Xponential Fitness has entered a five-year licensing agreement with Princess Cruises that gives guests access to its boutique fitness classes and workout channel, XPlus. The tie-up is managed by OneSpaWorld and also launches Xponential’s first corporate wellbeing offering, which provides subscription platform XPass to 30,000 employees at a discounted rate.
“This partnership brings the best in fitness to Princess’ millions of guests,” said Anthony Geisler, CEO of Xponential Fitness. “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.”
Under the new agreement, passengers can experience at least eight of Xponential Fitness’ brands – starting with Club Pilates, CycleBar, Pure Barre, Row House, StretchLab, Stride Fitness, YogaSix and AKT – across all 15 ships in the fleet, as well as XPlus. Princess’s first foray into fitness content will be viewable in around 23,000 staterooms through digital channel OceanView, which is also on streaming platforms such as Roku, Apple TV and Amazon Fire TV.
“Whether at your home, your local studio, your stateroom, the ship fitness centre, sports court or lido deck, our guests can engage with Pure Barre, Club Pilates, YogaSix, StretchLab, Stride Fitness or any of their favourite fitness experiences,” said John Padgett, president of Princess Cruises. “Our goal is simply to provide the best vacation experiences in the world at the best value, and this exciting partnership aligns the most iconic brand in cruises with Xponential’s unmatched boutique fitness brand portfolio.”
Guests do not need to be members of Xponential Fitness to take part, but will be offered an XPass at discount prices so they can continue in-studio and virtual workouts afterwards.
One of the cruise industry’s leading digital innovators, this deal with Xponential Fitness, as the cruise line’s first official fitness content provider, ramps up Princess Cruises’ digital offering.
The coin-sized Ocean Medallion – which has a 98 per cent take-up rate by guests – allows passengers to experience a more flexible cruise that is highly personalised. Not only does it, for example, open the stateroom door on approach or alert staff to a guest’s dietary preferences, but, in coordination with OceanNow (via the smartphone app), a user can order a product – from drinks and snacks, to t-shirts and suncream – from anywhere onboard and have it delivered to another location, wherever they are. It is the only cruise line to offer this type of service.
Xponential will deliver customised equipment as part of the deal, and its merchandise will also be available for purchase at stores on board and through location service OceanNow.
In terms of its corporate wellbeing programme, XPass will be offered to the cruise line’s 30,000 employees at an exclusive discount. With this agreement, Xponential Fitness and its brands become the official fitness content partner of Princess Cruises, while Princess Cruises becomes the official vacation partner of all Xponential Fitness brands.
