Xtend Barre joins Collective Wellness Group stable of brands

Xtend Barre is the newest addition to Collective Wellness Group’s (CWG’s) growing portfolio of boutique fitness brands. The popular pilates-based franchise currently has 23 studios across Australia and has announced plans to attract more members by educating people on its athletic benefits and personalised approach.  

CWG’s latest acquisiton will see the company provide dedicated and ongoing support to existing Xtend Barre franchisees, as well as focus on a significant expansion strategy, which will see Xtend Barre grow from 23 to at least 80 studios across Australia in the next five years.  

CWG is already a market leader in the health and wellness sector, headed and co-founded by Justin McDonell and Richard Peil. With an eye for identifying opportunity for growth, McDonell and Peil were responsible for launching the Anytime Fitness franchise to Australia in 2008. Anytime Fitness has since grown to be the country’s largest gym chain, with 470 locations nation-wide. The success of Anytime Fitness’ pioneering business model saw McDonell and Peil recently inducted into the Fitness Industry Roll of Honour by Fitness Australia*.  

McDonell says “Group fitness remains one of the leading fitness trends for 2018.** People love to train together and Xtend Barre provides ongoing personal support and intimate classes that turn into communities. Xtend Barre allows us to deliver on CWG’s mission to provide Australian consumers a holistic approach to health and wellness, and I’m looking forward to working with passionate franchisees and the opportunities that Xtend Barre will bring.” 

Xtend Barre will join other noteable brands under the CWG umbrella, including Anytime FitnessOrangetheory Fitness and Massage Envy. 

Australian professional actor and dancer, Chloe Dallimore is the Director of International Trainings at Xtend Barre and is excited about growing the brand and delivering a positive, challenging and fun workout to Australian people. With CWG’s acquisition of Xtend Barre, Dallimore has the capacity to help spread the word further than ever thanks to support from one of Australia’s most innovative management companies, one that has proven success in helping wellness brands grow.   

Dallimore says, “Xtend Barre was the first multi-studio barre program to enter Australia and the instructor training continues to be the most comprehensive in the barre market. While there are other barre workouts available, none replicate Xtend Barre’s unique teaching formula, based on positivity and empowerment of every client. Personalised attention and care is the focus in every class.”  



Jenna Green