MADabolic, the strength training fitness franchise, is all about playing the long game. 

When most people approach a new fitness routine, they do so with aspirations of seeing immediate “gains” in the mirror. However, a workout regime with that mentality alone can inhibit meaningful outcomes. 

MADabolic strays from that norm, providing a uniquely scalable training experience that equips members with the tools to build their desired physique while also fostering durability, functionality and preparing them for a balanced lifestyle. 

“MADabolic’s training program is intentionally designed to build strength and long-term resilience,” said Kristi Wass, VP of Marketing at MADabolic. “While scalable enough to challenge former athletes and everyday fitness enthusiasts alike, we focus on building sustainable habits and training in a way that enhances everyday life. The purposeful programming keeps workouts engaging and effective over the long haul, and that consistency drives results.”

More Isn’t Better

In MADabolic’s eyes, many in the fitness industry need to redirect their attention. 

“Too often, cardio is overhyped and more is treated as better,” said Wass. “But effective training can be efficient. Each MADabolic workout is 50 minutes and includes five movements. The workout is designed to stimulate progression and results, enabling members to see continued growth over time.” 

The MADabolic protocol includes structured, strength-based programming. Rather than constantly introducing new exercises, the brand emphasizes variations on fundamental movement patterns and coaching clients to move well before building load. This, paired with the focus on time-based work intervals rather than number of reps, relays significant and sustainable fitness outcomes.

“Our view is rooted in basic fundamentals, but is in a sense countercultural,” said Wass. “Training to lift heavy things will make you stronger. You’ll find heavier kettlebells, dumbbells, and d-balls on our floor than you see in other group fitness concepts. Another distinct factor is how much our trainers focus on one-on-one coaching and quality of movement.”

Building Upward, Not Sideways

MADabolic encourages clients to strength train four days per week with the idea that results are born of ongoing adherence to a program that’s methodically structured toward a long-term goal.

“Anyone can work through an arbitrary number of reps and random, flashy movements to break a sweat,” Wass explained. “We prefer to take the road that’s built to teach skills and provide long-lasting benefits.” 

What happens on our training floor enables clients to feel continuously challenged through varied intensities and functional movements, even after years of training with us,” Wass added. “People joke about how the more you progress, the harder the workout feels, and there’s actually some truth to it; there’s continued growth happening here.”

The Shift is Happening

MADabolic’s alternative approach is beginning to catch on. The proven benefits and popularity of strength training from a general standpoint are supporting it as well. 

“Strength training and fundamental movement patterns are becoming more widely recognized for their value,” said Wass. “Strength is in our DNA; it’s not something we’re layering in over the top of our core programming, so MADabolic is positioned to continue to build momentum as a broader audience continues to take interest in an exercise program that will help them get more out of life.”

Longevity, the fitness industry’s other hot commodity, also aligns with MADabolic’s approach to quality over quantity. The brand’s commitment to structured strength training reduces injury risk and sets users up to continue enjoying their workout regimen for years to come. 

“As more people seek sustainable fitness solutions that prioritize strength and promote long-term health, MADabolic is perfectly positioned to meet that demand,” said Wass. “The same core beliefs we were born from over a decade ago ring just as true now as they did then. As many other fitness and wellness concepts are grasping to add more to their offerings, we’re pleased to double down on the thing we’re great at: helping everyday people gain strength and age athletically.” 

MADabolic currently has 35 units open and operating today. Another 8-10 are expected to open before the end of the year and another 60+ units are in development. 

“Over the next 18 months, you can expect to see many more MADabolic locations open across the country, both in new markets and expanding in our current markets,” said Wass. “The future is bright for strength and for our brand.”

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

The post How MADabolic’s Strength-Based Interval Training Prepares Members for Long-Term Fitness appeared first on Athletech News.

In the latest episode of Athletech News’ Unscripted podcast, Brandon Cullen, chief concept officer and co-founder of MADabolic, joins co-hosts Edward Hertzman and Eric Malzone to discuss the strength training franchise’s distinct and unapologetic take on the art of brand building.

Cullen, Hertzman and Malzone also dissect the fitness and wellness industry, analyzing the future of boutique fitness, high-value, low-price (HVLP) gyms and luxury health clubs. Their takes are bold and thought-provoking, and they might give you some exciting new business ideas. Watch this episode of “Unscripted” for unfiltered takes on the following:

• The importance of carving a niche for your brand
• Why boutique fitness and strength training are here to stay
• The business dangers of chasing fitness and wellness trends

Key Talking Points:

• (0:00 – 4:46) Introductions and defining a brand identity in fitness
• (4:46 – 14:09) The success of Gymshark and market positioning
• (14:09 – 24:44) The future of boutique fitness, gyms and hybrid models
• (24:44 – 33:52) Ideas for fitness and wellness business models 
• (33:52 – 39:58) Building brands for the long haul
• (39:58 – 43:15) Human accountability in a tech-driven world
• (43:15 – 45:36) The evolution of lifestyle businesses
• (45:36 – 53:57) Embracing change in the modern world

The post Unscripted: MADabolic’s Brandon Cullen on Brand Building, Fitness Trends appeared first on Athletech News.

MADabolic held its third annual franchise conference in October, drawing together 90 attendees, including franchise owners and general managers. The strength training fitness franchise has 36 locations across the U.S. and is on track to reach the 50-location mark by mid-next year.

The theme of the conference — ‘Traction’ — drew inspiration from the Entrepreneurial Operating System (EOS), where keynote speaker and professional EOS implementer Mike Jones underscored the power of synergy among MADabolic team members.

“Bringing general managers into the conversation allowed us to create alignment across every level of the organization,” MADabolic co-founder Brandon Cullen said. “Our goal was to set a strong foundation and provide tools that empower each location to move forward with clarity and confidence as we head into 2025.”  

Owners and general managers enjoyed a vendor hall to discover resources and partnerships to advance day-to-day operations, an engaging pickleball competition, an evening at Merchant & Trade’s rooftop bar, group workouts and networking opportunities. 

“Our goal was simple: to reestablish the fundamentals that make MADabolic great,” marketing VP Kristi Wass said. “The energy generated at this year’s event is already driving action among our franchise partners, from team dynamics to setting clearer expectations.” 

The strength-driven franchisor’s fourth annual conference in 2025 will welcome an even larger network of franchise partners and local management teams, according to MADabolic.

MADabolic has flipped the script in the modern fitness industry, unapologetically embracing high-achievers who are serious about their fitness goals. Cullen and co-founder Kirk Dewaele both began their journey as athletes before launching the brand in 2012, providing them the keen insight that dedication and hard work culminate in results.

“MADabolic isn’t about conforming to traditional molds,” Cullen told Athletech News in an exclusive interview. “We’ve deliberately moved away from the overused group-fitness playbook, prioritizing structure and consistency over variety. Our focus is on sustainable strength training and personalized attention to detail. This approach tends to attract members who are serious about their fitness journey and expect more than just a generic workout. Our culture is designed to create an environment where every member trains with purpose.” 

The post MADabolic Rallies Partners and GMs Ahead of Expansion appeared first on Athletech News.

MADabolic in Asheville, North Carolina, is raising funds to support members of its strength training fitness gym who have been impacted by Hurricane Helene and are grappling with power outages, water shortages, and damage to their homes and businesses.

The Asheville strength and conditioning franchise, owned by Evan Lindsay, aims to raise $50,000 to provide immediate relief supplies such as water, food, and hygiene products and to grant assistance to affected businesses, including (but not limited to) MAD Perks Partners and those owned by MAD AVL members. Funds will also support community events.

MADabolic Asheville shared some of the experiences its members have endured in the wake of Hurricane Helene on its GoFundMe page.

“In the wake of Hurricane Helene, our community stands committed to rebuilding stronger than before,” Lindsay tells Athletech News. “The campaign is more than just a fundraising effort; after the essential resources of food, water, and shelter are deployed – it’s essential to be connected to each other emotionally and collaborate to get and keep money exchanging hands in the micro economy. The impact of events like this lasts longer than the short news story or images online. We have given away thousands of dollars of resources, have started buying and giving away tens of thousands of gift cards, and have donated funds to support our members, partner businesses, and those in need.”

