The Recovery-Focused Brand Taps Into Demand For Mobility, Wellness And Better Aging
Chances are, one of the first things you do every day is stretch, maybe with a yawn thrown in for good measure. While that natural movement may feel good in the moment, intentional stretching can do much more. A 2024 meta-analysis of 77 studies found that regular stretch training can significantly improve joint range of motion. Assisted stretching builds on that idea, turning a simple daily instinct into a therapeutic wellness service designed to improve flexibility, mobility, recovery and posture. “People notice the benefits of assisted stretching immediately, and long-lasting changes generally develop within the first 90 days,” says Verdine Baker, CEO of Arizona-based iFlex Stretch Studios.
Baker says people know they need to stretch but rarely do because of limited time or knowledge — they don’t know how to effectively stretch a particular area of their body. “Assisted stretching is the answer, providing support, accountability and expert programming to achieve the best results. It’s a great preventive service that can manage life’s aches and pains.” It doesn’t replace physical therapy, and if a potential client is injured, Baker says potential clients should consult a doctor before doing assisted stretching.
Clients typically come to iFlex once a week for a 50-minute assisted stretch session. The brand’s members are diverse, Baker says, and range “from the 10-year-old soccer player, 16-year-old high school sports star, 30-year-old health-conscious individual and 50-year-old corporate warrior to our 70-plus aging athletes.”
Assisted Stretching
People often try a 25- or 50-minute introductory stretch before becoming members. Those sessions start with guests sharing some health information and undergoing a therapist’s eight-point assessment to identify movement restrictions. “From there, they receive a customized stretch that incorporates state-of-the-art Hyperice tools — massage gun, heated back brace and compression sleeves for the legs. After that, therapists review their findings and give the client a professional recommendation.”
Baker says the eight-point assessment and cutting-edge technology are two of the three ways the brand surpasses its competitors. And the third? “We also have great loyalty perks for our members!”
The brand launched in 2022. Sequel Brands purchased iFlex in January 2025 and installed new leaders in March 2025. “iFlex looks to lead the recovery space in Sequel’s portfolio, a perfect complement to Sequel’s fitness and wellness brands,” Baker says. “Our vision is to grow the brand nationwide.”
Austin Martinez, iFlex Stretch Studios’ senior vice president of operations, says the emerging franchise “is in the middle of a major momentum surge under Sequel Brands. Our growth is driven by a proven model, improving unit economics and providing a service that experiences a jump in demand every single day.”
Franchisees operate out of a 900- to 1 ,000-square-foot retail space where one manager and as many as eight therapists work, with that number based on the franchise’s membership base. Therapists are required to have an existing certification or license before being hired; they then go through iFlex’s proprietary training program to become certified iFlex therapists. Franchisor support includes regular training for owners, managers and stretch therapists to develop and support their roles. Franchisees’ day-to-day duties include shaping a trusted local brand, coaching their managers, reviewing key performance indicators, doing local marketing outreach and leading their teams.
Why Choose iFlex?
iFlex Stretch Studios’ leaders say the brand offers five key advantages:
- Strong consumer demand. “Assisted stretching has moved from ‘nice-to-have’ to an essential wellness service,” iFlex CEO Verdine Baker says.
- The superior training of iFlex’s stretch therapists, which leads to happy customers and referrals.
- A scalable, operationally simple business model that enables strong unit economics. “Franchise locations require only a small footprint, lean staffing requirements, no complex equipment and a recurring-revenue membership base,” says Austin Martinez, senior vice president of operations.
- A wide-open territory landscape. “Top markets are available, giving the right candidate room to build multi-unit portfolios,” Martinez says.
- Alignment with long-term consumer trends. “People want to feel better, move better and age better,” Baker says. “Assisted stretching is functional wellness.”
About Sequel Brands
Sequel Brands is a health and wellness franchising company with a growing portfolio of brands focused on fitness, recovery, movement and healthy living. Its brands include beem®, a light therapy and infrared sauna studio; BODY20, a 20-minute fitness concept; iFlex Stretch Studios, an assisted stretching and recovery brand; Pilates Addiction, a Pilates studio focused on strength and flexibility; Ultimate Longevity Center®, a longevity and wellness concept; and MOVE Powered by SequelAI, a technology platform that helps people build healthier habits.
Learn more about the iFlex franchise opportunity.
