Xponential Fitness

What Xponential Fitness does

Xponential Fitness, Inc. (NYSE: XPOF) is a publicly traded boutique health and wellness franchisor headquartered in Irvine, California. The company curates and operates five core franchise brands — Club Pilates, Pure Barre, YogaSix, StretchLab, and BFT (Body Fit Training) — alongside a digital streaming platform called Xponential+ (with a Meta Quest VR app branded XPLUS) and a cross-brand loyalty and rewards stack built on ClassPoints and XPASS. As of late 2025 it reports 3,000+ open studios and 5,300+ awarded licenses spanning 49 U.S. states and 31 countries, supported by master franchise and international expansion agreements. Earlier sub-brands (Lindora, CycleBar, Rumble, AKT) were divested in 2024-2025 to refocus the portfolio.

The company generates revenue primarily through initial franchise fees, recurring royalties tied to franchisee studio sales, ongoing marketing fund contributions, branded equipment and merchandise sales to franchisees, master franchise and international licensing agreements, corporate wellness subscriptions, digital streaming subscriptions via Xponential+/XPLUS, and limited advertising and data monetization disclosed under CCPA. Its go-to-market is predominantly franchise-channel-driven, supplemented by inside sales for franchise development, community-led experiential events, investor and franchise expo participation, and a 2025 exclusive real estate partnership with Morrow Hill. Technology infrastructure includes a central CRM, ClassPoints and XPASS cross-brand rewards, the proprietary Xponential+/XPLUS platform (including a VR offering on Meta Quest), and franchisee-level adoption of Paradox's AI recruiting agent. Underlying studio class pricing is set at the franchisee level and is not publicly disclosed.

Operationally, Xponential is in a transition phase. FY2025 revenue is approximately $310-322 million with FY2025 net losses of $53.7 million, FY2026 management guidance of $260-270 million implies a ~16% decline, and in April 2026 the board initiated a formal review of strategic alternatives (potentially including a sale or merger) with Jefferies LLC engaged as financial advisor. The company faces active regulatory and litigation headwinds: a $17 million FTC Franchise Rule settlement and a $22.75 million franchisee class-action settlement were disclosed in February 2026. Leadership has been substantially refreshed in 2025-2026 under new CEO Mike Nuzzo, with a new Chief Legal Officer, interim CFO, and several independent board directors appointed alongside activist investor pressure from Voss Capital and a formal proposal from Kanen Wealth Management.

Name

Xponential Fitness

Legal name

Xponential Fitness, Inc.

Website

https://xponential.com

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Xponential Fitness (NYSE: XPOF) is a publicly traded boutique health and wellness franchisor curating five brands — Club Pilates, Pure Barre, YogaSix, StretchLab, and BFT — across 3,000+ studios and 31 countries, monetized primarily via franchise royalties, fees, and the Xponential+ digital streaming platform.

Ownership category

akta.pro rank

Product category

Boutique Fitness Franchising

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Boutique fitness franchising
• Fitness brand portfolio
• Digital fitness streaming
• Corporate wellness programs
• Virtual reality fitness

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Technology or R&D, Personnel, Supply Chain, Others

Revenue model

1. Franchise Fees (Initial + Renewal): Recurring revenue from initial franchise fees paid by new franchisees to obtain the right to operate branded studios, plus renewal fees for franchise agreement extensions.
2. Ongoing Royalty Stream from Franchisees: Recurring royalty payments from franchisees (percentage of studio revenue) plus marketing fund contributions; Q3 2025 revenue of $78.8M and Q4 2025 revenue of $82.96M driven largely by franchise royalties and equipment/merchandise sales.
3. Equipment & Merchandise Sales: Sales of branded fitness equipment and merchandise to franchisees; cited as a contributor to revenue decline in Q3 2025 due to lower equipment/merchandise revenue.
4. Master Franchise / International Expansion Fees: Revenue from master franchise or international expansion agreements covering 30 additional countries beyond the U.S. (e.g., Philippines and Thailand master franchise agreements for Club Pilates).
5. Xponential+ Digital Streaming Subscription: Recurring subscription revenue from the Xponential+ on-demand and live digital workout platform, including the XPLUS Meta Quest VR app offering virtual studio classes.
6. Corporate Wellness Subscriptions: B2B revenue from corporate wellness programs where companies purchase boutique fitness benefits for employees (quote-based pricing via corporate wellness request flow).
7. Advertising / Data Monetization: Xponential sells personal information (cookie/device data) to advertising networks, data analytics providers, and social networks for targeted advertising purposes, disclosed under CCPA.