MADabolic co-founder Brandon Cullen said, “Our hearts go out to our neighbors in Asheville and the surrounding areas affected by Hurricane Helene. The Asheville location has been part of our MADabolic family since 2014, and despite the odds sometimes being stacked against them – through ownership changes, COVID, and now the hurricane, they’ve demonstrated time and time again that they are a resilient team that always comes out of adversity stronger.”

“Moments like these remind us of the strength of community — both inside and outside of our gyms. As a brand, we’re all about building resilience — not just in workouts but in life,” Cullen continued. “So seeing MADabolic Asheville rally is inspiring, but it’s not surprising. That’s who they are. That’s who we are. The local team was quick to organize a GoFundMe campaign and use the gym as a space to help collect and distribute relief supplies for those in need.”

Cullen added that MADabolic Asheville quickly pivoted to offsite workouts when the lights went out so the community could come together and find a sense of normalcy. 

“What makes this even more meaningful is that fitness becomes an anchor for people in tough times—it’s not just about staying active; it’s about showing up, finding routine, and being part of something bigger,” he said. “We’re incredibly proud of the Asheville team and their members for embodying that grit, resourcefulness, and community spirit in the face of adversity. It really reinforces everything MADabolic stands for: discipline, resilience, and leaning into challenges, both on and off the floor.”

Click here to support the MADabolic Asheville community.

The post MADabolic Asheville Rallies Support Following Hurricane Helene appeared first on Athletech News.

As a gym owner or trainer, you get the question, “How should I fuel my body to hit my goals” multiple times per week. With the consumer shift from looking to simply be fit to seeking overall health and wellness also comes an increased demand for nutritional information. But most gym personnel simply don’t have the time or resources to provide something as personal as nutrition coaching to every single member.

One option is to hire a nutritionist, but that can be costly, and staff members come and go. If you lose your nutritionist you lose this service, and you’re back to square one.

Lindsey Jenks knows this situation first-hand. Having owned two CrossFit gyms, she got nutrition-related questions daily.

“I felt like I was failing my clients because I couldn’t help support this crucial piece of my member’s fitness journeys,” she said.

As a competitive athlete herself, she struggled with finding the best ways to fuel her own body, until she applied macronutrients and it changed her life.

“I was able to get a handle on exactly what I should be eating to properly fuel my body and I got leaner and fitter, fast,” she said. “I wanted to bring this to other people, so I developed Macrostax – a simple way for people to get customized nutrition plans based on macros, as well as meal plans, direction and support.”

Jenks took Macrostax to the consumer market and has served nearly 200,000 members. For five years, she honed the app based on feedback and customer needs, and in 2022 she expanded her focus to B2B and launched Macrostax Team — a software platform that complements the original app, but was built just for gyms and fitness franchises. They now have over 1,500 gyms across the US that have signed up including MADabolic, F45 Training, Orangetheory Fitness, Anytime Fitness and more — and growing fast.”

“It’s a truly scalable software. The goal is to offer nutrition to members so the gym owners don’t need to do any work on that end if they don’t want to, or if they don’t feel they have the right nutrition expertise,” said Jenks.

Gyms See Real Results

With Macrostax Team, CrossFit 313 in Texas was able to achieve an extra $27.6K in annual revenue, a 47% increase in total memberships and a 60% decrease in cancellations.

“You can’t put a price on our return on investment in Macrostax,” says the gym’s owner, Ashley Thompson. “Clients get better fitness, better performance and better everything.”

The additional value-adds for gyms are significant, as Macrostax provides a significant revenue stream while boosting acquisition and retention.

“I have a whole new source of income that has completely changed the game for me,” said Sami Aldinger, owner of boutique gym The Refinery in North Dakota.

Macrostax Team offers more features to gym owners than simply using the consumer app. With a Team subscription, they have control and flexibility over how nutrition is run in their gym including co-branding, automated nutrition challenges, instant messaging, and the ability to track individual and group usage and progress.

“In addition to helping members achieve their goals, and building community, the challenges impact acquisition and retention,” Jenks said. “We’ve seen multiple occurrences where a gym promotes the challenge on social media and it gets new members in the door.”

Easy To Onboard

How does Macrostax Team work? The answer is remarkably simple.

“The gym owner or fitness pro signs up, they are able to invite their clients, and Macrostax takes it from there, providing personal nutrition plans, recipes, plan tracking, nutrition coaching and more,” Jenks said.

To further ease any heavy lifting on the part of the gym, Macrostax offers robust marketing content including success stories with before and after content.

Gyms and trainers can also view members’ and clients’ progress and communicate with them about their progress, a nice touchpoint opportunity that’s embedded in the app.

With a market full of health, wellness and nutrition apps, Jenks says it’s personalization and education that set Macrostax Team apart.

Go Beyond Simple Food Tracking

“Other apps on the market are basically food trackers,” she said. “Macrostax is educational. It includes coaching and support from our team of certified nutrition coaches. It includes custom meal plans based not only on the user’s macros but also their lifestyle. The app also has a portion feature that will take a recipe and auto portion it to hit the user’s exact macros.”

MADabolic, a fitness franchise with over 30 locations across the country, recently partnered up with Macrostax Team to incorporate custom nutrition as one of their evergreen membership offerings. Thanks to the software’s ease of use, they were able to successfully roll out the new program to their franchise locations in less than a couple of weeks

 Jenks says Macrostax Team is built to scale and has the capacity to handle millions of users and thousands of gyms.

Jenks is also in talks with fitness tech companies about integrating directly with other types of software. Think gym management software plus Macrostax.

When asked about the future of Macrostax, Jenks points to consumer demand for wellness, not just fitness.

“Nutrition and fitness have always gone hand in hand, and now as consumers lean more into overall wellness, they want both from their fitness facility,” she said. “In the next five to ten years, every club around the globe will have some sort of customized nutrition for their clients, and that’s the gap we fill.”

This article originally ran in the The Business of Prevention, Recovery & Longevity Report 2024. Download the report now to read more insights into how fitness and wellness brands are making strides in key markets.

The post Macrostax Brings Custom Nutrition to Gyms & Studios appeared first on Athletech News.

Fitness franchise MADabolic has announced the promotion of Kristi Wass to vice president of marketing. The move comes as MADabolic continues its rapid expansion across the United States, with over 35 studios currently operating and more than 50 in development.

Wass, who previously served as MADabolic’s director of openings, brings a proven track record of success to her new role. Prior to joining MADabolic, she was the marketing director for ZGrowth Partners, where she honed her strategic marketing skills.

Brandon Cullen, the co-founder and chief concept officer at MADabolic, says that Wass’s experience and innovation will be instrumental in moving the brand forward.

“Kristi has a unique skill set that transcends the typical boundaries of a job title,” Cullen said. “We are thrilled that she has accepted the position of VP of Marketing. Her ability to bring structure, cohesiveness and momentum to our marketing initiatives will be invaluable as we work to elevate brand awareness both within and beyond our franchise system.”

In her new role, Wass will be tasked with developing and executing a comprehensive marketing strategy that aligns with MADabolic’s ambitious growth objectives. She will oversee brand awareness campaigns, customer acquisition efforts and franchisee support, all while ensuring consistent brand messaging across all platforms. Her role will involve close collaboration with the executive team and franchise partners to strengthen MADabolic’s market presence and drive the brand’s continued success.

MADabolic is known for its 50-minute structured strength-based classes built around interval training. The brand focuses on its three core tenants: momentum, anaerobic and durability and prides itself on having highly dedicated members who commit to on average of four workouts per week.

Wass’s promotion marks a significant step in MADabolic’s ongoing expansion and underscores the brand’s commitment to strategic leadership as it scales its operations.

The post MADabolic Appoints Kristi Wass to Executive Team as VP of Marketing appeared first on Athletech News.

Brandon Cullen knew he and co-founder Kirk Dewaele wanted to diverge from the norm when launching MADabolic, the strength-driven interval training franchise, back in 2012. Now, after over a decade of operation, the brand is thriving in that exact nature, being its unapologetic self and helping anyone who’s willing to climb aboard reach their fitness goals.

MADabolic offers a challenging-yet-accessible environment unique to each client. Classes involve  a strength-led approach, and workouts are crafted entirely around work-to-rest ratios designed to foster safe progression and continuous improvement. Qualified trainers are there to lead the way, ensuring personalized attention and safety. 

