Anthony Geisler is back.
The news: The founder and ex-CEO of Xponential Fitness debuted Sequel Brands, a new wellness franchise group.
Reloaded. Ousted by XPOF amid federal investigations, Geisler’s new venture follows a familiar playbook with a different ethos.
After scaling Xponential’s 10 brands—like Club Pilates and StretchLab—globally, he’s refined Sequel’s portfolio for performance and longevity:
- Pilates Addiction: LA-born athletic-style reformer studio.
- Beem Light Sauna: Red light therapy and sauna studio focused on cellular rejuvenation.
- iFlex Stretch Studios: Four-studio assisted stretching franchise.
- BODY20: 60-unit EMS strength training franchise.
Experience gained, Geisler’s brand chiefs include ex-XPOF president Sarah Luna, ex-XPOF COO Ryan Junk, ex-StretchLab president Verdine Baker, and ex-YogaSix president Lindsay Junk.
Fitness Stacks
Sequel joins fitness supergroups flexing a new model, shifting away from the troubled hypergrowth franchising playbook.
With sales down and closures up, Xponential Fitness is stabilizing its business, while F45 Training launched FIT House of Brands to scale its Pilates, strength, and recovery modalities.
Post merger, Anytime Fitness owner Purpose Brands will scale Orangetheory through Europe. Rolling up, Extraordinary Brands snapped up Row House and Neighborhood Barre, while Nike Studios co-creator FitLab claimed Y7 Studio and Mile High Run Club.
Looking ahead: Operators are now building tech-enabled, stackable, personalized wellness offerings centered on results, not just sweat. If Geisler’s second act can deliver, it could shape the next era of fitness franchising.
