Can I use 'Basecamp' or 'Basecamp Fitness' in my business entity name?

According to Basecamp Fitness's 2025 Franchise Disclosure Document, franchisees are explicitly prohibited from using the terms "Basecamp" or "Basecamp Fitness" in their business entity's name. This restriction applies to corporate, partnership, limited liability company, or any other type of entity name a franchisee might consider.

This stipulation is a standard practice in franchising, designed to protect the franchisor's brand identity and avoid potential confusion among consumers. By preventing franchisees from incorporating the brand name into their legal business names, Basecamp Fitness maintains tighter control over its trademarks and ensures uniformity across all franchise locations. This helps to reinforce brand recognition and goodwill, as customers can easily identify official Basecamp Fitness studios.

Failure to comply with this requirement could lead to a breach of the franchise agreement, potentially resulting in penalties or even termination of the franchise. Prospective franchisees should carefully consider this restriction when establishing their business structure and choosing a legal name for their entity. It is essential to select a name that complies with the franchise agreement while still meeting all legal requirements for business registration.