An emerging brand in the fitness industry is about to get an extraordinary shot at growth.
Extraordinary Brands, a leading franchisor focused on helping health and wellness entrepreneurs scale their brands, announced Wednesday their acquisition of Basecamp Fitness from Purpose Brands. Basecamp’s offerings add to the breadth of services within Extraordinary Brands’ boutique fitness portfolio, which already includes CycleBar, Rumble Boxing, Row House, and NEIGHBORHOOD BARRE.
Basecamp Fitness specializes in 35-minute high-intensity interval training (HIIT) classes that maximize calorie burn by packing a variety of movements into one-minute intervals while limiting transitional downtime.
“This is exactly the type of brand we look for – a concept with a strong foundation, a clear value proposition and meaningful mission,” said Paul Flick, CEO of Extraordinary Brands. “Basecamp Fitness delivers an incredible workout experience in a highly efficient format, and we see a significant opportunity to enhance the model, invest in the infrastructure and help franchisees grow strong, profitable businesses.”
Basecamp Fitness’ approach aligns well with today’s consumer’s goal of getting a satisfying, results-oriented workout each day without investing too much time at the gym. The brand was also an attractive investment to Extraordinary Brands because of their streamlined approach to staffing and efficient use of space through smart scheduling.
“Basecamp has all the right ingredients, including a compelling modality with engaged members and operators,” Flick said. “It is a brand poised for growth, and that’s where Extraordinary Brands will focus.”
One of Extraordinary Brands’ first moves as the new owners of Basecamp Fitness will be to enhance the company’s technology stack in order to improve brand infrastructure and support development. This reflects their overall strategy of acquiring brands that they feel can be strengthened rapidly through the right strategic investment.
“This is about building a strong foundation so the brand can reach its full potential,” said Katy Richardson, Chief Operating Officer of Extraordinary Brands. “When you bring a brand into a platform like this, you’re not replacing what made it special, you’re enhancing it. We’re focused on strengthening operations, improving access to tools and making it easier for franchisees to run successful studios day in and day out.”
Extraordinary Brands sees Basecamp Fitness as a potentially national brand and will seek to expand their presence through new franchise agreements in the coming months.
To learn more about franchising with Extraordinary Brands, visit https://www.extraordinarybrands.com.
