Fitness consolidation is only accelerating, with the HIIT-based franchise leaving Purpose Brands and joining a portfolio that includes former Xponential brands CycleBar, Rumble Boxing and Row House
Extraordinary Brands has added its fifth boutique fitness brand: Basecamp Fitness, a coach-led HIIT concept that incorporates air bike cardio and strength intervals.
The brand was previously part of Purpose Brands, the franchisor formed when Anytime Fitness parent Self Esteem Brands merged with Orangetheory Fitness in 2024.
Basecamp Fitness joins Row House, Rumble Boxing and CycleBar, three former Xponential Fitness brands that Extraordinary Brands acquired in 2024 and 2025. The portfolio also includes Neighborhood barre, founded by Extraordinary’s chief operating officer, Katy Richardson. The barre brand signed four new franchise agreements last fall.
“This is exactly the type of brand we look for — a concept with a strong foundation, a clear value proposition and meaningful mission,” Extraordinary Brands CEO Paul Flick said.
Basecamp Fitness currently operates 20 studios across the U.S., with an additional location on the way in Birmingham, Alabama, according to its website.
The multi-brand franchisor said it will make “immediate investments” in Basecamp’s tech stack, franchise development and brand infrastructure.
“This is a brand that fits perfectly into today’s lifestyle,” Richardson added. “People want results, but they also want efficiency. Basecamp delivers both, and now we have the opportunity to scale that experience to more communities across the country.”
The acquisition frenzy shows no signs of cooling. Just this week, Workout Anytime, the high-value, low-price (HVLP) franchise with roughly 200 clubs concentrated in the Southeast, unveiled an acquisition-led expansion strategy of its own. The fitness chain plans to prioritize converting existing gyms over ground-up development.
EoS Fitness, backed by TSG Consumer Partners, made one of 2025’s most consequential deals when it acquired 23 Gold’s Gym locations in Southern California, cementing its status as a dominant HVLP operator in one of the country’s most competitive fitness markets.
Meanwhile, KKR-backed Bay Club has been in growth mode, too. The sports and active lifestyle company made several acquisitions last year with 425 Fitness, Harbor Square Athletic Club, Griffin Club Los Angeles and indoor sports operator Arena Sports, building out a connected lifestyle campus model stretching from the Pacific Northwest to Southern California.