It’s a rather specific formula, but one that has caught on nonetheless, with MADabolic now boasting 35 locations, 8-10 to open before the end of 2024, and with 60+ in development. The brand has grown its offerings in unison with its geographic outreach as well. MADabolic inked a deal with Macrostax to add personalized nutrition plans earlier this summer and before that partnered with Aqua Training Bag — now owned by Promountings. 

Cullen spoke with Athletech News on this growth, his brand’s unique approach to fitness and its latest marketing initiatives. 

The following conversation has been lightly edited for clarity and length

Athletech News: Can you tell us a bit about your background and how you got into this position with MADabolic?

Brandon Cullen: My co-founder, Kirk Dewaele, and I have always been inspired by outliers, both personally and professionally. Our fitness journey began as athletes, which naturally grew into a passion for redefining strength and conditioning within a group model. When we set out to create what is now MADabolic, it was clear that embracing the ethos of outliers was a path worth pursuing. 

Athletech News: What makes MADabolic different from other boutique fitness operations, specifically with its approach to fitness and adding/satisfying members?

Brandon Cullen: As mentioned earlier, MADabolic isn’t about conforming to traditional molds. We’ve deliberately moved away from the overused group-fitness playbook, prioritizing structure and consistency over variety. Our focus is on sustainable strength training and personalized attention to detail. This approach tends to attract members who are serious about their fitness journey and expect more than just a generic workout. Our culture is designed to create an environment where every member trains with purpose.

Athletech News: What challenges have you faced while scaling, and how have you addressed them? How do current fitness market trends influence your growth strategy? Are there specific trends or consumer behaviors that you are leveraging to drive expansion?

Brandon Cullen: Scaling a brand like MADabolic comes with unique challenges, particularly when your model isn’t exactly designed for broad appeal. We’ve had to be very strategic about both the pace and location of our expansion, ensuring that every franchisee can uphold the level of structure and accountability that defines us. This process isn’t an exact science; sometimes, it requires taking strategic risks and betting on people rather than just markets. Overall, our growth strategy is focused on maintaining the integrity of our brand while tapping into areas with a clear appetite for what we offer.

Athletech News: MADabolic’s approach to fitness isn’t very commonplace in the industry. Why has it been important to get the word out about that with efforts such as your recent “Welcome” video?

Brandon Cullen: Our tone is undeniably different, and we take pride in that. The “Welcome” video was created to clearly communicate who we are and what we stand for—no frills, no fluff, just real, results-driven fitness. It’s important for us to get the word out because we’re not here to blend in; we’re here to stand out. We know our method works, but it’s essential that the right people hear about it. The video was about making a statement and setting clear expectations for new members when they walk through our doors.

Athletech News: Why do you think an emphasis on inclusivity has been such a selling point for so many other gyms? What led to your brand’s decision to steer things in a different direction?

Brandon Cullen: Inclusivity is a powerful narrative, and it resonates with many people—there’s no denying that. However, we don’t position ourselves as strictly inclusive or exclusive and we don’t cater to a specific body type or athletic background. Our environment can work for anyone, but it’s not for everyone. While some might see this as exclusivity, we prefer to view it as fostering a community of like-minded individuals who expect a little more from life. In short, we’re here to train you, not entertain you.

Athletech News: Your approach aims to deliver empowerment and transformation. How does this goal shape your marketing messages and brand positioning?

Brandon Cullen: Empowerment, both physical and mental, is at the core of everything we do. Our marketing is centered around promoting excellence and commitment. We position ourselves as the place where everyday go-getters can challenge themselves and sweat alongside people who are equally committed to their growth and goals.

Athletech News: What strategies are in place to support MADabolic’s growth? Are you focusing on expanding into new geographic regions, increasing the number of locations, or both?

Brandon Cullen: Franchise sales in fitness have slowed considerably over the last 6-12 months. This isn’t specific to MADabolic—it has impacted the entire fitness industry. Several factors contribute to this slowdown: major players in the fitness space have experienced public setbacks, borrowing costs are high, and the election year has made investors more cautious. Additionally, we’ve seen a shift of investment dollars from fitness to health span and recovery sectors. While I believe these startups may have a short shelf-life, they’re currently gaining attention.

All that said, boutique fitness isn’t going anywhere, and we’re confident in our trajectory. I anticipate a consolidation of concepts and portfolios in the next 12-24 months, where the strong will likely get stronger. But make no mistake, we’re focused on growth and are strategic about it. It’s not just about opening more locations; it’s about finding the right franchise partners who will enable our brand to thrive.

Despite the slowdown in new franchise sales, our openings remain strong. We’re in the process of launching 8-10 new units in the next four months, with additional commitments lined up for 2025. The good news is that new units and markets often drive new franchise sales. With the concept of strength training trending and our robust unit-level economics, we are very optimistic about the next 12-18 months.

The post CEO Corner: MADabolic Co-Founder Brandon Cullen on Steering Away from Inclusivity appeared first on Athletech News.

In this latest “Fireside Chat” video, MADabolic Co-Founder and Chief Concept Officer Brandon Cullen joins Athletech News Founder and CEO Edward Hertzman to discuss the brand’s unique and highly effective approach to fitness, from its emphasis on barbell-free strength training to the way MADabolic builds culture and grows its franchise business.

Cullen and Hertzman discuss how MADabolic came up with its particular blend of group strength and conditioning, MADabolic’s secret sauce when it comes to franchising, and why hospitality is the best member retention tool, among other topics. Watch the full interview for expert commentary on the following:

• How to identify and nurture your core customer 
• What to make of current negative headlines in fitness franchising 
• The benefits of opening studios in “tier two cities”

Key Talking Points:

• (3:27- 11:05) Effective strength training in a group fitness format
• (11:05 – 18:36) MADabolic’s unique approach to the member experience, including its on-time policy
• (18:36 – 26:40) Being strategic about the use of technology
• (26:40 – 33:18) Honesty and transparency in the franchising industry
• (33:18 – 46:29) Why MADabolic isn’t yet in markets like NYC or LA

The post Fireside Chat: MADabolic’s Brandon Cullen on Scaling Strength Training appeared first on Athletech News.

Variety is often seen as the key to keeping clients engaged in the fitness sector. But MADabolic, “The Strength Gym,” has an alternative approach — emphasizing consistency over novelty and “muscle confusion.”

Founded in 2011 by former professional hockey players Brandon Cullen and Kirk DeWaele, MADaboic currently wields 35 open units with another 50+ in development. Primed for further growth considering strength training’s increased popularity, the brand is certain to deliver this unique workout ideology to more individuals sooner rather than later.  

Debunking the Variety Myth

Countless brands in the fitness industry tout variety and “keeping the body guessing” as a crucial element for client retention and workout effectiveness. This belief stems from the idea that constantly changing workouts keep clients from getting bored and challenges their bodies in new ways. 

It’s a widely accepted concept, but that’s because few people have thought to challenge it rather than a significant amount of scientific evidence supporting it, MADabolic argues. 

Instead, MADabolic believes that too much variety within fitness routines leads to mixed results, burnout and injury risk. It prevents clients from consistently progressing, as the body never fully adapts to a specific routine or movement pattern. This lack of adaptation can stunt strength gains and overall improvement in one’s fitness.

“Anecdotally, we see new client after client frequently experience this issue,” said Cullen. “When asked ‘what do you typically do for fitness?’ the most common response among those struggling to see tangible results is ‘a little bit of everything.’ This tells us exactly why they’re not seeing results.”

The lack of a structured training protocol means these individuals miss out on the benefits of consistency and repeated exposure to an individual program that would ultimately allow them to increase their weight, intensity and output gradually.

The MADabolic Methodology

MADabolic provides exactly that. The brand’s approach to fitness includes structured, strength-based programming built on repetition. DeWaele and Cullen design the exercises, touching on their combined 40+ years of experience, to carefully craft each workout and ensure measurable progress over time. 

Rather than constantly introducing new exercises, MADabolic emphasizes mastering fundamental movements while increasing the difficulty with this approach. The method is referred to as “progressive overload.” Progressive overload allows clients to quantify their progress and build a solid foundation that relays significant and sustainable fitness improvements.

