Extraordinary Brands Acquires CycleBar and Rumble from Xponential Fitness
Krissy Vann | Host, All Things Fitness and Wellness
Extraordinary Brands has acquired boutique fitness concepts CycleBar and Rumble from Xponential Fitness, expanding its portfolio to four modalities: cycling, boxing, rowing, and barre. The company previously purchased Row House in 2024.
“This is more than an acquisition; it’s a defining moment,” said Paul Flick, CEO of Extraordinary Brands. “We’re bringing together well-loved brands with untapped potential and pairing them with a platform designed to elevate every franchisee.”
The company plans to integrate CycleBar and Rumble into its shared services model, which includes centralized marketing, standardized operations, and franchise business coaching. According to Marley Delaney, Director of Marketing at Extraordinary Brands, “Our operations are consistent across brands, our marketing team supports the entire portfolio, and our franchise business coaches are boots on the ground helping owners succeed.”
Katy Richardson, recently promoted to Chief Operating Officer, said the focus will be on “listening, learning what drives each brand’s strength, and delivering the tools needed to grow studio performance and long-term value.”
Flick noted that franchisee profitability will be a key priority, emphasizing stable leadership, open communication, and operational systems designed to strengthen business performance.
In the coming months, Extraordinary Brands will work with franchisees to reduce fixed overhead, develop cohesive brand strategies, and enhance programming to improve the member experience.
“This isn’t just a transaction; it’s a long-term commitment,” Richardson said. “We’re serious about the future of boutique fitness.”
