Extraordinary Brands Takes On Two Established Brands
Xponential Fitness has sold Rumble Boxing and CycleBar to Extraordinary Brands, reducing its portfolio of boutique fitness and wellness concepts from eight to six.
The move follows the 2024 sales of Row House, which was also acquired by Extraordinary Brands, and Stride Fitness, which was sold to Shawn Grove, president of Rumble Boxing. This move establishes Extraordinary Brands as a significant global fitness franchise company and grows its portfolio from four to six brands.
What’s Left in Xponential’s Portfolio?
With the exit of its boxing and cycling brands, Xponential is now focused on six concepts:
- Club Pilates – Over 1,200 studios worldwide and still expanding
- StretchLab – 800+ licensed studios offering assisted stretching
- Pure Barre – More than 600 locations across the U.S.
- YogaSix – 200+ owned clubs and more than 600 licensed globally
- BFT (Body Fit Training) – 300+ functional strength and conditioning studios
- Lindora – A weight-loss and wellness brand with 31 locations
Xponential CEO Mark King has talked publicly in recent months on prioritizing time and capital on concepts that offer stronger, more sustainable profitability, both in today’s market and long term.
One such brand that is a standout success for Xponential is Club Pilates, with over 1,200 locations. The brand has been well-positioned to capitalize on the Pilates boom with fast growth and profitable locations.
However, the sale of CycleBar puts a spotlight on indoor cycling as a modality. With overall demand plateauing in some markets, questions remain around the long-term viability of cycling franchises. Meanwhile, Xponential’s growing commitment to Pilates, strength, yoga, and barre suggests a clearer focus on categories that continue to deliver consistent growth and profitability.
Extraordinary Brands Grows From Four to Six
These latest acquisitions are a statement of intent from Extraordinary Brands. Its lineup of fitness franchises now includes:
- Row House – Acquired from Xponential in 2024
- NEIGHBORHOOD barre – 20+ locations in the U.S.
- Eat The Frog Fitness – 22 studios, with 38 more opening soon
- Pūrvelo – Indoor cycling with a rhythm-based twist
- Rumble Boxing – Now under new ownership
- CycleBar – One of the most recognizable names in indoor cycling
Both Xponential and Extraordinary have both been vocal about being committed to the smooth transition of the two brands for the many franchisees involved. The two brands stand at over 350 locations globally with additional territories secured.
As the boutique fitness sector evolves, the reshuffling of brands may signal broader trends to watch over the next year.
Which modalities will define the next wave of growth? And what does the future hold for fitness franchise brands?
Subscribe to The Fit Guide for exclusive insights and industry updates from the world’s leading fitness brands.