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Purpose Brands, LLC

Purpose Brands, LLC Vendor Cyber Rating & Cyber Score

purposebrands.com
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ISO 27001
SOC 2 Type 1
SOC 2 Type 2
PCI DSS
HIPAA
GDPR

Purpose Brands, LLC provides fitness, nutrition and wellness support and services to more than 7,000 communities and millions of people around the world. We own and operate the world’s largest and most trusted portfolio of fitness, health and wellness franchise brands and services: Anytime Fitness, Orangetheory Fitness, Waxing the City, Basecamp Fitness/SUMHIIT Fitness, The Bar Method, Stronger U Nutrition, Healthy Contributions and Provision Security. Together, these brands generate USD$3.7 billion in revenue, operating across 50 countries on all seven continents with a combined 6 million members. We combine this portfolio with a world-class franchise operating model and suite of services that helps our brands and franchise owners


PBL A.I CyberSecurity Scoring

Incident Details
PBL
Company Information
Website:https://purposebrands.com/
Employees number:29,223
Number of followers:18,285
NAICS:71394
Industry Type:Wellness and Fitness Services
Homepage:purposebrands.com
Cyber Premium EstimationGet Supply Chain
PBL Risk Score (AI oriented)
Between 700 and 749
logo
PBLWellness and Fitness Services
Updated:
29/03/2026
743/1000
Moderate
Ba
AaaAaABaaBaBCaaCaC
Powered by our proprietary A.I cyber incident model
✖ Insurance prefers TPRM score to calculate premium
PBL Global Score (TPRM)
xxxx
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PBLWellness and Fitness Services
•••
Score locked
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Vulnerabilities
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Findings

PBL
PBLModerate
Current Score
743Ba (MODERATE)
01000
1 incidents
0 avg impact
Incident timeline with MITRE ATT&CK tactics, techniques, and mitigations.
JUNE 2026
744Before Incident
MAY 2026
744Before Incident
APRIL 2026
744Before Incident
MARCH 2026
743Before Incident
FEBRUARY 2026
742Before Incident
JANUARY 2026
742Before Incident
DECEMBER 2025
740Before Incident
NOVEMBER 2025
740Before Incident
OCTOBER 2025
739Before Incident
SEPTEMBER 2025
739Before Incident
AUGUST 2025
738Before Incident
JULY 2025
737Before Incident
DECEMBER 2023
786Before Incident
Breach
19 Dec 2023 • PBL
Self Esteem Brands LLC (Purpose Brands)

Purpose Brands (Self Esteem Brands) Data Breach

720After Incident
CRITICAL-66
PUR3203232111425
Self Esteem Brands LLC (operating as Purpose Brands) experienced a cybersecurity incident between December 19, 2023, and June 6, 2024, exposing sensitive personal data of U.S. consumers. The breach compromised names, Social Security numbers, tax IDs, driver’s license/passport numbers, financial account details, payment card information, health records, and health insurance data. The company settled a class-action lawsuit, offering affected individuals reimbursement for documented losses (up to $5,000 for identity theft/fraud, $2,000 for out-of-pocket expenses), compensation for lost time ($80 max), and two years of credit monitoring with $1M identity theft insurance. The breach led to potential identity theft, financial fraud, and reputational harm, with the settlement fund covering administrative costs, legal fees, and payouts to victims. The incident underscores risks of unauthorized access to highly sensitive personal and financial data, though the company denied wrongdoing.
INCIDENT DETAILS -
TYPE
Data Breach
IMPACT
Administration Costs: $14,400Attorneys Fees: $150,000Class Representative Award: $3,000Credit Monitoring Costs: Dependent on valid claimsPayments To Class Members: Dependent on valid claimsOrdinary Losses: Up to $2,000 (documented out-of-pocket expenses + $80 for lost time)Extraordinary Losses: Up to $5,000 (identity theft/fraud)Alternative Cash Payment: $25 (one-time, no documentation required)NamesSocial Security numbersTax identification numbersDriver’s license numbersPassport numbersFinancial account informationPayment card informationHealth informationHealth insurance informationBrand Reputation Impact: Class action lawsuit and settlementLegal Liabilities: Class action lawsuit settled; company denies wrongdoingIdentity Theft Risk: High (SSNs, financial, and health data exposed)Payment Information Risk: High (payment card and financial account information exposed)
DATA BREACH
Personally Identifiable Information (PII)Financial DataHealth InformationSensitivity Of Data: High (includes SSNs, tax IDs, health, and financial data)Data Exfiltration: Likely (files containing personal information exposed)NamesSocial Security numbersTax identification numbersDriver’s license numbersPassport numbers
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