Extraordinary Brands Acquires CycleBar and Rumble, Cementing Its Status as a Premier Health & Wellness Franchisor
Extraordinary Brands has acquired CycleBar and Rumble from Xponential Fitness (NYSE: XPOF), expanding its portfolio to four boutique fitness brands. This strategic acquisition follows the company's 2024 purchase of Row House, positioning Extraordinary Brands as a leading health and wellness franchisor with diverse modalities including cycling, boxing, rowing, and barre.
The company aims to enhance franchisee operations through a unified platform offering shared services, including centralized marketing, streamlined operations, and franchise business coaching. Under the leadership of CEO Paul Flick and COO Katy Richardson, Extraordinary Brands plans to focus on reducing fixed overhead, building cohesive brand strategy, and optimizing programming to strengthen member experience, with a clear vision extending into 2026.
Extraordinary Brands ha acquisito CycleBar e Rumble da Xponential Fitness (NYSE: XPOF), ampliando il proprio portafoglio a quattro marchi di fitness boutique. Questa acquisizione strategica segue l'acquisto del 2024 di Row House, posizionando Extraordinary Brands come un importante franchisor nel settore della salute e del benessere con modalit脿 diverse, tra cui ciclismo, boxe, canottaggio e barre.
L'azienda punta a migliorare le operazioni dei franchisee attraverso una piattaforma unificata che offre servizi condivisi, inclusi marketing centralizzato, processi operativi semplificati e coaching per il business dei franchise. Sotto la guida del CEO Paul Flick e della COO Katy Richardson, Extraordinary Brands intende concentrarsi su riduzione dei costi fissi, costruzione di una strategia di brand coerente e ottimizzazione dei programmi per rafforzare l'esperienza dei membri, con una visione chiara che si estende fino al 2026.
Extraordinary Brands ha adquirido CycleBar y Rumble de Xponential Fitness (NYSE: XPOF), ampliando su portafolio a cuatro marcas boutique de fitness. Esta adquisici贸n estrat茅gica sigue a la compra de Row House en 2024, posicionando a Extraordinary Brands como un franquiciador l铆der en salud y bienestar con modalidades diversas que incluyen ciclismo, boxeo, remo y barre.
La compa帽铆a busca mejorar las operaciones de los franquiciados mediante una plataforma unificada que ofrece servicios compartidos, incluyendo marketing centralizado, operaciones simplificadas y coaching empresarial para franquicias. Bajo el liderazgo del CEO Paul Flick y la COO Katy Richardson, Extraordinary Brands planea enfocarse en reducir los costos fijos, construir una estrategia de marca cohesiva y optimizar la programaci贸n para fortalecer la experiencia de los miembros, con una visi贸n clara que se extiende hasta 2026.
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Extraordinary Brands a acquis CycleBar et Rumble aupr猫s de Xponential Fitness (NYSE : XPOF), 茅largissant ainsi son portefeuille 脿 quatre marques de fitness boutique. Cette acquisition strat茅gique fait suite 脿 l'achat de Row House en 2024, positionnant Extraordinary Brands comme un franchiseur leader dans le domaine de la sant茅 et du bien-锚tre, avec des modalit茅s vari茅es incluant le cyclisme, la boxe, l'aviron et le barre.
L'entreprise vise 脿 am茅liorer les op茅rations des franchis茅s gr芒ce 脿 une plateforme unifi茅e offrant des services partag茅s, incluant un marketing centralis茅, des op茅rations simplifi茅es et un coaching commercial pour les franchises. Sous la direction du PDG Paul Flick et de la COO Katy Richardson, Extraordinary Brands pr茅voit de se concentrer sur la r茅duction des co没ts fixes, la construction d'une strat茅gie de marque coh茅rente et l'optimisation des programmes pour renforcer l'exp茅rience des membres, avec une vision claire jusqu'en 2026.
Extraordinary Brands hat CycleBar und Rumble von Xponential Fitness (NYSE: XPOF) erworben und erweitert damit sein Portfolio auf vier Boutique-Fitnessmarken. Diese strategische Akquisition folgt dem Kauf von Row House im Jahr 2024 und positioniert Extraordinary Brands als f眉hrenden Franchisegeber im Gesundheits- und Wellnessbereich mit vielf盲ltigen Angeboten wie Radfahren, Boxen, Rudern und Barre.
