336. Anthony Geisler, Founder & CEO of Sequel Brands

Today, I'm joined by Anthony Geisler, founder & CEO of Sequel Brands.

 

A multi-brand fitness and wellness platform, Sequel Brands' portfolio of concepts span Pilates, stretching, EMS, and longevity. 

 

In this episode, we discuss building futureproof franchises.

 

We also cover:

 

• Sequel's five-brand platform 
  
  
• Scaling longevity-focused experiences
• Consumer behavior shifts across modalities 
  
  

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Website: www.sequelbrands.com

Explore all five brand concepts on the site.

 

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.

 

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Chapters:

(00:00) Introduction

(01:34) Five-brand platform overview

(02:25) Pilates Addiction

(02:55) iFlex stretching and recovery

(03:13) beem infrared sauna

(03:20) BODY20 EMS technology

(04:23) Ultimate Longevity Center launch

(05:47) 100% ownership structure

(07:15) Portfolio selection strategy

(08:30) Sauna research

(09:05) Democratizing longevity access

(10:25) Gary Brecka partnership

(11:35) Modality evolution over time

(12:20) Post-COVID consumer shifts

(13:15) Cycling's global decline

(14:15) Equipment and offering evolution

(15:23) Franchise playbook constants

(16:19) ChatGPT and AI impacts

(17:38) Value equation fundamentals

(19:15) Cross-portfolio membership challenges

(21:27) Finite inventory dynamics

(22:34) Growth without pressure

(24:40) Royalty business mindset

(25:25) Discovery Day process

(27:20) Franchisee selection rigor

(27:45) Xponential story context

(29:45) Public market challenges

(31:10) COVID and Delta variant timing

(32:07) Why keep building

(33:28) Franchise life realities

(35:14) Future acquisition appetite

(36:11) Where to learn more

(36:29) Conclusion