RockBox Fitness Announces Ownership Transition as Brand Enters Next Phase of National Growth

RockBox Fitness, the rapidly growing boxing-inspired fitness franchise, announced the transition of ownership from founder and CEO Roger Martin to Brandon Pflieger and Dan Managan, marking a significant milestone for the brand as it celebrates its 10th anniversary and enters its next phase of growth.

As part of the transition, Managan will assume the role of Chief Executive Officer, with Pflieger serving as President & COO. The new leadership team will build upon the foundation established by Martin while accelerating RockBox’s expansion with a focus on sustainable, disciplined and aggressive growth.

The transition comes at a pivotal moment for RockBox, which has grown from a single fitness concept into a national franchise brand with 22 open studios across 14 states and a pipeline of new studios planned for markets throughout the country.

“Reaching 10 years is an extraordinary milestone, but what excites me most is what comes next,” said Martin. “We built RockBox to be different — different in the way people train, different in the community we create and different in the opportunity we provide our franchise partners. I am incredibly proud of the team and the brand we have built, and I couldn’t be more excited to see Brandon and Dan lead RockBox into its next chapter.”

Founded with the goal of creating a more engaging and accessible approach to fitness, RockBox combines boxing and kickboxing-inspired training with strength and conditioning in a high-energy group environment. The concept is designed to provide members with an effective workout while emphasizing community, accountability and an experience that keeps people coming back.

The company began franchising in 2018 and has since expanded its footprint across markets nationwide.

“RockBox has reached an exciting inflection point,” said Managan, who will serve as CEO. “The brand has a strong foundation, passionate franchise partners and a differentiated experience that resonates with consumers. Our opportunity now is to take everything that makes RockBox special and build on it at scale. We are going to be aggressive about growth, but we are going to be equally disciplined about how we grow. That means investing in our franchisees, our people, our technology and the member experience.”

Pflieger, who will serve as President & COO, said the new leadership team intends to balance the entrepreneurial energy that helped establish RockBox with the operational discipline required to support a growing national franchise system.

“RockBox has tremendous momentum, and our goal is to turn that momentum into lasting, sustainable growth,” Pflieger said. “We see an enormous opportunity to bring the RockBox experience to more communities while strengthening the business for the franchisees who are investing in the brand. We are not looking to simply add locations. We want to build great locations, great franchise businesses and an exceptional brand for the long term.”

A Decade of Growth and a New Beginning

The ownership transition coincides with RockBox’s 10th anniversary, providing a natural inflection point for the company as it looks toward its next decade.

RockBox Fitness at a glance:

• 10 years in business
• 22 open studios
• 14 states
• 4 studios expected to open in the next 12 months
• 25 franchise agreements/licenses awarded

Studios opening soon include:

• Seattle, WA — Opening Fall 2026
• Lakewood Ranch, FL — Opening Fall 2026
• Rolesville, NC — Opening 2027
• Woodland Hills, CA — Opening 2027

While the ownership transition represents a new era for RockBox, the leadership team said the company’s core mission and culture will remain central to its strategy.

“Roger built an incredible platform and a brand people genuinely care about,” said Managan. “Our responsibility is to protect that culture while giving RockBox the structure, resources and leadership to reach its next level. We have a big vision for the next 10 years, and we’re incredibly energized to get to work.”

Martin said the decision to transition ownership was driven in large part by confidence in the people taking the brand forward.

“Brandon and Dan understand what makes RockBox work,” Martin said. “They understand the importance of our franchisees, our members and our culture, and they also understand that there is a tremendous opportunity ahead. Knowing the brand is in their hands gives me tremendous confidence in the future.”

For Pflieger, the anniversary and ownership transition make for a rare moment in a company’s evolution: the opportunity to celebrate what has been built while simultaneously resetting the trajectory for what’s ahead.

“Ten years gives you something incredibly valuable — perspective,” Pflieger said. “We can look at what has worked, learn from what hasn’t and take the best of RockBox into the next decade. We believe this brand has a long runway, and we’re excited to build on it.”

With new leadership, an expanding development pipeline and a growing national presence, RockBox enters its second decade with an ambitious objective: expand the brand while maintaining the culture, quality and member experience that have fueled its growth.

“The first 10 years proved the concept,” Managan said. “The next 10 are about realizing the potential.”