Zespół - Xtreme Brands

Our People Are Our Competitive Edge

Xtreme Brands

Xtreme Brands is built by leaders and practitioners who combine a passion for sport with operational discipline and data-driven decision-making. Together, we are developing Xtreme Fitness Gyms and Xtreme KiDS, building a scalable, franchise-centric fitness and wellbeing ecosystem.

How We Work

Franchise-centricity: we make decisions through the lens of franchise partner success and member experience.
Evidence-first mindset: we measure, test, and scale – relying on KPIs rather than intuition.
Standards & safety: consistent processes, training, and audits across the network.
Collaboration: clubs, franchise partners, and head office – one team.
XTREME values: Xtreme Passion, Teamwork, Responsibility, Education, Motivation to Inspire, and Enthusiasm for Fitness – actively present in everything we do.

Na zdjęciu jest zespół pracowników Xtreme Brands

Management & Leadership

Łukasz Dojka

Founder and Owner of Xtreme Fitness Gyms & Xtreme KiDS Co-founder of Xtreme Brands

Responsible for product development, operational standards, member experience, and community building. Supports marketing initiatives and sports-related projects across the network.

Łukasz Nowakowski

Co-Owner and Chief Financial Officer of Xtreme Fitness Gyms & Xtreme KiDS

Co-responsible for network expansion and operational culture. Oversees process consistency, implementation quality, and club performance, ensuring that expansion goes hand in hand with repeatable results.

James Cotton

Chief Executive Officer of Xtreme Fitness Gyms & Xtreme KiDS

A leader with international experience. Responsible for strategy, scaling, product development, and international expansion at Xtreme Brands. Focused on data-driven decision-making and disciplined execution.

Filip Puchalski

Commercial Director

Responsible for Xtreme’s commercial strategy, including offer development, pricing, and partnerships. Leads the expansion of convenience models in metropolitan areas and manages the commercial team with a focus on scalable sales solutions.

Szymon Okrojek

Chief Operating Officer

Active in the fitness industry since 2015. Oversees operational quality and consistency across franchise clubs at Xtreme Brands. Manages regional teams and implements standards that support network scalability.

Małgorzata Gala

Corporate Club Director

A fitness expert with 20 years of experience, including international work in the UAE. Leads strategic projects and implements processes and technologies that support network growth at Xtreme Brands.

Stanisława Dalczyńska

HR Director

HR leader with 30 years of experience. Builds a culture based on trust and dialogue. Has led strategic HR initiatives in both Polish and international organisations, creating environments that support people development.

Bartłomiej Prorok

Legal Director

Legal counsel with extensive experience in civil and commercial law. Advises on franchise network development, location acquisition, and real estate-related projects.

Tomasz Bogucki

Chief Information Officer

Responsible for Xtreme Brands’ technology strategy. Develops systems and tools that support network scale, process automation, and data quality, building a modern and stable IT environment.

Marcin Barton

Group Finance Manager

Leads the finance function across the Xtreme group. Responsible for planning, controlling, and reporting, ensuring financial stability, data transparency, and strong foundations for future growth.

Departments & Responsibilities

Expansion & Development

Market and footfall analysis, site selection and lease negotiations, collaboration with property owners, and coordination of fit-out projects.

Operations (Clubs Operations)

Club standards, KPIs, quality and safety audits, launch support, cost and process optimisation.

Sales & Commercial

Revenue strategy, pricing and product offerings, sales initiatives (pre-sale, grand opening, retention), and product partnerships.

Marketing

Brand strategy and local performance marketing, content creation, central campaigns, club and franchisee social media support, marketing automation/CRM, analytics, and funnel optimisation.

Public Relations & Communications

Media relations, corporate and crisis communications, preparation of press materials and key messages, spokesperson preparation and media training, events and editorial partnerships, internal communications, and communication guidelines for the network.

Technology & Data

IT/CRM systems, applications, automation, business intelligence (BI), KPI reporting, and real-time decision support.

HR & Training

Recruitment (managers, trainers, front-line staff), training academies, development pathways, and certification programs.

Finance

Planning and controlling, unit economics models, opening budgets, and support in investment financing.

Legal & Compliance

Franchise and lease agreements, legal standards and compliance, safety policies, and data protection.

Collaboration with Franchisees

How we support them every day

1.

Franchise Manager

ongoing contact, performance reviews, and action planning
2.

Knowledge Hub

standards, procedures, and a library of materials
3.

Development Programs

training programs for owners, managers, and operational teams
4.

Marketing in Practice

campaign calendars, ready-to-use creative assets, and performance marketing support
5.

Benchmarking

comparison against network averages, with recommendations for optimisation

Franchise Without Secrets

A transparent look inside the business – including operational performance, club results, key metrics and forecasts, financing options, and our expansion strategy.

Team