USA Ninja Challenge Looks to Leverage Olympics to Drive National Growth

Most Americans have likely watched at least an episode or clip of a certain reality competition show that popularized a ninja-like obstacle course. Watching people hop between platforms or swing from ropes can conjure memories of our earliest days of exercise on a playground, the place where we all first learned to be active.

USA Ninja Challenge has been taking that to a new level with its youth fitness franchise as the sector continues to grow. As the brand embarks on an ambitious expansion plan, it is looking to capitalize on the momentum of the upcoming 2028 Olympics in Los Angeles, where Ninja Warrior-style obstacle course racing will make its Games debut as part of the modern pentathlon.

Youth fitness programs

USA Ninja Challenge is known for its year-round obstacle course training program that combines gymnastics, climbing, cross-training, and track and field skills for children ages 2.5 to 17 years old. It has set substantial goals for this year, including growing its footprint by 50% to jump from 47 U.S. locations to 70 by the end of 2026.

A strategic decision to drive that growth was the hiring of the brand’s first-ever chief operating officer, Somerset Buchanan, who brings over a decade of leadership experience at Dunkin’ Brands and Threshold Brands. She sees the upcoming Olympics as a vital opportunity to help USA Ninja’s expansion.

“Kids are going to see (the Olympics) and go, ‘I want to be a Ninja now,’” Buchanan told Athletech News. “Dale Grant, our president, is actively partnering with the pentathlon team at the Olympics, and even the World Ninja Association, so that we’re understanding more about where the sport is going.”

She sees that Olympic spotlight as crucial for the brand to tap into as franchisees and the company as a whole look to continue leveling up operational capacity. Part of the draw of USA Ninja is its ability to gamify sports and exercise for kids through its proprietary curriculum. In the process, Buchanan noted, those kids are able to build confidence and a sense of community.

Growth and consistency

However, in order to maintain that momentum and build off of the upcoming Olympics, Buchanan says that consistency and keeping in close contact with franchisees are key.

“If we are a franchise that is growing rapidly, then all of our franchisees want their business to grow, and if they’re all doing something different — if they’re all executing different curriculums — they’re hurting the brand because we’re not being consistent on what we’re bringing to our communities nationally,” she said.

As for target markets, Buchanan revealed the brand does not have specific spots in mind, but will likely tap into areas where USA Ninja already has a robust presence, including Texas, California, and the Northeast, while also looking to break into new states.

Buchanan added that she is excited to be part of the team after witnessing firsthand the impact its programs can have on children as a mother herself.