Who We Are
Xponential Fitness, LLC (NYSE: XPOF) is a leading global franchisor of health and wellness brands. Through its mission to make boutique health and wellness experiences accessible to everyone, the Company operates a diversified platform of five brands spanning across verticals including Pilates, barre, stretching, strength-training, and yoga. In partnership with its franchisees, Xponential brands offer energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations across 49 U.S. states, Puerto Rico, and 30 countries globally. 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, one of the largest franchised yoga brands in the United States; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements, and one of the largest Barre brand in the United States; and BFT, a functional training and strength-based program.
Position Summary
Xponential Fitness is seeking an experienced VP, Communications and Public Relations responsible for
driving and executing the company’s communications strategy to enhance brand and company reputation, drive consumer awareness and brand leads, drive franchisee licensed sales consideration with potential new franchisees, and improve franchisee engagement and sentiment. This highly collaborative leader will work hand in hand with senior leaders across the organization and within all Brands to develop strategic communication plans including roadmaps, sequencing, placement strategies and effectiveness measurement to enhance the position of the company and brands and deliver results across our franchise network, business trade platforms, executive communications and consumer earned media outlets.
Reporting to the Chief Marketing Officer, this position oversees business and consumer media relations,
brand communications, crisis management, executive and corporate franchisee communications, conference strategy planning, and consumer public relations. This leader will collaborate closely with executive leadership, brand presidents, brand marketing, development, operations and legal to ensure consistent and compelling messaging across all audiences and channels. One of the key focus areas is to ensure franchise owners remain informed, engaged, and aligned on company initiatives, leadership updates, and brand priorities.
The ideal candidate is an exceptional leader and storyteller who thrives in a fast-paced, multi-brand
environment and enjoys balancing external media relations with internal and franchise communications.
Key Responsibilities
Overall:
- Develop and execute proactive and reactive media strategies, positioning the company and its brands as industry leaders – separately in consumer and business press.
- Build and maintain strong relationships with key media outlets, influencers, and industry leaders to generate positive press coverage.
- Oversee the creation of press materials, including press releases, media kits, and pitch strategies separately in consumer and business press.
- Manage and optimize the team’s workflow, ensuring deadlines, budgets, and campaign goals are met.
- Collaborate with franchisees to provide guidance, tools, and resources to ensure they are aligned with national and local communications strategies for local market activations.
- Track, analyze, and report on the effectiveness of all Communications efforts, adjusting strategies as needed based on data and feedback.
Executive, Event & Corporate:
- Oversee executive communications, including speechwriting, presentations, and thought leadership content for key leaders.
- Oversee special event strategy aimed at building franchisee and employee engagement for the organization and its brands. These meetings include, but are not limited to franchise conferences, webinars, town halls, and leadership meetings, large franchise recruitment (sales) events
Franchise Engagement:
- Provides communications strategic counsel to brand teams, communicating and engaging with franchisees across brands.
- Understand key franchisees to better inform franchisee communications and engagements strategies and initiatives.
- Own the development and execution of franchisee communications across all Xponential Fitness brands.
- Collaborate with centralized Operations, Brands, Marketing and Enterprise teams to deliver tactical communications on operational procedures, training, marketing and digital initiatives
- Produce and distribute on a regular cadence: engaging communications highlighting company initiatives, marketing campaigns, executive leadership updates, operational enhancements, studio success stories, and business performance.
- Partner with executive leadership to communicate organizational announcements, personnel changes, strategic initiatives, and company milestones.
- Ensure communications are timely, consistent, transparent, and aligned with corporate messaging.
- Manage outside agency to create communication calendars and editorial plans that keep franchisees informed without overwhelming them.
Franchise Development & Positioning:
- Skillfully positions Xponential Fitness brands to prospective franchisee owners as excellent business opportunities
- Manages communication strategy through trade and business publications as well as social media platforms with consistent, relevant Xponential and brand stories
- Feeds pipeline of business development channels: LinkedIn, business trades, local and regional feature stories
- Leads development of “Discovery Day” materials to excite and nurture franchisee prospects
Public Relations:
- Develop and execute integrated public relations strategies that increase awareness of Xponential Fitness and its portfolio of boutique fitness brands.
- Build and maintain strong relationships with journalists, editors, producers, influencers, and media outlets across consumer, business, fitness, wellness, and franchise trade media.
- Partnering with Xponential’s outside agency, secure high-quality earned media placements that support brand awareness, new studio openings, executive thought leadership, franchise development, product launches, partnerships, and company milestones.
- Together with Xponential’s outside agency, draft press releases, media pitches, executive messaging, fact sheets, Q&A documents, and media briefing materials.Coordinate media interviews and prepare executives and brand leaders with talking points andinterview guidance.
- Monitor industry trends, competitor activity, and media coverage to identify opportunities and emerging issues.
- Track and report PR performance using media monitoring and measurement tools.
Qualifications
- Bachelor’s degree in Public Relations, Communications, Journalism, Marketing, or a related field.
- 12-15 years of experience in public relations, corporate communications, and franchisee communications
- Experience working within retail, hospitality, fitness, or multi-location consumer brands isstrongly preferred.
- Experience managing executive communications and internal communications programs.
- Experience securing earned media coverage in consumer, business, and trade publications.
- Exceptional writing, editing, storytelling, and verbal communication skills.
- Strong media relationships and demonstrated success pitching national and regional media.
- Ability to manage multiple brands, projects, and deadlines simultaneously.
- Highly organized with exceptional attention to detail.
- Familiarity with media monitoring and PR measurement platforms such as Cision, Meltwater, or Muck Rack is a plus.
Skills & Competencies
- Skilled communicator and internal influencer
- Strategic thinker with strong business acumen.
- Outstanding relationship builder and cross-functional collaborator.
- Proactive, resourceful, and solutions-oriented.
- Excellent judgment and professionalism when handling confidential information.
- Strong project management and organizational skills.
- Comfortable working in a dynamic, fast-growing organization with multiple stakeholders.
Preferred Attributes
- Passion for fitness, wellness, or women’s health brands.
- Experience in boutique fitness strongly preferred.
- Experience in community-driven or membership businesses.
- Strong attention to detail.
- Growth mindset and proactive work style.
- Comfortable working in a high-growth organization.
What Success Looks Like
In this role, you will:
- Deliver timely, engaging communications that keep franchisees informed and connected.
- Strengthen alignment between corporate leadership and franchise owners.
- Increase positive earned media coverage across consumer, business, and franchise publications.
- Position Xponential Fitness executives as trusted industry thought leaders.
- Help build and protect the reputation of one of the world’s leading boutique fitness franchisors.
Xponential Fitness LLC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
