Burn Boot Camp Announces Strategic Partnership With Kevin Hart
Krissy Vann | Host, All Things Fitness and Wellness
Burn Boot Camp has announced a strategic partnership with global entertainer and entrepreneur Kevin Hart, who has joined the brand as an equity partner, franchisee, and its first Executive Partner of Brand and Growth.
The partnership represents a notable shift in how Burn Boot Camp is approaching its next phase of expansion. Rather than a traditional celebrity endorsement, Hart’s role includes ownership, operational involvement, and participation in long-term brand strategy.
Founded in 2012, Burn Boot Camp has grown into one of the largest fitness franchise systems in the United States, with more than 620 open and awarded territories. The brand is known for its trainer-led workouts and community-focused group fitness model, positioning itself around accountability, accessibility, and consistent coaching.
Hart’s involvement is structured to extend beyond brand visibility. As an equity partner and franchisee, he has a direct financial stake in the business, including plans to open a Burn Boot Camp location in California. In his role as Executive Partner of Brand and Growth, Hart will contribute to shaping Burn’s national presence and expansion strategy, with an emphasis on disciplined, values-aligned growth.
According to Hart, the decision to partner with Burn Boot Camp was driven by shared principles rather than promotional alignment. He cited consistency, accountability, and leadership as core values that influenced his decision to invest in the brand.
“This partnership is built for the long term,” Hart said. “Burn Boot Camp is a values-driven organization that understands leadership starts at home and carries into business and community. As a partner and owner, I’m committed to helping build a brand that develops leaders, creates healthy families, and delivers lasting impact.”
For Burn Boot Camp members, the partnership does not signal a change in programming or positioning. The brand will continue to focus on trainer-led group workouts and community-based support, while leveraging increased national visibility to expand offerings such as Burn On Demand, its digital training platform.
From a franchise perspective, Hart’s involvement may add confidence in the scalability of the Burn Boot Camp model. Leadership emphasized that growth remains tied to maintaining consistency across locations and preserving the operational framework that has driven the brand’s expansion to date.
Burn Boot Camp Founder and Visionary Devan Kline described the partnership as distinct from previous brand collaborations, noting the depth of Hart’s involvement across ownership, franchising, and strategy.
As the brand continues to expand, Burn Boot Camp and Hart are aligned around building long-term value for members, franchise partners, and local communities. The partnership reflects a broader trend in the fitness industry toward celebrity involvement that prioritizes ownership and operational participation over traditional endorsement models.
