Question · Q4 2025
Jeff Van Sinderen asked for clarification on Q4 marketing spend, specifically if there was an increase and if the core marketing spend went up beyond a 'special project' investment. He also inquired about the anticipated progression of Club Pilates' same-store sales for the year, asking when comparisons would ease and when positive trends might return.
Answer
CEO Mike Nuzzo confirmed a $4 million investment in Q4 for testing marketing strategies for 2026. CFO John Meloun clarified that $8.9 million in marketing fund revenue was received, but $13.3 million was spent, resulting in a $4 million *excess spend* from a Club Pilates marketing fund surplus accumulated post-COVID. This surplus will be deployed in the first half of 2026 to drive brand awareness and lead generation. Mike Nuzzo stated they would not provide quarterly forecasts but noted that top-of-funnel weakness began around mid-2025, suggesting easier comparisons later in 2026, and that new initiatives take time to gain traction.
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