Burn Boot Camp Adds Ilona Maher to Growing Roster of Brand Partners

The Olympic rugby star joins Kevin Hart and Marshmello as the 400-plus-location fitness franchise looks to extend its reach through high-profile partnerships

Burn Boot Camp is adding another big name to its growing roster of partners.

The women-focused strength-and-conditioning franchise has teamed with Olympic rugby star Ilona Maher, naming the athlete its newest “Brand Champion” as Burn looks to promote strength training and reach more women.

Maher, who has built a sizable following around messages of strength and body positivity, joins Burn as a professional athlete partner. The collaboration centers on encouraging women to embrace strength training and challenge conventional ideas around what a strong body looks like.

“I love being strong. I love lifting heavy things, I love seeing what my body can do, and I want more women to feel that way about themselves,” Maher said. “Burn Boot Camp gets that.”

Maher has already taken part in the brand’s workouts, joining members for a live Camp at a Burn location in Poway, California, on Sept. 9. Burn’s signature Camps are 45-minute structured workouts centered heavily around strength training.

“If there is one woman who embodies what Burn Boot Camp stands for, it’s Ilona,” Burn Boot Camp CEO Morgan Kline said. “She understands that strength is built through hard work, consistency, and the confidence to show up fully as yourself.”

Tapping Star Power

Maher is the latest high-profile figure to partner with Burn Boot Camp as the fitness franchise builds out its roster of celebrity collaborators.

Earlier this year, Burn partnered with actor and entrepreneur Kevin Hart, who joined the company as a strategic partner to support its growth and brand awareness efforts.

Burn has also teamed with Marshmello, bringing the electronic music artist and producer into its fitness ecosystem as the brand looks to connect music, community and workouts.

The Maher partnership coincides with a four-week national promotion running through Oct. 12, offering access to Burn’s locations for $69.

Founded in 2012 by Devan and Morgan Kline, Burn Boot Camp now has more than 400 locations across the U.S. and serves over 160,000 members. The company has also begun offering international franchise opportunities as it looks to take its concept beyond the U.S.