Diversified Health & Fitness, Inc acquires Butterfly Life
Last month, Diversified Health & Fitness, Inc., announced that it had acquired the assets of Butterfly Fitness, Inc., a franchising company engaged in marketing and servicing women-only health club franchises. The asset purchase included the acquisition of Butterfly’s franchise agreements, FDD registrations, area developer agreements, manuals, trade names and other intellectual property.
According to the information provided, Diversified’s franchise portfolio currently consists of around 150 fitness clubs in 40 states and three countries and over 500 active licenses to build new clubs. The Butterfly acquisition will, the company says, push Diversified’s holdings to nearly 200 clubs and will dramatically increase its market share in the women’s fitness club franchise business.
Furthermore, this acquisition has also enabled Diversified to enter the Japanese market with 6 locations. The Japanese market is one of the fastest growing fitness markets in the world.
Mark Golob, CEO of Butterfly, commented, “Diversified will bring much needed corporate support and marketing and operational experience to our franchisees. This is a great opportunity to reinvigorate one of the best brand names in women’s fitness.” (kbp)