Burn Boot Camp Signs Music Star Marshmello as Equity Partner, Franchisee

The group fitness franchise is adding the global artist as an equity partner, franchise owner and executive creative lead for music, expanding its celebrity-backed strategy after Kevin Hart joined earlier this year

Burn Boot Camp is adding another high-profile name to its franchise growth strategy, bringing on global music producer and artist Marshmello as an equity partner, franchise partner and executive partner for creative and music.

The partnership gives Burn a new entertainment-driven lever as group fitness brands look for ways to deepen community, improve member retention and create more distinct in-gym experiences. Marshmello will also prepare to open his own Burn Boot Camp location.

The deal follows Burn’s January partnership with Kevin Hart, who joined the company as an equity partner, franchisee and its first executive partner for brand and growth. Hart is also slated to open his own Burn Boot Camp location in California, part of a broader push by the fitness franchise to align with cultural figures.

Burn‘s 45-minute workouts rely on high-energy programming and community, with music playing a major role in the atmosphere.

“The right music can completely change how people feel,” said Burn Boot Camp co-founder and CEO Morgan Kline. “For years, Marshmello’s music has helped fuel workouts across our gyms because it brings energy, positivity and momentum. Beyond the music, Devan and I admire the community he has built and his commitment to health and wellness. This partnership brings together two brands that believe showing up consistently can change lives.”

The partnership will officially launch in gyms on June 29 with “Marshmello Mondays,” a weekly member experience featuring exclusive playlists designed to start the week with added energy and motivation. Burn says members can expect additional content, activations and experiences throughout the year tied to Marshmello’s music and the brand’s community-first fitness model.

“Whether it’s through music or fitness, it’s all about creating positive energy and bringing people together,” Marshmello said. “Burn Boot Camp has built an incredible community that motivates people to keep showing up for themselves and for each other. I’m excited to be part of that journey.”

Founded in 2012 by husband-and-wife duo Devan and Morgan Kline, Burn now counts more than 145,000 members across more than 400 locations in the U.S. Its model is built around 45-minute workouts, strength-focused programming, complimentary childcare and a floating floor designed to reduce impact.

The company has also worked to broaden its appeal beyond the typical boutique fitness consumer. Last year, Burn launched its “Proud” campaign, which spotlighted members across life stages, including older adults, parents and fitness first-timers.

Burn has also leaned into franchisee support. Its ecosystem now includes supplements, activewear and Burn On Demand through the Burn Boot Camp app, giving franchise partners additional revenue streams while positioning the brand as more than a workout provider.

That broader ecosystem helps explain why Burn’s celebrity partnerships are being structured around ownership and operations, rather than simple marketing deals. Hart’s role centers on brand and growth, while Marshmello’s focuses on music, creativity and member experience.