Extraordinary Brands announced the acquisition of Row House, marking the third boutique fitness brand to join the burgeoning fitness conglomerate, which continues to grow alongside Premium Service Brands. Row House, a dynamic rowing-focused group training concept, will join Eat the Frog Fitness and pūrvelo in the expanding lineup of Extraordinary Brands.
Row House was previously a part of Xponential Fitness, the largest global franchise group of boutique fitness brands across verticals. The sale of Row House is part of Xponential’s strategic refocusing on its core brand portfolio.
Investing.com reported, Xponential’s interim CEO Brenda Morris commented on the divestiture, stating, “The divestiture of Row House will further allow us to prioritize our time and resources on the brands that best fit our portfolio.”
Founded in 2014, Row House has rapidly grown across the nation. This addition brings a unique, low-impact, high-energy fitness experience to the Extraordinary Brands family, further diversifying the company’s offerings.
“Row House aligns perfectly with our vision of providing varied and top-notch fitness experiences,” said RJ Krone, the president of Extraordinary Brands. “We’re thrilled to incorporate this innovative rowing concept into our portfolio, enhancing our franchise business with a brand that embodies community, diversity and exceptional results.”
As part of Extraordinary Brands, Row House is set to receive robust support in marketing, operations and growth strategies, ensuring the continued success and expansion of its unique fitness model. The acquisition underscores Extraordinary Brands’ commitment to creating a diverse portfolio that meets the varied fitness needs of people across all levels.
Extraordinary Brands was founded by Paul Flick in 2022 as a multi-franchisor platform with shared membership across boutique fitness and wellness brands. Extraordinary Brands aims to offer a diverse portfolio, including pilates, spin, barre, and HIIT concepts. Visit extraordinarybrands.com to learn more.
