Pure Barre Heads to Mexico in 2025
Xponential’s low-impact, full body Barre workout is set to debut in Japan later this year before landing in Mexico City
Pure Barre is expanding to Mexico following a master franchise agreement that will see the first location opening in Q1 2025 in Mexico City, adding to its 600+ studios.
Additional locations will follow, according to Pure Barre. It’s the barre fitness brand’s second international market outside of North America, with its first location in Japan slated to debut later this year.
“Mexico is a major emerging market for boutique fitness, and we believe Pure Barre’s pioneering barre method and industry-leading offering has a bright future there,” Xponential’s president of international, Bob Kaufman, said.
The boutique fitness and wellness franchisor appointed Kaufman last November — a move designed to support Xponential’s continued international expansion.
Enrique López, general director of Boutique X Fitness Studios, will oversee Pure Barre’s expansion in Mexico. López has held prior roles at Les Mills Mexico and Kinezis Mexico.
“Pure Barre is one of the most popular boutique fitness concepts in the U.S. and we cannot wait to bring this incredible leading brand and workout to Mexico, continuing the diversification of our high-end portfolio of brands,” Lopez said.
The Master Franchisee team also develops brands StretchLab and Rumble Boxing in Mexico.
Pure Barre Adds New Class Formats
The boutique fitness brand has kicked off its annual Fall Fit Challenge, which wraps on Nov. 1 and encourages members to complete 30 classes in 60 days.
“This time of year sneaks up on us all, and our Fall Fit Challenge gives people the space to ‘fall back’ into their fitness routines,” Pure Barre chief marketing officer Caroline Linton said. “We are thrilled to bring this challenge back for its sixth year, offering both our seasoned members and new clients the chance to tailor this experience to their unique health and wellness goals while discovering the strength within them.”
The low-impact fitness concept rolled out two new class formats in the last year: Pure Barre Define, which incorporates heavier weights and hits on the strength training trend, and Pure Barre Align, which focuses on recovery and flexibility.
In addition to Pure Barre, StretchLab, and Rumble Boxing, Xponential Fitness owns Club Pilates, CycleBar, BFT, YogaSix, and Lindora, a metabolic health brand it acquired last year. The boutique wellness and fitness franchisor also introduced a new CEO this summer — former Taco Bell chief Mark King.
Earlier this month, Xponential secured $25 million in new term loans for general corporate purposes.
Lindora & XPOF Fitness Brands Mingle
While Xponential continues to expand the footprint of its fitness brands, all signs indicate that Lindora could be one of its most lucrative, with its medically guided weight loss and metabolic health solutions such as meal plans, GLP-1s, and hormone replacement therapies. The newest addition to Xponential is set to expand beyond its West Coast roots and has attracted interest from new and existing franchise groups.
Lindora recently launched a 10-week workout series on Xponential+, the franchisor’s streaming workout platform offering at-home workouts across its popular brands.
“This is the first time that Lindora has offered wellness members complimentary access to on-demand boutique fitness to support our 10-week Weight Loss Program, made possible due to the support of Xponential Fitness and the company’s incredible roster of workouts from stretch and strength training to yoga, Pilates and beyond,” Lindora president Lou DeFrancisco said. “Members will be able to take the amazing results they get at Lindora to the next level by combining fitness from this new workout collection to help build lifelong healthy habits.”
