Strong Pilates has inked a deal with Poland’s largest wellness franchise operator, Xtreme Brands, to take the Pilates chain across Central and Eastern Europe.
The new master franchise agreement will see Strong Pilates head first into Poland and the Czech Republic, before exploring further opportunities in the region.
Xtreme Brands’ portfolio includes Xtreme Fitness Gyms and Xtreme Kids. It plans a portfolio of 750 locations in Central and Eastern Europe by 2030, across Strong Pilates studios and its own gym chain, which currently operates in 181 sites.
Xtreme Fitness Gyms opens approximately three clubs a week and offers a full turnkey solution for franchisees, including dedicated property sourcing, design, and sales teams.
CEO of Xtreme Brands, James Cotton, said Strong Pilates’ boutique offering is a natural addition to the portfolio.
“Our ambition is to build a strong and lasting presence for the brand across Central and Eastern Europe,” Cotton said.
In April 2025, Polish tech-focused private equity firm bValue Fund invested 43 million PLN (about $16.36m) in Xtreme Brands.
Michael Ramsey, Strong Pilates co‑founder and CEO, said the group has strong franchising credibility, experience and aligned values.
“Our partnership gives us enormous confidence in our expansion across Europe, and we look forward to reaching new markets and fitness communities,” Ramsey said.
Strong Pilates’ global footprint is now across Australia, New Zealand, the US, Canada, the UK, Ireland, Japan, Singapore, Indonesia, the Philippines, Malaysia, South Korea, Dubai and Bahrain.