“Progressive overload is one of the fundamental principles of strength training,” said DeWaele. “Constantly switching up exercises makes it challenging to track progress and implement progressive overload effectively. Instead, focusing on mastering the foundational compound movements such as squats, deadlifts, lunges, carries, pushing, pulling, jumping and landing allows our clients to progressively increase the weight lifted, leading to consistent strength gains.”

This consistency shouldn’t be confused with complacency, however. Even as MADabollic members stick to the same workout routines, they gain new skills thanks to the nature of strength training. 

“There’s skill acquisition at play,” DeWaele confirmed. “Strength training is a skill that requires practice and refinement. By repeatedly performing the same exercises, our clients enhance their technique, range of motion, and load, which not only reduces the risk of injury but also allows them to get far more out of their workout.”

Recovery Benefits 

Members also stand to benefit from a recovery standpoint with the MADabolic method. The brand’s four-day per week exercise program, planned out 52 weeks in advance, gives participants ample time to rest and recuperate. The structured schedule ensures this over time as well. 

“Recovery is also a celebrated and mandatory component of the MADabolic method, not an afterthought,” said DeWaele. “Our four times per week training protocol allows for lifestyle customization, is driven by a sustainable workload and is supported by active recovery and scheduled rest — the recipe for the unstoppable results our members nationwide experience.”

MADabolic focuses on three interval themes while doing this: Momentum, Anaerobic and Durability that rotate throughout the week. Doing so helps it apply the scalable work-to-rest ratio to each daily interval, prioritize fundamental movement quality as the building blocks of that workout and introduce varied intensities.

“Strength, structure and accountability define the value of the MADabolic Training System,” DeWaele added. “Consistency is key to seeing progress in any fitness regimen. By prioritizing consistency, we ensure that our clients build a strong foundation and continue to advance over time. Focus on creating a supportive environment where clients feel challenged and motivated. By following our methodology, you’ll ensure client success and high retention rates.”

The post The Overrated Quest for Variety in Strength Training: MADabolic’s Hot Take appeared first on Athletech News.

It has never been easier to find a fun and interesting way to exercise — there are countless options to choose from — each promising to deliver the best results. Choice isn’t the issue; the issue is usually finding something that is motivating and garners results. For those looking to make an informed decision, understanding the differences between these options is a must.

One choice among many is fitness franchise MADabolic, known for its structured, strength-based approach to fitness. MADabolic workouts are built around interval training, with strength as the foundation. 

To help you navigate these choices, Athletech News compares MADabolic to traditional workouts, providing a detailed look at their workout structure, effectiveness and overall experiences.

What Makes a MADabolic Workout Different? 

MADabolic offers demanding yet adaptable group workouts. These sessions aim to boost strength, reduce body fat and support lean muscle growth. MADabolic caters to a wide audience, including casual fitness enthusiasts, runners, triathletes and yoga practitioners, although the brand’s typical member tends to be someone highly dedicated to bettering themselves through fitness.

Brandon Cullen, Madabolic co-founder and chief concept officer, told Athletech News that the initial MADabolic program served as the bridge between sports-specific training and the run-of-the-mill bootcamp-style workouts commonly found at big-box gyms.

“Fast forward 15 years, and not much has changed,” Cullen says. “The only difference is that those same bootcamp-style workouts are now branded concepts within the boutique industry, yet they still offer the same quality of training you would have received at your local YMCA a decade ago.”

Cullen says MADabolic provides high-quality training for everyday people and athletes “beyond their sports careers.” In other words, they “cater to high-achievers who value strength, structure and accountability.”

The 50-minute classes are held 7 days per week, and the average client trains four times a week. Each class consists of five movements based on a specific work-to-rest ratio, led by a qualified trainer who ensures personalized attention and safety. 

Cullen says the following aspects make MADabolic workouts scalable and accessible through:

• Organized training floor: Locations use a color-coded system to indicate weight levels, grouping clients by strength and ability.
• No barbell requirement: By excluding barbells, MADabolic reduces the risk of injury and complexity, making the program accessible to both novices and experienced athletes.
• Focus on fundamental movements: Emphasizing basic, repeatable movements ensures accessibility and adaptability for all clients, preparing them for real-life activities.

Here’s a comparison of that structure versus something more traditional.

 MADabolic:

• Interval training: MADabolic’s workouts are based on a structured interval training system with three signature intervals – Momentum (2:1 work-to-rest), Anaerobic (1:1 work-to-rest), and Durability (3:1 work-to-rest). These intervals ensure varied intensities and comprehensive conditioning.
• Strength-driven: Emphasizes strength as the foundation of fitness, incorporating high-intensity strength training exercises to build a solid base for all fitness activities.
• Program design: Utilizes a macro, meso and micro programming approach to ensure progressive overload and continuous improvement, making the workouts highly effective and structured. 

Traditional Workouts:

• Steady-state cardio: Commonly includes activities like running, cycling or swimming at a steady pace. This approach primarily focuses on cardiovascular health.
• Isolated strength training: Typically involves working on specific muscle groups using weights or machines, which can lead to imbalanced training. For example, if you only do static training, you might miss out on the more functional strength that comes from other types of training, where you move in different planes of motion. 
• Less structured: Often lacks the structured progression and varied intensities found in interval training programs, leading to potential plateaus and diminished returns.

Program Effectiveness

Exercise is one thing, but what about results? At the end of the day, that’s what matters. The body responds in many different ways to physical activity. MADabolic’s intervals are based on a firm foundation that prioritizes movement quality, which forms the basis of progression.

“Repetition of these baseline movements accelerates and sustains that progression,” says Cullen.

The varied intensities form MADabolic’s three signature interval styles — momentum, anaerobic and durability — as the critical complement to that repetition.

“Our program is not limited to a single speed; we condition our clients by challenging various energy systems through a spectrum of pace demands and movement patterns,” says Cullen, who breaks it down as follows:

Momentum intervals focus on athleticism and endurance, characterized by increasing intensity. The workout begins at a 70% pace, builds to an 80% pace, and finishes at a 90% controlled sprint pace.

Anaerobic intervals showcase speed and power, pushing clients to a 100% maximum effort pace.

Durability intervals emphasize time under tension, maintaining a steady 80% pace from start to finish.

These three interval styles are evenly distributed throughout the week, month, quarter and year, providing clients with a balanced training stimulus, and resulting in well-conditioned everyday athletes. 

A class might include anything from Turkish get-up variations, kettlebell work, medicine ball throws, heavy carries, boxing and more. 

Here’s a comparison of the training variables in both a MADabolic workout and a traditional approach.  

 MADabolic:

• Full-body workouts: Each session targets multiple muscle groups, improving overall strength and conditioning. This approach ensures balanced development and reduces the risk of injury.
• Varied intensities: Incorporates different intensities to challenge various energy systems, leading to better endurance and power. The structured intervals ensure that workouts are always engaging and effective.
• Scientific foundation: Designed based on scientific principles to maximize results and prevent plateaus. The focus on strength-biased interval training is backed by research.

Traditional Workouts:

• Targeted results: May provide significant improvements in specific areas (e.g., cardiovascular health, muscle hypertrophy) but may lack overall conditioning. This can lead to imbalances and limit overall fitness progress.
• Less variety: Steady-state cardio can become monotonous, and isolated strength training may not provide the same level of cardiovascular benefit.
• Plateaus: Without structured progression, traditional workouts can lead to plateaus and diminished returns, making it harder to achieve long-term goals.

The Experience

Sometimes the choice comes down to how a workout makes you feel. Understanding the insider experience can provide valuable insights into a workout’s effectiveness and how much community support is available.

Cullen says the most significant shift across the membership base is the change in mindset about fitness and health. 

“Members move from chasing quick fixes to pursuing strength and longevity,” he says. “This paradigm shift is reflected in our low churn rates and the complete lifestyle changes observed systemwide.”

Here’s how client experiences of both MADabolic and traditional workouts compare, highlighting the differences in motivation, satisfaction and guidance.

 MADabolic:

• Community and accountability: MADabolic fosters a strong sense of community, helping clients stay motivated and accountable. The supportive environment encourages members to push their limits and achieve their fitness goals.
• Testimonials: Numerous success stories highlight significant transformations. For instance, members often experience a mindset shift from seeking quick fixes to focusing on long-term strength and health.
• Instructor expertise: Educated trainers play a crucial role in guiding clients and ensuring proper technique. Their expertise helps clients maximize their workouts and prevent injuries.

