Who owns the 'Marks' associated with the Pump It Up franchise?

According to the 2025 Pump It Up Franchise Disclosure Document, the "Marks," which include the Pump It Up name, trademarks, logos, insignias, slogans, emblems, symbols, and designs, are owned by FB Holdings, LLC, the parent company of Pump It Up. However, Pump It Up is licensed to use these Marks within its franchise system.

As a franchisee, you are granted a license to use the Pump It Up System and Marks to operate your franchised business, provided you adhere to the terms and conditions outlined in the franchise agreement and maintain the System Standards. This means you can use the brand's name, logos, and other identifying features in your business operations, advertising, and marketing, but you must do so in compliance with Pump It Up's guidelines.

Upon termination or expiration of the franchise agreement, your right to use the Marks immediately ceases. You must discontinue all use of the Marks, remove them from your business premises, inflatables, clothing, signs, and any other items associated with the business. Additionally, you must cancel any advertising or registrations that contain the Marks. This underscores the importance of the franchise agreement and the franchisor's control over its intellectual property.