Xplor Mariana Tek Eyes Expansion in Europe, Asia & Australia
Xplor’s boutique fitness software platform is pursuing expansion in key international markets, in line with industry trends
Xplor Mariana Tek, the boutique fitness software platform from Xplor Technologies, is actively looking to expand throughout Asia, Australia and Europe, the platform tells Athletech News.
Mariana Tek, whose clients include top boutique fitness brands like Barry’s, barre3 and Pvolve, currently has a large presence in the United States and Canada, and it recently entered the United Kingdom and Australia. It’s now looking to add key markets in Asia and continental Europe to that list, along with establishing a bigger presence in Australia
The expansion push comes as America’s biggest boutique fitness brands begin to expand internationally, recognizing the growing demand for group fitness around the globe.
“Our strategy is to follow our customers where they’re trying to grow and also where we see a market opportunity,” Ieuan Owen, Xplor’s chief revenue officer for fitness and well-being, tells ATN. “Boutique fitness has seen huge growth in North America over the last 10 years,” We (now) see a similar trend in some of these other markets, and we want to take advantage of that.”
One of Mariana Tek’s biggest clients, Barry’s, has made a big international push as of late, with plans to enter new markets including Madrid, Athens and Dublin. As brands like Barry’s pursue global expansion, Mariana Tek intends to support them with software features, including recently launched franchise-management tools.
In early 2024, Mariana Tek signed 1Rebel, kicking off its expansion strategy in the U.K. The software platform intends to follow a similar path in Europe, Asia and Australia, aligning itself with top boutique fitness brands to grow its reputation in those regions.
“They’re a reference – a lighthouse client for us in the U.K.,” Owen says of 1Rebel.
Owen identified Japan, Singapore and Dubai, along with major markets across continental Europe, as key expansion targets for Xplor and its boutique fitness partners. Australia is another key market, he added.
“Asia is super exciting for fitness in general because with emerging middle classes, you have this huge expansion in how many people have fitness memberships,” Owen says. “If you’re thinking about boutique fitness specifically, there’s huge room for growth.”
Markets like Australia and Europe are slightly more developed than Asia in terms of boutique fitness offerings, according to Owen, but he believes there’s still a ton of opportunity for American brands to expand in those regions.
American Boutiques Race To Expand
Owen isn’t alone in his analysis. Besides Barry’s, American boutique fitness giants including Xponential Fitness and Orangetheory Fitness have made big international pushes in recent years.
Xponential has identified international growth as one of its biggest priorities under new CEO Mark King, signing deals to bring brands like Club Pilates, Pure Barre and YogaSix to countries across the globe.
Orangetheory, meanwhile, has seen some early success in markets including Japan, Latin America and the Gulf Cooperation Council (GCC) as it eyes more global growth following a merger last year with Anytime Fitness parent Self Esteem brands.
While there’s a lot of enthusiasm from American boutique fitness brands (and software platforms) looking to expand across the globe, Owen cautions that the industry is still in the early stages of its international expansion efforts. Gyms, on the other hand, have been going global for years now.
“In the gym space, you’ve got a number of established international operators and a bit more of a playbook. In the boutique space – outside of Barry’s – I struggle to think of a business that’s quite cracked code,” he says. “So I think we’re in an exploration phase. Some of the brands we work with are looking to learn and dip their toes into new markets.”