Xtreme Fitness Gyms is launching a partnership with MODIVO PLATFORM and MODIVOclub that brings together everyday training with shopping benefits, a new standard of brand presence in clubs, and a dedicated Reebok x Xtreme collection. For members, this means additional benefits when purchasing a membership and access to products designed around an active lifestyle. For the network and its franchisees, it is an example of how scale, owned channels, and centrally negotiated partnerships can be put to work within a franchise model.
The project connects two areas that are increasingly present in customers' everyday choices: an active sporting lifestyle and the purchasing decisions that surround it — from a gym membership and regular training to footwear, clothing, and activity-related products. In practice, an Xtreme Fitness Gyms member receives not only access to the club, but also tangible shopping benefits and interaction with brands that are present wherever their training experience naturally takes place — in the club, the app, newsletters, SMS messages, and during fitness classes. The partnership is therefore not built solely on logo exposure, but on the use of channels and touchpoints that are already part of the member's everyday relationship with the club.
One of the most visible elements of the project will be the standardisation of uniforms across Xtreme Fitness Gyms staff. This is a practical change, not merely a visual one: members will find it easier to identify team members, get help more quickly, and navigate the club within a clearer service standard. In a franchise network operating across many locations and run by different operators, solutions of this kind strengthen the consistency of the experience — regardless of the city, the club, or the team on site.
A special dedicated Reebok x Xtreme collection will also be made available for sale. This is another step beyond the conventional benefits partnership model. The sports brand does not appear simply as a discount partner, but as part of a broader ecosystem — from staff uniforms and in-club display through to products available to those training at Xtreme Fitness Gyms.
From the perspective of Xtreme Fitness Gyms, the project demonstrates how the scale of the network can work in favour of individual clubs. In a franchise model, a single operator rarely has the resources to independently negotiate a comparable benefits package, prepare the communication, implement a staff uniform standard, and launch a joint collection with a recognised sports brand. In this case, the franchisor takes responsibility for designing the partnership terms, preparing the materials, and setting the implementation standards — and the franchisee receives a ready-made tool that supports membership sales, customer service, and a consistent in-club experience.
In this partnership, we start with the customer, not with our brand logos. A member comes to Xtreme Fitness Gyms to train, but their experience does not end on the gym floor. We want to build greater value around the membership — through benefits, communication, partnerships, and the presence of brands that are naturally associated with an active sporting lifestyle – says Małgorzata Gala, Corporate Clubs Director at Xtreme Fitness Gyms.
For MODIVO PLATFORM, this partnership is a natural connection between two areas that are increasingly intertwined in customers' everyday lives: physical activity and purchasing decisions related to an active sporting lifestyle. Xtreme Fitness Gyms gives us access to people who are on the move, who train regularly, and who make purchasing decisions in a very specific context — not in the abstract, but right alongside their training, equipment, kit, and daily motivation. We want the presence of MODIVO PLATFORM and MODIVOclub in this project to be genuinely useful for members: through benefits, a dedicated collection, and a brand experience woven into their training routine – says Krzysztof Burak, Director of International Brand Business Development at MODIVO PLATFORM, responsible, among other things, for the development of the Reebok brand.
