The German Fitness Market Looks Set For Growth, As New Players Enter


Xponential Fitness, the largest curator of boutique fitness brands in the world, including AKT, CycleBar and StretchLab is headed to Germany and Austria, bringing with it concepts including Club Pilates and Pure Barre.

In collaboration with the LifeFit Group, a leading fitness and health platform in Germany that boasts a diverse portfolio of fitness brands such as Barry’s Bootcamp and Fitness First, the deal is expected to see more than 150 Xponential Fitness studios open across the two territories over the next five years. 

“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.” 

Having helped to propel a growing number of fitness brands into nationwide chains since its launch in 2017, Xponential Fitness has scaled into a thriving franchise organisation offering diversified fitness concepts in eight verticals with over 1,325 studio locations currently open and operating.

Earlier this year it signed a largescale, multi-band Master Franchise Agreement in Saudi Arabia, with a view to bring more than 50 studios to the country over the next three years, including Club Pilates, Pure Barre, CycleBar, YogaSix and AKT. The Company also has a presence in Canada and has studios slated to open in Japan and South Korea.

Now with Germany in its crosshairs, it plans on accelerating its growth in Europe, as well as its mission to become the leading global franchisor in boutique fitness. 

Read More: Pure Barre Announces US Expansion

However, at a time when the European fitness market continues to enjoy growth, with Germany cementing itself as the biggest market — boasting the highest membership (10.6 million) ahead of the UK (9.7 million) and France (5.7 million), as well as generating the most revenue, with total revenues of €5.2 billion in 2017, according to research conducted by DSSV, DHfPG and Deloitte — Xponential isn’t the only player eyeing the market.

Earlier this week, interactive at-home fitness brand Peloton announced its expansion into the country –– its third market outside the US.

German consumers are now able to purchase the Peloton Bike online or through the brand’s retail showrooms, with locations in Hamburg, Dusseldorf and Munich already open. The fitness startup has also added German indoor cycling instructors to its roster of talent to produce German-language class content for its newest members. 

Speaking about the move, Kevin Cornils, Managing Director, International for Peloton said:  “Germany is Europe’s largest fitness market, where over 10 million people belong to a gym, so it was a natural next step for Peloton, as we continue to grow our brand internationally. We’re excited to introduce Peloton and its combination of high-quality hardware, software and content to a population who values wellness, technology and design.”

Elsewhere, Anytime Fitness has also expressed an interest in entering the market, with plans to open a corporate gym later this year, while simultaneously seeking franchisees to open additional gyms beginning in 2020. And outside of its partnership with Xponential, LifeFit Group is making additional moves following the acquisition of budget operator Smile X and its 17 sites in July.

“We want to further expand the Smile X brand in Southwest Germany and are looking for existing facilities for acquisition as well as new locations,” Seibold told HCM, earlier this year.

Welltodo 2020 Consumer Wellness Trends Report


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