Today, I’m joined by Anthony Geisler, founder & CEO of Sequel Brands.
A multi-brand fitness and wellness platform, Sequel Brands’ portfolio of concepts span Pilates, stretching, EMS, and longevity.
In this episode, we discuss building futureproof franchises.
We also cover:
- Sequel’s five-brand platform
- Scaling longevity-focused experiences
- Consumer behavior shifts across modalities
The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.
Chapters:
(00:00) Introduction
(01:34) Five-brand platform overview
(02:25) Pilates Addiction
(02:55) iFlex stretching and recovery
(03:13) beem infrared sauna
(03:20) BODY20 EMS technology
(04:23) Ultimate Longevity Center launch
(05:47) 100% ownership structure
(07:15) Portfolio selection strategy
(08:30) Sauna research
(09:05) Democratizing longevity access
(10:25) Gary Brecka partnership
(11:35) Modality evolution over time
(12:20) Post-COVID consumer shifts
(13:15) Cycling’s global decline
(14:15) Equipment and offering evolution
(15:23) Franchise playbook constants
(16:19) ChatGPT and AI impacts
(17:38) Value equation fundamentals
(19:15) Cross-portfolio membership challenges
(21:27) Finite inventory dynamics
(22:34) Growth without pressure
(24:40) Royalty business mindset
(25:25) Discovery Day process
(27:20) Franchisee selection rigor
(27:45) Xponential story context
(29:45) Public market challenges
(31:10) COVID and Delta variant timing
(32:07) Why keep building
(33:28) Franchise life realities
(35:14) Future acquisition appetite
(36:11) Where to learn more
(36:29) Conclusion