Pricing tiers

Go-to-market motion5 records

Core offering

Xponential Fitness is a curator and franchisor of boutique fitness brands, operating five active sub-brands (Club Pilates, Pure Barre, YogaSix, StretchLab, and BFT) through franchise studios worldwide. The company monetizes primarily through initial franchise fees, recurring royalties on studio revenue, marketing fund contributions, and equipment/merchandise sales to its 3,000+ studio network across 49 U.S. states and 31 countries. It complements the franchise platform with the Xponential+ (XPLUS) on-demand digital streaming service, including a Meta Quest VR app, plus the ClassPoints loyalty program and XPASS cross-brand access pass.

Product overview

Xponential Fitness, Inc. (NYSE: XPOF) is a leading curator and global franchisor of boutique health and wellness brands operating a platform-plus-modules architecture. Its core franchise platform powers five active sub-brands — Club Pilates (Reformer-based Pilates, the largest Pilates brand globally), Pure Barre (the largest barre brand), YogaSix (the largest franchised yoga brand), StretchLab (the largest assisted stretching brand), and BFT/Body Fit Training (functional and strength training, acquired in 2021 for $44 million) — together with the Xponential+ (XPLUS) digital streaming product that delivers the same workouts on demand and through the Meta Quest VR app, plus the ClassPoints and XPASS cross-brand member loyalty programs. The platform supports franchisees across 49 U.S. states and 30+ international master-franchise countries (3,000+ studios open and 5,300+ licenses awarded as of December 31, 2025). Earlier sub-brands including Lindora, CycleBar, Rumble, and AKT were divested in 2025 as the company concentrated on its core high-margin verticals.

Differentiator

Problem solved

Functional benefit

Brands

• Club Pilates: Largest Pilates brand globally offering low-impact, full-body Reformer-based workouts designed to make Pilates more accessible and approachable.
• Pure Barre
• YogaSix
• StretchLab
• BFT (Body Fit Training)
• Xponential+
• Lindora

Products and services

• Club Pilates Club Pilates is the largest Pilates brand globally, offering low-impact, full-body Reformer-based workouts in franchise studios designed to make Pilates more accessible and approachable.
• Pure Barre Pure Barre is the largest barre brand, offering low-impact, high-intensity full-body barre workouts across four signature class formats: introductory, classic barre, interval training, and resistance training.
• YogaSix YogaSix is the largest franchised yoga brand, offering a broad range of heated and non-heated yoga classes, boot camp-style fitness classes, and meditation accessible to all levels.
• StretchLab StretchLab is the largest assisted stretching brand globally, offering one-on-one and group-assisted stretching sessions led by certified Flexologists across a wide range of age and fitness levels.
• BFT (Body Fit Training) BFT delivers a community-based 50-minute functional training and strength-based program with 14 workouts using science and technology-based training techniques in a coach-led group environment. Founded in 2017 in Melbourne, Australia by Cameron Falloon.
• Xponential+ (XPLUS) Xponential+ provides live and on-demand digital access to the same workouts offered in thousands of Xponential studio locations, spanning boxing, barre, Pilates, yoga, stretching, and strength training. Also delivered via the XPLUS Quest App on the Meta Quest VR platform.
• ClassPoints ClassPoints is a member loyalty rewards program allowing Xponential Fitness customers across brands to earn points and receive benefits, integrated with the XPASS rewards program managed by corporate.
• XPASS XPASS is a cross-brand membership pass product enabling members to access Xponential Fitness brand studios and earn rewards across the portfolio.
• Corporate Wellness Program B2B subscription program enabling companies to purchase boutique fitness benefits for their employees, providing multi-modality access (Pilates, barre, yoga, stretching, strength training) under a single corporate wellness vendor.
• Xponential Franchising Platform The franchise development platform supporting growth of Club Pilates, Pure Barre, YogaSix, StretchLab, and BFT studios worldwide; provides franchisees with operational playbooks, real estate support (via Morrow Hill), and brand infrastructure across 49 U.S. states and 31 international countries.