Traditional Workouts:

• Individual effort: Often relies on personal motivation, which can wane over time. Without a strong community or structured support, it can be challenging to stay committed.
• Varied experiences: Client satisfaction can vary widely based on personal discipline and the gym environment. Some may thrive, while others may struggle to see consistent results.
• Limited guidance: Less access to expert guidance unless working with a personal trainer. This can limit the effectiveness of workouts and increase the risk of injury.

Which Is Right for You?

At the end of the day, what is the right choice? You might prefer MADabolic if you like structured, full-body workouts with varied intensities; value strength training and scientific programming; and you thrive in a community-focused environment with accountability.

Traditional workout options might be best for you if you enjoy steady-state cardio or isolated strength training, prefer working out independently or have super specific fitness goals, or if you prefer one-on-one access to a personal trainer for guidance and motivation.

The post Is MADabolic the Best Group Fitness Workout for You? appeared first on Athletech News.

Strength-driven interval training franchise Madabolic has launched a strategic brand partnership with nutrition app Macrostax. The collaboration aims to upgrade the integration of fitness and nutrition for MADabolic members by combining expertly designed workouts with personalized, macronutrient-focused plans to help users achieve their fitness goals.

Macronutrients, often referred to simply as “macros,” are the primary components that make up food. The three main macros are carbohydrates, proteins and fats. Each macronutrient plays a crucial role in supporting the body’s daily functions and overall well-being.

This partnership is set to provide MADabolic members with a complete approach to health and fitness, going beyond traditional diet culture and quick-fix challenges. The integration with Macrostax is designed to equip members with the tools and education needed to sustain their results, reach their goals, and maintain a balanced lifestyle without sacrificing their favorite foods or quality of life.

“Changing eating habits can be as confusing as adopting a new religion,” Madabolic co-founder and chief concept officer Brandon Cullen tells Athletech News. “However, we believe that partnering with Macrostax will simplify this transition … and we aim to help clients adopt small habits that lead to pivotal changes in their lives.”

Macrostax offers customized nutrition plans based on individual goals, such as fat loss, muscle gain, or overall health improvement. By syncing their workout schedules with Macrostax, MADabolic members can access nutrition plans that complement their specific fitness routines and support optimal body composition. 

The app provides custom macro and calorie calculations, educational resources, macro-friendly recipes, direct access to a qualified nutritionist and progress tracking features.

“You can’t out-train a dumpster diet,” said Finley Funsten, MADabolic’s Creative Director and author of MADabolic’s original Nutrition Blueprint. 

“Dialing in nutrition is a critical component of any fitness journey and often the missing link to the results that people feel they’re missing, Funsten added. “Our former Nutrition Blueprint was a fantastic jumping-off point, but Macrostax will take our members’ fitness and nutrition journey to the next level. This integration aligns perfectly with our commitment to delivering sustainable and impactful fitness solutions.”

Released earlier this month, the subscription-based app model hopes to add revenue potential to franchisees while enhancing the MADabolic member experience and extending membership lifespan.

MADabolic currently has 30-plus 33 studios open and operating across the nation, with an additional 80+ in development, despite having no initial plans to franchise. Co-founder Kirk Dewaele recently told Athletech News that the company is committed to “a steady growth trajectory.”

The post MADabolic Partners With Macrostax To Add Personalized Nutrition Plans appeared first on Athletech News.

BeaverFit, the fitness equipment design, manufacture and distribution company with strong ties to the U.S. Military, never does things “just to get them done.” While some brands sacrifice quality for fast or cheaper results, doing so isn’t in the supplier’s DNA. 

A testament to its detail-oriented approach, BeaverFit has inked partnerships to create custom solutions for top brands including Rumble Boxing, MADabolic, Earn Your Stripes, SPENGA, BFT and Precor. 

Brand Specific Solutions

There’s no such thing as a “one size fits all” solution from BeaverFit; the brand takes time to successfully curate custom deliverables that fill specific client needs.

“Where we try to differentiate ourselves is by sitting down and listening to our partners so we can truly understand their needs, and what they’re trying to achieve from an aesthetic and functionality perspective,” explained Nick Vay, BeaverFit VP of Commercial Sales. “Ultimately, this allows us to deliver exactly what they’re asking for, rather than necessarily trying to provide them an ‘off-the-shelf’ product that may only fit some of their needs. It’s not just about the product or the price, but rather the partner and the solution.”

BeaverFit takes no shortcuts and instead pursues meaningful results; the former is a common trap fitness facilities fall into when trying to reinvent themselves with new equipment.

“Trying to go with the easiest or least expensive option rather than taking the time to find the partner who can bring your vision to life, and do so with products that will last,” said Vay when asked about the biggest mistake gyms make while trying to evolve. “This isn’t specific to gyms or studios, just people in general, and 9 times out of 10, when ‘we’ go with the ‘economy’ or easy option, we wish we had spent the time and money to get the right solution rather than the cheapest or fastest solution.” 

The emphasis on following client needs is so great that BeaverFit even views staying out of their way as something equally important to supplying them with top-tier equipment and designs. 

“We want to put their brand and experience first, where BeaverFit is truly just the partner behind the scenes that provides the end product that delivers on that training and brand experience they’re looking to create,” Vay said. 

Precor Taps BeaverFit for Custom Strength Solution 

These principles are already visible in BeaverFit’s partnership with Precor. The brand is currently white-labeling a functional strength training line for the esteemed equipment distributor. 

This collection makes six options available with or without accessory packages. That includes the Fitness Single Bay with the essentials for commercial facilities, a complete functional training Double Bay for high-traffic commercial facilities, a Hospitality Double Bay and Single Bay for limited fitness spaces, a Functional Post offering a single station powerhouse and a Functional Bridge for 360-degree training for solo or small group workouts.

BeaverFit’s trademark attention to detail and close collaboration with clients was on full display during the project’s inception. 

“Our team did an amazing job of ensuring the quality, design, aesthetic, and most importantly, functionality, of the product was top-notch,” said Vay. “It really became a collaborative process with the Precor team to create the functionality options they would need to support the needs and demands of the customers they serve. We worked closely with them on various iterations, 8 in total, some new product developments, and training capabilities to round out their functional training options.”

BeaverFit’s staff is made up of fitness enthusiasts. This alone goes a long way in ensuring satisfied customers. 

“Our internal design and engineering teams are not only great at what they do, but they’re also big-time fitness enthusiasts, which allows them to be more thoughtful and prescriptive in what we’re helping our partners bring to life,” said Vay. 

‘Evolve or Die:’ Staying Attentive to Market Demands 

The extensive work BeaverFit puts into designing solutions for partners never ceases; the brand understands the fitness industry’s ever-changing landscape and stays on its toes to meet new demands.

“We know the product we initially deliver is most likely not what they’re going to need later, so having the infrastructure and flexibility to evolve with our partners has been instrumental in our continued support,” noted Vay. “For example, we’ve gone through multiple iterations and evolutions with the solutions we provide for Rumble, Spenga, MADabolic, BFT and others. 

“As the old saying goes, evolve or die,” Vay added. “That’s how we’re going to try to continue to cater to all these brands, through evolution.”

The post BeaverFit’s Attention to Detail Separates It From the Equipment Supplier Pack appeared first on Athletech News.

Running a successful group fitness studio is no small feat. Scaling it to become a thriving franchise brand is quite another. Sam Tooley, the 31-year-old co-founder and CEO of Alpha Fit Club, has done both. 

With some help from fitness clients turned business partners, Tooley opened the first Alpha Fit Club in his hometown of Westfield, New Jersey, in April 2019 during an incredibly trying time in his life. Just five years later, Alpha Fit Club has become one of the most popular boutique fitness brands in the Garden State with 13 locations open and more coming soon.

A cult favorite among New Jersey fitness enthusiasts for its circuit-style workouts that blend HIIT-style cardio with traditional strength training movements, Alpha Fit Club locations feature blacked-out studios and bold branding that add to the brand’s unique vibe. Alpha Fit Club is in talks to expand into areas like New York, Connecticut, Pennsylvania and Washington, DC. In time, Tooley expects it to become a national brand. 

