Collective Wellness Group counts down to launch of Sumhiit Fitness studio brand

The Collective Wellness Group (CWG) is counting down to the launch of the first studio of its new 35-minute HIIT concept in the Sydney suburb of Crow Nest.

Basecamp Fitness - owned by Self Esteem Brands - will launch in Australia as Sumhiit Fitness, a brand name that will be used in all international territories outside the USA. The change of name was required as the name Basecamp Fitness was not available globally.

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.

With a plan to reach 10,000 fitness, health and wellness clubs and studios worldwide by 2030, Self Esteem Brands sees SUMHIIT as its first studio concept available for franchising worldwide.

Basecamp Fitness President, Ben Camper explained “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.”

Basecamp Fitness was originally developed by entrepreneur Nick Swinmurn, the founder of North American 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.

Sander van den Born, Executive Vice President at Self Esteem Brands, added "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.

“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.”

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., last year CWG acquired the rights to develop and control Xtend Barre in Australia and New Zealand.