Collective Wellness Group (CWG) has acquired XTEND Barre brand rights in Australia and New Zealand

Collective Wellness Group buys XTEND Barre brand rights to drive Australian growth in the rapidly expanding boutique studio, mind-body fitness segment.

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 acquired a perpetual trademark license that gives it complete control of the brand and product offering in Australia and New Zealand, after being a master franchisee for the past 4 years.

“We’re delighted and excited to go to the next level with the XTEND Barre brand,” says CWG CEO Nicole Noye. “We see massive upside for XTEND Barre - a high-performance work out 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 combines the science of Pilates with the dynamics of aerobic dance to offer a high performance yet low impact full-body workout.

“Our workouts are designed to open, reset and reenergise bodies and minds to counter the negative effects of busy, sedentary, stressful lifestyles. We hope to empower Australian women to perform at their peak at a time when mental health issues are on the rise. Australia is one of the worst OECD countries when it comes to working long hours, and the risk of depression and anxiety is higher in people who sit more and find themselves in a constant state of flexion. The statistics are startling: one in three Australian women will experience anxiety in their lifetime; one in six will experience depression. By growing the XTEND Barre network, we hope to make a positive impact through workouts that specifically counter stress and flexion and bring people into a positive native state of extension and release every day,” says Noye.

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, recognising 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 $66 billion industry by 2027, according to Allied Market Research.

XTEND Barre franchise opportunities are available across Australia with carefully-selected locations in Sydney and Melbourne.


Enquire now to find out more!