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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  Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    Website: www.sequelbrands.com Explore all five brand concepts on the site.   -   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.   Fitt Talent: https://talent.fitt.co/  Consulting: https://consulting.fitt.co/  Investments: https://capital.fitt.co/    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
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