Anthony Geisler Launches Sequel Brands, a New Boutique Fitness Franchisor

Anthony Geisler has launched Sequel Brands, a new boutique fitness franchising company that’s eyeing expansion across the U.S., led by an executive team featuring some of the biggest names in the industry.

Geisler, the founder and former CEO of Xponential Fitness, formally unveiled Sequel Brands on Thursday, ending speculation about his much-anticipated next move in fitness.

Sequel launches with four boutique fitness and wellness brands under its umbrella: Pilates Addiction, iFlex Stretch Studios, Beem Light Sauna and Body20.

• Pilates Addiction, which launched its first studio in West Hollywood, California, last week, is led by former Club Pilates executive Sarah Luna as its CEO. The Pilates brand is eyeing at least 100 locations in the next 18 months, with expansion plans already underway in Los Angeles and New York City.

• iFlex Stretch Studios, a functional recovery brand offering assisted stretching services, is led by Verdine Baker, the former president of StretchLab. iFlex currently has four locations, with a fifth coming soon.

• Beem Light Sauna, a franchise offering infrared sauna and red light therapy, is headed up by Ryan Junk, the former chief operating officer of Xponential. Beem Light Sauna counts over 50 studios across the country, with more set to open soon.

• Body20, an electro-muscle stimulation (EMS) brand with over 70 locations, will be led by former YogaSix president Lindsay Junk as CEO.

“Sequel is about what comes next,” Geisler told ATN. “We’re focused on building concepts that are backed by science, driven by results and built to last.”

Sequel plans to scale all four brands in the coming months and years through franchising. The franchisor will unveil additional fitness and wellness brands in the near future, including at least one more “category-defining concept,” it says.

Geisler, who exited Xponential last year in a move that sent shockwaves across the fitness industry, says Sequel is part of a larger cultural mission to reshape the way America views physical activity.

At the ATN Innovation Summit 2025 this June in New York City, Geisler will take the stage to share more details on his vision for Sequel Brands. He’ll also be joined by human biologist and longevity expert Gary Brecka, and Truemed co-founder Calley Means, for a special panel discussion on wellness, policy and the role fitness can play in shaping a healthier future.