Sequel Brands
Sequel Brands is a private boutique fitness and wellness franchisor operating six brand concepts — Pilates Addiction, BODY20, beem Light Sauna, iFlex Stretch Studios, Ultimate Longevity Center, and the MOVE AI app — distributed exclusively through franchise and licensed operators targeting growth-minded entrepreneurs across the United States.
- Company typePrivate
- Founded2025
- HeadquartersNewport Beach, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
Sequel Brands firmographics
Firmographics- Name
- Sequel Brands
- Legal name
- MOVE Platform LLC
- Website
- https://sequelbrands.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sequel Brands is a private boutique fitness and wellness franchisor operating six brand concepts — Pilates Addiction, BODY20, beem Light Sauna, iFlex Stretch Studios, Ultimate Longevity Center, and the MOVE AI app — distributed exclusively through franchise and licensed operators targeting growth-minded entrepreneurs across the United States.
- Ownership category
- akta.pro rank
Where Sequel Brands is headquartered
LocationHeadquarters
- HQ city
- Newport Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sequel Brands business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel
Revenue model
- Franchise Fees: Sequel Brands generates revenue through franchise fees charged to new studio operators across its portfolio brands including Pilates Addiction, iFlex, beem, BODY20, and Ultimate Longevity Center. Each franchise requires minimum liquid capital, net worth, and credit score requirements.
- Recurring Membership Revenue (Franchisee Studios): Studio operators across all brands generate recurring membership revenue through various subscription plans (e.g., 4-, 8-, or unlimited-session plans at iFlex; recurring memberships at Pilates Addiction; unlimited/4-pack/8-pack plans at beem). Single sessions, retail products, and corporate wellness packages add incremental revenue.
- MOVE App Subscription: MOVE Powered by SEQUELai is a digital coaching platform available via iOS and Android apps, with a 14-day free trial followed by an annual subscription at $25/year. The platform delivers personalized fitness, recovery, nutrition, and supplementation guidance powered by AI and wearable data integration.
- Educator Sponsorships (Pilates Addiction Movement Academy): Pilates Addiction's Movement Academy generates revenue through educator sponsorships, with over $1.34 million in active educator sponsorships systemwide. The company also waives $4,000 tuition for new instructors hired into studios opening in 2026, funded by franchise investments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | MOVE App Annual Subscription |
| Other | Multi-year contract | Pilates Addiction Franchise Minimum Investment |
| Other | Multi-year contract | iFlex Stretch Studios Franchise Requirements |
| Other | Multi-year contract | beem Light Sauna Franchise Investment Range |
| Other | Multi-year contract | Ultimate Longevity Center Franchise Requirements |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Sequel Brands product offering
Product offeringCore offering
Sequel Brands operates as a boutique fitness and wellness franchise platform, licensing six distinct studio concepts—Pilates Addiction, BODY20, beem Light Sauna, iFlex Stretch Studios, Ultimate Longevity Center, and MOVE (an AI coaching app)—to franchisees who open and operate individual studios. The company generates revenue through franchise fees, recurring membership revenue at studio locations, and the MOVE app subscription, while providing centralized franchise support across site selection, construction, procurement, technology, marketing, and operations.
Product overview
Sequel Brands is a boutique fitness and wellness franchise company operating as a platform of six distinct brands. The portfolio includes Pilates Addiction (proprietary equipment Pilates with Aurum Reformer), BODY20 (EMS technology training), beem Light Sauna (infrared and chromotherapy), iFlex Stretch Studios (assisted stretching), Ultimate Longevity Center (biomarker and longevity services with Gary Brecka/Lifeforce), and MOVE AI (wearable-integrated behavior change coaching app). The company provides centralized operational support while allowing individual brands creative flexibility. MOVE AI serves as the technology bridge, connecting wearable data to personalized wellness guidance across the ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- Pilates Addiction: The new gold standard in Pilates; a boutique Pilates franchise with proprietary WundaFormer/Aurum Reformer equipment, offering dynamic classes blending classical technique and modern intensity.