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature7 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• F45 Training: F45 Training Holdings (NYSE: FXLV) operates a global boutique functional training franchise platform with a comparable studio-based, multi-unit franchisee model targeting similar fitness consumer demographics and relying on recurring royalty and franchise fee revenue streams.
• Crunch Fitness: Crunch Fitness (privately held by American Fitness Partners & New Evolution Ventures) operates a hybrid corporate/franchise fitness chain with hundreds of locations across multiple tiers; directly comparable as a multi-brand fitness franchise competitor targeting similar mass-market consumers.
• Gold's Gym: Gold's Gym International is a long-established global fitness franchise brand operating hundreds of company-owned and franchised gyms; directly comparable to Xponential as a multi-brand franchisor of fitness studios with international footprint and similar franchise fee/royalty economics.
• Orangetheory Fitness: Privately held Orangetheory Fitness is one of the largest boutique fitness franchise systems globally, operating thousands of heart-rate-based interval training studios on a franchise model that closely mirrors Xponential's Club Pilates, Pure Barre, and BFT operations.
• SoulCycle: SoulCycle is a boutique indoor cycling studio operator acquired by Equinox Group; directly comparable to Xponential's former CycleBar and Rumble brands as a premium boutique fitness concept, though currently operating primarily company-owned rather than via franchise.
• Burn Boot Camp: Burn Boot Camp is a U.S.-based boutique fitness franchise system specializing in 45-minute strength and conditioning camps; directly comparable to Xponential's BFT brand and CycleBar (pre-divestiture) as a franchise-based boutique fitness competitor targeting similar female-skewing consumer demographics.

Broad incumbents

• Life Time Group Holdings: Life Time Group Holdings (NYSE: LTH) operates ~175 large-format premium fitness centers across the U.S. with a predominantly corporate-owned model; comparable as a large-scale fitness operator but contrasts with Xponential's franchise-driven boutique model and lower price points.
• Peloton Interactive: Peloton Interactive (NASDAQ: PTON) is a connected fitness platform offering live and on-demand workout content with hardware (Bike, Tread) and a digital subscription tier; comparable as a competitor for at-home boutique fitness spend and increasingly as a digital distribution channel through the iFIT partnership that now carries Club Pilates and YogaSix content.
• Planet Fitness: Planet Fitness, Inc. (NYSE: PLNT) is the largest fitness franchise operator in the U.S. with a corporate-store + franchise hybrid model and ~2,500+ locations; comparable as a franchise-driven fitness platform but operates at a lower price point and broader scale than Xponential's boutique positioning.

Emerging players

• iFIT (ICON Health & Fitness): iFIT is a connected fitness platform and content distributor owned by ICON Health & Fitness, which now distributes Xponential's Club Pilates and YogaSix content; comparable as a digital fitness platform that increasingly competes for the same consumer engagement that Xponential's Xponential+ product targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCOGZ2ZXmRY81WWiW-tbzDsQ
• Facebookfacebook.com/xponentialfitness
• LinkedInlinkedin.com/company/xponential-fitness
• Instagraminstagram.com/xponentialfitness

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries9 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A10 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xponential Fitness