Extraordinary Brands Expands Boutique Fitness Portfolio with CycleBar and Rumble Acquisition

Extraordinary Brands, a top health and wellness franchisor, has acquired fitness brands CycleBar and Rumble from Xponential Fitness. The move expands its boutique fitness portfolio and follows the company's 2024 acquisition of Row House. CEO Paul Flick described the move as a defining moment, emphasizing the potential to unify beloved fitness brands under a scalable, franchisee-focused platform. The company now offers centralized marketing, streamlined operations, and business coaching across all four modalities.

Extraordinary Brands, a leading health and wellness franchisor, has expanded its boutique fitness portfolio by acquiring fitness brands CycleBar and Rumble from Xponential Fitness (NYSE: XPOF) [1]. The acquisition follows the company's 2024 purchase of Row House and marks a significant growth milestone for Extraordinary Brands. The move has been described as a defining moment by CEO Paul Flick, who emphasized the potential to unify beloved fitness brands under a scalable, franchisee-focused platform [2].

With this acquisition, Extraordinary Brands now operates four distinct and in-demand fitness modalities: cycling, boxing, rowing, and barre. The company's portfolio includes CycleBar (indoor cycling), Rumble (boxing-inspired group fitness), Row House (rowing-based HIIT), and Neighborhood Barre (barre). The acquisition of CycleBar and Rumble further solidifies Extraordinary Brands' position as a premier partner for fitness entrepreneurs across the U.S. [1].

The company offers a shared services infrastructure, including centralized marketing, streamlined operations, and unified franchise business coaching, to support multi-unit and multi-brand operators. This unified support system aims to create a consistent operational environment and enable sustainable scaling for franchisees [2]. Director of Marketing Marley Delaney noted that this shared services model enhances consistency and sustainability for franchisees.

Extraordinary Brands' approach is rooted in listening and partnership, with a focus on equipping studios with tools for performance and long-term value. The company's leadership, including newly appointed COO Katy Richardson, brings firsthand experience as founders and operators. The acquisition is seen as an opportunity to invest in franchisees, with a commitment to transparency, franchise profitability, and collaborative planning [1].

Early feedback from CycleBar and Rumble franchisees indicates growing trust in Extraordinary Brands' transparent and profit-driven approach. The company aims to reduce fixed overhead, build cohesive brand strategy, and optimize programming to strengthen the member experience. With a 2026 vision already underway, Extraordinary Brands is focused on building sustainable, long-term success for every brand in its portfolio [2].

The acquisition of CycleBar and Rumble positions Extraordinary Brands as a leading force in boutique wellness franchising, delivering long-term success for its franchise partners. Xponential Fitness closed at $10.6, up 2.91%, and is currently trading after hours at $10.6, down 0.19% on the NYSE [2].

References:
[1] https://www.prnewswire.com/news-releases/extraordinary-brands-acquires-cyclebar-and-rumble-cementing-its-status-as-a-premier-health--wellness-franchisor-302520826.html
[2] https://www.nasdaq.com/articles/extraordinary-brands-acquires-cyclebar-and-rumble-expands-boutique-fitness-portfolio