A New Era: Title Boxing Club CEO Says Brand Is ‘Just Getting Started’
Title Boxing wants to launch 300 clubs by 2025, and is eyeing Canada and ‘untapped markets’ in the U.S. for expansion
Title Boxing has unveiled a new brand refresh as the boxing brand enters a new era.
With its international franchise model, the boxing fitness brand has rolled out a heavy-hitting updated mission, enhanced programming, additional technology and a new club design.
The redesign is intended to spur growth, attract new fitness customers and improve the member experience. It’s an update that fitness enthusiasts will appreciate as boxing fitness grows in popularity.
According to a recent 2023 fitness finding by Mindbody, boxing is the most popular in-person fitness class. The Title Boxing boutique fitness franchise currently has over 130 locations and 40,000+ members and is looking to launch 300 clubs by 2025.
It’s a goal that the boxing brand is confident it can achieve.
“The leadership team and entire system have been riding the innovation wave since the acquisition – but really, we’re just getting started,” said Todd Wadler, CEO of Title Boxing Club and co-founder of California-based BoxUnion, which acquired Title in 2021.
“We’ve hit one milestone after another – from monumental agreements, crucial hiring of industry leaders, and bringing the benefits of boxing to a new audience – all while ensuring the brand’s legacy remains intact,” Wadler said.
Elevated boxing programming & enhanced website
Title Boxing Club improved its programming to provide a more consistent experience throughout the system. The franchise’s exclusive 52-week boxing journey combines skill progression and interval training for a total-body workout.
“Our 52-week boxing journey is a growth and development plan for every single boxer that walks through our doors, no matter their skill level,” said Kyle Shneider, VP of Product at Title Boxing Club. “Our rotation of evolving ‘Weekly Focus’ and the supporting ‘Combo of the Day’ is how we build better boxers. This leads them to getting a better workout, burning more calories, relieving more stress, reaching their goals faster, having more fun and staying with us for years.”
Title’s website experience has also been improved, with an updated layout that allows users to find information and interact with their local boxing club. In addition, new features have been added to local club pages to increase web leads and sell memberships to help drive business.
A new app that gamifies the boxing class experience
Title has released a new app, which it describes as a critical component of its brand refresh. The app includes digital class content and functions as a retention tool, allowing boxing fans to celebrate class milestones, learn boxing skills outside of class and gamify the boxing class experience.
According to Chris MacDonald, VP of Marketing of Title, the app was a popular request from franchise partners and members.
“Our classes are based on a 52-week boxing journey, including an introduction to new combinations each day and focuses each week,” she said. “The app launches fresh training videos on these focuses on a weekly basis to help members strengthen their boxing skills inside and outside of class.”
Another growth driver is TITLE’s automated referral program, which allows boxers to refer friends through the app and get rewarded with membership discounts.
Still, the most exciting aspect of the new app is the incorporation of Title On Demand, said MacDonald.
“This grants club members a true omni-channel experience with access to Title Boxing Club digital classes wherever they are in the world through a single app,” she said. “Plus, they can track both their digital and in-club classes so boxers can set goals and celebrate new milestones.”
Messaging & aesthetic with an ‘anytime, anywhere’ vision
The beloved fitness activity is a favorite due to stress-relieving properties, which align with the brand’s mission to increase fitness and decrease stress through boxing anytime, anywhere, said MacDonald.
“This statement was the foundation of every decision we made on the brand refresh,” she said. “While the benefits of boxing are endless, it is still seen as very intimidating in the fitness community. With that in mind, our goal was to create a fun and modern environment that welcomes everyone, no matter where they are on their fitness journey.”
The brand has introduced a brighter, lighter color palette and visuals designed to excite new boxers, complimenting its updated tagline: ‘Take it out on the bag.’
“We made sure our new messaging spoke to both the mental and physical benefits of boxing, which are used throughout the member journey,” said MacDonald. “The new club design also nods to the tradition of boxing while still creating a cool and contemporary space.
While the core of Title Boxing Club’s brand has always focused on building confidence, boxing skills, stress relief, and mental clarity, MacDonald noted the updated branding was an evolution to help introduce these concepts to the next generation of fitness boxers.
Title Boxing’s expansion plans
Title Boxing signed its first international deal last fall, bringing the heavy bag boxing brand to nine countries — Thailand, Bangladesh, Singapore, Indonesia, Cambodia, Nepal, the Philippines, New Zealand and South Korea — boosting the brand’s development goal of launching 300 clubs by 2025.
The boxing brand was excited about Asia’s significant revenue growth in the health and fitness market, which increased by nearly 25% between 2021 and 2022. Title believes such numbers demonstrate the right time for its boxing brand to push into additional markets.
MacDonald confirmed Title’s expansion plans, stating that the boutique boxing brand is concentrating on domestic and international growth and expansion.
“As we review the opportunities to expand the Title Boxing Club presence, there are clear untapped major markets in the U.S. as well as partnerships with franchise partners in existing markets that could support additional clubs due to high demand,” she said, adding that Title Boxing is actively looking into Canada.
