Xponential Fitness is switching up the choreography.
What’s happening: The global fitness franchisor acquired IP and branding from KINRGY, a digital dance-fitness concept founded by entertainer Julianne Hough.
Combining choreographed dance with mindful movement and meditation, Xponential will take the popular workout omnichannel, preparing a brick-and-mortar rollout that includes rebranding “up to three” existing dance-cardio units, called AKT.
Hollywood drama. Xponential acquired AKT in 2018 from celebrity trainer and choreographer Anna Kaiser, quickly signing 100+ franchise agreements. But, the concept never fully materialized because of a messy series of lawsuits alleging breach of contract.
Calling an audible, XPOF is tapping in KINRGY to fill its shoes.
Why it matters: Far from a lateral move, Hough wields serious starpower, and KINRGY comes with a fervent fanbase already baked in, bolstering immediate traction for physical studio expansion.
More importantly, mindful movement and dance-cardio are in high demand.
- Taking a hybrid approach, Forward_Space and 305 Fitness pack NYC studios while streaming the classes as part of an online membership.
- In the VR space, FitXR just partnered with legacy dance-fitness brand Zumba on an immersive experience, while Les Mills is preparing a MR adaption for its class DANCE.
- Katia Pryce’s DanceBody turned demand for its high-intensity dance-sculpt classes into hotel residencies and international wellness retreats.
Punchline: Outside of licensed workouts like Zumba and Les Mills, international dance-fitness franchises are far and few between. If XPOF can revisit and retool its original plan for AKT, KINRGY Studios could be on the move.