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Extraordinary Brands Acquires Basecamp Fitness, Adding The High-Growth HIIT Concept to its Boutique Fitness Portfolio

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<a href="https://www.cyclebar.com/franchise">CycleBar</a>, the leading indoor cycling brand under the&nbsp;<a href="https://www.extraordinarybrands.com/">Extraordinary Brands</a> umbrella is celebrating two of its franchisees achieving a full decade of wellness in their communities. Their starts in the franchise world looked different, but their experiences share the same core: a genuine care for people, the grit to push through tough times, and a firm belief that boutique fitness is here to stay.<h2>A Leap of Faith Turns Into a 10-Year Legacy in Beachwood</h2><a href="https://www.linkedin.com/in/cyclebarjoe">Joe Purton</a> changed course 10 years ago. After nearly two decades in healthcare finance, where he had worked his way into leadership and toward a chief financial officer path, he decided to leave and build something of his own.“I had worked for the organization for close to 20 years, and it really gave me the opportunity to do some soul searching,” Purton said. “I decided that I didn't want to spend the rest of my life behind a desk. I wanted to do something I enjoyed, something I was passionate about, and I wanted to own my own business.”That passion led him to open one of the earliest&nbsp;<a href="https://1851franchise.com/extraordinary-brands/why-invest-now-2731440">CycleBar</a> studios in the country (just the sixth location systemwide) in&nbsp;<a href="https://www.cyclebar.com/location/beachwood">Beachwood, Ohio</a>.From the outset, Purton chose franchising. “When I decided to start my own business, I knew I didn't want to start from scratch,” he said. “I wanted something that was more of a plug-and-play type model… something where I could start with a road map that already existed.”Purton’s studio now has around 500 active members, and many have stayed with it since the beginning. As the business has moved through corporate transitions, changes in the category and the strain of the pandemic, he has stayed focused on building and protecting that sense of community.“They really didn't talk a lot about the community that would come out of opening a CycleBar,” he said. “That's one of the most fulfilling and great things that have come out of all of this.”That sense of community proved critical during the pandemic. “We rented out all of our bikes in the studio. People took them to their homes, and then we would film classes every day,” he said. “We kept everybody together while apart.”Now, as he looks ahead, Purton is focused on continued growth and working more strategically within the business. “We're already around 500 members and we want to surpass that,” he said. “I think we could easily get to 700.”Purton was direct about what it takes to make the model work: “Don't expect to be passive. You have to be willing to get your hands dirty and work hard… It will be successful if you put effort into it.”<h2>Revitalizing a Studio and Rebuilding Momentum in Berkeley</h2>While Purton built his studio from the ground up,&nbsp;<a href="https://www.linkedin.com/in/morningstarryan">Ryan Morningstar</a> took a different path — acquiring and revitalizing an existing CycleBar location in&nbsp;<a href="https://www.cyclebar.com/location/berkeley">Berkeley, California</a>.After spending 15 years in the tech startup world, Morningstar was ready for something new. “I've been an operator and an entrepreneur in the tech space, growing operational units and teams, so I really care a lot about people, management and culture,” he said. “I felt it was the right time to take on something of my own.”The chance came in 2023, when Morningstar acquired a struggling CycleBar studio. Since taking over, he has lifted revenue 20% year over year and nearly doubled membership.For Morningstar, success starts with a people-first philosophy — something he credits as the foundation of his growth. “Every single time you come to our studio, everyone tries to know your name and what your goals are to serve you to the highest degree,” he said.That focus extends to both members and staff. “Spend time, energy, and focus on your people — everything from hiring to nurturing,” he said. “You have to be a person and care about people and their growth as a whole.”Morningstar also sees franchising as a powerful model for scaling local businesses while maintaining individuality. “It provides this umbrella that has a lot of the tools you need to be successful,” he said, “but it allows you to operate on a micro-level in individual communities.”As the Berkeley studio approaches its 10-year anniversary, Morningstar is thinking ahead to expansion. “I'm already looking now at other opportunities and I think I'll start the next two locations myself,” he said.<h2>A Brand Built on Community, Ownership and Longevity</h2>Beachwood and Berkeley tell a similar story. In both markets, the studios have lasted because their owners stayed involved and built strong local ties.“I’m a big believer in the power of fitness to change lives,” said&nbsp;<a href="https://www.linkedin.com/in/loriklein">Lori Klein</a>, president of CycleBar. “I also believe in the power of this business to sustain both the entrepreneurs who invest and the communities they serve. As a leadership team, we remain committed to ensuring our franchisees have the strongest possible foundation to build thriving businesses in the boutique fitness space.”For more information on franchising with CycleBar, visit&nbsp;<a href="https://1851franchise.com/extraordinary-brands">https://1851franchise.com/extraordinary-brands</a>.

Franchisees Joe Purton and Ryan Morningstar reflect on the power of community, resilience and hands-on ownership in building lasting fitness businesses.

