Self Esteem Brands (SEB) has confirmed the launch of its new brand, SUMHIIT Fitness (pronounced 'Summit Fitness'), at it sets a course to reach 10,000 fitness, health and wellness clubs and studios worldwide by 2030.

The company sees SUMHIIT as its first studio concept available for franchising worldwide and is officially launching the brand at the Fit Summit in Singapore today (14 June).

Originally scheduled for May 2023, the first opening will now take place later in Q3. The operation will be run by Collective Wellness Group, an affiliate of Self Esteem's Anytime Australia Pte Ltd.

As reported by HCM in January, the Australia-based Anytime Fitness master franchisee will be the first in the world to open a SUMHIIT Fitness location.

The HIIT studio concept is a reskinning of the company's US Basecamp Fitness brand and joins the stable alongside SEB's Anytime Fitness operation as the company accelerates its global growth.

The company will continue to trade its US locations as Basecamp Fitness. The 'twin brand' set-up was developed for the global market as the Basecamp name was not available globally.

Ben Camper, president of Basecamp Fitness said: “We're experiencing strong growth in franchise sales of the Basecamp studio concept across the US and it’s time for it to also grow around the world. We're pleased to offer this concept as SUMHIIT Fitness to potential franchisees in every other global region.”

SUMHIIT Fitness is a condensed group workout during which members get 50 minutes of 'calorie burn' in a 35-minute session. SEB says the workout has been validated by researchers and exercise physiologists at UCLA.

The coach-led format rotates between cardio on an air bike and strength training in high-intensity 60-second bursts.

An optional 10 minutes following each workout features a array of core exercises. Members also have access to a proprietary app to monitor their health data, validate their workout, schedule classes and stay connected in real time with their community.

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 in 2018. The company had originally intended to franchise Basecamp Fitness globally in 2020, but the pandemic delayed progress.

“Our existing size and scale across seven continents, thanks to the Anytime Fitness footprint, now creates a fantastic foundation for launching the SUMHIIT Fitness brand and concept,” said Sander van den Born, executive VP at Self Esteem Brands. “Our franchising services platform and the proven [Basecamp Fitness] concept in the US means that we can move quickly to help new and existing master franchise owners bring this concept to their countries and communities.”

“The brand plays a key role as we continue to explore growth in key countries and territories across the continents,” said David Mortensen, co-founder of Anytime Fitness and president of Self Esteem Brands. “In two decades, we’ve grown Anytime Fitness from one location into the largest fitness franchise brand in the world. SUMHIIT Fitness signals our move to extend our wider health and wellness brands and meet the growing demand to help more people achieve their holistic fitness, health and wellness goals."

Anytime Fitness says it averages 300 new club openings a year, serves nearly five million members at more than 5,100 clubs in 40 countries and territories and trades on all seven continents.

Self Esteem Brands is the parent company to Anytime Fitness, Basecamp Fitness, The Bar Method and Waxing the City, as well as Stronger U Nutrition, Healthy Contributions and Provision Security.