Hailey Bieber has declared pilates officially passé. The Rhode Beauty founder and model shared her fitness perspective in a recent interview, signaling a shift away from the workout trend that dominated celebrity fitness culture for years.
Bieber's comment reflects a broader movement in wellness circles where once-ubiquitous practices face renewed scrutiny. Pilates studios exploded across major cities in the 2010s and 2020s, becoming the go-to activity for celebrities seeking lean, toned physiques. Brands like Equinox, Club Pilates, and Reformer-focused boutiques built empires on the method's promise of long, lean muscles.
Yet the fitness landscape constantly evolves. What captures celebrity endorsement one season fades the next. Bieber's take arrives as the wellness industry shifts focus toward functional fitness, strength training, and holistic approaches that emphasize performance over aesthetics alone.
The Rhode mogul herself has publicly championed various fitness routines, from weight training to yoga. Her stance on pilates reflects her personal evolution and broader cultural moments where celebrities increasingly question wellness trends they've previously championed.
This matters because celebrity fitness endorsements move markets. When A-list figures champion a workout, studio memberships spike and activewear sales follow. Bieber's comment could influence her 62 million Instagram followers and reshape where fitness-focused consumers invest their time and money.
The pilates industry built itself partly on celebrity validation. As influencers shift allegiances, studios must adapt or risk losing relevance. Some have already pivoted, emphasizing community and mental health benefits alongside physical results.
Bieber's dismissal represents the natural cycle of wellness trends. What felt revolutionary becomes routine becomes outdated. Her willingness to call out pilates publicly also speaks to a cultural moment where celebrities feel freer rejecting trends they once embraced,