Polish fitness franchise business, Xtreme Fitness Gyms, has hit the milestone of 100 sites and is aiming to reach 500 locations in Poland in the next six years.

“We've just had our most successful year in terms of the performance, franchise sales and openings and we're now in a very dynamic scale phase of the business" founder and chair, Lukasz Dojka, told HCM.

Last year the mid-market franchisor opened 42 clubs, there are more than 60 planned for this year and the team is gearing up to target neighbouring countries, either by direct franchising or master franchising.

“We're very much looking for speed,” says CEO, James Cotton. “The fitness franchise market in Eastern Europe is wide open, so we’re looking to occupy that space.”

Poland is a challenging market where several European operators have attempted to grow but have ultimately withdrawn from. As well as having a low penetration rate, of 8 to 9 per cent, it's dominated by two aggregator-based companies, Benefit Systems and Medicover, which dictate the market.

Xtreme Fitness Gyms says it's well placed to navigate the challenges and cultural nuances. Both Dojka and Cotton cut their teeth in the UK fitness market and bring this experience to their roles, but Xtreme Fitness Gyms is ultimately a homegrown company led by a Polish entrepreneur who understands the market.

The offering is based on a traditional gym format with four core areas – strength, cardio, group exercise and relaxation – and cost between £30 and £40 a month. Members can choose the services they want to use and prices vary accordingly.

Franchises cost 450,000 PLN (€106,000, £89,000, US$109,000).

Alongside the main franchise a concept called Xtreme Kids – which is aimed at children from three-years-old to late teens – was launched in 2022. So far four sites are open with 10 more coming this year. Usually located next to the adult gyms, parents can head for a workout, while their children are introduced to fitness via mini kit and dance classes.