Strauss Borrelli PLLC, a leading data breach law firm, is investigating Self Esteem Brands, LLC, which is rebranding to Purpose Brands, LLC, regarding its recent data breach. The Self Esteem Brands data breach may have involved sensitive personal information and protected health information belonging to over 2,400 individuals.
ABOUT SELF ESTEEM BRANDS, LLC:
Self Esteem Brands is a fitness and wellness support company based in Minnesota. Today, Self Esteem Brands owns and operates a large portfolio of fitness, health and wellness franchise brands and services including Anytime Fitness, Orangetheory Fitness, Waxing the City, Basecamp Fitness/SUMHIIT Fitness, The Bar Method, Stronger U Nutrition, Healthy Contributions and Provision Security.3 Together, these brands generate USD$3.7 billion in revenue, operating across 50 countries on all seven continents with a combined 6 million members.3 Additionally, Self Esteem Brands is currently undergoing a rebrand, changing their name to Purpose Brands, LLC. Headquartered in Woodbury, Minnesota, Self Esteem Brands employs over 200 individuals.
WHAT HAPPENED?
Recently, Self Esteem Brands reported to the Attorney General of Maine that it had experienced a data breach in which sensitive personal identifiable information and protected health information in its systems may have been accessed and acquired. According to the breach notice, Self Esteem Brands recently detected unusual activity within its network.1 As a result, Self Esteem Brands launched an investigation to determine the nature of the incident.
Through its investigation, Self Esteem Brands confirmed that sensitive personal information in its systems may have been compromised by an unauthorized third party between June 5 and June 6, 2024. Additionally, the unauthorized actor accessed certain employee email accounts prior to December 19, 2023, and on certain dates until June 6, 2024.1 As a result, Self Esteem Brands began a review of the data to determine what information had been impacted as well as identify the specific individuals affected. While the information impacted varies depending on the individual, the type of information potentially exposed includes:
- Name
- Social Security number
- Driver’s license and/or state identification number
- Passport or other government identification number
- Financial account information
- Payment card information
- Health information
- Health insurance information
On December 20, 2024, Self Esteem Brands began mailing data breach notification letters to impacted individuals. Based on the breach notices provided to the Maine residents, Self Esteem Brands is providing affected individuals with a list of the information impacted and 12 months of complimentary identity monitoring services. A link to the form breach notification letter that Self Esteem Brands filed with the Attorney General of Maine is below.
If you received a breach notification letter from Self Esteem Brands, LLC:
We would like to speak with you about your rights and potential legal remedies in response to this data breach. Please fill out the form, below, or contact us at 872.263.1100 or sam@straussborrelli.com.
