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Highlights

  • Extraordinary Brands has acquired CycleBar and Rumble, adding cycling and boxing to its fitness portfolio.
  • The company now operates four modalities, including Row House and Neighborhood Barre.
  • A shared services platform will support franchisees with centralized marketing and streamlined operations.

Extraordinary Brands has announced the acquisition of two boutique fitness brands, CycleBar and Rumble, from Xponential Fitness (NYSE: XPOF). With this strategic transaction, the company expands its portfolio to include four distinct fitness modalities: cycling, boxing, rowing, and barre.

The acquisition follows Extraordinary Brands’ 2024 purchase of Row House and represents what CEO Paul Flick described as “a defining moment” for the company’s trajectory in the boutique wellness sector. According to Flick, integrating these brands under a unified platform offers consistency and shared services that benefit franchisees.

Extraordinary Brands is building its model around centralized operational support, including marketing, coaching, and business infrastructure. The company emphasized that this shared services approach aims to reduce fixed overhead and promote scalable growth for franchise owners.

CycleBar and Rumble will now join Row House and Neighborhood Barre under the Extraordinary Brands umbrella. According to Director of Marketing Marley Delaney, operational consistency across brands and direct franchisee support are key to the platform's structure. She said the company’s marketing and franchise business coaching teams operate across all modalities to promote system-wide alignment.

The company also announced the promotion of Katy Richardson to Chief Operating Officer. Richardson stated that leadership plans to collaborate closely with franchisees to strengthen brand identity and improve studio performance. She emphasized a long-term approach focused on transparency and sustainable business practices.

Extraordinary Brands has indicated that its future plans will prioritize franchisee profitability and the member experience. Over the coming months, the company expects to implement strategies to streamline fixed costs and optimize programming across all studios.

Founded in 2022, Extraordinary Brands has positioned itself as a franchise partner focused on boutique fitness and wellness concepts. With this acquisition, the company now holds a broader footprint across the group fitness industry, including cycling, boxing, rowing, and barre, and signals interest in future expansion into additional verticals such as Pilates and recovery.

The company stated that it views the deal not as a short-term transaction but as part of a long-term commitment to developing a consistent, franchisee-focused ecosystem in the fitness space.