Founded in 2015 in Charlottesville, Virginia, pūrvelo is a boutique indoor cycling franchise that merges high-energy workouts with rhythm-based experiences. The brand is headquartered at 126 Garrett Street in Charlottesville and began franchising in 2022 under the parent company Extraordinary Brands.

pūrvelo offers a signature 45-minute indoor cycling class that is high-intensity yet low-impact.

What sets pūrvelo apart is its unique studio experience: classes are conducted in a dark room, free of mirrors and performance metrics, allowing riders to focus on music-driven choreography. This approach transforms the workout into an electrifying dance party on a bike, emphasizing emotional connection, community, and self-empowerment.

With its immersive workout atmosphere, strong sense of community, and innovative approach to fitness, pūrvelo offers a distinctive alternative in the competitive boutique fitness industry. Its focus on rhythm, empowerment, and inclusivity makes it a standout choice for both fitness enthusiasts and aspiring franchise owners.

Training

Purvelo provides a multi-tiered training system to ensure franchisees and their teams are well-equipped to operate the fitness studio effectively. Here are the main training programs offered by the franchisor:

1. Initial Training Program: Purvelo offers an initial training program to the franchisee, designated operator(s), and key manager (if applicable). This training occurs at the corporate headquarters or another designated facility, and it typically begins within 60 days of the franchisee's projected business opening. While the training itself is included with the franchise, the franchisee is responsible for travel, meals, and lodging.
2. Instructor Training Program: Franchisees must ensure that instructors complete the required training to become Authorized Instructors who can deliver the Approved Services. This involves either pre-opening training for initial instructors or a video review process for subsequent instructors. Associated fees for instructor certification and review are the responsibility of the franchisee or the instructors.
3. Ongoing Training and Support: Post-opening, Purvelo continues to support franchisees with training for new instructors and may also offer updates or additional resources as necessary. This ensures operational standards remain high and instructors stay aligned with the brand’s fitness and service approach.

Territory Protection

Purvelo provides franchisees with a protected geographic territory known as a Designated Market Area. Within this area, the franchisor will not open another Purvelo studio, offering a level of exclusivity.

The site must be approved by the franchisor and secured within a set timeframe. Franchisees are responsible for selecting and leasing the approved site, with Purvelo offering assistance during the process.

While the territory is protected, failure to meet obligations or deadlines may void this protection. The franchise system is designed to balance local exclusivity with brand consistency.