FPC: Gym for Expectant Mothers
FPC is a New York-based gym that offers specially designed, high-intensity workouts for pregnant women.
Most classes aimed at pregnant women "treat pregnancy like an illness", according to FPC's website. The gym is looking to change this by offering challenging workouts that increase the fitness levels of pregnant women, strengthening them through pregnancy and reducing postpartum recovery time.
The gym offers four different classes, including its signature class: a 45-minute session of high-intensity yet low-impact body-strengthening exercise with loud music. FPC Flow is also among the classes offered, but contrary to the common yoga sessions for pregnant women, this class is described as "prenatal yoga on steroids".
The gym's main selling point is the security it gives pregnant women. They only employ experts on prenatal workouts and provide a safe space for women to share their stories and experiences. Besides exercise classes designed for pre-birth, FPC offers workshops that help mothers after their baby has been born, such as the Breastfeeding Basics sessions taught by certified lactation counsellors and doulas.
With more than a million US millennials becoming mothers each year (Pew Research, 2017), brands should cater to their desire to be perceived as people with diverse and complex personalities, rather than grouping them into the broad category of "mothers".
For more on millennial parents and brands that are changing conversations around maternity, see Natal Nutrition: Fertility to First Foods and Retail Concepts Nurturing New Parents. To explore other gym formats shaking up the fitness market, see Millennial Fitness Update: Tech Tones Up.