Anytime Fitness, Xtend Barre: opportunities for growth

By Sarah Stowe | 18 Jun 2020 View comments

Franchisees in 24/7 gym chain Anytime Fitness and Xtend Barre, the ballet-based studio business, can expect a doubling down of franchisor efforts under new leadership.

The franchisor which operates the two US-origin brands in Australia, Collective Wellness Group, has appointed a former leisure, entertainment and retail expert to take the fitness business to the next level.

Nicole Noye will be leading the group which in April shed the Orangetheory Fitness brand (this is now being handled directly from the US).

Opportunities for growth

This means the resources of the newly slimmed-down group can focus on delivering support and growth for franchisees across Anytime Fitness and Xtend Barre.

Right now there are about 25 opportunities to snap up across the country in the high-profile Anytime Fitness business. In total there are more than 500 outlets already around Australia.

At the newer and niche Xtend Barre, which combines ballet and Pilates-inspired moves for a cardio and flexibility workout, a similar number of studios are available to prospective franchisees.

As clubs and studios across the country continue to reopen from the COVID-19 temporary closures, Noye’s appointment is perfectly timed to lead the two brands’ strategies.

During the COVID-19 period, CWG introduced digital fitness solutions for both brands. The development of a stronger omni-channel experiences for members will be an ongoing focus.

CWG co-founder and chairman Justin McDonell described Nicole Noye as the perfect fit for the role and an empowering leader.

“Her experience at leading businesses through change and her passion for the end-consumer will be crucial assets as we reimagine the way our brands meet the evolving consumer needs in the health and wellness space, particularly in the wake of the COVID-19 pandemic,” he said.