Princess Cruises and Xponential Fitness sign Exclusive License Agreement

Premium cruise brand Princess Cruises has announced an exclusive five-year licensing agreement with Xponential Fitness, the largest global franchisor of boutique fitness brands.

Over the term of the agreement, a minimum of eight Xponential brands will be made available onboard each of Princess’ 15-ship fleet, resulting in a minimum total of 120 licensed studio experiences across the Princess fleet, featuring Xponential’s market-leading Club Pilates, Pure Barre, Yoga Six, CycleBar, Row House, AKT Dance, and StretchLab brands and fitness modalities to start, with more exciting Xponential Fitness offerings to come.

In addition to the onboard Xponential brand studio classes, Princess will make Xponential Fitness’ XPLUS virtual on-demand studio class subscription service available in more than 23,000 staterooms on Princess’ proprietary digital content platform, OceanView. Princess guests need not be Xponential Fitness members to experience in-studio live classes and in-stateroom on-demand classes, and can continue their onboard experience post-cruise through XPASS at exclusive Princess discounted prices.

Further, Princess will integrate customised equipment packages from Xponential Fitness partners to complement its onboard boutique studios, and will also make Xponential Fitness merchandise available in onboard retail stores and on Princess’ industry leading on-demand location-based services platform OceanNow.

With this partnership, Princess Cruises will leverage Xponential Fitness’s extensive content in concert with OneSpaWorld’s expertise in the health, wellness and fitness at sea sector to become the first major cruise line offering multiple, curated fitness brands to create customisable guest fitness experiences at sea.

Xponential Fitness will work with OneSpaWorld, Princess Cruises’ exclusive partner for health, wellness and fitness services, to incorporate Xponential’s outstanding experiences into the fitness offerings provided to Princess guests, managed by OneSpaWorld’s fitness professionals and onboard staff in onboard fitness and spa facilities.

John Padgett, president of Princess Cruises advises “our goal is simply to provide the best vacation experiences in the world at the best value. Blending Xponential’s unmatched boutique fitness brand portfolio with OneSpaWorld’s beautifully-curated fitness program, developed over the course of our 25-year exclusive collaboration, allows us to align the most iconic brand in cruising with the best and most comprehensive offerings in the fitness industry.

“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 or any of their favourite fitness experiences.”

Danyal Ali, President of XPASS at Xponential Fitness shares “this partnership will broaden the fitness experience available to the millions of guests who sail on Princess.

“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 in addition to the existing extensive suite of OneSpaWorld services offered on board. We look forward to working closely with OneSpaWorld to create extraordinary value for Princess and its guests. Clearly, the strong synergies among Princess Cruises, Xponential Fitness, and OneSpaWorld will create value for all involved in the partnership.”

Leonard Fluxman, Chief Executive, President and Executive Chairman of OneSpaWorld enthused “we are thrilled to partner with Princess and Xponential to expand our delivery of personalised, custom Princess guest experiences at sea by incorporating the premier Xponential Fitness studio fitness brand content and its market-leading multi-modality programming into our offering.

“Together with the Xponential Fitness team, we will design remarkable Princess-inspired fitness experiences for each Princess guest, continuing our 25-year commitment to innovate and deliver marvellous new guest experiences and memories.”

Princess Cruises is a division of Carnival Corporation.

Images: Xponential’s Row House (top) and Xponential’s StretchLab (below),