[Solidcore] CEO Bryan Myers Is Protecting The Best Parts Of The Business While Embracing Technology To Prepare For Its Future – AfroTech
Bryan Myers is prioritizing responsible growth at [solidcore].
Before Myers started working for [solidcore], he was a client. He took his first [solidcore] workout class 11 years ago and didn’t initially foresee having a greater presence within the company, which offers high-intensity, low-impact workout classes done on a reformer machine, according to its website.
In 2018, he joined as chief operating officer, bringing experience as a project leader at Boston Consulting Group and as a former vice president of strategy and financial planning, as well as new-store development, at sweetgreen, per his LinkedIn.
Today, he leads as the president and CEO of [solidcore] — after serving as president and COO — succeeding founder Anne Mahlum. Being a client-first leader is his superpower, he told AFROTECH™ in an interview. He has maintained empathy for the client experience and a deep appreciation for the coaches.
Protecting The Culture Of [Solidcore]
Myers views his takeover as a unique challenge and opportunity, he said. Rather than swooping in and focusing first on what he wanted to change, he took greater consideration of the areas of the brand that he wanted to protect, such as its culture, which centers on strength at the core and is upheld largely by its coaches.
“Our coaches at the end of the day are our product. They are that special relationship between client and [solidcore],” he told AFROTECH™ .
The culture of [solidcore] also prides itself on ensuring everyone is seen, as exemplified by its commitment to diversity, equity, and inclusion (DEI), even as brands and companies increasingly shy away from it, because the company believes it is the right thing to do, he noted.
“It strengthens the business case. I’ve often said to people when Black women think about where they want to go to do a reformer-based workout, I want the default place for them to consider to be [solidcore],” Myers pointed out.
“When you see us celebrate Black History Month in February, Women’s History Month in March, you’ll also see us celebrate Pride in June, AAPI (Asian American and Pacific Islander) Heritage Month later this fall,” he added. “All of those things are rooted in building a community where people feel like ‘this company has my back, this company sees me, and this company cares about the things that make me unique and wants me in this space.’”
Doubling down on protecting the company culture has also led to his objective to fill about 70% to 80% of new roles through internal promotions or transfers, while the remaining roles would be open to external hires, he mentioned.
In terms of the business’s evolution, Myers is shifting the perception of boutique fitness, which he stated has historically been a space for “petite white women.”
“We did a lot of work as we thought about building our team so that when people walked into the studio, they saw people who represented them, they saw people of different colors, they saw people of different body shapes and body sizes,” Myers said.
[Solidcore] has been expanding its presence into more urban markets, including Buffalo, NY; Los Angeles; Seattle; San Francisco; and most recently Birmingham, AL, while in talks to expand to Bentonville, AR.
“These communities that oftentimes are overlooked by premium boutique fitness operators, we don’t feel should be overlooked. So it’s how do we continue to expand and touch more people to have greater impact in this country and ultimately around the globe,” he said.
Responsible Growth
There are currently 168 [solidcore] studio locations across 31 states, according to information shared with AFROTECH™. In 2024, global consumer-focused investment firm L Catterton entered into a definitive agreement with VMG Partners, Kohlberg & Company, and Peterson Partners to acquire a majority stake in [solidcore], according to a press release.
Myers told AFROTECH™ that partnering with a private equity firm was never about capital. The business has never needed cash to grow — it is self-funding. Instead, the focus has always been on responsible growth.
[Solidcore] is one of the fastest-growing boutique fitness brands in the nation and is on track to reach 200 locations by the end of 2026, according to information shared with AFROTECH™.
“At the end of the day, we are all stewards of this business. If we believe truly that we’re building a generation-defining brand, which I do, and a brand that will outlast me as a leader, which I do, then it really is our job as stewards who are here temporarily to make sure that we continue to build something that will outlast the tenure that we each will have in our respective roles here at the company,” Myers said.
Technology
Looking ahead, technology will play a pivotal role at [solidcore]. It’s been the driving force of creating the company’s in-person experiences while ensuring the team can do the work necessary to deliver quality experiences for clients, he mentioned.
In the works is an instructor/coach app designed to create more authentic and intentional experiences. He said the tool will help instructors track milestones, such as birthdays or a client’s fifth class, while also flagging insights, such as a two-week absence or an injury, enabling more personalized, one-on-one attention.
The goal is to personalize the experience for both clients and team members, Myers added. This has translated to StarterFifty, which launched in 2024 and was fully rolled out in 2025. Unlike [solidcore]’s traditional standard, the 50-minute class offers a slower pace for those in the earlier stages of their fitness journey.
Additionally, an AI-powered solution is in the works to help position coaches to remain at the top of their game. With between 3,500 and 4,000 coaches, AI will ensure they receive individualized, regular attention to elevate their development, he said.
“We’re doing some interesting things on the AI front that we think are going to help leapfrog our coaches in terms of how quickly they become stronger coaches,” he noted.
Looking ahead, Myers has set a goal to impact 10 million lives over the next decade through [solidcore]. The business is already logging in 70% year-over-year growth among its members.
On a personal front, he wants to empower those who are coming behind him to have an impact beyond his “wildest dreams,” as he understands that will be the key to multiplying impact and creating a ripple effect industry-wide.
