Xtreme Brands: 64 New Locations in One Year
2025 marked a turning point for Xtreme Brands – a transition from a phase of rapid growth to one of mature, sustainable scaling. Over the course of twelve months, the group launched 64 new locations – 57 Xtreme Fitness Gyms clubs and 7 Xtreme KiDS venues – steadily cementing its position as one of the fastest-growing franchise systems in the Polish market.
The scale achieved was not the result of a one-off acceleration, but of a systematically refined operational model. In 2025, Xtreme Brands opened an average of one new location just under every six days, maintaining continuity across both investment and operational processes. The final fitness club of the year opened on December 30 in Warsaw, closing out a year that demonstrated the organisation’s capacity for stable, long-term expansion.
Scaling Built on Experience and Repeatable Processes
Xtreme Brands’ growth model rests on two complementary pillars: its fitness club network and its children’s activity concept. In 2025 alone, 57 new Xtreme Fitness Gyms locations were opened. An expansion of this magnitude confirmed the organisation’s ability to manage multiple investment projects simultaneously while maintaining consistent operational and quality standards.
In parallel, Xtreme KiDS – a network of modern movement and play spaces for children – accelerated its own expansion. Seven new locations opened during the year, bringing the network to 11 active locations across Poland by year-end. Recent months have confirmed both the operational maturity of the concept and its readiness for further scaling within a single, unified management framework.
Scale is not a product of ambition – it’s the result of consistently built, repeatable processes – says James Cotton, CEO Xtreme Fitness Gyms and Xtreme KiDS. – In 2025, what mattered to us was not just the pace of expansion, but the organisation’s ability to sustain that scale in the years ahead.
A Format Tailored to Urban Structure and Lifestyle
What made 2025 a landmark year was not only the number of openings, but their strategic composition. Strengthening the presence in major metropolitan areas was a key element of the expansion strategy. In Warsaw alone, four new clubs were launched in the fitness convenience format – compact, neighbourhood-level facilities designed for regular, shorter visits.
At the same time, the network continued to develop flexible location formats: from clubs situated directly adjacent to major office clusters to facilities designed for 24/7 operation. This approach enables a precise match between the offering and local lifestyle rhythms, ensuring stable, year-round demand – both from a user perspective and from the standpoint of property owners.
Xtreme KiDS as an Integral Part of the Ecosystem
Xtreme KiDS is increasingly functioning as a core component of the Xtreme Brands ecosystem, particularly within residential developments, mixed-use schemes, and community-focused retail centres. The concept enhances the appeal of a property for families, extends visitor dwell time, and broadens the overall catchment of any given site.
From an operational standpoint, Xtreme KiDS is developed along the same lines as the fitness network – built on clearly defined standards, a repeatable opening model, and centralised operational support. This positions the concept firmly within the group’s long-term strategy of demand diversification and revenue stabilisation.
Multi-Franchisees as a Benchmark of Model Maturity
One of the key indicators of Xtreme Brands’ scalability is the structure of its franchise network. By the end of 2025, the number of multi-unit franchisees exceeded 80 partners – entrepreneurs who, having successfully launched their first location, chose to reinvest within the Xtreme Brands system.
In an environment of constrained access to financing and increasingly stringent lending requirements, such decisions are made solely on the basis of hard operational data and predictable financial performance.
The best proof of our model’s effectiveness is the partners who, after succeeding with their first location, come back for more – says Filip Puchalski, Commercial Director of Xtreme Brands. – These are decisions grounded in operational data, revenue stability, and a long-term growth outlook.
2026: Continued Domestic Expansion and International Market Preparations
Plans for 2026 include the launch of over 100 new locations across both Xtreme Brands concepts – nearly doubling the year-on-year pace of expansion. The foundation for this growth is a well-developed investment pipeline and the still-significant untapped potential of the Polish fitness and family entertainment markets.
In parallel, the group is preparing for international expansion, approaching it as the next logical step in the evolution of a proven operational model. The objective is to transfer the know-how developed in the Polish market while accounting for the specific characteristics of each new territory.
Poland remains our primary growth market – says Filip Puchalski. – We still see considerable potential here, as reflected in our extensive investment pipeline for 2026, 2027, and 2028. At the same time, we are actively exploring international expansion opportunities – not as a simple copy-paste of existing solutions, but as a transfer of know-how and proven processes adapted to the local characteristics of each market, whether in terms of demand dynamics, operational conditions, or the regulatory environment.
