Boutique Fitness Studios Expands Across Australia, New Zealand with Xponential Brands

Boutique Fitness Studios (BFS), an Xponential Fitness master franchisee of Club Pilates, Rumble Boxing, and CycleBar in Australia and New Zealand, has hit a new milestone with its 50th studio — a StretchLab — in Oz.

The popular assisted stretching brand is slated to open in mid-October in Mount Pleasant, a suburb of Western Australia.

“When I came across these brands while living in the U.S., I knew they would offer something unique that the Australian public would enjoy,” BFS CEO Matt Gordin said.

Growth and expansion

Reflecting on BFS’ first year, when the Australian master franchisee navigated COVID and lockdowns, Gordin noted that BFS has only grown stronger. Since securing the rights to become a master franchisee in 2019 for the four popular boutique fitness brands, BFS has sold 106 licenses.

“Over the past 12 months, we’ve seen big growth in both our franchisees’ client numbers and franchise sales,” he added. “I’m really happy with how the business is progressing and where it’s heading. We’ve got several new studios set to open across Australia, and I’m excited for what’s next.”

In an interview with Athletech News last October, Gordin praised Xponential Fitness for its franchising playbook as BFS continues its mission to one day hit the 500-location mark across the four boutique fitness brands.

Upcoming openings

Before the end of the year, BFS expects to open five Club Pilates and StretchLab studios and two Rumble Boxing studios.

It’s the second big win recently for BFS, having recently landed an investment from Viva Leisure, one of Australia’s largest fitness operators, to expand the BFS brand portfolio.

As for its initiatives in New Zealand, BFS anticipates opening an additional 25+ studios in 2025 across its brands, including ten Club Pilates studios. Viva Leisure is also converting eight of its Rebalance Studios into Club Pilates as part of its investment.

All signs indicate that BFS is poised for success in Australia’s burgeoning fitness and wellness market. According to GapMaps’ 2023 Australia Annual Health & Fitness Centres Report, Australians spent up to $3.5 billion on fitness clubs and gyms in 2023. Despite cost-of-living pressures, the fitness industry continues to grow.

Australia is soon hosting Sydney’s upcoming trade show and summit, AusFitness Expo, from October 11 to 13 at the ICC in Sydney’s Darling Harbour, featuring over 250 leading fitness brands, live sporting competitions, workshops, and educational sessions.

Xplor Technologies, a software, payments, and growth solutions provider, also launched Xplor Gym in Australia and New Zealand, giving club operators a more streamlined process with built-in marketing automation tools.