- iFlex Stretch Studios
- Beem Light Sauna
- BODY20
- Ultimate Longevity Center
- MOVE (Powered by SEQUELai)
Products and services
- Pilates Addiction Boutique Pilates franchise featuring proprietary Aurum gold reformer and WundaFormer equipment, offering dynamic Pilates classes blending classical technique with modern intensity for core strength and lean muscle development. Targeted at franchisees seeking to open boutique fitness studios.
- BODY20 EMS (Electro Muscle Stimulation) fitness franchise offering personalized 1-on-1 and small group strength training in 20-minute sessions using EMS smart suits that activate more muscles in less time. Targeted at franchisees opening tech-driven fitness studios.
- beem Light Sauna Infrared sauna and light therapy franchise offering full-spectrum infrared, red light therapy, and chromotherapy (blue, green, and red LED) in private suites for detoxification, muscle recovery, skin health, and deep relaxation. Targeted at franchisees opening wellness studios.
- iFlex Stretch Studios Expert-assisted stretching franchise using proprietary stretching benches with ergonomic support, heat vibration, and compressive therapy, offering PNF and static stretching techniques in semi-private format. Targeted at franchisees opening recovery and mobility studios.
- Ultimate Longevity Center Longevity wellness franchise integrating Gary Brecka's evidence-based protocols with Lifeforce's clinical platform, offering biomarker analysis, metabolic profiling, red light therapy, hyperbaric chambers, and personalized protocols including NAD, GLP-1, and hormone replacement therapy. Targeted at franchisees opening longevity clinics.
- MOVE (Powered by SEQUELai) AI-powered behavior change platform offering personalized coaching across fitness, recovery, nutrition, and supplementation. Available via iOS and Android apps with a 14-day free trial followed by a $25/year annual subscription. Targeted at consumers seeking adaptive digital wellness coaching.
Quantifiable outcome
- Over 300 franchise territories awarded across 27 U.S. states in under one year (since June 2025)
- +5 more outcomes
Companies that use Sequel Brands
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles2 records
Sequel Brands technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability4 records
Feature8 records
Sequel Brands partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, flagship and minor.
- Solution One PartnerscoreSolution One Partners provides a global reward fulfillment network with gamification capabilities powering the portfolio-wide loyalty and referral infrastructure across Sequel Brands boutique fitness brands. The partnership is being rolled out starting with Pilates Addiction's PA Anonymous program and extending to other brands like beem (Ritual Rewards).
- PerkvillecorePerkville handles the loyalty and referral engine for studio operations across Sequel Brands, powering the PA Anonymous program at Pilates Addiction and similar loyalty infrastructure for other brands. The platform manages member rewards for referrals, class milestones, and engagement behaviors.
- Gary BreckaflagshipGary Brecka, world-renowned human biologist, biohacker, and longevity authority with over 20 years of experience, partnered with Sequel Brands and Lifeforce to launch Ultimate Longevity Center. Brecka's science-backed protocols and methodologies are integrated into the center's service offerings including biomarker analysis, metabolic profiling, and personalized longevity programs. He is a core brand ambassador and scientific face of the Ultimate Longevity Center franchise.
- Lifeforce (Tony Robbins)flagshipLifeforce, a longevity medicine platform co-founded by Tony Robbins, partnered with Sequel Brands and Gary Brecka to create the Ultimate Longevity Center franchise. Lifeforce provides clinical expertise, biomarker analysis infrastructure, and medical protocols that translate advanced longevity science into consumer-accessible experiences. Lifeforce previously raised a reported $12 million in a Series A round in 2023 with participation from Serena Williams.
- Morrow HillminorMorrow Hill entered into an exclusive partnership with Xponential Fitness (a separate company from Sequel Brands) for managing real estate strategy. The source references Xponential Fitness undergoing portfolio adjustments and leadership changes, suggesting this partnership relates to Xponential rather than Sequel Brands. This may not be a direct Sequel Brands partnership.
Scale indicators9 records
Recent moves8 records
Expansion highlights6 records
Sequel Brands competitors and assessment
Company assessmentDirect peers
- Restore Hyper Wellness: Franchised recovery and wellness chain offering cryotherapy, IV drip therapy, infrared sauna, and hyperbaric chambers. Directly competes with beem Light Sauna and overlaps with Ultimate Longevity Center on integrated wellness services.
