Collective Wellness Group launches first SUMHIIT Fitness studio

Collective Wellness Group has announced the official opening of a new fitness brand, SUMHIIT Fitness, to the Australian market - with the inaugural HIIT studio now operational in Sydney suburb of Crows Nest.

Known as Basecamp Fitness in the USA, the business will operate under the name SUMHIIT Fitness in all international markets, with Australia being the first location in its expansion. The Crows Nest location is a corporately owned studio.

SUMHIIT Fitness is a hyper-condensed, high-intensity interval training (HIIT) workout that packs 55 minutes of calorie burning into only 35. Throughout the duration of the 35-minute session, participants rotate every 60 seconds between an air bike and strength training exercises with an optional 10-minute cool-down available at the end of each workout, including a variety of core exercises.

No two workouts are the same, with each session featuring an ever-changing mashup of TRX, kettle bells, weights, medicine balls and body weight moves. Each exercise can be easily modified to meet members at different moments in their fitness journey, with the goal of creating a welcoming environment that builds a sense of community inside and outside the studio.

Collective Wellness Group (CWG) co-founders and Directors, Justin McDonell and Richard Peil, jointly advised “as soon as we tried our first Basecamp Fitness class in the USA, we both immediately knew why Self Esteem Brands had acquired the brand. It’s addictive.

“The workout is very tough, and very fun. The uniqueness of the 35-minute class duration is highly appealing to busy consumers trying to squeeze a workout into demanding life schedules.

“We’re excited to work with the US team on a successful launch into the Australian boutique fitness market.”

SUMHIIT Fitness broadens CWG’s brand portfolio based on the successful Anytime Fitness brand.

USA-based Dave Mortensen, co-founder and President of Self Esteem Brands and Director of CWG, added “we believe that SUMHIIT Fitness and Anytime Fitness appeal to two very different types of consumers. Anytime Fitness gyms feature convenient, 24-hour access, a welcoming, supportive environment and a variety of coaching programs to personally help members achieve their individual fitness goals.

“SUMHIIT Fitness features high-intensity workouts designed for those seeking fast-paced interval training that tests how far you are willing to push yourself - efficient and effective group sessions, for people of all fitness levels, intended to produce strong bodies, hearts and minds.”

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Images courtesy of the Collective Wellness Group.