What is the meaning of 'Marks' in the context of the Punch King Fitness Area Development Agreement?

• A. Franchisor has developed and is in the process of further developing a format and system consisting of uniform standards, methods, procedures, and specifications for the operation of Punch King Fitness (the "System") identified by the service mark "Punch King Fitness," and such other trade names, trademarks, service marks, trade dress, designs, graphics, logos, emblems, insignia, fascia, slogans, drawings, and other commercial symbols as Franchisor may designate to be used (collectively, the "Marks") in connection with, and relating to, the establishment and operation of a business offering A Punch King Fitness franchised business offers HITT boxing and kickboxing training, personal fitness training, nutritional services, and functional fitness training (each, a "Franchised Business");
• B. Franchisor and Developer desire to enter into an area development agreement under which Developer shall obtain the exclusive right to establish and operate a specified number of Franchised Businesses within a specified geographical area upon the terms and conditions contained in Franchisor's then-current standard franchise agreement (each, a "Franchise Agreement"); and

This Agreement does not grant Developer any right to use the Marks; the rights to use the Marks are granted only by Franchise Agreements.

WHEREAS, Franchisor has invested substantial amounts of money in developing and continues to develop, use and control the use of the marks Punch King Fitness design, stylized, any derivatives thereof, and certain other trade names, business names, service marks, trademarks, logos, designs, and trade symbols (collectively referred to as the Marks) to identify to the public the source of services marketed thereunder and through the Punch King Fitness System and to represent the Punch King Fitness uniform and high standards of quality; and

WHEREAS, The mark Punch King Fitness is registered/being with the United States Patent and Trademark Office. This registration engenders the exclusive right to use all of the Marks and any derivatives thereof in connection with the operation of the Punch King Fitness System, as are now or may from time to time be designated in writing for use in connection with the operation of the System, and

Developer acknowledges that, except to the extent expressly provided herein, Franchisor expressly retains all rights and discretion with respect to the Marks and System, including the right to:

• 5. sell the services and products authorized for Franchised Business using the Marks or other trademarks, service marks, and commercial symbols through alternate channels of distribution or Model Concepts, including but not limited to a storefront, brick, and mortar, co-branded, pop-up, virtual, or mobile outlets, joint marketing with partner companies, direct mail, catalog sales,

Exhibit 5. Franchise Premises De-identification. Upon termination, expiration, or non-renewal of the Lease Agreement, Tenant may de-identify the Franchise Premises. If the Tenant fails to do so, Landlord gives Franchisor the express right to de-identify. De-identification consists of the removal of all signs; modification or remodeling of all identifying architectural features; repainting as necessary to no longer use the color scheme used by Franchisor, and any other steps necessary (in Franchisor's reasonable discretion) to effectively distinguish the Franchise Premises from Franchisor's proprietary designs and marks. Landlord waives and releases any security or any other interest in or to any furniture, fixtures, equipment, inventory, supplies, or any other items or materials which bear Franchisor's proprietary designs and marks or otherwise designate or are specific to the Punch King Fitness Brand.

Source: Item 22 — CONTRACTS (FDD pages 56–215)