Self Esteem Brands, owner of Anytime Fitness, has acquired a new fitness concept with plans to franchise it worldwide.
Basecamp Fitness – developed by entrepreneur Nick Swinmurn – currently has five locations in California and is based on providing high-energy workouts.
Designed to increase members' strength while improving their cardio performance, Basecamp offers 35-minute, high-intensity training sessions which alternates 60-second bursts of various strength-training exercises with 60-seconds on a stationary "airbike".
"Our plan is to build additional, corporate-owned Basecamp Fitness studios next year to explore consumer preferences and perfect the brand experience," said Chuck Runyon, co-founder and CEO of Self Esteem Brands and Anytime Fitness.
"We hope to begin franchising Basecamp Fitness in the US and internationally in 2020."
Dave Mortensen, co-founder and president of Self Esteem Brands and Anytime Fitness, added that the two business will complement each other.
"We believe that Basecamp Fitness and Anytime Fitness will appeal to two very different types of consumers," Mortensen said.
"Anytime Fitness gyms feature convenient, 24-hour access, a welcoming, supportive environment and a growing variety of coaching programmes to personally help members achieve their individual fitness goals."
