Burn Boot Camp has named Olympic rugby medalist Ilona Maher its newest Brand Champion, connecting the fitness franchise’s emphasis on women’s strength training with an athlete whose public profile extends beyond the playing field. The partnership centers on encouraging women to build strength and confidence, a message Maher has carried through international competition, social media and television.
Maher joined members for a workout at Burn Boot Camp’s Poway, California, location on September 9th, participating in the brand’s signature 45-minute format. The appearance introduced the partnership through the same group workout experience the franchise offers its members.
“I love being strong. I love lifting heavy things, I love seeing what my body can do, and I want more women to feel that way about themselves,” Maher said in the announcement. “Burn Boot Camp gets that. It’s a place where women can show up exactly as they are, push themselves, and leave feeling stronger and more confident than when they walked in.”
From College Rugby to the Olympic Podium
A native of Burlington, Vermont, Maher began playing rugby at age 17. Her father had played the sport at Saint Michael’s College, and she went on to build a collegiate career that included the 2017 MA Sorensen Award, which recognizes the nation’s leading women’s collegiate rugby player.
Maher graduated from Quinnipiac University in 2018 with a nursing degree. During her three seasons at the Connecticut university, she helped the women’s rugby team win three consecutive national championships, balancing clinical and academic responsibilities with collegiate competition. Her background in nursing adds another dimension to a career now associated primarily with professional sports and entertainment.
She represented the United States at the Tokyo Olympics and returned for the Paris Games in 2024. In Paris, Maher and her teammates earned the first Olympic medal for the U.S. women’s rugby sevens team, defeating Australia 14–12 in the bronze-medal match. The result marked a milestone for the American program and a defining achievement in her international career.
Her visibility expanded further after Paris when she competed on season 33 of ABC’s Dancing with the Stars, finishing second. The appearance brought her into a different competitive setting while giving her another platform to discuss physical strength and confidence. In an interview with Good Morning America during the season, Maher described wanting girls to recognize the importance of being strong both physically and mentally.
A Partnership Built Around Strength and Confidence
That message provides a direct connection to Burn Boot Camp’s positioning. The company describes its workouts and community as a way for women at different stages of life to make strength training part of their routines. Its offering includes trainer-led sessions and complimentary Childwatch at participating locations, a service that can help parents make time to exercise.
Burn Boot Camp CEO Morgan Kline pointed to Maher’s approach to both training and public advocacy in explaining the partnership. “She understands that strength is built through hard work, consistency, and the confidence to show up fully as yourself,” Kline said in the release. “More importantly, she uses her platform to inspire other women to recognize that same strength within themselves.”
For the franchise, the announcement connects a national athlete partnership with a promotion offered through its location network. Burn Boot Camp said the campaign coincides with a four-week, $69 introductory offer running from September 14th through October 12th across a system it described as having 400 locations.
Maher joins a partner roster that also includes music producer and artist Marshmello and entertainer and entrepreneur Kevin Hart. Her introduction places an emphasis on women’s athletic strength, with the Poway workout giving members an opportunity to experience that message alongside the athlete herself.
