A New SUMHIIT To Scale:

Inspire Brands Asia Brings SUMHIIT Fitness To Southeast Asia

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A New SUMHIIT To Scale: Inspire Brands AsianBrings SUMHIIT Fitness To Southeast Asia​

The high-intensity interval training (HIIT) studio concept—twin brand to fast-rising Basecamp Fitness in the U.S.—joins Anytime Fitness as IBA looks to expand its regional leadership as a gym operator; franchising opportunities immediately available with first studio set to open by end-2023 in Singapore.

SINGAPORE, October 2023 – Inspire Brands Asia (IBA), master franchisee for the global Anytime Fitness brand across Singapore, the Philippines, Malaysia, Hong Kong, Indonesia, Taiwan, Vietnam, and Thailand, is pleased to announce the official South Asian launch of SUMHIIT Fitness (pronounced “Summit Fitness”) to accelerate its region-leading network of 320+ gyms.

SUMHIIT Fitness is a hyper-condensed, action-packed group workout scientifically proven to give members a massively better workout in minimal time. Members get 50 minutes of supercharged calorie burn in a 35-minute session, as validated by researchers and exercise physiologists at the University of California Los Angeles (UCLA), U.S. The coach-led format rotates between heart-pumping cardio on an air bike and strength training exercises in high-intensity 60-second bursts. An optional 10 minutes following each workout features a wide array of core exercises, bringing the benefits from intense cardio, strength training, and abdominal training to every session. Members also have access to SUMHIIT’s proprietary app to conveniently monitor and validate their workout, results and health data, schedule classes, and stay connected in real time with their community. 

SUMHIIT Fitness is the twin brand to Basecamp Fitness in the United States. SUMHIIT Fitness is the first studio concept and second brand under the Self Esteem Brands (SEB) portfolio—following Anytime Fitness—available for franchising worldwide from SEB. 

“We are thrilled to welcome HIIT enthusiasts in South Asia to experience SUMHIIT Fitness,” stated Ben Camper, President, Basecamp Fitness and President, SUMHIIT Fitness. “We are experiencing strong growth in franchise sales of the Basecamp studio concept across the U.S.; both franchise owners and members are feeling the difference in our format and its ability to build community and deliver real results. It’s time for this concept to grow around the world, and we are pleased to offer this concept as SUMHIIT Fitness to potential franchisees in every other global region.” 

Inspire Brands Asia will be launching the first SUMHIIT Fitness location in Singapore to complement its current portfolio of nearly 100 Anytime Fitness domestic locations this 2023.

(L-R) Luke Guanlao, Group CEO—Inspire Brands Asia; Sander van den Born, Executive Vice President, International—Self Esteem Brands; Johannes Raadsma, President—Inspire Brands Asia.

“Our vision has always been to enable everyone to benefit from physical activity, wellness, and health through empowering brands that inspire people,” said Luke Guanlao, Group CEO of Inspire Brands Asia. “The success we have curated through our 320-strong Anytime Fitness Asia network—which owns industry dominance in such markets as Singapore, the Philippines, and Malaysia!—has only fueled our commitment to bring even more diverse, unique fitness concepts such as SUMHIIT to address more consumer segments of all shapes, sizes, backgrounds, and levels of fitness experience.” 

“Our existing size and scale across seven continents, thanks to the Anytime Fitness footprint, creates a fantastic foundation for launching the SUMHIIT Fitness brand and concept,” added Sander van den Born, Executive Vice President, International, Self Esteem Brands. “Our franchising services platform and the proven concept in the U.S. means that we can move quickly to help new and existing master franchise owners bring this concept to their countries and communities. We are seeing immediate adoption of the SUMHIIT Fitness brand both with Inspire Brands in Singapore; along with a studio opening coming soon in Australia, we are thrilled with the early traction for this key brand.” 

The SUMHIIT Fitness brand launch is part of SEB’s aggressive global growth strategy: the company aims to have 10,000 fitness, health and wellness clubs and studios open worldwide by 2030. 

“The SUMHIIT Fitness 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, Self Esteem Brands. “In just two decades, and in partnership with such groups as Inspire Brands Asia, 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. There really has never been a better time than now for fitness, health and wellness franchising and we look forward to welcoming new franchise owners to SUMHIIT Fitness in South Asia, starting with Singapore.”

For franchising opportunities, drop us a line at franchise@inspirebrandsasia.com.