Brainlabs wins Xponential Fitness for media planning agency of record

Boutique fitness franchisor appoints Brainlabs for full-funnel media planning and performance across its portfolio of brands.

APRIL 28, 2026 (LOS ANGELES, CA) -- Xponential Fitness, the global franchisor behind boutique fitness brands Club Pilates, Pure Barre, Yoga Six, StretchLab and BFT, has appointed Brainlabs as its media agency of record. The scope covers full-funnel brand strategy, media planning and buying, and performance analysis. The account will be managed by Brainlabs' Los Angeles-based team.

Xponential and Brainlabs share a commitment to integrating technology and scientific rigor into everyday operations. Xponential's XPLUS program delivers fitness classes digitally for at-home or on-the-go accessibility, while Brainlabs' proprietary technology platform, Cortex AI, optimizes media strategy at speed and scale.

"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." - Mike Nuzzo, CEO at Xponential Fitness

The partnership's first national campaign, "Every Body Club Pilates," sought to expand the brand's audience by highlighting diverse body types and making Pilates feel approachable to anyone. Future efforts will extend this approach across Xponential's portfolio, offering more classes in-studio and online with highly trained instructors and industry-grade technology.

"We launched the 'Every Body Club Pilates' campaign in record time. It's a testament to the agility of our team and the speed our technology allows for." - Vanessa Pinzon, Media Director at Brainlabs

Work is already underway across the Xponential portfolio.

About Xponential Fitness

Xponential Fitness, Inc. (NYSE: XPOF) is one of the leading global franchisors of boutique health and wellness brands. In partnership with its franchisees and master franchisees, Xponential offers energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations throughout the U.S. and internationally, with franchise, master franchise and international expansion agreements in 49 U.S. states, Puerto Rico, and 28 additional countries. Xponential’s portfolio of brands includes Club Pilates, the largest Pilates brand in the United States; StretchLab, a concept offering one-on-one and group stretching services; YogaSix, the largest franchised yoga brand in the United States; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements, and the largest Barre brand in the United States; and BFT, a functional training and strength-based program. For more information, please visit the Company’s website at xponential.com. Follow on LinkedIn.

About Exverus by Brainlabs

Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com. Follow on LinkedIn | Instagram | YouTube

Please direct all press queries to michelle.andrade@exverus.com.