Pure Barre Announces Expansion into Mexico
Posted: September 26, 2024 in Chains
Pure Barre
IRVINE, CA – Pure Barre, the largest barre fitness brand and an Xponential Fitness brand, announces it is opening in Mexico. The first location is slated to open in Q1 2025 in Mexico City with more locations to follow. This marks Pure Barre’s second international market outside of North America, with the brand’s first location in Japan set to debut later this year.
Behind the Master Franchise Agreement for Mexico is a current Master Franchisee team developing StretchLab and Rumble in the country.
“Mexico is a major emerging market for boutique fitness, and we believe Pure Barre’s pioneering barre method and industry leading offering has a bright future there,” said Bob Kaufman, President of International at Xponential Fitness.
Driving Pure Barre’s expansion in Mexico is Enrique Lopez, General Director of Boutique X Fitness Studios, who has extensive experience in the fitness space with previous roles at Les Mills Mexico and Kinezis Mexico.
“Pure Barre is one of the most popular boutique fitness concepts in the U.S. and we cannot wait to bring this incredible leading brand and workout to Mexico, continuing the diversification of our high-end portfolio of brands,” said Lopez.
Establishing itself as the pioneer and leader in barre workouts, Pure Barre continues to prioritize innovation with new class formats, partnerships and engaging in-studio initiatives to retain its loyal following. Recognizing that consumer needs and preferences in the fitness space are shifting toward more recovery and strength training, Pure Barre debuted two new class formats over the past year – Pure Barre Define, which utilizes heavier weights than a traditional barre class, and Pure Barre Align, which emphasizes recovery and flexibility. Also renowned for its member challenges, Pure Barre is currently in the midst of its 6th annual Fall Fit Challenge, which has garnered participation from tens of thousands of members across the brand’s 630+ locations.
