Xtreme Fitness Gyms Expands Rapidly Across Eastern Europe
Xtreme Fitness Gyms has reached a major milestone with the opening of its 100th location in Poland and has ambitious plans to expand further. The company is aiming for 500 locations within the next six years and is accelerating its growth in 2025 with 60 new sites already in the pipeline.
Following its rapid expansion in Poland, Xtreme Fitness Gyms is now setting its sights on neighboring countries, exploring opportunities through direct franchising and master franchise agreements. CEO James Cotton highlighted the company’s aggressive approach, stating, “The fitness franchise market in Eastern Europe is wide open, and we’re looking to establish a strong presence in this region.”
Poland’s fitness market has proven challenging for many international operators, with a penetration rate of just 8-9% and dominance by major aggregator-based companies such as Benefit Systems and Medicover. However, Xtreme Fitness Gyms believes its local expertise and deep understanding of the market position it for long-term success. Founder and Chair Lukasz Dojka, alongside Cotton, brings extensive experience from the UK fitness industry, combining international best practices with a strong local foundation.
The Xtreme Fitness model is based on a traditional gym format, offering strength training, cardio, group exercise, and relaxation areas. Membership costs range from approximately £30 to £40 per month, with flexible options based on individual service preferences. Franchise opportunities start at 450,000 PLN (€106,000, £89,000, US$109,000).
In addition to its core gym concept, the company is expanding its Xtreme Kids program, which launched in 2022. Designed for children from ages three to late teens, Xtreme Kids introduces young members to fitness through specially designed equipment and dance classes. Currently, four locations are operational, with 10 more set to open this year. These facilities are often located next to adult gyms, allowing parents to work out while their children engage in fitness activities.
With its aggressive expansion plans and a strong foothold in Poland, Xtreme Fitness Gyms is positioning itself as a dominant player in the Eastern European fitness industry.