From VHS Tapes to Streaming Workouts
Julie’s career in fitness began behind the curtain, helping to produce and distribute programs for some of the biggest names in the industry. She worked with icons like Jillian Michaels, Tracy Anderson, and Billy Blanks, creating content that landed on the shelves of retailers like Target and Walmart.
“I’m going to date myself,” she laughed, recalling those early days. “We were making programming on VHS, then DVDs, and eventually digital.”
While the medium kept evolving, one constant remained: Julie’s love for fitness.
“Every boss I had told me at some point: drop the fitness side,” she said. “But I couldn’t. It was the part of my job I loved most.”
That choice — to hold on to what energized her — became the seed for her next chapter.
A New Kind of Fitness Brand
In 2017, Julie partnered with co-founder Rachel Katzman to launch Pvolve, a science-backed method built on functional movement and resistance training.
The vision was bold: create a system that delivered results without punishing the body. Instead of “go harder” or “push through,” Pvolve asked a different question: what if your workout actually supported your body across every stage of life?
Today, Pvolve has grown into a global platform with:
1,400+ on-demand workouts
48 live classes per week
4 patented training tools designed to maximize functional strength
The results go beyond aesthetics. Yes, members see toned abs, strong arms, and lean muscle. But they also experience what Julie calls the “unexpected outcomes”: better balance, posture, and joint longevity.
“Low impact doesn’t mean low results,” she explained. “It means building strength that’s sustainable for life.”
Science Meets Soul
At the heart of Pvolve is a commitment to science. The method was designed in collaboration with medical experts and physical therapists to ensure it supported women’s real needs — from hormone health to joint function.
But for Julie, the science is only part of the story. Equally important is how members feel. Pvolve’s community emphasizes self-awareness and empowerment rather than competition.
“It’s about listening to your body,” she told Jules. “Not forcing it. Not fighting it. But asking: what do I need today? That’s where longevity comes from.”
Disrupting a Male-Dominated Industry
Julie is quick to point out that Pvolve’s disruption isn’t just happening in the gym. It’s happening in boardrooms and franchise ownership as well.
In an industry where most fitness franchises are owned and led by men, 90% of Pvolve franchise owners are women. These owners range from first-time entrepreneurs to seasoned professionals eager to align their work with their values.
“We’re not just building stronger bodies,” Julie said. “We’re building stronger opportunities for women in business.”
That dual mission — fitness and empowerment — has become part of what makes Pvolve stand out.
Lessons From a Career of Evolution
Julie’s path from VHS tapes to leading a global brand offers lessons for anyone pursuing an unconventional path.
Don’t abandon what you love. Even when advised to “drop fitness,” Julie leaned in — and it became her differentiator.
Adapt with the times. From VHS to streaming, she embraced change without losing sight of her core.
Longevity is the real success metric. Whether in health or business, sustainable growth beats quick wins.
Empowerment multiplies impact. By prioritizing women in ownership, Pvolve has created ripple effects beyond workouts.
Trust your body — and your instincts. Julie’s leadership reflects the same philosophy as her workouts: awareness creates resilience.
Why Longevity Matters Now
For Julie, longevity isn’t just a buzzword. It’s a counterpoint to a culture obsessed with extremes — whether in fitness programs that leave people burned out, or business models that prioritize short-term gains.
“Your body will carry you through life,” she reminded listeners. “When you take care of it in a way that’s sustainable, you’re investing in more than how you look. You’re investing in how you live.”
That belief extends to her business philosophy as well. In Pvolve’s steady growth and female-led franchise model, longevity is the north star.
A Movement, Not Just a Workout
Julie doesn’t describe Pvolve as just another studio or app. To her, it’s a movement — one that challenges outdated definitions of strength, reimagines what success looks like, and opens doors for women in business.
By anchoring the brand in both science and soul, Julie has positioned Pvolve as a fitness company built not just for this year, but for decades to come.
And for the women who now own and operate Pvolve studios across the country, it’s proof that the future of fitness — and business — can look very different from the past.
Giveaway
This week, Julie is giving a free 1-month membership to the Pvolve platform, including full access to on-demand and live classes.
Connect With Julie:
Website: pvolve.com
Instagram: @_juliecartwright
LinkedIn: Julie Cartwright
Pvolve Instagram: @pvolve
YouTube: Pvolve
