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27 Sep 2021

Xponential Fitness takes Rumble to Australia with master franchise deal
BY Tom Walker

The boxing-inspired boutique brand was acquired by Xponential Fitness in March 2021

The boxing-inspired boutique brand was acquired by Xponential Fitness in March 2021
photo: Rumble/Xponential Fitness

Boxing-inspired fitness operator Rumble has signed a master franchise agreement in Australia, which could see at least 100 studios open in the country over the next five years.

The boutique brand, which was acquired by franchised fitness behemoth Xponential Fitness in March 2021, has signed the master deal with Box X Operations.

Box X has already secured multiple studio development deals and is expected to bring four Rumble studios to the Sydney and Newcastle markets.

Rumble and Box X have also teamed up with former F45 Franchise Owners and well-known entertainment industry duo, The Stafford Brothers, to promote Rumble in Australia and open their own Rumble studios.

Box X is a subsidiary of Boutique Fitness Studios, which is the existing master franchise partner in Australia for Xponential Fitness brands, CycleBar and StretchLab.

John Kersh, chief international development Officer for Xponential Fitness, said: “Australia is proving to be a major emerging market for boutique fitness, so we know Rumble will be a strong addition to the Xponential brands, CycleBar, Club Pilates and StretchLab, already sparking excitement in the market.”

Rumble offers 45-minute, 10-round, full-body strength and conditioning workouts, which interpolate water-filled, teardrop-style boxing bags.

Founded in 2017 in New York City, the brand has since expanded across the US.

Matt Gordin, CEO of Boutique Fitness Studios, said: “We're certain that Australians will embrace the results-oriented workout and immersive customer experience at Rumble studios.

“And our promotional collaboration with Matt Stafford will extend our reach as we continue to develop our network of franchise partners around Australia.”

Since its launch, Rumble has attracted a number of celebrity exercisers, from Justin Bieber and Selena Gomez to Kendall Jenner and David Beckham.

Xponential Fitness is backed by Anthony Geisler and Snapdragon Capital Partners and has grown rapidly in recent years.

It opened 394 new locations in 2019 and another 240 during the pandemic-hit 2020.

In total, its portfolio includes Club Pilates, Pure Barre, Cyclebar, Stretch Lab, Row House, Yoga Six, Rumble, AKT and Stride.



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