Extraordinary Brands acquires two brands from Xponential Fitness

Extraordinary Brands, a franchisor focused on fitness and health, announced that it has expanded its portfolio of brands.

The Charlottesville, Virginia-based company reported that it has acquired a pair of fitness brands including CycleBar and Rumble. The pair of businesses were purchased from Xponential Fitness.

In a July 28 filing with the Securities and Exchange Commission, Xponential did not disclose the terms of the sale. Today, the company announced it has a new CEO—Mike Nuzzo—and Mark King has left as CEO along with his seat on the board of directors. King first announced his retirement in May due to health reasons.

Brand portfolio expansion

Following this latest move, Extraordinary Brands now owns and operates four franchise brands in the cycling, boxing, rowing, and barre fields. This includes CycleBar (indoor cycling), Rumble (boxing-inspired group fitness), Row House (rowing-based HIIT), and Neighborhood Barre (barre), Purvelo Cycle, and Eat the Frog Fitness. The company noted that it continues to pursue growth across pilates, spin, barre, and recovery verticals.

“This is more than an acquisition; it’s a defining moment,” said Paul Flick, CEO of Extraordinary Brands. “We’re bringing together well-loved brands with untapped potential and pairing them with a platform designed to elevate every franchisee. We now offer consistency, support, and shared services across a diversified portfolio, something truly unique in boutique fitness.”

According to its site, Extraordinary Brands operated more than 70 locations prior to the acquisition. CycleBar brings more than 250 locations to Extraordinary Brands, including 9 international locations. Rumble began franchising in 2020 and has more than 385 licensed locations globally.

Benefits for franchisees

In a statement issued by Extraordinary Brands, the company said its latest acquisition will benefit franchise partners through a “shared services infrastructure, including centralized marketing, streamlined operations, and unified franchise business coaching.”

“Our operations are consistent across brands, our marketing team supports the entire portfolio, and our franchise business coaches are boots on the ground helping owners succeed,” said Marley Delaney, director of marketing at Extraordinary Brands. “This is how we help franchisees not only achieve sustainable growth, but scale.”

The fitness franchise also noted that it recently promoted Katy Richardson to the position of chief operating officer.

“This acquisition is an opportunity to invest where it matters most – in our franchisees,” Richardson said. “We’re focused on listening, learning what drives each brand’s strength, and delivering the tools needed to grow studio performance and long-term value.”

Future plans and strategy

Looking ahead, Extraordinary Brands said that it plans to work closely with franchisees to reduce fixed overhead, build cohesive brand strategy, and optimize programming to strengthen the member experience.

“This isn’t just a transaction; it’s a long-term commitment,” Richardson said. “We’re serious about the future of boutique fitness, and these acquisitions put an exclamation point on that.”

“Our North Star is franchisee profitability,” Flick noted. “That means stable leadership, open communications, and systems that help owners run stronger businesses. These are more than just changes; they’re long-overdue course corrections.”

In regard to the sale of two brands, former Xponential Fitness CEO King said, “Divesting CycleBar and Rumble is consistent with what we emphasized during our Investor Day in New York: We will focus our time and capital on the brands that drive profitability both today and also in the longer term.”