Within the boutique fitness space, many concepts deliver a workout. Few are built to deliver an experience, and even fewer have built one that is truly distinct and supported by a differentiated brand.&nbsp;<a href="https://www.rumbleboxinggym.com/franchise">Rumble Boxing</a>, the boutique fitness franchise backed by&nbsp;<a href="https://www.extraordinarybrands.com/">Extraordinary Brands</a>, does just this, occupying a unique space in the market. More than a gym, Rumble delivers a premium boxing and strength workout set inside a high-energy, music-driven atmosphere. While this model stands out among members, it's also the baseline for a powerful franchise investment opportunity that was ranked first in its category by Entrepreneur for 2026. Now, with the leadership of Brand President<a href="https://www.linkedin.com/in/andrewgstern">&nbsp;Andy Stern</a>, Rumble is entering a new era of intentional growth, focused on the small details that have driven Rumble to become a global movement.“Before Rumble opened its first studio in 2017, I joined as the first hire outside the founding team and helped create the brand,” Stern said. “I began as general manager of the original 23rd Street studio in New York City, building the program, operations, and team behind the experience. As the brand scaled, my focus shifted to talent and programming to ensure that experience translated as Rumble grew.”<h2>The “Cool Factor”</h2>For the consumer, the Rumble cool factor is undeniable. The brand has a history of celebrity association, and the allure of a dark room with curated playlists makes Rumble stand out. Rumble pairs an unbeatable training experience with emotional intelligence, giving members a place to channel life’s stressors into meaningful results. That unique combination has driven strong brand affinity and established Rumble as a standout in the boutique fitness category.“You can find great workouts anywhere,” Stern said. “What gives Rumble its ‘cool factor’ is how it makes people feel. The name and logo alone evoke an emotion, and from the moment you walk in, the experience is built around creating moments that foster connection, energy, and belonging beyond the workout itself.”The Rumble atmosphere is built on a balance of education and motivation. The goal isn’t just to entertain, it’s to teach.“My core training principle, even before Rumble, has always been simple by design, challenging by execution,” Stern said.&nbsp;That philosophy became the foundation of Rumble’s programming, creating classes where members with 400, 500, or even 600 classes train alongside newcomers just starting their journey.Workouts and playlists are built internally and shared across studios to maintain consistency and quality as the brand scales. And as Rumble has evolved, so has the product. New class formats, including Straight Up Boxing, which introduces more advanced boxing skills and drills; Rumble Strong, a low-impact, strength-only option; and Versus, a cardio and conditioning-focused format, have expanded the experience while staying true to the core.“Your first product shouldn’t be your last,” Stern said. “The best brands mature over time. They evolve to continue providing value and variety for their members.”<h2>Authenticity Through Vulnerability: “Release it at Rumble”</h2>Rumble is further differentiated by its “Release It” philosophy, a clearly defined experience principle that sets the brand apart in the category. While most fitness studios encourage members to leave stress at the door, Rumble invites them to bring it into the room and use it as fuel. This approach creates a consistent emotional payoff for members, driving stronger connection, repeat visits, and long-term loyalty across studios. By embracing this approach at all levels, Rumble not only welcomes members to come as they are but sets the stage for meaningful connections to be made.“I learned firsthand on that stage that vulnerability is a strength,” Stern said. “At the very start of Rumble, my mom was diagnosed with pancreatic cancer. I spent many nights in the hospital with her, sometimes until two, three, four in the morning, then waking up to deliver the Rumble experience to 60 New Yorkers.”“I was emotionally and physically exhausted,” he continued. “I remember one day, during the cooldown after a long night at the hospital, I opened up about what I was going through. The response was immediate. People shared their own stories, why they came to Rumble, what they were carrying, and what they needed to release.”“That moment changed how I understood this work,” Stern said. “It became clear that what people release here matters far more than a visible six-pack or bigger biceps. They bring in doubt, anxiety, and fear, and they leave lighter. Not because life suddenly gets easier, but because they don’t have to carry it alone.”<h2>The Franchise Support Structures That Make the Rumble Experience Possible</h2>For prospective franchisees, it’s clear why members love Rumble, and just as important, how the experience is clearly defined and supported for owners to deliver. Maintaining the atmosphere and executing on the experience members expect is essential, and as Rumble grows, the brand is seeking operators who are ready to uphold that standard in their local market.With the backing of Extraordinary Brands, Stern is focused on equipping franchise owners with the systems, training, and tools needed to consistently execute the Rumble experience.&nbsp;“We’re looking for people who love the craft of the experience,” Stern said. “The business itself is straightforward, but in a competitive fitness landscape, how you show up for your members and your community is what sets great studios apart. It takes intention, consistency, and care.”“We’ll give you the framework,” Stern said. “But it’s the local team that creates the moments and feelings that make Rumble special. That’s where the magic lives.”Stern remains closely connected to the product, still teaching multiple classes a week and staying grounded in the in-studio experience, ensuring that standards remain clear and attainable for owners across the system.“For me, the details are the product,” he said. “The songs we play, the punches we’re throwing, and the retail we’re selling. We don’t miss. From the greeting at the door to the final Rumble Round, where members feel invincible, every moment is designed to build trust and elevate the brand in the market.”To find out more information on costs to buy this franchise, please visit <a href="https://1851franchise.com/extraordinary-brands">https://1851franchise.com/extraordinary-brands</a>.