- F45 Training: Global boutique fitness franchisor offering functional training in 45-minute group sessions. Comparable franchise model, target consumer (affluent, time-pressed professionals), and franchisee economics to Sequel Brands' boutique fitness concepts.
- Orangetheory Fitness: Tech-enabled boutique fitness franchise with 1,500+ studios globally, using heart-rate-monitored interval training. Closely comparable in franchise structure, premium positioning, and science-backed branding to Sequel Brands concepts.
- StretchLab: Assisted-stretching franchise (now part of Xponential Fitness) with 600+ locations. iFlex Stretch Studios is a near-direct competitor with overlapping target consumer, semi-private format, and PNF stretching methodology.
- Xponential Fitness: Public boutique fitness franchisor (XPOF) operating Club Pilates, CycleBar, StretchLab, Rumble, and other concepts. Sequel Brands' founder Anthony Geisler scaled Xponential before launching Sequel, and several Sequel Brands (iFlex vs StretchLab, Pilates Addiction vs Club Pilates) compete directly with Xponential brands.
- Club Pilates: Now part of Xponential Fitness with 800+ locations and the dominant franchised boutique Pilates brand. Pilates Addiction's most direct head-to-head competitor in the boutique Pilates franchise category.
Broad incumbents
- Hand & Stone Massage and Facial Spa: 600+ unit franchised wellness chain offering massage and facial services. Comparable franchise scale, recurring-membership model, and SMB franchisee base to Sequel Brands' recovery/wellness concepts (beem, iFlex).
- Life Time Group Holdings: Public premium fitness operator (LTH) with 170+ large-format athletic country clubs offering fitness, recovery, and wellness services under one roof. Represents a broader incumbent comparison for Sequel Brands' integrated fitness-plus-longevity thesis.
- Planet Fitness: Largest fitness franchisor with 2,500+ low-cost locations. Differentiated from Sequel Brands on price point and concept (no boutique/premium positioning), but serves as a benchmark for franchise-unit scale and recurring-membership economics.
Emerging players
- The NOW Massage: Design-forward boutique massage franchise with ~70 locations, targeting affluent urban wellness consumers. Comparable premium positioning and franchise model to Sequel Brands' beem and iFlex concepts, though at smaller current scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Sequel Brands social profiles
Digital presenceSequel Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sequel Brands leadership team
Management profileNumber of profiles
Profiles6 records
Sequel Brands subsidiaries and ownership
Company hierarchySubsidiaries6 records
Sequel Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sequel Brands M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sequel Brands
What does Sequel Brands do?
Sequel Brands operates as a boutique fitness and wellness franchise platform, licensing six distinct studio concepts—Pilates Addiction, BODY20, beem Light Sauna, iFlex Stretch Studios, Ultimate Longevity Center, and MOVE (an AI coaching app)—to franchisees who open and operate individual studios. The company generates revenue through franchise fees, recurring membership revenue at studio locations, and the MOVE app subscription, while providing centralized franchise support across site selection, construction, procurement, technology, marketing, and operations.
Is Sequel Brands a public or private company?
Sequel Brands is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sequel Brands founded?
Sequel Brands was founded in 2025. It employs 11 to 50 people.
Where is Sequel Brands based?
Sequel Brands is headquartered in Newport Beach, United States, in the North America region.
How does Sequel Brands make money?
Four revenue lines are on record. Franchise Fees are the primary driver. The others are recurring Membership Revenue (Franchisee Studios), MOVE App Subscription and educator Sponsorships (Pilates Addiction Movement Academy).
Who are Sequel Brands's main competitors?
Direct peers on record are Restore Hyper Wellness, F45 Training, Orangetheory Fitness, StretchLab, Xponential Fitness and Club Pilates. Broad incumbents are Hand & Stone Massage and Facial Spa, Life Time Group Holdings and Planet Fitness. The NOW Massage is listed as an emerging player.
Does Sequel Brands have an API?
No public API is recorded for Sequel Brands.