The “self-defense meets group fitness” craze is officially heading across the Hudson, backed by some of the biggest names in sports and music. The Pack, the high-octane fitness brand co-founded by Super Bowl Champion Russell Wilson and Grammy Award winner Ciara, announced Wednesday the signing of its first major franchise development agreement, which includes a commitment to bring eight units to the active corridors of Northern New Jersey.
The expansion focuses specifically on Hudson and Bergen Counties, targeting the state’s most competitive fitness markets. The deal is part of a larger 18-unit rollout that includes ten locations in South Florida, signaling a rapid national scale-up for the New York City-based startup.
The Pack isn’t just another boxing gym; it’s a star-studded venture. Founded by Noah Neiman and Andy Stenzler (the duo behind the Rumble boxing phenomenon), the brand leverages the star power of Wilson and Ciara to disrupt the boutique fitness space.
The workout—dubbed Street Defense™—is a proprietary blend of:
- Striking-based self-defense
- Strength training
- Cardio conditioning
The concept is designed to be a “repeatable” trainer-led class that offers the intensity of professional combat training within the safety and high-energy atmosphere of a luxury group fitness studio.
A key driver for the Northern Jersey deal is the brand’s flexible real estate model. In a state where retail space ranges from high-traffic urban storefronts in Hoboken to sprawling suburban shopping centers in Paramus, The Pack offers three distinct “architectures” to fit the local vibe:
| Format | Size | Description |
| Pack Lite | ~1,500 sq. ft. | Designed to “shop-in-shop” within existing gyms; no dedicated lease required. |
| Pack Studio | ~3,000 sq. ft. | Standalone leased space with 45 stations and branded retail. |
| Pack Flagship | 5,000+ sq. ft. | Largest format featuring 60 stations, locker rooms, showers, and bleacher seating. |
Why Hudson and Bergen?
The choice of Hudson and Bergen counties is a strategic move into the heart of New Jersey’s “Gold Coast.” With a high concentration of NYC commuters and a demographic that prioritizes wellness and premium experiences, the area is prime territory for a brand with this much cultural momentum.
“We’re incredibly excited to bring The Pack to Northern New Jersey,” Co-Founder Andy Stenzler said. “These initial territory deals represent an important step in our expansion, and we’re focused on partnering with operators who understand how to deliver a premium, high-energy experience in their communities.”
While specific town locations have not yet been revealed, the brand is currently vetting experienced multi-unit operators to lead the North Jersey rollout. With its flagship already operating in New York City, the move into the Jersey suburbs represents the next logical step in the brand’s mission to dominate the “hybrid” fitness sector.
For local gym-goers, the arrival of The Pack means a new way to train that promises more than just a sweat—it promises a skill set backed by an A-list vision. As Neiman puts it: “These first deals are just the beginning.”
