• by Les Luchter , Yesterday

Jennifer Aniston, named a Pvolve “partner” in 2023, is starring in another campaign for the women’s fitness brand, which sells equipment, workout classes and apparel. 

Viewers of  a :30 spot  titled “Worth It Everytime” go inside Aniston’s mind via a voiceover as she first hesitates doing a workout, then struggles with her motivation during the workout, and finally declares, “How incredible do we feel right now!”

Three other :30 spots find Tracy Tutor, real estate agent and star of Bravo’s “Million Dollar Listing,” touting Pvolve as “The Longevity Workout.”

The four pieces are being run on owned media and on programmatic connected TV “spanning a broad mix of streaming platforms, locations, and audiences to test and optimize performance,” Pvolve President Julie Cartwright tells Marketing Daily.

“Worth It Everytime” adds a message about the mental benefits of fitness to Pvolve’s previous focus on the physical benefits, Cartwright relates. “This campaign shifts messaging to owning the mindset and psychology behind reframing hesitation as a meaningful part of long-term strength building.”

Or, as Aniston says in a statement, "The conversation in your head is actually part of the work.”

Driving home the connection between the mind and body, Pvolve has teamed up with Headspace for that meditation app’s users to receive 30 days of free access to Pvolve’s services.

The fitness platform is also running a “challenge” for its users this month, in which its members who complete four workouts each week will receive a free “Everything Pouch” valued at $36.

Those two promotions, combined with the four spots, creates "a larger, multi-layered consumer campaign,” Cartwright says.

“With this campaign, Pvolve is looking to reframe workout hesitation as meaningful progress shifting mindset away from intimidation toward consistency, total body health, and self-care,” she adds.

Specific goals, she adds, include highlighting the holistic health benefits of workout routines through the Headspace partnership, driving engagement, and strengthening brand affinity, habit formation and community connection over the long term.

The campaign is running through Q1, with its biggest push this month, Cartwright says.

Mazarine NYC was Pvolve’s creative agency for the Aniston spot, with Dundas Media handling the Tutor spots.

Talkspace Touts Research

While Headspace focuses on meditation, Talkspace -- which concentrates on online therapy -- has launched a campaign called “Own Your Now” that’s designed to get people started with the telehealth service .

The campaign comes on the heels of a study done by Talkers Research that found while 28% of Americans experienced 2025 as either “bad” (19%) or “awful” (10%), 49% believe they’ll reach a better place mentally in 2026. Talkspace/Talkers surveyed 2,000 people in November.

“So let’s start 2026 with a hard truth: There’s no perfect time to heal past hurts or build the future you secretly dream of, and there’s no time to waste. Make this the year you bravely go out and grab what you need from life, whether that’s outer rewards or inner peace,” declares a dedicated campaign hub.

“Own Your Now” includes paid ads on connected TV, YouTube, TikTok, Meta, Snap, Reddit, Pinterest, and X, and scripts for podcasts and affiliate marketers. There will also be influencer partnerships, with content focused on “wellness, growth, and self-reflection,” Talkspace tells Marketing Daily, as well as organic social. The target audience is  “predominantly” female, the brand says.

“Own Your Now,” with content created in-house, will run through the end of this month. The brand says that performance results will be measured by customer acquisition, cost-per-action, and conversion rates; and awareness/consideration results through video completion rate, engagement rate, reach, organic traffic lift and ad recall.