In yesterday’s post on the acquisition of the 1-2-3 FIT franchise chain (1-2-3 FIT Sold to Diversified Health), I pointed out that Fort Lauderdale-based Diversified Health & Fitness has been aggressively buying up the assets of dead, dying and severely wounded franchised fitness chains.
Two years of writing about and commiserating with the franchisees of these chains has left me both hopeful that Diversified HF is genuinely dedicated to helping these franchisees, and fearful that they’re not.
I concluded with an invitation to Diversified Health & Fitness to respond to my rather cynical musings, which they quickly did with the following statement.
Dear …read more

The “assets” of Butterfly Life, one of the ailing Curves women’s express fitness knock-off concepts, have been sold to Diversified Health & Fitness, Inc.

Diversified was founded by Roger Wittenberns in 2007, and has acquired a number of seemingly struggling, dying and/or comatose fitness franchise chains since then.
Diversified’s fitness holdings now include Liberty Fitness, Fit For Her, ShapeXpress, Access Fitness, Fit Zone, The Blitz, The Zoo, Sedona and others.
Here’s the company press release announcing the asset purchase:
FORT LAUDERDALE COMPANY ACQUIRES BUTTERFLY LIFE
Diversified Health & Fitness, Inc. of Ft. Lauderdale, Florida announces its acquisition of Butterfly Fitness, Inc., a National Chain of …read more