Anthony Geisler, the founder and former CEO of Xponential Fitness, has officially launched Sequel Brands—a new boutique fitness franchising company aimed at rapid expansion across the United States. The company is backed by a team of experienced fitness industry executives.
Sequel Brands begins operations with four boutique fitness and wellness concepts:
Pilates Addiction
iFlex Stretch Studios
Beem Light Sauna
Body20
Each brand is led by a seasoned executive with deep ties to the fitness industry.
Pilates Addiction opened its first studio last week in West Hollywood, California. The brand is led by Sarah Luna, former Club Pilates executive, who serves as CEO. It plans to open at least 100 locations within the next 18 months, with expansion already underway in cities like Los Angeles and New York.
iFlex Stretch Studios offers assisted stretching services and focuses on functional recovery. The brand currently operates four locations, with a fifth opening soon. Verdine Baker, former president of StretchLab, leads the brand as CEO.
Beem Light Sauna is a wellness franchise that provides infrared sauna and red light therapy. It already has over 50 locations nationwide. The brand is led by Ryan Junk, former chief operating officer of Xponential Fitness.
Body20 uses electro-muscle stimulation (EMS) technology for fitness training. With more than 70 open locations, it is led by Lindsay Junk, former president of YogaSix.
“Sequel is about what comes next,” said Geisler in an interview with ATN. “We’re focused on building concepts that are backed by science, driven by results, and built to last.”
Sequel Brands plans to grow all four concepts through franchising. The company also intends to introduce more fitness and wellness brands in the future, including at least one new concept that aims to define its category.
Geisler left Xponential Fitness last year, a move that made headlines across the fitness industry. He describes Sequel Brands as part of a larger mission to change how Americans view fitness and wellness.
Geisler will discuss his new company and vision at the ATN Innovation Summit 2025, taking place in June in New York City. He will be joined by human biologist and longevity expert Gary Brecka, and Truemed co-founder Calley Means. Together, they will participate in a panel focused on fitness, public health policy, and building a healthier future.
“It’s not just about what happens inside our studios,” Geisler explained. “I invited Gary and Calley because these are important conversations—and they’re the right people to help lead them.”
