Extraordinary Brands Acquires CycleBar and Rumble, Shaking Up Boutique Fitness Franchising

Extraordinary Brands is making bold moves in the boutique fitness space. The company announced in a press release this week that it has acquired CycleBar and Rumble Boxing from Xponential Fitness, bringing its total number of fitness modalities to four. The news signals a major shift in the boutique franchising landscape — one focused on consolidation, shared services and long-term franchisee success.

The acquisition comes on the heels of the company’s 2024 purchase of Row House and adds cycling and boxing to a portfolio that already includes rowing and barre. More than just a portfolio play, the move positions Extraordinary Brands as a franchise platform built for scale — particularly attractive for multi-unit and multi-brand operators.

“This is more than an acquisition; it’s a defining moment,” said Paul Flick, CEO of Extraordinary Brands. “We’re bringing together well-loved brands with untapped potential and pairing them with a platform designed to elevate every franchisee.”

Unlike many franchisors that operate each brand in a silo, Extraordinary Brands offers a shared infrastructure, including centralized marketing, consistent operations and a unified team of franchise business coaches.

“Our operations are consistent across brands, our marketing team supports the entire portfolio, and our franchise business coaches are boots on the ground helping owners succeed,” said Marley Delaney, director of marketing.

That integrated approach reflects a broader trend in franchising: brands are increasingly expected to provide systems and support that allow franchisees to scale efficiently — and profitably. Extraordinary Brands is doubling down on that idea, with leadership focused on improving franchisee trust and financial performance.

“Our north star is franchisee profitability,” Flick said. “That means stable leadership, open communications, and systems that help owners run stronger businesses.”

The company says it will spend the coming months working closely with franchisees to reduce overhead, improve programming and build stronger brand strategies — with an eye toward long-term performance across the entire portfolio.

“This isn’t just a transaction; it’s a long-term commitment,” said newly promoted Chief Operating Officer Katy Richardson. “We’re serious about the future of boutique fitness, and these acquisitions put an exclamation point on that.”

Read the original press release here.

Every great franchisee had help buying a franchise. Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit www.1851growthclub.com and start your journey.