Driven by a brand president who is consistently in the studio himself, the boxing franchise brings a cool factor and attention to detail that stands out with members and franchisees alike.

Beyond the Workout: Why Rumble Boxing Is One of the Most Differentiated Brands in the Boutique Fitness Space

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CHARLOTTESVILLE, Va.&nbsp;—&nbsp;<a href="https://www.extraordinarybrands.com/">Extraordinary Brands</a>, a leading health and wellness franchisor focused on helping entrepreneurs build, scale and thrive in boutique fitness, today announced the acquisition of&nbsp;<a href="https://www.basecampfitness.com/franchise">Basecamp Fitness</a>, a high-intensity interval training (HIIT) franchise known for its efficient, results-driven workouts and strong community engagement.The addition of Basecamp Fitness further diversifies Extraordinary Brands’ growing portfolio of boutique fitness concepts (including&nbsp;<a href="https://www.cyclebar.com/franchise">CycleBar</a>,&nbsp;<a href="https://www.rumbleboxinggym.com/franchise">Rumble Boxing</a>,&nbsp;<a href="https://www.therowhouse.com/franchise">Row House</a> and&nbsp;<a href="https://neighborhoodbarre.com/franchise/">NEIGHBORHOOD barre</a>) and reinforces its commitment to scaling high-potential brands through operational excellence, franchisee support and strategic investment.“This is exactly the type of brand we look for - a concept with a strong foundation, a clear value proposition and meaningful mission,” said&nbsp;<a href="https://www.extraordinarybrands.com/about-us/meet-the-team/">Paul Flick</a>, 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, previously owned by Purpose Brands, has built a loyal following with its 35-minute HIIT workouts designed to deliver results in less time, an offering that resonates strongly with today’s busy consumers. With locations operating coast-to-coast, the brand enters the Extraordinary Brands portfolio with an established footprint and a solid base of franchisees.“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.”Extraordinary Brands plans to integrate Basecamp Fitness into its shared services platform, providing centralized marketing, operational support, franchise development and technology enhancements designed to drive efficiency and long-term growth.“We’re very good at taking an existing model and making it more efficient for future franchisees,” Flick said. “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.”As part of the transition, Extraordinary Brands will make immediate investments in Basecamp Fitness’s technology stack, franchise development engine and overall brand infrastructure.“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,” said&nbsp;<a href="https://www.linkedin.com/in/katy-branstetter-richardson-762684b7">Katy Richardson</a>, Chief Operating Officer of Extraordinary Brands. “This is about building a strong foundation so the brand can reach its full potential.”Richardson emphasized that the acquisition aligns with Extraordinary Brands’ broader strategy of identifying strong concepts that can benefit from additional support, resources and operational discipline.“When you bring a brand into a platform like this, you’re not replacing what made it special, you’re enhancing it,” Richardson 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.”Basecamp Fitness offers a streamlined, high-energy studio model with relatively low staffing requirements, typically 8 to 12 employees per location, and a class format that supports higher daily utilization. The brand’s efficient footprint and turnkey design make it an attractive opportunity for both single-unit and multi-unit operators.With open markets across the U.S., and increasing demand for time-efficient fitness solutions, Extraordinary Brands sees Basecamp Fitness as well-positioned for accelerated expansion.“This is a brand that fits perfectly into today’s lifestyle,” Richardson 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.”To learn more about franchising with Extraordinary Brands, visit&nbsp;<a href="https://www.extraordinarybrands.com/">here</a> and&nbsp;<a href="https://1851franchise.com/extraordinary-brands">here</a>.About Extraordinary BrandsFounded by Paul Flick in 2022, Extraordinary Brands is a multi-brand franchisor platform specializing in boutique fitness and wellness concepts. The company empowers entrepreneurs to launch, scale and grow standout studio brands through a shared services model and operational consistency. Its expanding portfolio now includes CycleBar (indoor cycling), Rumble (boxing-inspired group fitness), Row House (rowing-based HIIT), NEIGHBORHOOD barre (barre), and Basecamp Fitness (HIIT). Extraordinary Brands continues to pursue growth across Pilates, spin, HIIT, barre and recovery verticals, with a focus on franchisee success and long-term brand revitalization. Visit&nbsp;<a href="http://www.extraordinarybrands.com">www.extraordinarybrands.com</a> to learn more.

The strategic purchase brings a quick, effective workout style to the company, opening up new opportunities for franchisees across the country.

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