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/C O R R E C T I O N -- Pure Element Pilates/

Tuesday, November 27, 2007 General News J E 4
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In the news release, Ilitch Brings New Brand of Pilates to Metro DetroitWith Opening of Studio in West Bloomfield, issued Tuesday, Nov. 20, by PureElement Pilates over PR Newswire, we are advised by the company that thestudio's address listed in the last paragraph should read "7001 Orchard LakeRoad, Suite 432 in West Bloomfield, Mich." rather than "7100 Orchard LakeRoad" as originally issued inadvertently.

Complete, corrected release follows:

Ilitch Brings New Brand of Pilates to Metro Detroit With Opening of Studio in

West Bloomfield

WEST BLOOMFIELD, Mich., Nov. 20 /PRNewswire/ -- Kelle Ilitch, anentrepreneur trained in Pilates, is bringing the latest Pilates technique tometro-Detroit at her new studio and boutique, Pure Element Pilates. Ilitch'sversion of the innovative barre workout is called Barre Intensity(R). It usesa combination of weights, Pilates and dance exercises in rapid sequence totone and transform the body. The intense style barre workout isn't availableat any other studios in the area.

According to Ilitch, she developed a passion for Pilates when a backinjury ended her involvement with ballet and other exercise. She startedtaking Pilates classes and seeing positive results, decided to study thetechnique.

"While taking classes all over the country, including in New York and LosAngeles, I discovered an innovative technique that used a quick sequence ofexercises and stretches set to motivating music," Ilitch explained. "Doing afast succession of isometric exercises increases the heart rate, so men andwomen get the benefits of a traditional barre routine plus gains in hearthealth and strength endurance."

The Barre Intensity workout targets the seat, thighs and abdominal musclegroups. Each section of the routine is followed by stretching to help createlong, lean muscles and improve flexibility.

Pure Element Pilates offers a full schedule of classes to meet a varietyof needs. More traditional Pilates reformer and mat classes are available."We really wanted to offer something for everyone," said Ilitch. "We'readding a class just for men, taught by a male instructor and we even have aPure Mature workout that caters to clients over 55."

In addition to the barre and reformer studios, Pure Element Pilates hasfeatures that turn working out into a relaxing, sensual experience. Guestsentering the studio are greeted with elements that appeal to the senses. Thesleek, clean design is visually appealing and a flat screen televisioncommunicates news, tips and additional information. Music fills the lobbyarea and boutique and the fresh scent of Seda France candles infuses the air.Visitors can even prepare their palate for a workout with vitamin-filledsuckers that are emblazoned with the studio's logo.

"We wanted this to be anything but your typical Pilates or barre studio,"Ilitch said. "We spent a considerable amount of time in the design phasewalking in our clients' shoes. The result is that we are able to accommodatea broad range of guests and they get an experience that is truly focused ontheir needs."

Features like extra-long reformers to accommodate taller clients andstudio floor padding that is 50 percent thicker than most studios to preventfoot injuries are just a few of the differentiating characteristics of PureElement Pilates.

But, Ilitch points out that no matter how good the equipment, it's theinstructors that make the difference. "Pure Element Pilates has what Ibelieve is the top team of instructors in the area. All are highly qualifiedand each instructor contributes skills that help us tailor workouts to themany needs of our guests," she said. "For example, we have instructorstrained for special populations such as our Pure Mature adults as well as, topteam members trained to instruct serious athletes."

In addition to cutting-ed
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