Campaign Imminent: Xponential Fitness taps new AOR (Score 63)

Sales Lead: Xponential Fitness recently selected VaynerMedia as its global creative and media AOR, effective October 1, 2023.

• The agency's CEO, Gary Vaynerchuk, will lead all Xponential brands' marketing strategy.
• VaynerMedia will handle creative, strategic, and media services to fuel the next phase of Xponential's growth.
• The agency will initially lead the development and execution of an insights-driven, comprehensive marketing and content brand to fuel brand awareness, reach a wider audience, and optimize ad spend.
• The company will likely:
  • Launch a new campaign
  • Keep increasing spend
  • Seek new agency partners
• Target demographic: 
  • Gen-Z and millennials

Recent strategy and leadership shifts:

• Xponential has started ramping up efforts around its membership program, XPASS.
  • To fuel these initiatives, the company named Sarah Kaplan as the senior marketing director for the XPASS in June 2023.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Xponential has spent roughly $2.1m on digital ads, already 17% more the roughly $1.8m spent in all of 2022.
  • YTD data: The company has earned ~314m digital impressions YTD, 70% via Instagram ads and 30% via Facebook ads.
  • Last year: Xponential spent approximately $1.8m on this channel last year, more than double the approximately $879.8k spent in 2021.

Additional agency insights:

• Opportunity: Additional agency reviews could follow this one, so reach out soon to offer social media management, digital analytics, experiential, multicultural, influencer, and/or programmatic services.
• Current agency roster:
  • ​​​​​​​​​​​​​​VaynerMedia: Creative and media AOR (October 2023)
  • FGS Global: PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics.