Former Xponential Fitness founder and CEO, Anthony Geisler, has been revealed as the founder of new boutique franchisor, Sequel Brands, and has recruited a number of big Xponential names.

Sequel Brands already has four concepts up and running with at least one more “category-defining” concept on the way. The mission is to provide 'innovative, science-backed and community-driven health and wellness concepts that deliver long-term, sustainable results'. Rapid franchise expansion is already underway in major US cities, with flagship sites opened.

The company is the backer of the recently announced reformer franchise, Pilates Addiction, a concept put together by former Xponential president, Sarah Luna and launched in West Hollywood, with 100 more planned in the next 12 to 18 months.

As well as Pilates Addiction, the portfolio includes iFlex Stretch Studios, which is led by Verdine Baker: the former president of Xponential’s stretch franchise, StretchLab. With five venues already up and running it offers assisted stretch services grounded in kinesiology and mobility science.

Tapping into the recovery trend with 63 sites open, Beem Light Sauna offers a range of light therapies – including red, infrared, blue and green light – paired with sauna experiences designed for cellular renewal, recovery and results. Ryan Junk who was a former president of Xponential brand CycleBar and was COO at the company until last December is at the helm.

Body20, is a 20-minute, one to one strength training concept using EMS – electro-muscle stimulation – suits. Lindsay Junk, who was the president of Xponential brand Yoga Six until this April, is the CEO there and 65 sites are already up and running.

A statement said that, with Sequel Brands, Geisler is “committed to driving meaningful change through philanthropy, bold ideas and facilitating alliances across industries, all united by a shared mission: to reshape the national dialogue around physical health, movement and accessible wellness. It’s not just a franchise system, but a larger cultural movement rooted in impact.”

Geisler left Xponential Fitness, the company he helped to found, last May.

Mark King, the current CEO of Xponential Fitness, has announced his intention to retire for health reasons. Xponential is currently loss-making with around US$370 million of debt.

Mark Grabowski, chair of Xponential Fitness, said: “On behalf of the entire board of directors, I commend Mark for his contributions and dedication to supporting franchisees and his positive impact on the company,

“It has been a privilege to work with Mark and we wish him the best in his retirement. The board is committed to running a thorough search and onboarding process and appreciates Mark’s continued support to ensure a seamless leadership transition.”