Sequel Brands HQ
credit: Sequel Brands

Sequel Brands is led by Founder and CEO Anthony Geisler, the visionary entrepreneur who previously built Xponential Fitness into the largest curator of boutique fitness concepts in the world. With a proven track record of scaling category-defining brands, Geisler brings that same expertise to Sequel, backed by an initial portfolio of four high-impact wellness concepts designed to optimize human performance and recovery. 

What is your franchise’s unique selling proposition (USP)?

When evaluating a franchise opportunity, prospective franchisees have a responsibility to make a sound, future-focused investment. In doing so, they typically consider key factors such as:

  • The Industry: is it something they’re passionate about?
  • The Founder: what is their track record of success?
  • Franchisor Capitalization: is the brand financially positioned for growth?
  • Leadership & Experience: who’s steering the ship?
  • Vision for Expansion: is there a clear, compelling roadmap for scale?

When you start to answer these questions and look at what Anthony and his team have accomplished in the fitness industry, it’s hard to imagine a more strategic or proven path for investing in a fitness franchise.

How many units do you currently have? Additionally, how many new ones are opening per month and in which geographic areas are you most popular?

Total units sold:

  • iFlex: 28
  • BODY20: 5 
  • Pilates Addiction: 265
  • Beem: 20 
  • ULC: 82

Key markets as well as emerging markets include South Charlotte, South Carolina and Stamford, Connecticut.

What are the key revenue streams for franchisees?

Recurring Memberships, privates, retail and various incremental products.

iFLEX by Sequel Brands
credit: Sequel Brands

How is your brand positioned for future growth and expansion in the next 5-10 years?

Our brands are strongly positioned for sustained growth over the next 5–10 years, driven by both industry momentum and evolving consumer priorities. Boutique fitness continues to expand rapidly as consumers seek personalized classes and strong community environments rather than traditional big-box gym experiences.

Consumers are increasingly prioritizing fitness as a preventive strategy to manage lifestyle-related diseases, fueling demand for specialized, guided workout experiences. Millennials and Gen Z are leading boutique fitness growth and are willing to invest in premium studio experiences despite higher price points.

We are strategically aligned with the long-term macro trend of longevity and healthspan optimization, as consumers shift focus from short-term aesthetics to long-term vitality and performance. There is growing demand for science-backed solutions that improve mobility, recovery, metabolic health, energy and overall quality of life as people age. By operating at the intersection of boutique fitness, recovery and measurable wellness outcomes, our portfolio is built to capture sustained demand and remain relevant as consumer health priorities continue to evolve.

What are the minimum capital requirements, initial investment costs and ongoing fees for franchisees? Furthermore, are financing or other fundraising options available?

  • iFlex: Initial Investment: $191,503 – $368,207*, $350,000 NW $100,000 Liquid Capital
  • BODY20: Initial Investment: $265,512 – $427,833*  $400,000 NW $100,000 Liquid Capital
  • Pilates Addiction: Initial Investment: $303,838 – $699,237*, $500,000 NW $100,000 Liquid Capital 
  • Beem Light Sauna: Initial Investment: $392,047 – $666,947*, $700,000 NW $200,000 Liquid Capital
  • ULC: Initial Investment: $508,778–$1,182,188, NW: $1,000,000 Liquid: $150,000

Financing is available through third-party providers with whom Sequel has established, long-standing relationships. Sequel is happy to connect prospective franchisees with trusted partners who specialize in funding franchise businesses.

What training and support do you provide to franchisees, including marketing, advertising, technology, equipment and real estate?

Each franchisee and studio manager is required to attend our Initial Training Program, typically held at our corporate headquarters. If a partner or operating manager is unable to attend the designated session, they may participate in the next available training.

Additional employee training will be conducted on-site at the franchisee’s location and includes instruction on studio technology, hands-on operational procedures and best practices for executing community engagement events specific to the local market.

Our training and education teams provide comprehensive support for both equipment and technology, and will be on-site to ensure that all employees are confident and well-prepared.

Pilates Addiction of Sequel Brands
credit: Sequel Brands

While marketing responsibilities are owned by the franchisee, we provide robust support materials to help guide their local efforts. This includes a proven framework of marketing best practices, creative assets and strategic guidance to support successful grand openings and ongoing monthly event execution.

Beyond initial training, Sequel supports franchisees every step of the way — from real estate and studio development to marketing, sales, teacher training, retail operations and access to recommended vendors. Our dedicated support teams provide guidance, resources and best practices to help each studio operate efficiently, achieve consistent results and thrive in its local market.

Do you grant exclusive rights to a specific geographic area or are there any limitations on competition from other franchisees?

We grant search rights before site approval and territorial protection after. Candidates receive a defined search area — either specific ZIP codes or a general trade area. Once a site is approved, we award a protected territory equal to a 2-mile radius or ~50,000 population, whichever comes first. Typical carve-outs include national accounts, e-commerce/digital channels and certain non-traditional locations. Full details appear in Item 12 of our FDD.

Body20 of Sequel Brands
credit: Sequel Brands

Can you provide any pertinent financial performance details that would assist potential franchisees?

The only financial performance information we’re able to provide is what’s included in Item 19 of each brand’s Franchise Disclosure Document (FDD). This section outlines any financial performance representations made by the franchisor and is the appropriate resource for evaluating potential earnings.

What are the key contact details for reaching out to your company and exploring potential collaboration?