Tooley spoke with Athletech News about how he went from an online fitness coach to CEO of a thriving franchise brand, what separates Alpha Fit Club workouts from other group fitness concepts, and what’s next for the brand as it grows. 

The following conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us about your background and how you got into group fitness? 

Sam Tooley: I moved back to my hometown of Westfield, New Jersey, about seven years ago, right after college. My dad basically said to me, “What do you actually want to do?” At the time, I just wanted to just coach. I started my career on Instagram, coaching endurance athletes all over the world, everybody from first-time 5k runners to Olympic-level athletes – I had a few females qualify for the Olympic trials in the marathon.

I was nervous about having just an online business, so I opened my first studio really out of fear of somebody hacking my Instagram account or that business just not working out. I signed the lease on a 500-square-foot studio. It was legitimately me, my dog and a squat rack – most people were coming to play with the dog.

ATN: How did you transform that small space into a thriving, multi-location franchise business in Alpha Fit Club?

ST: When I moved back home, my dad passed away super suddenly and far too soon at 58 years old. The month I signed the lease to my gym – nine months after my dad passed – my little brother passed away in a home fire. That first year of business in my tiny studio with my dog and the squat rack was a fight. Some weeks I would be on the couch, some weeks I would get back in the studio. 

Fortunately, I had two clients who became my mentors. They told me they were thinking about buying something in the group fitness space and asked if I’d be interested. We looked at a few different concepts, and I said, “Listen, I think these are great, but I think we can build something different. We can build something better.” They became my business partners, and I threw every dollar I ever had into our original Alpha Fit Club studio in Westfield. We opened that studio on April 27th, 2019, and grew it to almost 500 members before COVID (temporarily) shut us down basically one year later. 

ATN: Why did you choose to build Alpha Fit Club’s workouts around circuit-style HIIT and strength training? 

ST: When we first started five years ago, I thought a strong sense of strength was really missing from the group fitness scene. You had a little bit of it in concepts like Orangetheory and F45 but nobody was really doing strength the way I envisioned. We wanted to put together the perfect blend of strength and conditioning so people could feel like they got a holistic, total-body, workout every time that they came in, whether that’s once a week or six times a week. I also wanted every shape, size and fitness level to be able to work out together.

When you walk into an Alpha Fit Club, you’re brought through a demo where the coach explains exactly what’s going to go down; you’re then brought through a warm-up and then you go through stations – we’ve got six stations, typically six minutes in duration, and you’ll get a one minute rest period in between; then there’s a cool-down at the end. We’ve also put together a four-week training block. Each of those weeks lends itself to the week prior so you really feel like you’re working through a strategic progression of programming. 

ATN: What are the demographics of Alpha Fit Club members?

ST: We have around 60% women and 40% men. To have that high a percentage of men in a boutique fitness concept is rare. I think we’ve done that by infusing strength and through our branding – the room is blacked-out, you’ve got a big wolf mural on the wall; even the name “Alpha” brings a bit of that edge. But quite frankly, our female clients are usually the biggest badasses in the room. In terms of age, it really just depends on where we (open studios) and what the demographics are in those areas.

ATN: When did you begin franchising Alpha Fit Club, and was that always your goal for the brand?

ST: We went into this with the intention of franchising. Westfield was a great case study to refine the product and the brand. Our initial pushback was, “It works in Sam’s hometown but is it going to work somewhere else?” We put our money where our mouth was during the pandemic and opened in Verona, where I literally didn’t know anybody, and Red Bank, where we knew very few people. Members were very receptive.

After about a year of the corporate stores (Westfield, Verona and Red Bank) building communities of 600-plus members, people started to come knocking; we sold 20 locations in New Jersey before ever opening a franchise. All of that interest was internal, either from our coaches, members or their friends, because they saw and felt what was happening inside the four walls. 

ATN: What are your short and long-term expansion goals for Alpha Fit Club?

ST: By the end of 2024, we should have 20 locations open, all of which will be in New Jersey. But we are in active conversations with potential franchise partners to go into everywhere from the Washington DC metro area to Westchester County and Long Island, New York, to Fairfield County, Connecticut, to Pennsylvania. We have every intention of making this a national brand.

ATN: How has the boutique fitness market changed, specifically with regard to the evolution of strength training, since you founded Alpha Fit in 2019?

ST: I think you’re just seeing more competition in general, whether it’s similar concepts like a Fitstop or even watching Orangetheory infuse more strength into what they do. Brands like MADabolic are incredibly strength-heavy and focused on periodization. But every brand, regardless of the modality, seems to be talking about strength. Transparently, I feel like it’s a different question as to whether or not they truly execute on it. 

ATN: Are there any exciting initiatives we should be looking out for?

ST: In the fall, we’re going to be launching one of our first major brand-wide events. It’s our version of what we’re calling the Alpha Games, where every single gym is going to come together. Right now, we’ve got around 4,000 members across our locations and we’re hoping to get 2,000 of those members under one roof where we throw basically a fitness festival including a competition, music, food, vendors and brands. The only way you’re getting in that door is if you’re a member at one of our gyms. 

The post CEO Corner: Alpha Fit Club’s Sam Tooley on Winning in Group Fitness appeared first on Athletech News.

MADabolic is a leading group strength and conditioning franchise brand with 33 studios open nationwide and another 80+ in development. For more information on the MADabolic franchise opportunity, please visit here

The retention model looks dramatically different from the volume model, with nuances existing in everything from how you treat your leads and prospects to staffing standards to the quality control of the actual product, and beyond. When chasing retention, it’s important to remember that you’re playing the long game. And that long game should be defined by how you continually feed and beef up the type of culture with which your target client identifies. 

At MADabolic, we strongly believe that the concept of “community” is oversold, overhyped, and overdone in the fitness industry. Community can be faked. Culture, however, cannot. And while the physical community of your gym members will cycle in and out over the months and years, your culture should remain consistent and tightly aligned with the target demographic you not only want to attract but keep as well. 

To do that, you first need to be very clear on a few key areas: 

1. Who your client avatar is.
2. What do they value.

Once those answers are crystal clear, every single thing you do and say needs to support that target client’s values, which – in turn – will feed the culture they crave and make them more inclined to stick around. This includes:

1. All verbal and written touch points
2. Internal training materials
3. Staff standards and expectations
4. Class procedures and structure
5. External relationships and partnerships

Let’s use MADabolic as the case study here.

Our client avatar is the 25 to 40-year-old high performing go-getter who values strength, structure and accountability. They’re generally ambitious, educated, career-driven, extremely social and willing to spend on their health.

Here are some things we do (and distinctly do NOT do) that keeps that client coming back for more:

• We provide constant corrections to individual movement patterns…we do NOT dish out motivational high fives. In fact, we actively discourage the “cheerleader” persona.
• We prioritize the warm-up and eliminate the cool-down to stick to our 50-minute guarantee…we do NOT make efforts to keep our clients hanging around.
• We lock our doors at the start of class time…we do NOT allow latecomers in (ever). 
• We are an adult-only training facility…we do NOT offer childcare, and we do NOT allow pets in the gym.
• We use bold and authoritative language in our client communications – from our newsletters all the way down to our waitlist confirmation text messages…we do NOT pretend to be soft and fluffy.
• We force all prospective trainers to endure a training camp at our corporate headquarters to make sure they can walk the walk and talk the talk…we do NOT allow any non-certified trainer to teach classes.
• We place a strong secondary emphasis on no-B.S. client education surrounding strength, nutrition, and recovery…we do NOT perpetuate gimmicky industry myths and trends.
• Our workouts are programmed from the top down, so every single location runs the same daily workout…we do NOT allow franchisees or trainers to deviate from the program.
• We partner and create relationships with high-performing hyperlocal businesses that our target client likely supports or purchases from…we do NOT partner with generic brands.

In turn, our retention rates are sky-high, with more than 70% of our systemwide members on recurring unlimited contracts. 

Will copying and pasting the above exact measures to your gym increase retention? Probably not, because YOUR target client might differ from ours. This means their values will differ, which will require you to foster a different culture within your studio. 

Does this mean you’ll likely have to do and say things that will detract individuals outside your target demographic from coming in? Absolutely. But when you’re busy trying to appeal to EVERYONE, you risk appealing to no one, and you risk confusing and losing the clients that are already in your doors. Don’t be afraid to identify your niche, build a culture around it, and own it.

