Franchise Specializes in 35-Minute High-Intensity Interval Sessions
Extraordinary Brands has acquired Basecamp Fitness from Purpose Brands.
Basecamp Fitness specializes in 35-minute, high-intensity interval training workouts.
Extraordinary Brands’ central support will aid Basecamp franchisees; the umbrella franchisor will also enhance the franchise’s technology, brand infrastructure and development strategy.
The U.S. fitness market is valued at about $47 billion this year.
Extraordinary Brands’ other franchises are CycleBar, NEIGHBORHOOD barre, Row House and Rumble Boxing.
Extraordinary Brands, an umbrella franchisor of boutique fitness brands, on Wednesday April 1 announced the acquisition of Basecamp Fitness from Purpose Brands (formerly called Self Esteem Brands). Basecamp Fitness is a high-intensity interval training, or HIIT, franchise. Other Extraordinary Brands are CycleBar, NEIGHBORHOOD barre, Row House and Rumble Boxing.
Clients of Basecamp Fitness praise its 35-minute workouts, which deliver rewarding results in less time than many competitors’ fitness offerings, the news release noted. Basecamp has more than 20 units currently operating in the United States.
The Case for Acquiring Basecamp Fitness
“Basecamp Fitness is exactly the type of brand we look for – a concept with a strong foundation, a clear value proposition and meaningful mission,” Extraordinary Brands CEO Paul Flick said in a news release about the acquisition. “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 has all the right ingredients, including a compelling modality with engaged members and operators,” Flick continued. “It is a brand poised for growth, and that’s where Extraordinary Brands will focus.”
Plans for Basecamp
Extraordinary Brands will facilitate Basecamp Fitness’s growth in several ways, the news release said.
Flick pointed out that Basecamp franchisees will have access to the multi-brand franchisor’s centralized marketing, operational support, franchise development and technology enhancements, all of which will improve efficiency for owners. “We’re very good at taking an existing model and making it more efficient for future franchisees,” Flick explained. “As we scale the footprint and add more units, the value of each location increases and that’s where we create real momentum for the brand.”
Extraordinary Brands also will immediately invest in enhancements to Basecamp Fitness’s technology stack, franchise development engine and overall brand infrastructure, Extraordinary Brands Chief Operating Officer Katy Richardson said. “We’re going to evaluate the technology, stand up a more focused franchise development program and invest in the systems that support both franchisees and members. This is about building a strong foundation so the brand can reach its full potential.”
Richardson emphasized that the Basecamp acquisition aligns with Extraordinary Brands’ overall strategy of identifying and investing in strong concepts that will benefit from improved operational discipline, support and other resources. “When you bring a brand into a platform like this, you’re not replacing what made it special – you’re enhancing it,” she said. “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.”
Why Basecamp Appeals
Each Basecamp Fitness studio typically has minimal staffing needs of just eight to 12 employees. The brand’s efficient footprint makes it an appealing investment for single- and multi-unit operators, according to the news release. Basecamp Fitness has markets available in all states except for Wisconsin, which is closed.
Richardson underscores its potential with today’s busy consumers. “This is a brand that fits perfectly into today’s lifestyle,” she said. “People want results, but they also want efficiency. Basecamp delivers both, and now we have the opportunity to scale that experience to more communities across the country.”
Another attraction for entrepreneurs: The fitness industry also has rebounded since the COVID-19 pandemic. According to IBISWorld, a provider of business research and intelligence, Americans continue to join gyms and maintain their memberships. “Revenue has expanded at a CAGR [compound annual growth rate] of 3.6% to $47 billion in 2026,” IBISWorld reports.
About Extraordinary Brands
Flick established Extraordinary Brands in 2022, and it counts more than 300 total units among the brands in its portfolio. The umbrella franchisor has headquarters in Charlottesville, Va.
Extraordinary Brands plans to grow further across barre, HIIT, Pilates, spin and recovery verticals, with a focus on franchisee success and long-term brand strengthening, the news release stated. Its Cyclebar franchise offers indoor cycling; NEIGHBORHOOD barre has ballet-inspired workouts; Row House is rowing-based HIIT; Rumble provides boxing-inspired group fitness.
