Irvine-based Xponential Fitness Inc. (NYSE: XPOF) signed an agreement with Princess Cruises, becoming the first boutique fitness franchisor to enter a major cruise line.
The five-year licensing deal ensures a minimum of eight Xponential brands will be available on every Princess ship—a minimum total of 120 studios on the cruise line’s 15-ship fleet. The studios will be operated by OneSpaWorld Holdings (Nasdaq: OSW), a provider of wellness services across cruise ships and destination resorts. Princess is a brand of Carnival Corp. (NYSE: CCL).
The agreement also adds Xponential’s digital subscription program, XPLUS, to Princess’s proprietary digital platform, Ocean View.
“This partnership brings the best in fitness to Princess’ millions of guests,” said Anthony Geisler, CEO of Xponential Fitness, Inc. “Our wide variety of fitness offerings, ranging from stretching to cycling, will provide everyone, including avid Xponential members and first-timers, the opportunity to experience our brands.”
Shares were little changed at $19.96 and a $978 million market cap.