Why Less Is More at Vurve
Why Less Is More at Vurve
Before Vurve was even born, one thing was clear: we’ve always been quality-over-quantity people — in life and in business. That philosophy is at the heart of everything we do, and it’s exactly why you won’t find a library of hundreds of classes or an overwhelming list of recipes inside the Vurve platform.
When I first dreamt up the idea of creating an online wellness space, I didn’t dive in blindly. In fact, I did years of unintentional research. As a Pilates teacher who also loves moving at home, I’ve been a member of countless other platforms over the years — not because I was studying them, but because I was genuinely seeking movement that felt good.
And here’s what I found: the platforms that overwhelmed me the most were the ones packed with hundreds of classes and countless styles. It felt cluttered, chaotic, and anything but calming. There was no clear direction, no intention behind the programming, and sadly, very little attention to form, technique, or quality. At times, I even questioned whether what I was doing was still Pilates.
I also began to notice that many of these platforms were charging premium prices for content filmed on an iPhone in someone’s living room, using minimal equipment and little to no cueing. Now — each to their own. I’m not here to judge. But when it came time to build Vurve, I knew I wanted something more refined. More curated. More intentional.
Vurve isn’t about throwing everything at you in the hope something sticks. It’s about offering a boutique experience that truly supports your mind, body, and nervous system. That’s why every class inside the studio is thoughtfully planned, professionally filmed, and led by highly-trained instructors who value precision, posture, and real results. Yes, you’ll feel the burn. Yes, there might be the occasional cuss. But above all else, you’ll feel supported.
We don’t add new classes every single week — and that’s by design. Pilates is a method. A practice. And the beauty of the method is found in the consistency, not the novelty. There are only so many class categories that can be created before the method begins to lose its integrity, and I refuse to compromise on that just for marketing hype.
Our studio is small by choice. It’s intimate, exclusive, and built on the belief that less noise creates more connection. Will more classes come? Of course. But only when they’re ready. Only when they’re needed. And only if they add genuine value to the experience.
I’m not interested in building something fast and flashy. I’m building something that lasts.
Vurve will always be a platform where you know exactly what you're getting: elegance, quality, and a feeling of coming home — to your breath, your body, and your self-worth.
With love,
Aimee
Founder of Vurve
