Strong Pilates Strikes Franchise Deal to Expand in Central, Eastern Europe

The Australia-founded Pilates franchise has big plans to scale in the U.S., but it’s also pursuing European growth, teaming up with Poland’s largest wellness franchise operator

Australia-born boutique fitness franchise Strong Pilates is pushing further into international markets, announcing a master franchise partnership with Xtreme Brands, Poland’s largest wellness franchise operator, to lead its expansion across Central and Eastern Europe.

The deal marks Strong Pilates’ first move into the region and will bring the brand into Poland and the Czech Republic to start. Once those markets launch, Strong Pilates’ global footprint will grow to 16 countries, adding to existing operations in the U.S., Australia, New Zealand, Canada, the U.K., Ireland, Japan, Singapore, Indonesia, the Philippines, Malaysia, South Korea, Dubai and Bahrain.

Strong Pilates will be the first outside brand to join Xtreme Brands’ portfolio, which includes Xtreme Fitness Gyms, a network of 181 operating clubs in Poland that the company said is adding roughly three new locations per week. 

Xtreme Brands said it plans to grow to 750 operating locations across Central and Eastern Europe by 2030, with a portion of that growth coming from Strong Pilates studios. The expansion is backed by investment from bValue Fund, which focuses on high-growth businesses in the region.

“Xtreme Brands is a leader in the wellness space with strong franchising credibility, experience and values that align closely with ours,” said Strong Pilates co-founder and CEO Michael Ramsey. “Our partnership gives us enormous confidence in our expansion across Europe, and we look forward to reaching new markets and fitness communities.”

James Cotton, the CEO of Xtreme Fitness Gyms, said the partnership gives the group its first international brand as it pursues rapid growth of its own.

“Strong Pilates is a proven international concept that responds to growing demand for training that combines Pilates, strength and cardio,” Cotton said. “It is a natural addition to the Xtreme Brands portfolio and one we are well positioned to scale through our experience in franchise development, site selection and club operations.”

Strong Pilates combines Pilates, strength training and cardio into a single low-impact workout, using its proprietary Rowformer and Bikeformer equipment. The brand says it has grown to more than 125 operating studios across 14 countries and over 57,000 members worldwide, with 200 additional locations confirmed to open.

The Central and Eastern Europe push follows a period of aggressive growth for Strong Pilates, including a recent acceleration of its U.S. expansion that’s expected to bring the brand to 25 domestic studios by the end of 2026.