Who licenses the 'Marks' to the franchisor for use in the Pump It Up System?

According to the 2025 Pump It Up Franchise Disclosure Document, FB Holdings, LLC, the parent company of Pump It Up, owns the 'Marks' and licenses them to Pump It Up for use in the System. This means that while Pump It Up uses the trademarks, logos, and other identifying symbols associated with the brand, it does so under a license agreement with its parent company, FB Holdings, LLC, which retains ownership of these intellectual property assets.

For a prospective franchisee, this arrangement means that the right to use the Pump It Up 'Marks' is contingent upon Pump It Up's continued licensing agreement with FB Holdings, LLC. While this is unlikely to change, it is important to recognize that the franchisor's rights to the 'Marks' are not absolute but are derived from this licensing agreement. This is a fairly common arrangement in franchising, where a parent company often owns the intellectual property and licenses it to a subsidiary that operates the franchise system.

This also highlights the importance of the 'Marks' to the Pump It Up system. The franchise agreement emphasizes that the franchisee acknowledges the value and importance of the 'Marks' and agrees to adhere to the System Standards to preserve the goodwill associated with them. The agreement also states that upon termination or expiration of the franchise agreement, the franchisee must immediately discontinue all use of the 'Marks'.