Extraordinary Brands
- Company typePrivate
- Founded2022
- HeadquartersCharlottesville, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Extraordinary Brands does
Extraordinary Brands is a privately held, multi-brand boutique fitness franchisor headquartered in Charlottesville, Virginia. Founded in May 2022, the company has assembled a portfolio of five acquired fitness brands—Row House (rowing, acquired May 2024 from Xponential Fitness), Neighborhood Barre (barre/Pilates/dance, acquired August 2024), CycleBar (indoor cycling, acquired August 2025 from Xponential Fitness), Rumble Boxing (boxing-inspired group fitness, acquired August 2025 from Xponential Fitness), and Basecamp Fitness (HIIT, acquired April 2026 from Purpose Brands). The combined footprint spans more than 427 franchise locations globally, including 385+ Rumble Boxing studios, 22 Neighborhood Barre studios, and 20 Basecamp Fitness studios in the U.S., serving approximately 11,000 dedicated members across the portfolio.
The company operates a shared services platform that centralizes point-of-sale, CRM, data analytics, AI tooling, training, marketing, and franchise support across all five brands, with brand-level proprietary systems including CycleBar's CycleStat performance metrics, CycleBeats music playlists, and Basecamp Fitness's Corecamp technology. It generates revenue through one-time franchise fees ($89,000–$630,000 initial investment depending on brand and location), recurring royalty and brand fund contributions, membership and class revenue at franchised studios, and retail product sales. Its go-to-market is a direct enterprise franchise sales motion: discovery days at the Charlottesville headquarters, structured multi-step inquiry forms, FDD reviews, and consultation calls (855-449-2384), supported by an exclusive commercial real estate partnership with Morrow Hill (October 2025) and veteran-specific incentives.
Extraordinary Brands firmographics
Firmographics- Name
- Extraordinary Brands
- Legal name
- Extraordinary Brands
- Website
- https://extraordinarybrands.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Extraordinary Brands industry classification
Industry- Product category
- Boutique Fitness Franchising
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sporting Goods Retailers (459110)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Full-Line Sporting Goods Superstores (CRAMABAA)
- akta.pro secondary industries
- Racquet Sports (Tennis/Pickleball/Badminton/Squash) Retail (CRAMABAF), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)
Keywords
Where Extraordinary Brands is headquartered
LocationHeadquarters
- HQ city
- Charlottesville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Extraordinary Brands business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Franchise Fees: One-time fees charged to franchise partners for the right to open and operate a franchise location under Extraordinary Brands' portfolio brands
- Royalty/Recurring Franchise Fees: Ongoing fees from franchisees typically based on a percentage of revenue, supporting the shared services platform model
- Membership and Class Revenue: Revenue from member subscriptions and class packages at owned and franchised studios, including class packages, drop-ins, and ClassPass integrations
- Retail Sales: Revenue from sale of fitness-related retail products at studio locations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Neighborhood barre franchise: $89,540 - $261,000 |
| One time/ perpetual license | Multi-year contract | Row House franchise: $232,700 - $423,500 |
| Hybrid | Multi-year contract | Full franchise investment range: $89,000 - $630,000 |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Extraordinary Brands product offering
Product offeringCore offering
Extraordinary Brands is a multi-brand boutique fitness franchisor that sells franchise licenses and provides shared operational, technology, marketing, and training support across five acquired fitness brands: Row House (rowing), Neighborhood Barre (barre), CycleBar (indoor cycling), Rumble Boxing (boxing-inspired HIIT), and Basecamp Fitness (HIIT). Franchisees operate studios under these brands, generate revenue from memberships, classes, and retail, and benefit from a centralized shared services platform that reduces overhead and standardizes technology, coaching, and brand strategy.
Product overview
Extraordinary Brands operates as a multi-brand fitness franchising platform that owns and manages a portfolio of five boutique fitness brands: Row House (rowing-based group training), Neighborhood barre (barre/Pilates/dance), CycleBar (indoor cycling), Rumble Boxing (boxing-inspired group fitness), and Basecamp Fitness (HIIT). The company acquired these brands from Xponential Fitness and Purpose Brands, providing franchisees with shared services infrastructure, operational support, marketing tools, and technology platforms across all brands.
Differentiator
Problem solved
Functional benefit
Brands
- Row House: Premium rowing studios combining strength training and low-impact cardio for a full-body workout
- Neighborhood Barre
- CycleBar
- Rumble Boxing
- Basecamp Fitness
Products and services
- Row House Franchise Franchise license for premium rowing studios combining rowing techniques with strength training for a full-body, low-impact workout. Initial investment $232,700 - $423,500.
- Neighborhood Barre Franchise Franchise license for boutique barre studios offering precision-focused workouts combining classical barre, dance, Pilates, and resistance training. Initial investment $89,540 - $261,000.
- CycleBar Franchise Franchise license for the largest indoor cycling brand offering low-impact, high-intensity cycling in 'CycleTheaters' with CycleStat performance metrics and CycleBeats playlists.
- Rumble Boxing Franchise Franchise license for boxing-inspired group fitness studios offering a 45-minute, 10-round workout using water-filled, teardrop-style boxing bags combined with resistance training.
- Basecamp Fitness Franchise Franchise license for high-intensity interval training (HIIT) studios delivering efficient, science-backed 35-minute workouts combining strength and cardio across 20 U.S. studios.
