31 Jan 2023
Self Esteem brands launches HIIT concept Basecamp Fitness in Australia as Sumhiit Fitness
BY Frances Marcellin
Basecamp Fitness – a 35-minute workout concept owned by Self Esteem Brands – will be launched into the Australian market as Sumhiit Fitness through the Collective Wellness Group (CWG). The first studio is planned to open in May 2023 in Crows Nest, New South Wales, and the brand will operate under this name outside of the US in all international territories.
The HIIT brand is built on the premise that every session is different, with users rotating every minute between an air bike and strength-training exercises, which can be bodyweight only, or incorporate TRX, kettlebells, weights or medicine balls.
Basecamp Fitness was originally developed by entrepreneur Nick Swinmurn, the founder of US shoe and clothing retailer Zappos. It was acquired by Self Esteem Brands, owner of Anytime Fitness, in 2018.
“As soon as we tried our first Basecamp Fitness class in the USA, we immediately knew why Self Esteem Brands had acquired the brand – it’s addictive,” said CWG co-founder and director Justin McDonell. “The workout is very tough and very fun.”
Part of the appeal for CWG is how the workout can fit into busy lifestyles while producing the same calorie burn as a 55-minute session.
“The uniqueness of the 35-minute class duration is highly appealing to busy consumers trying to squeeze a workout into demanding life schedules,” said co-founder and director Richard Peil.
CWG’s portfolio also includes Anytime Fitness – which has over 540 clubs and 550,000 members nationwide – and Xtend Barre which was created by professional dancer Andrea Rogers. Having been a master franchisee since 2017, last year CWG acquired the rights to develop and control Xtend Barre in Australia and New Zealand.
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