Extraordinary Brands is a multi-franchisor platform within the boutique fitness and wellness industry. Currently, pūrvelo cycle, a boutique cycling studio, Eat the Frog Fitness, a fully-immersive group training studio, Row House, rowing and strength low-impact HIIT, and now Neighborhood Barre, a barre concept, are all in the lineup of brands the company continues to acquire. Extraordinary Brands plans to offer a portfolio of brands including Pilates, spin, barre, HIIT, and recovery concepts.

Marty Flanagan, VP of Fran Development at Extraordinary Brands, has two decades of success in the franchise industry. He brings a wealth of experience in driving exceptional service and coaching teams to surpass their goals. He has expertise in every facet of franchise development and operations and is excited to have joined the Extraordinary Brands team in late 2024.

Franchise Chatter (FC): Can you start by sharing a bit about your professional journey? What led you to focus on franchising and fitness?

Marty Flanagan (MF): I’ve been involved in fitness since I was 15 and I am now 50, starting out by pushing a broom in a gym. Over the years, fitness took me all over the world, and I’ve worked in various roles within the industry. Fitness and franchising has truly shaped my life, and has allowed me to give back in a way I never could have imagined. My experiences with health concepts, owning gyms, and working for various fitness brands has helped me understand what it takes to build a successful franchise. I’m passionate about changing lives through fitness and franchising, and I wake up every day excited to continue this journey.

FC: What excites you most about EB at this stage in your career?

MF: What excites me most about Extraordinary Brands right now is the opportunity to work directly with our franchisees and perform. I take great pride in helping them grow their businesses. I don’t mind what role I’m in, whether I’m called a janitor or the president, what truly matters is having the opportunity to make a positive impact on people. There’s so much to be done, and I’m energized by the chance to drive EB and our franchisees forward, build systems, and create opportunities for our franchisees to succeed.

FC: How do you see your previous experiences shaping your approach to franchise development in this new role?

MF: My past experiences in both fitness and franchising have been valuable beyond words in shaping how I approach franchise development at Extraordinary Brands. I’m focused on helping first time, entrepreneurial-minded folks build strong franchises. I’ve seen the importance of connecting with potential franchisees and understanding their goals before moving to the next level. In the last month, we’ve seen an exponential increase in inquiries for new locations, which is a clear indication that there’s a growing interest in what EB stands for.

FC: What are some key lessons you’ve learned from your past work in franchise development that will be most relevant to Extraordinary Brands?

MF: One of the biggest lessons I’ve learned is the importance of keeping the lines of communication open, especially during the early stages of the franchise process. When you’re transitioning into a new business, it’s crucial to understand the challenges ahead and address them before they snowball. I have been blessed to work with thousands of owners in their day to day, and myself live in that day to day. Getting to know potential franchisees—learning about their strengths, weaknesses, and how they handle adversity—has helped me build stronger relationships in the long run. It’s all about forming a connection and ensuring we’re a good fit for each other.

FC: Can you think of any specific successes or challenges from previous franchise roles that you think could inform how you’ll tackle growth here?

MF: One of the highlights of my career was helping a franchise grow from zero to 800 locations. A challenge I’ve often faced, however, is managing the transition period for new franchisees. That’s often where things fall apart if expectations aren’t aligned. At Extraordinary, I’m focusing on providing our franchisees with a strong foundation during the onboarding process, making sure they know they are supported and prepared to handle any challenges that come their way. I want to match the success of my previous roles and replicate that here at Extraordinary Brands. It’s not just about betting on yourself, it’s also about betting on your tribe (your franchise and your team).

FC: How do you approach franchisee recruitment and onboarding? Any best practices you’ve found effective?

MF: When it comes to recruitment and onboarding, I believe it’s about building strong, authentic relationships with our franchisees from the start. I don’t judge anyone based on their background—whether someone comes from humble beginnings or a more affluent background, everyone deserves the opportunity to succeed. I focus on being open and transparent, setting clear expectations, and making sure we’re aligned before moving forward. It’s all about understanding what each person is looking for and providing them with the pathway to succeed.

FC: What trends in the fitness and wellness industry do you find most compelling right now, and how might they influence your franchise growth strategy?

MF: There are a few trends that really stand out to me. First, data-driven decisions are becoming more critical in the fitness industry. With the growth of boutique studios, the focus is shifting to personalization and customer retention, which is where EB can thrive. The fitness boutique sector is expected to nearly double by 2029. We are focused to team with the right franchisee partners to succeed within that demand by offering unique, specialized fitness experiences that retain customers and foster loyalty.

FC: What role do you believe boutique fitness concepts play in the overall fitness landscape today?

MF: Boutique fitness concepts are playing a major role in the fitness landscape today. These smaller, specialized studios allow for a more personalized approach, which is what clients are increasingly looking for. With high retention rates and a focus on delivering quality service, boutique fitness is perfectly positioned for growth. We are leaning into this by offering fitness concepts that provide more attention and a greater sense of community, which is key to customer satisfaction and loyalty.

FC: What immediate goals do you hope to accomplish in your first few months with Extraordinary Brands?

MF: In my first few months, I’m focused on bringing in new franchisees and improving our marketing efforts. We’ve already made significant strides in connecting with potential franchisees, with a successful discovery day in February and plans to bring in new franchisees by the end of February and March. My goal is to lay the groundwork for long-term success by building stronger structures and systems that will help us grow along with building a culture of performance. This is done through just two solid principles: Trust and Profitability.

If you’re interested in learning more about franchising opportunities with Extraordinary Brands, I encourage you to reach out directly to our franchise development team. We’d love to discuss the investment details and help you explore how you can be part of this exciting growth opportunity.