Quantifiable outcome
- Average unit volume of $260,000 per fitness location
- +3 more outcomes
Companies that use Extraordinary Brands
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Extraordinary Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Extraordinary Brands partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Purpose BrandscoreExtraordinary Brands acquired Basecamp Fitness from Purpose Brands, adding the HIIT fitness concept to its portfolio. The acquisition included investment in Corecamp technology and plans for coast-to-coast expansion.
- Morrow HillcoreMorrow Hill, a Dallas-based commercial real estate firm, has become the exclusive real estate partner for Extraordinary Brands. The partnership supports expansion of CycleBar, Rumble Boxing, and other portfolio brands through market strategy and site selection services for prospective franchisees.
- Xponential Fitness (NYSE: XPOF)coreExtraordinary Brands acquired the boutique fitness brands CycleBar and Rumble from Xponential Fitness. This strategic acquisition expanded the portfolio to four fitness modalities and established Extraordinary Brands as a multi-brand franchisor platform. The company previously acquired Row House from Xponential Fitness in 2024.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Extraordinary Brands competitors and assessment
Company assessmentDirect peers
- SoulCycle: Premium indoor cycling brand owned by Equinox, sharing the cycling consumer demographic with CycleBar. Closest direct competitor in the indoor cycling category.
- Orangetheory Fitness: Largest boutique HIIT-style fitness franchise, offering science-backed heart-rate-based interval training. Direct competitor for Basecamp Fitness franchisees and member share of wallet in the HIIT segment.
- F45 Training: Global franchisor of functional group training studios with a similar franchise-plus-royalty model targeting boutique fitness consumers. Goes public and private cycles and shares the SMB franchisee customer base.
- Xponential Fitness: Public multi-brand boutique fitness franchisor (NYSE: XPOF) that owned CycleBar, Rumble, and Row House before divesting them to Extraordinary Brands. Operates Club Pilates, StretchLab, YogaSix, and other concepts with the same franchise-plus-royalty model.
- Club Pilates: Largest Pilates franchise in the US, owned by Xponential Fitness. Direct competitor for barre/Pilates consumer share with Neighborhood Barre and shares the multi-unit franchisee customer.
- Barry's: Premium boutique fitness brand combining strength and cardio (originally 'Barry's Bootcamp'). Direct competitor to Rumble Boxing for high-intensity boutique consumers.
- Purpose Brands (formerly USANA Health Sciences Fitness): Franchisor that previously owned Basecamp Fitness before divesting to Extraordinary Brands in 2026. Comparable as a multi-brand health and wellness franchisor, including brands like Massage Heights and The NOW.
Broad incumbents
- Life Time Group Holdings: Public (NYSE: LTH) operator of large-format athletic country clubs offering premium fitness experiences. Comparable as a broad incumbent in the health and wellness space, though it owns rather than franchises most of its locations.
- Crunch Fitness: Mid-market gym chain with franchise and corporate locations. Competes for the value-conscious consumer in the broader fitness category though differentiated from boutique experience.
- Equinox Group: Owner of Equinox, SoulCycle, and related premium fitness brands. Competes with Extraordinary Brands for high-end wellness consumer spend and franchisee/multi-unit operator partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Extraordinary Brands social profiles
Digital presenceExtraordinary Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Extraordinary Brands leadership team
Management profileNumber of profiles
Profiles11 records
Extraordinary Brands subsidiaries and ownership
Company hierarchySubsidiaries5 records
Extraordinary Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Extraordinary Brands M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Extraordinary Brands
What does Extraordinary Brands do?
Extraordinary Brands is a multi-brand boutique fitness franchisor that sells franchise licenses and provides shared operational, technology, marketing, and training support across five acquired fitness brands: Row House (rowing), Neighborhood Barre (barre), CycleBar (indoor cycling), Rumble Boxing (boxing-inspired HIIT), and Basecamp Fitness (HIIT). Franchisees operate studios under these brands, generate revenue from memberships, classes, and retail, and benefit from a centralized shared services platform that reduces overhead and standardizes technology, coaching, and brand strategy.
Is Extraordinary Brands a public or private company?
Extraordinary Brands is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Extraordinary Brands founded?
Extraordinary Brands was founded in 2022. It employs 11 to 50 people.
Where is Extraordinary Brands based?
Extraordinary Brands is headquartered in Charlottesville, United States, in the North America region.
How does Extraordinary Brands make money?
Four revenue lines are on record. Franchise Fees are the primary driver. The others are royalty/Recurring Franchise Fees, membership and Class Revenue and retail Sales.
Who are Extraordinary Brands's main competitors?
Direct peers on record are SoulCycle, Orangetheory Fitness, F45 Training, Xponential Fitness, Club Pilates, Barry's and Purpose Brands (formerly USANA Health Sciences Fitness). Broad incumbents are Life Time Group Holdings, Crunch Fitness and Equinox Group.
Does Extraordinary Brands have an API?
No public API is recorded for Extraordinary Brands.
What industry is Extraordinary Brands in?
Extraordinary Brands's product category is Boutique Fitness Franchising. Its primary akta.pro industry code is CRAMABAA, Full-Line Sporting Goods Superstores, with a secondary code of CRAMABAF, Racquet Sports (Tennis/Pickleball/Badminton/Squash) Retail. Its NAICS code is 459 and its SIC code is 7997.