CWG takes control of Xtend Barre ANZ, plans 100 studios

By Sarah Stowe | 28 Apr 2021 View comments

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. 

The group has acquired a perpetual trademark license that gives it complete control of the brand and product offering across both countries. Since 2017 CWG has been the master franchisee.

As part of the deal, CWG has  the option to develop and expand the barre brand in at least six international markets across Asia and Europe.

Justin McDonell, co-founder and chair at CWG, said “Our vision is to create a world-class, category-leading offer here in Australia, paving the way for building a global ‘Xtend’ community and movement. This starts with giving our franchisees a truly unique brand and system to leverage, travel and grow with.

“While we won’t be internationalising immediately, it’s part of our mindset to create the best possible offer that can carry across Australia, and the world.”

Nicole Noye, CWG CEO, predicts a strong future in the sector.

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 is the brainchild of New York-based professional dancer and performer Andrea Rogers, who will continue in her ambassadorial role and collaborate with CWG on brand and product development.

Rogers said “CWG has been a great business partner for growing Xtend Barre in Australia. It has the vision, market knowledge, operational skill and franchising firepower to really take it to the next level.

“I am proud to see where we’ve got to in the last three years and excited by what CWG can do with even greater ownership and drive.”