Self Esteem Brands (SEB), which is the parent company of Anytime Fitness, Basecamp Fitness, The Bar Method and Waxing the City, is launching SUMHIIT Fitness, a high-intensity interval training studio concept, the company announced on June 13.
SUMHIIT Fitness, which was unveiled this week at FIT Summit in Singapore, is the twin brand to Basecamp Fitness in the United States, according to the company.
The SUMHIIT Fitness brand launch is part of SEB's global growth strategy to have 10,000 fitness, health and wellness clubs and studios open worldwide by 2030. Among all of its brands, SEB currently has about 5,500 locations open across all seven continents.
“The SUMHIIT Fitness brand plays a key role as we continue to explore growth in key countries and territories across the continents,” said David Mortensen, co-founder of Anytime Fitness and president of Self Esteem Brands. “In just two decades, we've grown Anytime Fitness from one location into the largest fitness franchise brand in the world. SUMHIIT Fitness signals our move to extend our wider health and wellness brands and meet the growing demand to help more people achieve their holistic fitness, health and wellness goals. There really has never been a better time than now for fitness, health and wellness franchising and we look forward to welcoming new franchise owners to SUMHIIT Fitness and the SEB family.”
Collective Wellness Group, an affiliate of Anytime Australia Pte. Ltd., the Australia-based Anytime Fitness master franchisee, will open the first SUMHIIT Fitness location this fall in Australia.
SUMHIIT Fitness offers a 50-minute, HIIT workout in a coach-led format that rotates between cardio on an air bike and strength training exercises in 60-second bursts. At the end of the workout, exercisers can stay for an optional 10 minutes of core exercises.
The brand also has an app so members can monitor and validate their workout, results and health data, schedule classes, and stay connected in real time with their community.
"We are experiencing strong growth in franchise sales of the Basecamp studio concept across the U.S.; both franchise owners and members are feeling the difference in our format and its ability to build community and deliver real results,” Basecamp Fitness President Ben Camper said in the announcement. “It's time for this concept to grow around the world, and we are pleased to offer this concept as SUMHIIT Fitness to potential franchisees in every other global region."
The growth of Anytime Fitness’ footprint across seven continents offers a foundation for launching the SUMHIIT Fitness brand and concept, according to Sander van den Born, executive vice president, international, Self Esteem Brands.