want clients to choose between a class and food. She also acknowledged that the posts could be seen as a way to boost engagement, but said her community work predates the election.

The Guardian notes that voting-themed content has become popular on social media in recent US elections. Platforms such as Instagram have added filters and stickers that users can share. The article also links the trend to earlier efforts, such as the 1990s Rock the Vote campaign, which used musicians to reach younger voters.

Ahtasham Azim, owner of Shaam Chai and Coffee in Katy, Texas, said his offer could bring some financial benefit but was mainly about building community. He said the business benefits because it first serves people well.

Frequently asked questions

Sources

• The Guardian: ‘Wellness is on the ballot’: why did so many pilates studios tell me to vote in the midterms?

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