Extraordinary Brands Acquires Basecamp Fitness, Adding The High-Growth HIIT Concept to its Boutique Fitness Portfolio
Posted: April 1, 2026 in Chains
Extraordinary Brands
CHARLOTTESVILLE, VA – Extraordinary Brands, a leading health and wellness franchisor focused on helping entrepreneurs build, scale and thrive in boutique fitness, announces the acquisition of Basecamp Fitness, a high-intensity interval training (HIIT) franchise known for its efficient, results-driven workouts and strong community engagement.
The addition of Basecamp Fitness further diversifies Extraordinary Brands’ growing portfolio of boutique fitness concepts (including CycleBar, Rumble Boxing, Row House and NEIGHBORHOOD barre) and reinforces its commitment to scaling high-potential brands through operational excellence, franchisee support and strategic investment.
“This is exactly the type of brand we look for – a concept with a strong foundation, a clear value proposition and meaningful mission,” said Paul Flick, CEO of Extraordinary Brands. “Basecamp Fitness delivers an incredible workout experience in a highly efficient format, and we see a significant opportunity to enhance the model, invest in the infrastructure and help franchisees grow strong, profitable businesses.”
Basecamp Fitness, previously owned by Purpose Brands, has built a loyal following with its 35-minute HIIT workouts designed to deliver results in less time, an offering that resonates strongly with today’s busy consumers. With locations operating coast-to-coast, the brand enters the Extraordinary Brands portfolio with an established footprint and a solid base of franchisees.
“Basecamp has all the right ingredients, including a compelling modality with engaged members and operators,” Flick said. “It is a brand poised for growth, and that’s where Extraordinary Brands will focus.”
Extraordinary Brands plans to integrate Basecamp Fitness into its shared services platform, providing centralized marketing, operational support, franchise development and technology enhancements designed to drive efficiency and long-term growth.
“We’re very good at taking an existing model and making it more efficient for future franchisees,” Flick said. “As we scale the footprint and add more units, the value of each location increases and that’s where we create real momentum for the brand.”
As part of the transition, Extraordinary Brands will make immediate investments in Basecamp Fitness’s technology stack, franchise development engine and overall brand infrastructure.
“We’re going to evaluate the technology, stand up a more focused franchise development program and invest in the systems that support both franchisees and members,” said Katy Richardson, Chief Operating Officer of Extraordinary Brands. “This is about building a strong foundation so the brand can reach its full potential.”
Richardson emphasized that the acquisition aligns with Extraordinary Brands’ broader strategy of identifying strong concepts that can benefit from additional support, resources and operational discipline.
“When you bring a brand into a platform like this, you’re not replacing what made it special, you’re enhancing it,” Richardson said. “We’re focused on strengthening operations, improving access to tools and making it easier for franchisees to run successful studios day in and day out.”
Basecamp Fitness offers a streamlined, high-energy studio model with relatively low staffing requirements, typically 8 to 12 employees per location, and a class format that supports higher daily utilization. The brand’s efficient footprint and turnkey design make it an attractive opportunity for both single-unit and multi-unit operators.
With open markets across the U.S., and increasing demand for time-efficient fitness solutions, Extraordinary Brands sees Basecamp Fitness as well-positioned for accelerated expansion.
“This is a brand that fits perfectly into today’s lifestyle,” Richardson said. “People want results, but they also want efficiency. Basecamp delivers both, and now we have the opportunity to scale that experience to more communities across the country.”
