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Franchising

Thinking about franchising a fitness business, or joining one? These conversations explore what happens between running a successful location and supporting a wider network. Will Bartholomew revisits D1’s expansion, including the challenge of building processes that work without the founder nearby. James Hurlock discusses preparing infrastructure before selling franchises and weighing studio layouts, property choices, and lease commitments. Rick Mayo explains why Alloy sought a private equity partner and what additional financial expertise and resources could mean for its next stage. Along the way, the discussions ask how operators can test a model, support franchisees, and distinguish awarded territories from open locations. It is a practical starting point for considering the responsibilities, tradeoffs, and questions behind growth in these businesses.

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Latest conversations

James Hurlock (Fitura Brands Founder & CEO) on Scaling Padel and Pilates Franchises46 min

operators

James Hurlock (Fitura Brands Founder & CEO) on Scaling Padel and Pilates Franchises

James Hurlock

Jon Canarick, North Castle Partners, on Curves, Equinox, and GLP-1s in Fitness48 min

capital

Jon Canarick, North Castle Partners, on Curves, Equinox, and GLP-1s in Fitness

Jon Canarick

Adam Sedlack - How UFC GYM Scaled to 46 Countries With One Pricing Fix47 min

operators

Adam Sedlack - How UFC GYM Scaled to 46 Countries With One Pricing Fix

Adam Sedlack

Will Bartholomew - From Peyton Manning's Teammate to D1 Training Founder52 min

operators

Will Bartholomew - From Peyton Manning's Teammate to D1 Training Founder

Will Bartholomew

Juliet Starrett & Alex Alimanestianu - Quarterly Reports: The GLP-1 Tipping Point, CrossFit Finds Its CEO, Garmin's Quiet Takeover of Fitness71 min

capital

Juliet Starrett & Alex Alimanestianu - Quarterly Reports: The GLP-1 Tipping Point, CrossFit Finds Its CEO, Garmin's Quiet Takeover of Fitness

Edward Hertzman - Why Are the Most Successful Companies Hiding? Athletech CEO on Repositioning the Industry54 min

capital

Edward Hertzman - Why Are the Most Successful Companies Hiding? Athletech CEO on Repositioning the Industry

Edward Hertzman

Rick Mayo - No Pressure, Just Strategy: Why Alloy Took a PE Partner After 30 Years52 min

capital

Rick Mayo - No Pressure, Just Strategy: Why Alloy Took a PE Partner After 30 Years

Rick Mayo

Sarah Luna - Pilates 3.0: How Pilates Addiction Plans to Scale to 1,000 Units by 203042 min

operators

Sarah Luna - Pilates 3.0: How Pilates Addiction Plans to Scale to 1,000 Units by 2030

Sarah Luna

Juliet Starrett & Alex Alimanestianu - Quarterly Reports:  $7.5 Billion Merger, a Surprise IPO, and Executive Shuffles93 min

capital

Juliet Starrett & Alex Alimanestianu - Quarterly Reports: $7.5 Billion Merger, a Surprise IPO, and Executive Shuffles

Pat Rigsby - Franchising Reality Check: B2B Acquisition, Broker Dependency, and Loss of Control50 min

operators

Pat Rigsby - Franchising Reality Check: B2B Acquisition, Broker Dependency, and Loss of Control

Pat Rigsby

Verdine Baker - From StretchLab to iFLEX, Sequel Brands' Twist on Dynamic Stretching41 min

operators

Verdine Baker - From StretchLab to iFLEX, Sequel Brands' Twist on Dynamic Stretching

Verdine Baker

Amber Burke - The Quiet Scale: Burn Bootcamp's Massive Growth Without the Noise51 min

operators

Amber Burke - The Quiet Scale: Burn Bootcamp's Massive Growth Without the Noise

Amber Burke

Power Moves 005 - Alyssa D'aquino: Crunch Takes On Pilates15 min

operators

Power Moves 005 - Alyssa D'aquino: Crunch Takes On Pilates

Alyssa D'Aquino

Juliet Starrett & Alex Alimanestianu - Quarterly Reports: Peloton, Life Time, Planet Fitness, Garmin & The Bloodwork BOOM64 min

capital

Juliet Starrett & Alex Alimanestianu - Quarterly Reports: Peloton, Life Time, Planet Fitness, Garmin & The Bloodwork BOOM

Sebastien Lagree - Lagree Fitness: 25 Years of Building to an Overnight Global Explosion50 min

capital

Sebastien Lagree - Lagree Fitness: 25 Years of Building to an Overnight Global Explosion

Sebastien Lagree

Michael Ramsey - The Black Sheep of Pilates: How Strong Pilates is Breaking All the Rules46 min

operators

Michael Ramsey - The Black Sheep of Pilates: How Strong Pilates is Breaking All the Rules

Michael Ramsey

Julie Cartwright - 300% Digital Growth and 22 Studios: Pvolve's Omni-Channel Strategy47 min

capital

Julie Cartwright - 300% Digital Growth and 22 Studios: Pvolve's Omni-Channel Strategy

Julie Cartwright

Emre Ozgur - Safe Sweat: The Anti-Group Fitness Model Built to Scale42 min

operators

Emre Ozgur - Safe Sweat: The Anti-Group Fitness Model Built to Scale

Emre Ozgur

Rick Mayo - Strength First: Simplifying the Modern Fitness Prescription48 min

operators

Rick Mayo - Strength First: Simplifying the Modern Fitness Prescription

Rick Mayo

Tom Dowd - From Revamp to Rebrand: The F45 Renaissance50 min

operators

Tom Dowd - From Revamp to Rebrand: The F45 Renaissance

Tom Dowd

Kyle Jones - iCRYO & The Future of Longevity Franchising49 min

operators

Kyle Jones - iCRYO & The Future of Longevity Franchising

Kyle Jones

Lou DeFrancisco - Lindora & Scaling GLP-1 Weight Loss Programs53 min

longevity

Lou DeFrancisco - Lindora & Scaling GLP-1 Weight Loss Programs

Lou DeFrancisco

Andrew Lachlan - Sauna House- A Modern Spin On Age-Old Wellness50 min

operators

Andrew Lachlan - Sauna House- A Modern Spin On Age-Old Wellness

Andrew Lachlan

Mark Fisher - The Evolution of Gyms: A 15yr Perspective48 min

operators

Mark Fisher - The Evolution of Gyms: A 15yr Perspective

Mark Fisher

Voices in the conversation

From the conversations

What advice did Will Bartholomew receive before scaling D1?

“He said, Never start scaling anything until you've scaled it yourself.”

Will Bartholomew - From Peyton Manning's Teammate to D1 Training Founder · 9:16 ↗

How does James Hurlock describe preparing the business before offering franchises?

“We've built this plane, we've put in every possible layer of infrastructure we can in the most sustainable way. And only now, 12 months later, are we actually going out to franchise?”

James Hurlock (Fitura Brands Founder & CEO) on Scaling Padel and Pilates Franchises · 0:00 ↗

What financial expertise gap did Rick Mayo identify as Alloy prepared to grow?

“I think for us, maybe the biggest gap was the only way I know how to describe it would be strategic finance. So examples would be just financing growth and understanding how to be ahead of it a little bit.”

Rick Mayo - No Pressure, Just Strategy: Why Alloy Took a PE Partner After 30 Years · 24:55 ↗

THE FUTURE OF FITNESS NEWSLETTER

What I’m paying attention to.

Every week, I talk with founders, operators, investors and scientists across fitness, health and wellness, then share the ideas that stayed with me, the shifts worth watching and what they could mean for the industry.

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