Former Xponential Fitness Founder and CEO Anthony Geisler has launched an aptly-aimed new venture to continue focusing on fitness franchising, creating a “forward-thinking concept designed to meet the evolving needs of today’s performance-driven, health-informed consumer.”

Sequel Brands, described as a next-gen boutique fitness franchisor, has officially debuted and is led by Geisler.

“In a decisive move that signals the next era of boutique fitness franchising, Sequel Brands and its widely respected leadership team bring together a high-performance portfolio of disruptive wellness concepts, including Pilates Addiction, iFlex Stretch Studios, Beem Light Sauna, and Body20, with the promise of at least one more category-defining concept on the way,” the company announced in a media release.

The Xponential Fitness, Inc. Board of Directors reported last year that Geisler was removed from his duties and suspended indefinitely as CEO, effective April 13, 2024.

The company’s Board reported receiving notice on May 7, 2024, of an investigation by the U.S. Attorney’s Office for the Central District of California (USAO). The company previously disclosed the Securities and Exchange Commission (SEC) investigation. Geisler resigned in mid-May 2024.

Last week, Xponential Fitness reported that new CEO Mark King was retiring after less than a year, citing health reasons.

The owner of the Club Pilates, CycleBar, StretchLab, YogaSix, Pure Barre, Rumble, BFT, and Lindora fitness and wellness brands put King in a challenging position when the company had to restate its 2023 financial statements, after the new CEO was on the job for just nine months. The 2023 restatement reportedly corrected accounting errors primarily related to accrued inventory, 401(k) compliance, purchase accounting, and vendor rebates.

While overseeing Xponential as CEO, Geisler led the acquisitions of Body Fit Training (BFT), Row House, YogaSix, CycleBar, StretchLab, and Lindora.

Geisler’s new venture reported that the core mission for Sequel Brands is to “create innovative, science-backed and community-driven health and wellness concepts that deliver long-term, sustainable results.”

Each brand under Sequel’s initial portfolio will “address a distinct pillar of physical well-being, with a shared focus on human performance and transformative results,” as follows:

  • Pilates Addiction leads the charge under the leadership of CEO Sarah Luna; the brand blends classical Pilates modalities with modern athleticism and results-driven programming.
  • Beem Light Sauna, led by Ryan Junk, elevates passive wellness through a full spectrum of light therapies, including red, infrared, blue, and green, paired with sauna experiences designed for deep cellular renewal, recovery and results.
  • iFlex Stretch Studios, led by Verdine Baker, brings functional recovery to members with assisted stretch services grounded in kinesiology and mobility science.
  • Body20, under the direction of CEO Lindsay Junk, “reimagines strength training” for a full-body workout in 20 minutes.

Sequel and its founder Geisler are “committed to driving meaningful change through philanthropy, bold ideas and facilitating alliances across industries, all united by a shared mission — to reshape the national dialogue around physical health, movement and accessible wellness.”

“It’s not just about what happens inside our studios,” said Geisler. “I asked Gary and Calley to be part of this because these conversations matter and they’re the right people to help lead them.”

Images courtesy iFlex Stretch Studios and Adan Geisler/Sequel Brands