Fireside Chat: MADabolic Founder & Chief Concept Officer Brandon Cullen on the Unspoken Truths of Franchising

In this latest “Fireside Chat” video, Brandon Cullen, Chief Concept Officer and Co-Founder of MADabolic and Athletech News Founder and CEO Edward Hertzman meet to pull back the curtain on franchising in fitness, explaining the key differences between those who find success in it and those who do not. Hertzman and Cullen also gauge the difference between entrepreneurs and operators as franchise systems expand.

The pair go on to discuss why franchisors need to be cautious of not “overselling the dream” and how MADabolic accomplishes that. They also break down the importance of resilience and how tech and innovation have their limitations when it comes to brand elevation. Hertzman and Cullen later explain why they view this as a pivotal time in the industry, touching on a few inspiring MADabolic franchise success stories along the way too.

Watch the full interview for expert commentary on the following:

• The new definitions of success through scaling

• Consumers gravitation to human beings rather than brands themselves

• Why no element of the fitness industry is “going away” in the future

Key Talking Points:

• (0:00 – 0:57) Introductions

• (5:04 – 7:15) Franchising performance factors

• (7:15 – 10:49) Growth through repetition and resilience

• (10:49 – 16:10) What franchisors are real entrepreneurs

• (16:10 – 21:20) Common franchising pitfalls

• (21:20 – 25:38) Gauging resiliency in franchisee candidates

• (25:38 – 30:50) Hospitality and personality gaining value

• (30:50 – 36:15) Examples of entrepreneurial resilience

• (36:15 – 42:52) Why it’s a pivotal time in the fitness industry

• (42:52 – 44:08) Growth is still on the agenda