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Collective Wellness Group buys perpetual brand license for XTEND Barre

Collective Wellness Group buys perpetual brand license for XTEND Barre

CWG plans to expand the barre workout concept to 100 Australian studios by 2025.

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Collective Wellness Group (CWG) has acquired the rights to develop and control the XTEND Barre brand in Australia and New Zealand, significantly increasing its investment in the brand’s continued long-term growth.

CWG has been a master franchisee for XTEND Barre since 2017, and recognized the opportunity that could come with having more control over the brand’s ongoing growth.

“We’re delighted and excited to go to the next level with the XTEND Barre brand,” said CWG CEO, Nicole Noye. “We see massive upside for XTEND Barre – a high-performance workout 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.”

XTEND Barre was created by New York-based professional dancer and performer Andrea Rogers, who will continue her ambassadorial role with the brand and continue with product development.

“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,” said Rogers. “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.”

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, recognizing 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 $66bn 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,” said Justin McDonell, co-founder and chairman, Collective Wellness Group.

“This starts with giving our franchisees a truly unique brand and system to leverage, travel and grow with. While we won’t be internationalizing immediately, it’s part of our mindset to create the best possible offer that can carry across Australia, and the world.”

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