Pure Barre, the largest barre fitness brand under Xponential Fitness, is set to launch in Mexico with its first studio opening in Mexico City in early 2025. This marks Pure Barre’s second international expansion beyond North America, following its planned debut in Japan later this year.
The expansion into Mexico is being led by the team currently managing the StretchLab and Rumble franchises under a Master Franchise Agreement. At the forefront of this growth is Enrique Lopez, General Director of Boutique X Fitness Studios, a seasoned fitness industry leader.
Bob Kaufman, Xponential Fitness’s President of International, is optimistic about Pure Barre’s success in Mexico, highlighting the country’s growing demand for boutique fitness options. He emphasized that Pure Barre’s innovative approach to barre workouts positions it for success in this new market.
Pure Barre’s retention strategy includes introducing new class formats and in-studio initiatives. Recently, the brand added two formats: Pure Barre Define, featuring heavier weights, and Pure Barre Align, which emphasizes recovery and flexibility. Their engaging member challenges, such as the annual Fall Fit Challenge, continue to strengthen the brand’s community across its 630 global locations.
Founded in 2001, Pure Barre is a leader in the fitness industry, offering full-body workouts for all fitness levels. It has been consistently recognized by Entrepreneur Magazine’s Franchise 500 and Inc. Magazine’s Inc. 5000.
Xponential Fitness, Pure Barre’s parent company, is a global franchisor of boutique wellness brands like Club Pilates, CycleBar, and YogaSix. With its diverse portfolio, the company continues to expand both in the U.S. and internationally.
In related news, despite a slight dip in consolidated revenue for Q2 2024, Xponential Fitness saw a 22% increase in franchise revenue. Lake Street Capital Markets maintained a buy rating on its shares, though adjusted the price target to $20. Despite the revenue miss, the company’s key metrics show growth in memberships, studio visits, and franchise revenue. Additionally, Xponential secured $25 million in term loans to support ongoing operations and growth strategies, reflecting its commitment to international expansion and innovation.