Das Unternehmen m枚chte die Franchise-Betriebe durch eine einheitliche Plattform mit gemeinsamen Dienstleistungen verbessern, darunter zentralisiertes Marketing, optimierte Abl盲ufe und Franchise-Gesch盲ftscoaching. Unter der Leitung von CEO Paul Flick und COO Katy Richardson plant Extraordinary Brands, sich auf die Senkung der Fixkosten, den Aufbau einer koh盲renten Markenstrategie und die Optimierung der Programme zur St盲rkung der Mitgliedererfahrung zu konzentrieren, mit einer klaren Vision bis 2026.
- None.
- Integration challenges of merging multiple acquired brands
- Potential short-term disruption during operational transition
- Need for significant investment in system optimization and brand strategy development
Insights
Extraordinary Brands strengthens competitive position with strategic acquisition of CycleBar and Rumble from Xponential Fitness, creating multi-modality franchise powerhouse.
This acquisition represents a significant consolidation in the boutique fitness franchising sector, with Extraordinary Brands now owning four distinct fitness modalities after acquiring CycleBar and Rumble from Xponential Fitness (NYSE: XPOF). Following their 2024 purchase of Row House, Extraordinary Brands now controls cycling, boxing, rowing, and barre concepts under one umbrella.
The strategic rationale centers on operational efficiency through shared services infrastructure across marketing, operations, and franchise business coaching. This platform approach is designed to appeal specifically to multi-unit operators seeking economies of scale across different fitness brands.
What's particularly notable is the emphasis on franchisee profitability as the company's "North Star." This suggests potential dissatisfaction among the acquired brands' franchisees under previous ownership. The references to "long-overdue course corrections" and building "trust" indicate Extraordinary Brands is addressing specific operational issues within these acquired networks.
For Xponential Fitness, this divestiture of two brands from their portfolio signals a potential strategic repositioning or cash-raising effort. The transaction represents a meaningful shift in the competitive landscape, as Extraordinary Brands emerges as a more formidable player with an expanded portfolio of complementary fitness concepts targeting different demographics and exercise preferences.
The company's focus on reducing fixed overhead for franchisees while building cohesive brand strategy across multiple concepts will be critical to successful integration. This transaction creates a more concentrated competitive environment in boutique fitness franchising, with fewer but potentially stronger players leveraging multi-brand synergies.
Strategic Acquisition Adds Leading Cycling & Boxing Brands to Portfolio, Empowering Franchisees with Shared Services & Operational Excellence
This latest acquisition builds on Extraordinary Brands' 2024 purchase of Row House, marking a transformative expansion and signaling a new era for both the company and the fitness industry at large.
"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. We now offer consistency, support, and shared services across a diversified portfolio, something truly unique in boutique fitness."
A Platform Built for Growth
By uniting CycleBar and Rumble under its growing portfolio, Extraordinary Brands further establishes itself as the go-to franchisor for ambitious, multi-unit and multi-brand operators. With a shared services infrastructure, including centralized marketing, streamlined operations, and unified franchise business coaching, the company is redefining what it means to be a franchise partner in wellness.
"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 at Extraordinary Brands. "This is how we help franchisees not only achieve sustainable growth, but scale."
Revitalizing Brands with a Long-Term Vision
Extraordinary Brands' approach is rooted in listening and partnership. The company's leadership, including newly promoted Chief Operating Officer, Katy Richardson, brings firsthand experience as founders and operators.
"This acquisition is an opportunity to invest where it matters most - in our franchisees," said Katy. "We're focused on listening, learning what drives each brand's strength, and delivering the tools needed to grow studio performance and long-term value."
Early feedback from CycleBar and Rumble franchisees points to a consistent theme: trust. Extraordinary Brands is addressing that head-on by prioritizing transparency, franchise profitability, and collaborative planning.
"Our North Star is franchisee profitability," Paul added. "That means stable leadership, open communications, and systems that help owners run stronger businesses. These are more than just changes; they're long-overdue course corrections."
Looking Ahead
In the coming months, Extraordinary Brands will work closely with franchisees to reduce fixed overhead, build cohesive brand strategy, and optimize programming to strengthen the member experience. With a 2026 vision already in the works, the company is focused on building sustainable, long-term success for every brand in its portfolio.
"This isn't just a transaction; it's a long-term commitment," Katy emphasized. "We're serious about the future of boutique fitness, and these acquisitions put an exclamation point on that."
With these strategic additions, Extraordinary Brands solidifies its position as the premier partner for fitness entrepreneurs across the
About Extraordinary Brands
Founded 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), and Neighborhood Barre (barre). Extraordinary Brands continues to pursue growth across聽Pilates, spin, HIIT, barre, and recovery verticals, with a focus on franchisee success and long-term brand revitalization. Visit to learn more.
Contact: Betty Anne Richardson, Franchise Elevator, [email protected]聽 聽
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FAQ
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