We sat down with Maxine Clifford to learn about her passion for pūrvelo, how it impacts the community, and what the 10 year anniversary means to her.
What inspired pūrvelo, and how has the vision evolved over the last decade?
pūrvelo started as a rebellious little idea — what if fitness could feel less like punishment and more like a party? What if we ditched the metrics, the mirrors, and the pressure of competition, and gave people permission to move for joy, not judgment? That vision came to life in 2015 with the opening of our Charlottesville studio, and I was fortunate to join the brand as an intern within the first year.
Since then, I’ve worn just about every hat you can imagine — teacher, manager, and now owner of the pūrvelo studios in Charlottesville, VA, and Athens, GA. The last 10 years have been wild in the best way. I’ve seen firsthand how the brand has evolved while staying true to its heartbeat: community, energy, and presence. We’re not here to help people burn calories. We’re here to help them take care of themselves — and enjoy the process of becoming healthier, more confident humans.
Over time, pūrvelo has grown into a space that’s vibrant, woman-owned, and grounded in the strength and diversity of our community. We’re not trying to impress you with numbers — we’re here to remind you that you already possess everything you need to become the best version of yourself.
What does this ten year anniversary mean to you on a personal level?
It’s hard to put into words what this anniversary means to me — it’s emotional. It marks ten years of bold ideas, big risks, and even bigger growth. I’ve grown up with pūrvelo, and what’s really wild is that this place — this brand — has grown up right alongside me. I’ve changed. The business has changed. But the heart of it has always been the same: create something that makes people feel alive.
This anniversary is a celebration of what happens when you stay aligned with your purpose — even when the path isn’t always clear — and stay open to reinvention along the way. I’ve always tried to lead with a willingness to entertain fresh ideas and to infuse those ideas into the heart of pūrvelo. It’s how we continue to evolve, stay relevant, and keep building something that resonates deeply with the world we’re living in now.
What sets the experience at pūrvelo apart from other cycling studios?
We are unapologetically different. When you walk into pūrvelo, the lights are low, the music’s loud, and the energy is electric. Our classes are immersive and rhythm-based, blending choreography with high-intensity cardio in a way that feels more like dancing than exercising.
The flow of our experience allows riders to be fully present in their bodies — no screens, no phones, no emails. We teach riders to make choices for themselves, to explore and expand their own strength in a way that’s deeply personal. And those skills don’t stay in the studio. They translate into so many areas of life, where you need to trust yourself, listen to your instincts, and be willing to get uncomfortable in order to grow.
You don’t need metrics to trust your intuition.
You don’t need a mirror to feel strong.
And you don’t need competition to fuel your growth.
How does “style” factor into how you design your classes and space?
Style is everything — and at pūrvelo, it’s never accidental. Every detail is curated to heighten the experience. We want the studio to feel bold and elevated, but also welcoming — like a space you’d linger in, not just pass through. Somewhere that makes you feel really good before class even starts.
Our classes are expressive, and I have to shout out my team for curating the energy of every ride in a way that’s entirely unique to that experience. While the workout itself is consistent, no two classes are the same. The way we move, the music we choose, the energy we bring — it’s all a form of creative direction. We’re not afraid to be dramatic. In fact, we lean into it.
Because when the lights hit just right and the beat drops, you’re not just working out — you’re in it. Our riders are part of that experience. You can’t replicate this kind of energy and connection through a streamed class. You have to be there. And that kind of atmosphere changes everything.
For many, cycling becomes more than just a workout. How do you see the connection between movement and inner confidence or beauty?
There’s something powerful that happens when you move in rhythm with music, in a dark room, surrounded by people who are all there to feel something. You stop thinking about how you look, and you start tuning into how you feel. That shift — from self-conscious to self-connected — is where confidence really starts to build.
At pūrvelo, we help people come back to themselves. We teach them to trust their instincts, to listen to their bodies, and to let go of the pressure to perform. When you give people permission to show up without needing to prove anything, something changes. They leave class taller. Lighter. More grounded in who they are.
How do you encourage riders to redefine what beauty and strength look like in their own lives?
At pūrvelo, we strip away all the external noise. No numbers. No mirrors. No one-size-fits-all version of strength. Instead, we invite riders to define it for themselves — and more often than not, it looks like resilience, emotional release, and honest self-expression.
Our instructors lead from a place of realness. They show that strength and softness can coexist — that being powerful doesn’t mean being perfect. We want our riders to see beauty in their grit, their growth, and in the simple act of showing up again and again. Because that’s what strength really looks like to us.
Are there any self-care or wellness philosophies you swear by — either personally or as part of pūrvelo culture?
Your energy is your most valuable asset — so protect it. Everything in life is an energy exchange: conversations, content, relationships, even the way we speak to ourselves. I try to pay close attention to what feels aligned, what feels uplifting, and what genuinely nurtures my body and mind. Then I make conscious choices to maximize those influences — and minimize the ones that don’t. That’s become my personal mantra.
At pūrvelo, we believe that wellness should feel good — not like another thing on your to-do list. It should be inclusive, accessible, and sustainable. Because if it’s not supporting your actual life, it’s not working. Our goal is to make pūrvelo a place where people come to refill their cup — not drain it.
How has the Charlottesville community shaped the studio, and vice versa?
Charlottesville has been more than a home base — it’s been a catalyst. This city has shaped so much of who we are. The openness, the creativity, the way people here genuinely show up for one another — it’s given us the freedom to innovate, take risks, and lead with heart.
In return, we’ve worked hard to be more than just a fitness studio. pūrvelo has become a source of energy, connection, and community for a lot of people — a place where you come to feel something, not just sweat. We don’t take that lightly. The energy here is unlike anywhere else, and I feel grateful every day that this is where our story began.
Are there any local collaborations, causes, or events you’ve been proud to be part of?
Absolutely. We’ve partnered with some incredible nonprofits over the years — including the Cystic Fibrosis Foundation, Just Help Africa, and The Women’s Initiative. I’m so grateful to be in a position where I can align my business with missions I believe in and use pūrvelo as a platform to create real impact.
We’ve also collaborated with so many amazing local businesses over the years. I truly value creating experiences that feel meaningful on both sides — where everyone involved walks away energized and inspired. That’s the kind of partnership I’ll always be excited to say yes to.
What’s next for pūrvelo? Do you have any dreams, expansions, or new ideas on the horizon?
I’m always dreaming. Right now, my focus is on deepening the client experience, continuing to grow our team, and exploring expansion opportunities that align with pūrvelo’s values — spaces and communities that are ready for something a little different.
We’re also investing in leadership development and brand partnerships that allow us to expand our impact beyond the studio walls. The long-term vision is bigger than cycling — it’s about helping more people access energy, confidence, and connection in their lives. The future of pūrvelo is bold, community-driven, and full of momentum — just like our rides.
At pūrvelo, we help people come back to themselves. We teach them to trust their instincts, to listen to their bodies, and to let go of the pressure to perform.
Style is everything — and at pūrvelo, it’s never accidental. We want the studio to feel bold and elevated, but also welcoming — like a space you’d linger in, not just pass through.
That shift — from self-conscious to self-connected — is where confidence really starts to build.