• by Fern Siegel , 3 hours ago

Xponential Fitness selected Brainlabs as media AOR.

The company is a boutique fitness franchise, consisting of Club Pilates, Pure Barre, YogaSix, StretchLab and BFT, covering 3,000+ studios and nearly 800,000 members worldwide. Xponential increased its marketing fund investment 25% year-over-year in Q1 2026. 

The remit spans all five entities and includes brand strategy, media planning and buying across SEM, paid social, YouTube, CTV, programmatic and OOH. The focus is regional versus national visibility. First work began in April. The 2026 projected Xponential media spend is $39 million.

The incumbent was iProspect.

“We chose Brainlabs because they're ahead of the curve in terms of technical expertise. Their spirit of ‘growing but still boutique’ is just like ours, so it’s a perfect fit,” said Mike Nuzzo, CEO at Xponential Fitness.

Brainlabs’ Los Angeles office is already supporting media for Club Pilates’ first national brand campaign, “Every Body Club Pilates,” which debuted on ABC's “The View” and runs across “Good Morning America,” digital, social and OOH, including LAX.

The agency’s revenue-based planning focuses on hyper-local member lifetime value.

Brainlabs has done work for Hilton, Microsoft, Polaroid and Netflix.