Mayfair Capital Partners Acquires Baseline Fitness
Mayfair Capital Partners, a division of Oxford Financial Group, has acquired Baseline Fitness LLC, a leading franchisee in the Planet Fitness system with 100 locations. The investment closed on February 2, 2024, with terms undisclosed. Baseline Fitness aims to grow from 100 to over 150 locations in the next few years under Mayfair's ownership.
The acquisition of Baseline Fitness by Mayfair Capital Partners represents a strategic move within the fitness industry, which is characterized by high competition and a focus on scalable business models. The undisclosed terms of the deal suggest a private transaction, typical for private equity investments. The growth trajectory of Baseline Fitness, aiming to increase its locations by 50% in the near future, indicates a bullish outlook on the market and the potential for increased revenue streams.
From a financial perspective, the expansion of Baseline's footprint could lead to economies of scale, potentially lowering per-unit costs and increasing margins. However, the fitness industry is highly sensitive to economic cycles and consumer spending on discretionary items like gym memberships can fluctuate. Investors should monitor consumer trends and economic indicators to gauge the potential success of this expansion.
Planet Fitness's positioning as a high-value, low-cost provider in the fitness sector is a key differentiator that may have influenced Mayfair's investment decision. The Judgement Free Zone® concept caters to a broad demographic, potentially driving membership growth and retention. The fitness industry is experiencing a shift towards convenience and affordability, trends which Planet Fitness and, by extension, Baseline Fitness, are well-positioned to capitalize on.
Moreover, the partnership with an established franchisor like Planet Fitness provides Baseline with a recognizable brand and operational support, which can be critical in new market penetration and customer acquisition. The strategic support from Mayfair could enable Baseline to navigate competitive pressures and regulatory challenges that are inherent in the fitness industry.
The investment by Mayfair in Baseline Fitness also reflects broader economic trends, such as the increasing importance of health and wellness in consumer spending. The fitness industry has seen growth in recent years, spurred by rising health consciousness among consumers and technological innovations such as fitness apps and wearable devices.
However, the industry is not without its risks. The potential for economic downturns could impact discretionary spending on fitness. Additionally, the increasing saturation of the market and the rise of alternative fitness options, such as at-home workouts, may pose challenges to traditional gym models. The long-term success of this investment will depend on Baseline's ability to adapt to these changing market dynamics and maintain a competitive edge.
02/22/2024 - 06:39 PM
CARMEL, Ind. --(BUSINESS WIRE)--
Mayfair Capital Partners (“Mayfair”), a division of Oxford Financial Group, Ltd.™ (“Oxford”), on behalf of its underlying investors, has acquired Baseline Fitness LLC, (“Baseline” or the “Company”). The investment closed on February 2, 2024, and terms were not disclosed. Fredrikson & Byron served as legal counsel for Mayfair.
Founded in 2009 and headquartered in Fargo, North Dakota , Baseline Fitness is a leading franchisee in the Planet Fitness system with 100 locations under its umbrella. Planet Fitness Inc. (NYSE: PLNT), the franchisor, is one of the largest and fastest-growing franchisors and operators of fitness centers with more members than any other fitness brand and 2,500+ locations system-wide, with more than 18 million members.* Planet Fitness’ mission is to enhance people's lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, called the Judgement Free Zone®. Mayfair Capital Partners acquired Baseline Fitness from Freeman Spogli and Co.
Oxford’s Mayfair division has a 20+ year history of investing in high-growth, market-leading companies with the goal of providing growth capital and strategic support in order to enable businesses to broaden their reach and better serve their customers. The Baseline Fitness management team, led by CEO Scott Majkrzak, and the knowledgeable, skilled employee base has a compelling, shared vision for continued growth.
Ben Ault, Mayfair Managing Director, shared, “We are grateful for the opportunity to partner with the Baseline team and the company’s 1,000+ employees as they seek to grow the business from 100 locations today to more than 150 in the next few years. Planet Fitness is a strong brand that offers its customers a great value in our markets and we appreciate the support we have received from Planet Fitness HQ and the Piper Sandler investment banking team as we worked to join this great franchisee system.”
Scott Majkrzak, CEO of Baseline Fitness said: “We are thrilled to partner with Mayfair. Our partnership will allow us to continue our growth trajectory by expanding our footprint in our existing territories and in new markets.”
Bo Ramsey , Oxford’s Co-Managing Partner and Chief Investment Officer said, “We are always on the lookout for opportunities to partner with outstanding management teams to provide growth capital and strategic support. We are very excited to work with Scott and the rest of the Baseline team growing the business in the years to come.”
Jeff Thomasson, Oxford’s CEO, reflected, “We are pleased to offer our qualified clients and partners the opportunity to participate in hard-to-access investment opportunities like this one, through Mayfair. We believe this is an important component of what sets us apart from other firms, and we are pleased to be able to provide these opportunities.”
ABOUT MAYFAIR CAPITAL PARTNERS
Mayfair Capital Partners is an extension of the Mayfair direct investment program, which has been an in-house division of Oxford since 2003, historically managing a portfolio of direct investments exclusively for the benefit of Oxford’s high net worth families and institutional clients. Mayfair Capital Partners typically makes equity investments between $75 -150 millionwww.mayfaircappartners.com .
*Information obtained from the Planet Fitness website.
The information in this presentation is for educational and illustrative purposes only and does not constitute investment, tax or legal advice. This report shall not constitute an offer to sell, or a solicitation of an offer to purchase any security. The opinions expressed are those of Oxford Financial Group, Ltd. The opinions are as of the date of publication and are subject to change due to changes in the market or economic conditions and may not necessarily come to pass. Oxford Financial Group, Ltd. is a Registered Investment Advisor (RIA) registered with the Securities and Exchange Commission and is headquartered in Carmel, Indiana . Registration does not imply a certain level of skill or training. For more information about our firm, or to receive a copy of our disclosure Form ADV and Privacy Policy, call 800.722.2289 or contact us at info@ofgltd.com. OFG-2402-23
View source version on businesswire.com: https://www.businesswire.com/news/home/20240222160379/en/
Ty Schlobohm, Mayfair Capital Partners™
tschlobohm@ofgltd.com
Source: Mayfair Capital Partners
Who acquired Baseline Fitness LLC?
Mayfair Capital Partners, a division of Oxford Financial Group, Ltd., acquired Baseline Fitness LLC.
When did the investment in Baseline Fitness close?
The investment in Baseline Fitness closed on February 2, 2024.
How many locations does Baseline Fitness currently operate?
Baseline Fitness currently operates 100 locations.
What is the goal of Baseline Fitness under Mayfair's ownership?
The goal of Baseline Fitness under Mayfair's ownership is to grow from 100 locations to over 150 in the next few years.
Who is the CEO of Baseline Fitness?
Scott Majkrzak is the CEO of Baseline Fitness.
