Burn Boot Camp has found a new rhythm for its next chapter.
The Charlotte-based fitness franchise announced that global artist and music producer Marshmello has joined the brand as Equity Partner, Franchise Partner, and Executive Partner for Creative & Music. The partnership brings together Burn Boot Camp’s 45-minute group fitness model with Marshmello’s music-driven brand energy, giving members a new weekly experience built around movement, motivation, and consistency.
The announcement also carries a meaningful franchise angle. Marshmello is not only lending his name, music, or cultural reach to the brand. He is preparing to open his own Burn Boot Camp location, a move that signals personal commitment and operating alignment with the system.
Why Franchise Partners Who Open Units Matter
Celebrity partnerships can create buzz, but franchise partnerships gain more weight when the partner also opens a unit. In franchising, ownership changes the story. It turns a public-facing endorsement into a more grounded commitment to the model, the member experience, and the playbook local franchise partners follow every day.
That is the larger pattern Burn Boot Camp appears to be building. Earlier this year, Franchise Brief covered Kevin Hart joining Burn Boot Camp as Equity Partner, Franchisee, and Executive Partner for Brand and Growth. That article noted Hart’s planned California location and described the significance of a partner who steps in as an owner rather than simply a face of the campaign.
For prospective franchise owners, that matters. It suggests Burn Boot Camp wants partners who participate in the business, not just promote it.
Music Moves From Background to Brand Strategy
Burn Boot Camp says music has long played an important role in its gyms, helping members stay energized through each workout. For Co-Founders Devan and Morgan Kline, Marshmello’s music already had a place inside the brand’s fitness environment, which makes the partnership feel more operational than ornamental.
“The right music can completely change how people feel,” said Morgan Kline, CEO and Co-Founder of Burn Boot Camp. “For years, Marshmello’s music has helped fuel workouts across our gyms because it brings energy, positivity, and momentum. Beyond the music, Devan and I admire the community he has built and his commitment to health and wellness. This partnership brings together two brands that believe showing up consistently can change lives.”
That word, “consistently”, sits at the center of the announcement. Fitness brands do not grow on first visits alone. They grow when members return, bring friends, build routines, and feel connected to the people sweating beside them. Music can help carry that momentum, especially in a group-training format where the room’s energy can shape the workout.
Marshmello Mondays Bring the Partnership Into Gyms
The partnership will launch in Burn Boot Camp gyms on June 29th with Marshmello Mondays, a weekly member experience featuring exclusive playlists designed to help members start the week with fresh energy. Burn Boot Camp also plans additional content, activations, and experiences throughout the year tied to Marshmello’s positivity and the brand’s community-first approach.
“Whether it’s through music or fitness, it’s all about creating positive energy and bringing people together,” said Marshmello. “Burn Boot Camp has built an incredible community that motivates people to keep showing up for themselves and for each other. I’m excited to be part of that journey.”
The Marshmello announcement gives Burn Boot Camp another cultural amplifier, but the more important franchise signal may be simpler: its high-profile partners are stepping into ownership. For a brand built on showing up, that is a smart message to send.
