Can Basecamp Fitness change its marks and require franchisees to adopt new marks?

According to Basecamp Fitness's 2025 Franchise Disclosure Document, Basecamp Fitness has the right to change its marks and require franchisees to adopt these new marks. Franchisees must comply with these changes immediately and at their own expense after receiving notification that Basecamp Fitness has discontinued, modified, or changed one or more of its marks. Basecamp Fitness assumes no liability or obligation due to these changes.

This means that a prospective Basecamp Fitness franchisee needs to be aware that the branding and trademarks they initially invest in could change during the term of their franchise agreement. The franchisee will bear the full financial burden of implementing these changes, which could include updating signage, marketing materials, and other branded items. This is a potentially significant cost that franchisees must factor into their financial planning.

While it is not uncommon for franchisors to update branding over time to stay relevant, the FDD highlights that Basecamp Fitness is not liable for any costs associated with these changes. This shifts the financial risk entirely to the franchisee. Additionally, franchisees are prohibited from contesting the validity of Basecamp Fitness's ownership of the marks. Franchisees must also use the designations of ®, ™, and SM in advertising and promotions using Basecamp Fitness's Marks.

Prospective franchisees should carefully consider the potential costs and implications of rebranding when evaluating a Basecamp Fitness franchise. It would be prudent to inquire about the frequency of brand updates and seek clarification on the types of changes that might be required, as well as the estimated costs associated with such changes.