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:
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Website: www.sequelbrands.com
Explore all five brand concepts on the site.
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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.
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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
