Xponential Fitness Brands Expand to Mexico and Japan

Xponential Fitness partners with experienced master franchisees to drive international growth.

SAN DIEGO, CA / ACCESSWIRE / October 29, 2024 / Xponential Fitness, a global franchisor of boutique health and wellness brands, continues expanding internationally. The company recently announced plans to bring three of its popular fitness concepts, Pure Barre, Club Pilates, and Rumble Boxing, to Mexico and Japan, respectively. These moves mark important milestones for both brands and highlight Xponential’s strategy of supporting established franchisees who have already launched several locations.

Pure Barre, the largest barre fitness brand, is set to open its first location in Mexico City in the first quarter of 2025. This expansion will be Pure Barre’s second entrance into the international market, following its planned debut in Japan later this year.

Bob Kaufman, president of international at Xponential Fitness, expressed enthusiasm about the company’s global push across multiple brands. “Mexico is a major emerging market for boutique fitness, and we believe Pure Barre’s pioneering barre method and industry-leading offering has a bright future there,” he said in a statement.

Following a master franchise agreement with Riser Fitness, Club Pilates will expand into Mexico via at least 65 studios the group have committed to open over the next ten years. Speaking about the Club Pilates expansion, Kaufman remarked, “The Riser Fitness team are best-in-class operators of Club Pilates in the U.S., and we are excited to team up with them on introducing our much-loved Pilates experience to consumers in Mexico,” Kaufman said.

Meanwhile, Rumble Boxing, known for its boxing-inspired group fitness classes, has just opened its first studio in Japan. This expansion into Asia is a crucial step for the brand, which has already established a presence in the U.S. as well as Australia, The Dominican Republic, Mexico, and Kuwait.

Regarding Rumble Boxing’s expansion, Kaufman added, “We are very excited to see Wellness X Asia open their first Rumble Boxing location in Japan. Their proven ability to develop Club Pilates demonstrates their expertise and dedication to the fitness market.”

The Master Franchisee Model

Xponential Fitness‘s international growth strategy relies heavily on partnering with experienced master franchisees in each new market. These partners bring local knowledge, business acumen, and a track record of prior success in scaling brands, franchising and/or the fitness industry to the table.

In Mexico, Pure Barre’s expansion is being driven by Boutique X Fitness Studios S de RL de CV, which is led by Enrique López. López, who serves as the general director, has an extensive background in the fitness industry, with previous roles at Les Mills Mexico and Kinezis Mexico. His team is already working with Xponential to develop other brands like StretchLab and Rumble in Mexico.

López shared his excitement about bringing Pure Barre to Mexico. “Pure Barre is one of the most popular boutique fitness concepts in the U.S. and we cannot wait to bring this incredible leading brand and workout to Mexico, continuing the diversification of our high-end portfolio of brands,” he said.

In Japan, Rumble Boxing’s launch is spearheaded by Wellness X Asia, led by Naoki Shimabukuro. Shimabukuro and his team have a proven track record with Xponential brands, having successfully introduced Club Pilates to the Japanese market in 2019. They’ve since opened 55 Club Pilates studios across Japan and launched their first CycleBar studio in early 2023.

“Expanding Rumble Boxing into Japan represents a thrilling new chapter for both our company and the Japanese fitness landscape,” said Shimabukuro. “Our success with other Xponential brands has paved the way for Rumble Boxing to make a powerful impact. We are committed to delivering the high-energy, community-driven workouts that have made Rumble Boxing a global sensation.”

Xponential Fitness’s Approach to Franchisee Selection

Xponential Fitness has developed a rigorous process for selecting franchisees, including for international markets. The company looks for partners who have the financial capability to invest in and grow the brand and also possess a deep understanding of the local business and fitness landscape and a passion for health and wellness. The company stresses building on local insights and relationships when developing a fitness community.

The franchisee selection process typically begins with thorough research and initial conversations with the Xponential team. Prospective franchisees are required to submit a confidential questionnaire, which helps determine their suitability for the brand. This is followed by a series of discussions with the International Development Team to gain deeper insights into the business model and values.

Ongoing Support and Multibrand Strategy

Xponential’s support for franchisees extends beyond the initial launch phase. The company provides an integrated sales platform with comprehensive and ongoing sales training. Regular monthly calls and expert guidance continue from presale through to grand opening and beyond, helping franchisees build and maintain thriving businesses.

Beth Georges, a multiunit and multi-brand franchisee who owns several Club Pilates and YogaSix studios in California, emphasized the importance of leveraging Xponential’s expertise.

“The best plan for success, especially as a franchisee, is to lean in and learn from those who know more and have more success,” she said.

Georges continued to point out the advantages of having access to marketing experts and development teams at the corporate level, which she says allows franchisees to better focus on running their studios.

Xponential’s multibrand strategy also offers unique opportunities for franchisees. Many partners, like the teams in Mexico and Japan, choose to operate multiple Xponential brands within their markets. This approach allows them to cater to diverse fitness preferences and capitalize on Xponential’s varied portfolio.

But while Xponential Fitness provides robust support and a proven business model, franchisees stress that success isn’t guaranteed. Georges cautioned, “Buying a franchise does not mean everyone will be successful. Just because you have spent a certain amount of money does not mean you will automatically be getting paid. Opening or running a franchise is work. Hard work. Just like any other business.”

She advises potential franchisees to “get comfortable being uncomfortable. You will be challenged. You will be defeated. You will want to give up. The more you can learn to not take things personally and not get upset, the better you will adapt to the constantly changing environment known as entrepreneurship.”

Company Details

Company Name: Xponential Fitness
Email Address: [email protected]
Company Address: 17877 Von Karman Ave, Suite 100, Irvine, CA
Website: https://www.xponential.com/

SOURCE: Xpotential Fitness