Lift Brands has announced the sale of its shares in 9Round Kickboxing Fitness to global parent company, Striking Brands. Lift had been holding a 40 per cent stake.

As part of the transition, Striking Brands will also acquire the master franchise rights for 9Round in Australia and New Zealand.

Chris Caldwell, CEO of Lift Brands APAC says: “This move aligns with our strategic focus on expanding our Snap Fitness and Fitstop brands, which are experiencing significant momentum in Australia and New Zealand.”

Shannon Hudson, CEO of Striking Brands, said: “Bringing full ownership of the brand back under the umbrella of Striking Brands allows us to align more closely with our broader strategic goals and reinforce our commitment to high-quality fitness solutions.

“We're incredibly excited to fully re-acquire 9Round and drive the brand’s next phase of growth in Australia and New Zealand. Our vision is to continue building a dynamic and results-driven fitness experience for our members, while strengthening the support we provide to our franchisees.”

Drew Stauffacher has been named as new brand president. A former franchise owner who joined the head office team, he has stepped up from the role of VP of operations.

Hudson will shift his focus to overseeing management of the multiple brands under the company, including iLoveKickboxing, a prominent kickboxing franchise acquired by Striking Brands in 2024, and a newly developed equipment division.

With around 350 locations in 18 countries, 9Round is the world’s largest kickboxing franchise. It comprises a 30-minute, trainer-guided, full-body circuit format. The programme is developed around a proprietary system of nine challenging workout stations created by Shannon.

Lift Brands is also up for sale and its Snap Fitness brand has undergone a brand and management refresh in preparation for the sale. Current owner, TZP, has kept its stake for ten years – longer than expected – as a result of the pandemic.

Speaking exclusively to HCM last year, Lift Brands CEO, Ty Menzies, says there are ambitions to increase the number of sites from 1,000 to 1,350 by 2028, predominantly in the US, Australia and UK. Having reacquired the master franchise in the Middle East it is also accelerating the rollout in that region.