Fitness entrepreneur Anthony Geisler has launched a new boutique fitness company called Sequel Brands, featuring four wellness concepts that emphasise science-backed approaches to exercise and recovery.
Geisler, who previously founded Xponential Fitness and built it into what the company describes as the world’s largest fitness and wellness franchisor, stepped down as CEO of that company last year.
The new venture combines traditional fitness approaches with emerging wellness technologies, including electro-muscle stimulation and light therapy treatments.
Four wellness concepts
Sequel Brands operates four distinct fitness and wellness brands:
Pilates Addiction offers reformer Pilates classes that blend classical techniques with athletic programming. Led by CEO Sarah Luna, a former Club Pilates executive, the brand opened its first studio in West Hollywood, California, last week. The company plans to expand to at least 100 locations within 18 months, focusing initially on Los Angeles and New York City.
Beem Light Sauna provides light therapy treatments using red, infrared, blue and green light combined with sauna experiences. The concept, headed by Ryan Junk, former chief operating officer at Xponential, currently operates more than 50 studios across the United States.
iFlex Stretch Studios offers assisted stretching services based on kinesiology and mobility science. The brand is led by Verdine Baker, former president of StretchLab, and currently operates four locations with a fifth opening soon.
BODY20 uses FDA-cleared electro-muscle stimulation suits to provide strength training workouts lasting 20 minutes. The concept, with Lindsay Junk as CEO, has more than 70 locations. Junk previously served as president of YogaSix.
The boutique fitness industry has experienced significant growth in recent years. According to industry data, boutique fitness studios are valued at approximately $51.6 billion globally and are growing at an annual rate of 7.6%.
Research indicates that consumers increasingly prefer specialised fitness experiences over traditional large gyms. Boutique fitness studios offering personalised classes have seen what industry reports describe as “explosive growth”.
The sector particularly appeals to younger demographics, with Millennials and Generation Z consumers willing to pay premium prices for specialised training despite higher costs compared to conventional gym memberships.
Technology focus
Sequel Brands’ approach reflects broader trends in the fitness industry toward data-driven and scientifically-supported wellness interventions.
Industry statistics show that over 60% of Americans now use some form of fitness technology regularly, creating consumer expectations for measurable health and fitness outcomes.
The company’s emphasis on FDA-cleared devices and evidence-based protocols places it within emerging wellness technology trends, including what industry analysts term “biohacking” – the systematic optimisation of human biology through scientific methods.
Industry expertise
The Sequel Brands leadership team consists of executives with extensive experience in boutique fitness franchising. All four brand leaders previously worked with Geisler at Xponential Fitness, where they helped scale major boutique fitness concepts.
Geisler has a track record in the fitness industry spanning more than two decades. He previously owned LA Boxing, which he expanded to locations in 35 states before selling it in 2012. He then acquired Club Pilates in 2015 when it had 30 locations and expanded it significantly before founding Xponential Fitness in 2017.
Under Geisler’s leadership, Xponential acquired brands including StretchLab, Pure Barre, and YogaSix, growing them into what the company described as household names globally.
Sequel Brands has indicated plans to scale all four brands through franchising and intends to announce additional fitness and wellness concepts in the future.
The company says it aims to create what it calls “innovative, science-backed and community-driven health and wellness concepts that deliver long-term, sustainable results”.
Flagship studios have been established in major US cities, with franchise expansion already underway.
Anthony Geisler to Speak at Industry Event
Geisler is scheduled to appear at the Athletech Innovation Summit in New York City on 17-18 June 2025, where he will host a discussion with human biologist Gary Brecka and healthcare reform advocate Calley Means.
The conversation will focus on wellness, policy, and fitness’s role in healthcare, marking Geisler’s first major public appearance since leaving Xponential Fitness.
The global fitness industry is valued at approximately $257 billion in 2025, with projections suggesting continued growth driven by increasing consumer focus on health and wellness.
Industry reports indicate that successful boutique fitness studios typically “thrive by fostering a strong sense of community and providing personalised experiences” while offering specialised training programs.
The launch comes as the fitness industry continues adapting to post-pandemic consumer preferences, with increased demand for both in-person community experiences and technology-enhanced wellness services.
