Self Esteem brands launches HIIT concept Sumhiit Fitness in Australia

USA-based Self Esteem Brands has announced a partnership with Collective Wellness Group (CWG) to roll out Sumhiit Fitness studios in Australia, with a first facility to open in the Sydney suburb of Crows Nest in May.

Sumhiit Fitness, an international branding of the Basecamp Fitness product, will be an addition to CWG’s links with Self Esteem Brands which already includes the Anytime Fitness master franchise.

Originally developed by Zappos founder Nick Swinmurn, Basecamp Fitness/Sumhiit Fitness is a 35-minute high-intensity interval training (HIIT) workout concept 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.

It claims that the workout can fit into busy lifestyles while producing the same calorie burn as a 55-minute session.

The brand was acquired by Self Esteem Brands in 2018.

Announcing the Australian opening, CWG co-founder and Director, Justin McDonell advised “as soon as we tried our first Basecamp Fitness class in the USA, we immediately knew why Self Esteem Brands had acquired the brand - it’s addictive,” said CWG co-founder and director Justin McDonell. “The workout is very tough and very fun.”

Fellow co-founder and Director, Richard Peil added “the uniqueness of the 35-minute class duration is highly appealing to busy consumers trying to squeeze a workout into demanding life schedules.”

CWG’s portfolio also includes Anytime Fitness - which has over 540 clubs and 550,000 members nationwide - and Xtend Barre which was created by professional dancer Andrea Rogers. Having been a master franchisee since 2017, last year CWG acquired the rights to develop and control Xtend Barre in Australia and New Zealand.

Self Esteem Brands is the parent company of Anytime Fitness, Basecamp Fitness, The Bar Method and Waxing the City. Combined, it has 5,000 franchise locations operated across 32 countries.

Image: Basecamp Fitness will launch as Sumhiit Fitness in Sydney in May 2023 Credit: Basecamp LLC.