01The Case 02The Brands 03The Partnership 04Next Steps

02 / 13 The Brands

Two membership brands.
One household in the middle.

This alliance works because the brands are complementary, not competitive. One trains her. One supplies her. Both bill her monthly. Meet each up close, then meet the woman who embodies both.

400+
Burn locations, with another 100+ active opens this year
~600
Sam's Clubs · 60–65M members V
1
shared core member

Now viewing as Combined view

Brand 01 Burn Boot Camp

America's fastest-growing
women's fitness franchise.

Founded in Charlotte, NC. A community-first, women-forward model with in-gym Childwatch that removes the single biggest barrier for its core member: no childcare, no workout. Franchisees are overwhelmingly women, and most began as members.

Charlotte, NC Childwatch differentiator Community-led
  • Open locations400+
  • Awarded territories500+
  • States38
  • 2025 new agreements51
  • 2025 gyms opened36
  • Active opens this year100+
  • Members women~90% V
  • Partners women / ex-members80% / 75%

Bold-partnership pedigree

Marshmello (June 2025) and Kevin Hart both joined as equity / franchise partners — proof that Burn attracts, and executes, national partnerships at scale. Sam's Club would be the natural next chapter.

  • US clubs~600
  • Paid members60–65M V
  • Membership income YoY+7.1%
  • Plus penetration+180–320 bps
  • Club fee (May '26)$50→$60
  • Plus fee (May '26)$110→$120
  • New clubs 2026CA·TX·TN
  • Private labelMember's Mark

Brand 02 Sam's Club

America's membership
warehouse club.

Bentonville, AR. A ~600-club national footprint growing into CA, TX and TN in 2026, with a fast-climbing Plus tier and a beloved Member's Mark private label. The May 2026 fee increase — its first since 2022 — makes new, tangible membership value more valuable than ever.

Bentonville, AR Plus tier climbing Scan & Go

The pitch angle

A fee increase demands a value story. A weekly, in-club fitness benefit — plus Member's Mark trial in a high-trust wellness context — is exactly the kind of perk that reinforces the new price and pulls a younger female member in. Member demographics Verify · from CMO.

06 / 13 The Ambassador

Amber Balcaen.
A woman winning in a man's sport.

Amber Balcaen in a Burn Boot Camp racing suit

Amber Balcaen

NASCAR / ARCA driver · entrepreneur · speaker

The first Canadian woman to win a NASCAR-sanctioned race in the US. A fitness-forward personal brand who embodies Burn's empowerment story — while NASCAR's fanbase maps tightly onto the Sam's Club / Walmart household and Walmart's own racing heritage.

~150K
Instagram V
~102K
Facebook V
1st
Canadian woman to win a US NASCAR-sanctioned race

Audience demographics Verify · request media kit.

Activation

Pit-crew HIIT series

Pit-crew-styled circuit events at Burn gyms and Sam's Club lots.

Activation

Race-day watch parties

In-club watch parties with Member's Mark sampling.

Activation

Co-branded content

"Strong Families" series across social, app and in-club screens.

See the partnership →