Exercise Professionals - Xponential Fitness signs deal with LifeFit Group to enter German and Austrian markets...
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25 Nov 2019

Xponential Fitness signs deal with LifeFit Group to enter German and Austrian markets
BY Tom Walker

Initial brands included in the agreement are Club Pilates and Pure Barre

Initial brands included in the agreement are Club Pilates and Pure Barre

Xponential Fitness has revealed plans to take its portfolio of boutique fitness brands onto the German and Austrian markets.

The US-based boutique giant has signed a master franchise agreement with LifeFit Group, which is expected to bring more than 150 studios to the two countries over the next five years.

Initial brands included in the agreement are Club Pilates and Pure Barre, with additional brands expected to be launched in the future.

LifeFit Group was set up earlier this year to acquire and operate a diverse selection of fitness operators in order to cater for different segments in the booming German market. It is majority owned by Oaktree Capital and is headed by CEO Martin Seibold, a long-time Fitness First executive.

LifeFit's existing six brands in the two markets include Fitness First Germany and Barry's Bootcamp.

"As we expand into Germany and Austria we are excited to partner with the LifeFit Group who are the leading national premium fitness provider in the market," said John Kersh, chief international development officer for Xponential Fitness.

"We see significant whitespace in Austria and Germany, the largest fitness market in Europe, and look forward to introducing Xponential Fitness and our brands to future members."

Martin Seibold, CEO of Lifefit, added: "Club Pilates and Pure Barre are very different boutique fitness brands from our existing portfolio, which increases our appeal.

"This collaboration with Xponential Fitness allows us to expand and strengthen our portfolio to better meet customer needs for healthier, more active lifestyles in a customized and convenient setting. We are also looking for great talent joining us in our expansion."

Xponential has so far opened 1,325 studios across its eight verticals and has sold a total of 3,082 licenses globally.

Its portfolio of brands includes Club Pilates, CycleBar, StretchLab, Row House, AKT, YogaSix, Pure Barre, and Stride.

The company is undergoing an ambitious global expansion push and recently signed largescale, multi-band master franchise agreements in Saudi Arabia, Japan and South Korea.



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