[REVISION HISTORY]

Polish fitness market expansion and diversification

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2026-10-28 07:06 UTC → 2026-10-30 12:47 UTC · added ~~removed~~

The Polish fitness market is undergoing expansion through new franchise models and digital service platforms. Xtreme Fitness Gyms reached a milestone by opening its 200th club in Częstochowa, Poland, a 1,250-square-meter facility featuring specialized training zones such as HYROX and functional training. Following this achievement, the company announced plans to expand into the Czech Republic, starting with Opava. The brand is also diversifying via its Xtreme Brands portfolio, which includes the Xtreme KiDS ~~concept—currently~~ concept, currently approaching 40 ~~locations—and~~ locations, and STRONG Pilates. Founder Łukasz Dojka noted that the organization has evolved into a “mature ecosystem” capable of scaling multiple concepts through franchising. In a similar trend of network growth, Benefit Systems is launching a franchise model for its Zdrofit brand. This move shifts the company's strategy from organic development and acquisitions toward a franchise-led approach, particularly to target smaller cities. The model includes ~~both large clubs (800–1200~~ standard Zdrofit locations (800 to 1200 sqm) with full infrastructure and the ~~highly automated ‘Zdrofit Express’ format (300–500 sqm), both~~ “Zdrofit Express” format. The Express format, which recently debuted in Warsaw, consists of compact, fully automated, and digitally managed spaces of 300 to 500 sqm designed for individual training. Both formats are capable of 24/7 operation. ~~These models aim to accelerate growth~~ Zdrofit currently operates over 250 clubs across 60 cities, serving more than 360,000 customers, and operates within the MultiSport ecosystem which serves over 1.9 million users in ~~areas with limited sports infrastructure, including markets outside major metropolitan areas.~~ Poland. This shift toward smaller towns introduces new competition for local operators. While large brands expand, some players like Fit+ are focusing on unmanned clubs of ~~200–300~~ 200 to 300 square meters in towns with 10,000 to 15,000 residents to ensure economic ~~viability where large-scale investments may be difficult to justify.~~ viability. Additionally, the BodyVibes application has emerged as a localized digital platform, partnering with 170 studios in Warsaw and Krakow to offer specialized activities ~~like Pilates and Hyrox~~ at prices tailored to the Polish ~~market, targeting the individual premium segment.~~ market.

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