Beata Kaleta-Lipczyńska takes on the role of Head of Brand, bringing over of 20 years’ experience in building fitness and wellness ventures in Poland and international markets.
Xtreme KiDS is strengthening its team with a seasoned leader who has spent years successfully building brands in the fitness and wellness industry. Beata Kaleta-Lipczyńska is joining the organisation as Head of Brand. She brings more than two decades of hands-on experience gained in Poland and abroad, spanning brand development, building operational frameworks, and working on projects at various stages of growth – from initial openings through to scaling complex organisations.
Experience Across Poland and International Markets
Beata began her career in London at Fitness First, before going on to help shape and build the operational structure of Pure Jatomi – from its earliest club openings through to large-scale development across Europe and Asia. This background has given her a strong instinct for building brands that genuinely connect with customers and can grow in a consistent, sustainable way.
Her approach has always been people-first, with a strong focus on the real experience of the end user. She has worked on projects in the United Kingdom, Norway and Sweden, developing brands, launching new initiatives, and helping organisations scale at pace. She also brings experience from boutique concepts and premium start-ups, where she helped define the pace of development and long-term growth strategies.
The Next Chapter for Xtreme KiDS
Beata Kaleta-Lipczyńska’s appointment marks another step in building a brand that inspires children to discover the joy of movement. Xtreme KiDS continues to evolve its concept, combining physical activity with play and education in a welcoming, safe and modern environment.
Beata’s arrival brings Xtreme KiDS a significant boost in expertise, as well as fresh energy and a new perspective. We believe her experience will help us develop it further, with both children and parents in mind – says James Cotton, President of the Board at Xtreme KiDS.
In her new role, Beata Kaleta-Lipczyńska will be responsible for brand development and consistency, with a focus on what matters most: quality, authentic experience, and strengthening the values at the heart of Xtreme KiDS.