The post Why the Retention & Culture Model Beats Volume & ‘Community’  appeared first on Athletech News.

With a strong work ethic, years of sports training, a team spirit and some grit, ex-pro hockey players Kirk Dewaele and Brandon Cullen developed MADabolic in 2011.

Despite having no initial plans to franchise, 13 years later, there are 33 locations and 80-plus in development as consumers nationwide have embraced MADabolic’s unique take on group fitness and strength training. 

Athletech News sat down with Dewaele to hear about his and Cullen’s journey in creating the explosive brand, what sets MADabolic apart from other group fitness concepts, and how the company approaches the business of franchising. 

Athletech News: Why did you and Brandon Cullen decide to create MADabolic?

Kirk Dewaele: Brandon and I met in Charlotte in 2006 while playing for the minor league hockey team here. During the off-season, from 06-08, we trained together. At the end of the 2008 season, we both retired from hockey and jumped into the CrossFit world shortly thereafter. A lot of our clients were unfamiliar with using barbells, and that technique can be challenging to teach. We started thinking about how we could come up with a different method that’s less intimidating and would appeal to more people.

We started running barbell-free workouts with work-to-rest ratios on Saturdays and there was a boost in attendance. A big boost. We knew we were on to something. After about six months, we pulled the trigger and leased a space outside of Charlotte and set out to create this new model.

ATN: How do your personal style, training beliefs and business tactics help shape MADabolic?

KD: During my years playing hockey I trained with a lot of really knowledgeable strength and conditioning coaches and learned so much. Brandon did too. We took that into the CrossFit world and learned even more. We used all of that knowledge and experience when designing MADabolic.

From a business perspective, I think I fall back to my structured background with hockey. There are sets of rules to be followed – or business practices in this case. We’ve also brought a team mentality and environment to MADabolic.

ATN: How is MADabolic different from other group fitness concepts? 

KD: In a lot of ways. I think the workout is more structured – less chaotic than high-intensity group fitness. There is a very specific system. I would say it’s organized but edgy. Trainers don’t wear microphones; they are hands-on and very focused on correct movement. The intensity varies daily.

ATN: How does MADabolic approach the business of franchising?

KD: When we first opened our doors we didn’t have a goal to franchise. We wanted to provide a gym in Charlotte that was different from CrossFit.

Soon after we opened we started getting great traction. The space next to our building became available so we grabbed it and grew. We had a quick trajectory in terms of client base. People began asking if we would partner – if they could run a MADabolic gym in a different city. So we hired a consultant and started franchising in 2013.

We started slow. By 2018 we had ten locations and realized we could not handle the whole business by ourselves so we partnered with a private equity firm in 2019. Now we have 33 open locations and more than 80 in development.

ATN: What’s the most important lesson you’ve learned along the way?

KD: The importance of people. You have to partner with the right people when hiring or franchising because they make the business. If you have a great program, the right playbook and put the right people on your team that’s a recipe for success.

ATN: What’s surprised you most about the fitness industry?

KD: How tough it is to educate the consumer on what we are all about. Once we get them in the door and they see and feel the difference they understand it. But there are a lot of gyms and studios to choose from. People will often go to a workout and if they end up sweating and breathing heavily, they think they will get results. But they don’t take the time to educate themselves on the system, the process.

ATN: What are you most proud of?

KD: I’m really proud to have grown to 33 locations. I take great pride in our knowledgeable trainers. We put out a product we all believe in and care about – and it works.

ATN: What does the future look like for MADabolic?

KD: We want to continue to grow and enter new markets with great franchisees. We want to do this with a steady growth trajectory – not overly fast. I think there is a sweet spot and we need to keep a laser focus on that so we can retain our high quality and be successful in each market.

The post Inside the MADabolic Craze: Co-Founder Kirk Dewaele on the Fitness Franchise’s Growth appeared first on Athletech News.

The boutique fitness space is exceedingly crowded, so how does a brand stand out to consumers, coaches and franchisees? 

It differentiates. 

MADabolic is the industry’s leading group strength and conditioning franchise. This sets it apart from the rest, but the discerning factors go well beyond the workout modality.

Athletech News talked to MADabolic franchisee, Adam McLeod, who launched his Plano, Texas, studio in 2022 and will open two more studios in the Dallas area very soon.

“I’ve aligned myself with a brand, workout and franchise that fills a need, and alongside my member’s remarkable results, I’m seeing great success,” he says. 

McLeod’s career is steeped in fitness. Having worked for 15 years in varied capacities for Gold’s Gym, followed by two years running operations for a Crunch Fitness Franchise group, he caught the entrepreneurial bug and began researching franchise options in the boutique studio space. 

“I looked at everything and started to see a “huge gap,” he said. “There was and is such a lopsided focus on HIIT and high cardio programs centered around calorie-burn only, and the pivotal piece of fitness – strength training – seemed to have been overlooked.”

He then discovered MADabolic.

“This looked different than anything else to me,” he said. “MADabolic has the strength, structure and accountability that are all missing from other brands and programs. This is no-frills, scientifically proven programming that works, and I knew it would resonate with fitness enthusiasts and athletes alike.”

Now, two years in, when asked how his work as a MADabolic franchise owner compares to his past experiences in fitness, he speaks to the relationships and the results.

“I am helping people to move better and feel better,” he says. “We have a close community here that is getting stronger and fitter together, and I have such a sense of pride in being able to do this through MADabolic.” 

Pushing Properly

In terms of the workouts, McLeod uses the words intense and elite level. He says they are designed to build lean muscle and speed up metabolism while focusing on form and injury prevention.

“MADabolic applies one-on-one coaching to a group setting, run by movement specialists that ensure proper form and technique,” he explains. “This is not about doing as many reps as fast as you can because that formula just breeds injury. We control time under tension, and the coaches push … but they push properly.”

There are five movements per class, which is a format that McLeod says allows the coach to govern the flow and offer personal attention and corrective feedback. 

There are three different class formats named Momentum, Anaerobic and Durability that are based on work-to-rest ratios. Momentum classes are endurance- and athletic-based. Anaerobic is about speed and power. Durability focuses on stamina with more time under tension.

“These are solid, performance-driven workouts delivered with education around proper movement,” says McLeod. 

Getting Gritty for Better Results

About the experience MADabolic delivers, Mcleod says it can be gritty.

“We don’t sugar-coat things here,” he explains. “These classes are about getting in and getting to work and getting better results than anywhere else.”

The brand’s motto is Work. Rest. Repeat. 

“We want every individual to achieve sustainable results,” he says. “Recovery is built into the programming and that is so important. We work hard to educate our members on the proper ways to train – and rest. The maximum number of days in the studio we recommend per week is four.”

First-Class Franchise Support

The MADabolic corporate team prides itself on the unabridged support it offers franchisees, and McLeod appreciates this.

“I work very closely with the corporate team and it’s crystal clear that they will do everything to ensure each location succeeds,” he says. “There is also a lot of thought that goes into choosing the right franchisees and the team is growing the brand methodically … not too quickly.”

Making a Difference

McLeod says the impetus behind his career in fitness is his desire to make a difference in people’s lives. It’s clear he feels that he’s found this with MADabolic. 

“I have members thank me every day,” he notes. “People tell me they can’t believe how they used to look compared to how they look now. The program really does that. It helps people move better, drop inches and feel stronger.” 

When asked about his future with MADabolic, McLeod says he sees great growth potential. MADabolic today has 32 units open and operating with another 80+ in development, and that growth is happening fast. 

“I’m glad I got in on the ground floor and can grow as the brand expands and as more and more people realize the amazing results they can obtain with MADabolic,” McLeod says.

The post Fitness Industry Vet Finds the Perfect Fit as MADabolic Franchisee appeared first on Athletech News.

Precor is launching an upcoming functional strength training equipment line powered by BeaverFit, a fitness equipment supplier that serves the U.S. and NATO militaries, boutique studios and fitness entrepreneurs, and is the original creator of the container gym. 

The Washington-based Precor’s functional strength training line will introduce several products with BeaverFit’s space-saving design elements, such as integrated storage, while offering functional exercise zones that allow other strength areas to remain open for primary lifting movements.

