How Rumble Boxing Is Fighting For Market Share
President Anthony Badalian spoke to Athletech News about what sets the brand apart, its growth strategy, and the future of boutique fitness
Rumble Boxing, with nearly 100 studios worldwide is evolving under the leadership of Anthony Badalian, the company’s newly appointed President. Badalian, who joined Rumble in early 2024 as Senior Vice President of Operations, was named President by the end of the year. After spending nearly a decade at 24 Hour Fitness and Club Pilates, he took the reigns at Rumble to grow the brand.
“I was honored to be entrusted with preserving Rumble’s legacy, championing our remarkable franchise owners, and leading the team into the next phase of Rumble’s evolution,” Badalian told ATN. “Rumble Boxing is more than a workout—it’s a movement, a community, and a lifestyle experience.”
The 45-minute, 10-round workout is a full-body fusion of boxing and strength training, set to music, dynamic lighting, and visual effects. The fitness industry has seen a surge in boxing-based workouts, fueled by the increasing popularity of professional boxing and the effectiveness of high-intensity training.
Credit: Rumble
“Who doesn’t love the release of punching something, channeling frustration, and leaving it all on the bag?” he said. “Especially when it’s paired with great music, vibrant lighting, and an unbeatable vibe!”
He also highlighted the demand for workouts that combine strength training and high-intensity interval training (HIIT).
“That’s where Rumble stands out,” he said. “We offer the best of both worlds—boxing and strength training. Our workouts are designed for all fitness levels, ensuring that whether you’re a beginner or a seasoned athlete, you leave feeling empowered.”
Under Badalian’s leadership, Rumble is prioritizing strategic expansion while maintaining a strong focus on supporting franchisees. The brand’s studios span six countries and counting.
“Properly opening and supporting studios is our priority, not rapid growth,” he said. “That means revisiting all of our open studios, ensuring they are set up for success, and providing the personalized support they need to thrive.”
Rumble has also rolled out a “triple threat” strategy designed to drive sustainable growth across three key areas. First, building a globally aware and culturally adaptable brand, driving member acquisition and loyalty, and enhancing the Rumble experience to reinforce its positioning.
“Rumble is an incredible brand, not just because of the workouts or the atmosphere, but because of the people,” he said. “Our mantra, ‘How You Fight, Is How You Live,’ is more than just words—it’s the resilience, the community, and the determination that we embody every day.”