people move during a fitness class
credit: Kaspars Eglitis on Unsplash

The sixth brand from Anthony Geisler’s new fitness and wellness company, Move uses AI-powered coaching to deliver personalized workouts, recovery guidance and daily accountability for $5 per month

Sequel Brands is moving beyond brick-and-mortar fitness and wellness concepts with the launch of Move, its sixth brand and first digital platform.

Officially branded as “MOVE powered by SEQUELai,” the platform uses an AI-powered coach called SmartCoach to create personalized wellness plans based on a user’s goals, fitness level and schedule. The app is available on iOS and Android, and costs $5 per month or $25 annually.

The platform offers support across strength, cardio, mobility, recovery, sleep, meditation, nutrition and mental wellness, along with women’s health, GLP-1 companion programming and musculoskeletal recovery.

Sequel says Move is designed primarily for people who struggle to exercise consistently rather than experienced fitness consumers already following structured routines.

“The goal with Move is simple: more people moving more often, in more accessible ways,” Sequel founder and CEO Anthony Geisler said.

The launch expands Sequel beyond the franchise model that has defined the company since Geisler, the founder and former CEO of Xponential Fitness, launched the company last year.

Sequel’s portfolio also includes Pilates Addiction, Body20, iFlex Stretch Studios, Beem Light Sauna and Ultimate Longevity Center, the longevity franchise created in partnership with human biologist Gary Brecka and health platform Lifeforce.

Move also serves as the first piece of a broader AI strategy at Sequel. The company said it’s developing AI-powered experiences across its portfolio that could help franchisees improve retention, increase studio visits and strengthen member relationships.

Upcoming Move features include personalized weekly podcasts summarizing a user’s progress, dynamically updated workout recommendations and integrations with wearable devices and health apps.

“This is the first step in Sequel’s broader AI strategy to turn education into execution — creating better experiences for members and unlocking new ways to support our growing wellness ecosystem,” said Sequel president of platform and AI strategy Alex Isaly.

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