Self Esteem Brands Has Global Plans for Sumhiit Fitness, its New Interval Training Concept

A new studio concept has launched under Self Esteem Brands, Sumhiit Fitness, which aims to bring a group workout approach to high-intensity interval training.

The first Sumhiit Fitness location is slated to open this fall in Sydney by Collective Wellness Group, the Australia-based Anytime Fitness master franchisee.

Self Esteem Brands co-founder and president David Mortensen says the new brand signals Self Esteem’s move to extend its health and wellness brands to meet the growing demand for a holistic lifestyle.

Sumhiit Fitness is available for franchising and is part of Self Esteem Brands’ global growth strategy. The company aims to open 10,000 fitness, health and wellness clubs and studios worldwide by 2030.

Sumhiit Fitness provides 50 minutes of calorie-burning condensed into a 35-minute group workout setting, providing a short workout with maximum results. The coach-led format rotates between cardio using an air bike and high-intensity strength training in 60-second “bursts.” Attendees can engage in a 10-minute optional segment that follows each workout with core exercises, further rounding out their workout.

Members also have access to the Sumhiit app to monitor their workout, results and health data, as well as schedule classes and stay connected with the Sumhiit community.

The fitness brand says the action-packed workout is validated by researchers and exercise physiologists at UCLA.

The new fitness concept is the twin brand to Basecamp Fitness and follows Anytime Fitness.

“We are thrilled to welcome HIIT enthusiasts around the world to experience Sumhiit Fitness,” said Ben Camper, president of Basecamp 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.”

Sander van den Born, executive vice president, international, at Self Esteem Brands, believes Sumhiit is well-positioned for global growth.

“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,” van den Born said. “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.”