Xponential Fitness is expanding its digital footprint.
Fresh off launching its digital workout platform XPLUS, the fitness holding company is partnering with lululemon to deliver workout programming for MIRROR, the retailer’s connected fitness screen.
Wheeling and Dealing
Years in the making, its new streaming platform joins a fitness empire that’s scaling rapidly:
Studios. The largest global franchisor of fitness brands, it owns 2,100+ studios worldwide, accounting for 405K active members. It operates 10 different concepts: Club Pilates, Pure Barre, CycleBar, Row House, StretchLab, AKT, YogaSix, Rumble, STRIDE, and BFT.
IPO. In July 2021, the company went public. Reporting 2021 earnings in March, revenue grew 45% and North American system-wide sales rose 60% YoY.
XPASS. In March, it debuted XPASS, a cross-brand collective membership for in-studio classes. For $19 to $249 a month, subscribers can work out at 2,000+ US locations.
XPLUS. Xponential is rolling out Xponential+ (XPLUS), its improved live and on-demand fitness app. Replacing its former service, GO, the new platform collects the entire digital libraries of all 10 brands in one location.
lululemon x MIRROR. Building an “immersive fitness marketplace,” the retail giant tapped Xponential brands AKT, Pure Barre, Rumble, and YogaSix to supply regular workouts for lululemon Studio, its digital fitness membership, and at-home screen MIRROR.
Xponential’s first appearance in the connected fitness market, content sharing will begin in fall 2022, when the next-gen MIRROR launches.
As competition intensifies, fitness brands are rethinking their strategies. In building more open ecosystems, companies can double down on core competencies while broadening distribution, giving rise to new partnerships:
- Equinox+ offers TB12, [solidcore], and Rumble (an XPOF brand) workouts on its app.
- Barry’s and FORME announced an exclusive content and retail deal.
- Samsung invested in obé, streaming the startup’s workouts on its smart TVs.
Punchline: As operators in both the digital and brick-and-mortar fitness industries pursue omnichannel futures, Xponential Fitness will look to press its advantage this year. In 2022, it plans to open more than 500 new studios this year and expects $1B in North American sales.