Xponential Fitness is trimming its portfolio once again, selling CycleBar and Rumble Boxing to Extraordinary Brands. The move follows earlier sales of STRIDE and Row House, leaving Xponential with six core concepts as it doubles down on brands delivering what is likely to have stronger returns.
Xponential says the sale will allow it to focus time and capital on modalities that drive profitability “today and in the longer term.” That leaves Club Pilates, Pure Barre, StretchLab, YogaSix, BFT, and Lindora, which is a big change from the ten-brand lineup it had in 2023.
Why CycleBar and Rumble?
CEO Mark King has been vocal about prioritizing franchisee profitability. CycleBar and Rumble have strong brand recognition but also higher marketing and customer-acquisition costs. Letting them go frees up resources for Pilates, Barre, Stretching, and Yoga, which are categories with steadier demand, better retention, and simpler operations.
On the buyer side, Extraordinary Brands has been building its own multi-modality fitness platform. With Row House, CycleBar, Rumble, Neighborhood Barre, pūrvelo, and Eat The Frog Fitness now in its portfolio, EB appears set on reviving the multi-brand synergy playbook, including shared marketing, cross-promo challenges, and possibly bundled memberships. If they execute well, franchisees could see better operational support and new growth opportunities.
A focused next chapter
The six remaining brands travel well internationally and align naturally with Lindora’s metabolic health offerings. Fewer sibling brands means less internal competition for corporate resources and more investment in the concepts that consistently deliver.
Unlike some, this feels like a consolidation with a purpose behind it. Boutique fitness is still relatively strong, but the post-pandemic market favors companies that specialize and standardize over those that spread thin across multiple trendy formats. Xponential’s latest move shows a commitment to depth over breadth, a shift that makes a lot of sense. Investors and franchisees will likely be watching closely to see if it delivers the promised returns.
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