Former Xponential Founder Debuts New Franchise Company
Fitness entrepreneur Anthony Geisler has launched Sequel Brands, ending months of speculation about his next venture following his departure from Xponential Fitness last year.
The new boutique fitness franchisor debuts with four wellness concepts already operating across multiple U.S. markets. Pilates Addiction, led by former Club Pilates executive Sarah Luna, opened its flagship West Hollywood location last week and plans 100 studios within 18 months.
“Sequel is about what comes next,” Geisler told industry publication Athletech News. “We’re focused on building concepts that are backed by science, driven by results and built to last.”
The portfolio includes iFlex Stretch Studios, headed by former StretchLab president Verdine Baker, with five locations offering assisted stretching services. Beem Light Sauna operates more than 50 studios providing infrared and red light therapy under the direction of former Xponential COO Ryan Junk.
BODY20 rounds out the initial lineup with over 70 locations offering 20-minute electro-muscle stimulation training sessions. Former YogaSix president Lindsay Junk leads the EMS concept as CEO.
Each brand targets specific wellness pillars while maintaining focus on performance and recovery. The company promises at least one additional “category-defining concept” in coming months.
Sequel’s executive team represents notable defections from Xponential, where Geisler previously founded and led the world’s largest fitness franchisor. His new venture enters a crowded market where boutique fitness concepts continue proliferating despite economic headwinds.
The launch comes as traditional fitness franchising faces pressure from rising interest rates and real estate costs. Industry observers note Sequel’s emphasis on science-backed programming and performance metrics could differentiate it from competitors focused primarily on group fitness experiences.
Geisler’s return positions him to compete directly with his former company while leveraging relationships built during two decades in fitness franchising. Sequel plans rapid expansion through franchising as it scales all four initial brands nationwide.