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CWG to Develop XTEND Barre (US) Brand in Australia and New Zealand

29 Apr 2021 - Leading health and fitness franchise management company, Collective Wellness Group (CWG) has acquired the rights to further develop and control the XTEND Barre brand in Australia and New Zealand, significantly increasing its investment in the brand’s continued long-term growth.

XTEND Barre combines the science of Pilates with the dynamics of aerobic dance to offer a high performance yet low impact full-body workout.

CWG Chief Executive, Nicole Noye advises “we’re delighted and excited to go to the next level with the XTEND Barre brand.

“We see massive upside for XTEND Barre - a high-performance work out for everyday high performers. By unleashing a new level of brand, product and marketing innovation, we hope to lead the way in the rapidly expanding premium health and wellness segment. We also see tremendous scope to grow the XTEND Barre network from 23 studios to 100 nationally by 2025 in Australia.”

Noye adds “our workouts are designed to open, reset and reenergise bodies and minds to counter the negative effects of busy, sedentary, stressful lifestyles. We hope to empower Australian women to perform at their peak at a time when mental health issues are on the rise.

“Australia is one of the worst OECD countries when it comes to working long hours, and the risk of depression and anxiety is higher in people who sit more and find themselves in a constant state of flexion. The statistics are startling: one in three Australian women will experience anxiety in their lifetime; one in six will experience depression. By growing the XTEND Barre network, we hope to make a positive impact through workouts that specifically counter stress and flexion and bring people into a positive native state of extension and release every day.”

XTEND Barre was originally created by New York-based professional dancer and performer Andrea Rogers to keep herself performance-ready and emotionally fit between shows.

Excited by the potential in the Australian market with CWG, Rogers will continue in her ambassadorial role and collaborate on brand and product development.

Rogers notes “CWG has been a great business partner for growing XTEND Barre in Australia. It has the vision, market knowledge, operational skill and franchising firepower to really take it to the next level. I am proud to see where we’ve got to in the last three years and excited by what CWG can do with even greater ownership and drive.”

The XTEND Barre workout combines the body-opening science, strengthening and control of Pilates with the dynamic power, energy and release of aerobic dance - all staged within an inspiring boutique studio environment, powered by motivating music, inspiring instruction and a shared sense of exhilaration.

As part of the deal, CWG has secured the option to develop and expand the XTEND Barre brand in at least six international growth markets across Asia and Europe, recognising that the core product proposition has broad spectrum appeal with health and performance orientated females globally. The mind-body fitness segment is booming: yoga, Pilates, and other mind-body activities are expected to become a $66 billion industry by 2027, according to Allied Market Research.

“Our vision is to create a world-class, category-leading offer here in Australia, paving the way for building a global ‘XTEND’ community and movement. This starts with giving our franchisees a truly unique brand and system to leverage, travel and grow with. While we won’t be internationalising immediately, it’s part of our mindset to create the best possible offer that can carry across Australia, and the world,” says Justin McDonell, Co-founder and Chairman, Collective Wellness Group.

Since 2017, XTEND Barre has grown to become Australia’s biggest barre franchise.

In addition to XTEND Barre, CWG is a master franchisee for Anytime Fitness, Australia’s biggest gym community with over 520 clubs and 565,000 members nationwide. In 2008, CWG became the first company to launch Anytime Fitness outside of the United States, and Australia is now one of Anytime Fitness’ most successful international markets. Together, Anytime Fitness and XTEND Barre give CWG a two-prong strategy to innovate and dominate in both the popular gym and emerging boutique barre and pilates segments.


Australasian Leisure Management

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