The upcoming functional training line offers six options available with or without accessory packages: a Fitness Single Bay with the essentials for commercial facilities, a complete functional training Double Bay for high-traffic commercial facilities, a Hospitality Double Bay and Single Bay for limited fitness spaces, a Functional Post offering a single station powerhouse and a Functional Bridge for 360-degree training for solo or small group workouts. 

“BeaverFit’s extensive experience in developing purpose-built, functional training equipment that withstands the toughest environments, combined with their expertise in premium design and manufacturing, made them a perfect fit for Precor,” said Adam Hubbard, Precor director of product and marketing. “

Precor’s new products will be introduced this spring throughout the U.S. and internationally in select countries. The new functional strength line boasts built-to-last steel, adhering to BeaverFit’s mission of using high-quality materials sourced and manufactured in the U.S. and Britain. 

“We couldn’t be more excited about this partnership with the Precor team,” said Nick Vay, vice president of commercial sales at BeaverFit. “The synergy between our brands is remarkable, and we deeply appreciate the chance to provide our world-class functional training solutions to support their outstanding team and customers across the globe.”

The partnership comes as strength training continues to grow in popularity among fitness enthusiasts nationwide. Industry executives have told Athletech News they expect to see more gyms embrace functional training spaces that blend strength training equipment with large open spaces for members. The largest Gold’s Gym franchise group in Southern California has notably revamped its clubs to add functional training spaces.

In addition to serving Precor, a wholly owned subsidiary of Peloton, BeaverFit’s expertise in fitness equipment, facilities and custom-crafted solutions has resulted in manufacturing partnerships with boutique fitness brands including MADabolic, Spenga and Earn Your Stripes.

The post Precor Taps BeaverFit for New Functional Strength Line appeared first on Athletech News.

This article is part of ATN’s DISRUPT 2023 video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click here

In a crowded fitness and wellness space, three new game-changing franchise operators are paving the way with unique offerings, rewriting the script on what it means to embrace health and well-being. 

Athletech News caught up with Brandon Cullen, co-founder and chief concept officer of MADabolic; Steve Welch, CEO and co-founder of Restore Hyper Wellness; and Sebastian Santos, chief operating officer and co-founder of Impulse Body Fitness, during the DISRUPT 2023 panel, “Franchise Disruptors: New Names in Fitness & Wellness.”

Poised to scale, read on to discover how this trifecta of innovators is driving consumer demand and attracting passionate franchisees along the way.

Restore Hyper Wellness Is Ready To Scale

Restore Hyper Wellness bet big on consumers turning to wellness modalities, seeing past trends of food and fitness. The franchise has laid the groundwork to prepare for the wave of consumers seeking recovery and longevity therapies.

“When I started this out, we had a pretty strong feeling that the consumer was moving in this direction,” said Welch. “And we were going to be there to build something big and scalable nationwide that could address consumers’ needs so they can live a longer, healthier life.”

As Welch predicts a massive increase in market opportunity over the next four years, he says Restore is fortified as the market leader.

“We have almost an order of magnitude head start over everybody else,” he said. “We build out infrastructure that allows us to be a 50-state strategy. We are focused on executing and becoming a great franchisor.”

He also points to Restore’s financial partner, General Atlantic, who the franchise selected to be in it for the long haul, with a focus on true value creation.

“I think we are creating more value for our clients than any other brand I’ve seen in this country,” Welch said. “Our clients love us because they come in feeling one way, they leave feeling better, and they know that doesn’t just affect them today — that is going to affect them for many years to come, and that’s that’s a pretty powerful thing to be a part of.”

MADabolic Knows Its Niche

As fitness businesses clamor to provide ways for consumers to get fit and feel their best, MADabolic has identified the missing puzzle piece that’s long been overlooked. 

While the fitness franchise set out to provide high-level strength and conditioning to everyday people, Cullen says MADabolic has tapped into the high-achievers in the consumer segment, those that he says value structure and accountability. 

It’s a strategy Cullen believes the boutique fitness industry has neglected to address. He also says MADabolic’s tone has allowed it to stand out in the crowd as the first strength-driven interval training franchise.

“It’s popular to be the program for everybody today — and from a human side of things, I get the inclusive approach,” Cullen said. “I just don’t personally love it as a business model. I think it’s a very crowded space being the gym for everybody.”

Carving out a space for the most dedicated of fitness consumers has paid off for MADabolic.

“I do think there’s a unique spot in the industry for the person looking for a little bit more,” Cullen said. “The high-achiever that likes to have that third space to sweat beside like-minded people, and they might not necessarily need a high five to get through their day. I just think there’s a nice opportunity to shoot to do something different.”

As it scales, MADabolic is focused steadily on providing top quality over quantity, and is looking for franchisees who are willing to follow the game plan.

“Our ultimate goal is to isolate the top 50 markets in the United States based on not demographics, but psychographics,” Cullen said. “We’re not chasing 500, we’re not chasing 1,000 units. We want to land in markets and be known as a top training facility in (that) market.”

Impulse Body Fitness Targets Gym Haters

While MADabolic is serving serious fitness enthusiasts, Impulse Body Fitness is tackling the “fitness reluctant” through electrofitness. Clients wear a special electro-muscle-stimulation (EMS) suit that painlessly activates up to 300 muscles, burning up to 2,000 calories in a single session — ideal for those who aren’t interested in a traditional workout or are short on time.

“My main market is the other 81% of the people who try to start doing some type of exercise twice a year,” Santos said, referencing the majority of the population that doesn’t exercise regularly. “We offer a 25-minute workout with minimum effort which is provided by the suit.”

As Santos puts it, Impulse Body Fitness is chasing those who hate the gym, so the franchise doesn’t spend any energy pretending to be what it’s not. 

“Our approach to customers is to feel like we’re not a gym,” he said. “We’re a solution.” 

Since the innovative concept isn’t looking to compete in the crowded fitness club space, Santos is the first to admit that the fitness franchise doesn’t replace a gym. Instead, he explained that for some clients, Impulse Body Fitness actually complements their existing gym memberships. He also points out other positive benefits of EMS.

“EMS is coming from the medical field, and it’s being used for rehab,” he said. “So we can easily help people as a pain reliever system. There’s a bunch of other benefits besides calorie burn and toning muscles.”

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Ryan Svoboda, Owner and Managing Partner of MADabolic Southlake, Texas, has seen ups and downs in his first year of business, but he has continued to learn and grow through his tenure as a franchise owner. Svoboda was recognized as MADabolic’s 2023 Rookie of the Year this fall at the brand’s second annual Franchise Conference in Charlotte, North Carolina.

Svoboda grew up playing sports through high school and has long been passionate about staying active and leading a healthy lifestyle. After several years in supply chain management, he began to feel his career path was leaving his skillset underutilized, and he ventured into MADabolic ownership, seeking alignment between his skills and passion.

Under Svoboda’s leadership, MADabolic Southlake has witnessed strong growth since its opening its doors in March 2022. The gym opened with 50 founding members, which Svoboda grew to 200 within the year. Building a robust community that embraces MADabolic’s culture while fostering organic growth has been pivotal. His emphasis on hiring the right talent for specific roles has facilitated business and personal development.

“In his first year of business, Ryan has demonstrated all the qualities we look for in an excellent owner-operator and has become an emerging leader within our community,” said Brandon Cullen, MADabolic’s Co-Founder and Chief Concept Officer. “His work ethic, commitment to following the gameplan, and sense of humility have led to solid growth in Southlake over the last year, and I’m confident these attributes will continue to drive his success in his market.”

Reflecting on his first year in business, Svoboda candidly shares his top three lessons from MADabolic Southlake’s first year in operation: 

1. Identify the Right Team

“I’ve learned to focus my time on the things I’m best suited for and to outsource other tasks I’m less strong at. For example, social media is a fantastic tool, but it’s not one of my strengths. I decided to bring on a Marketing & Community Relations manager to tackle this, and it’s one of the best operational decisions I’ve made since we opened our doors. I also tend to be more serious and direct, but it’s been great to have another personality balance my personality out. Different clients or potential members connect best with certain personalities, so I love that we’ve developed a team where everyone is encouraged to bring their true personality into their role. Curating that yin and yang within our team has been strongly correlated with our successes.”

2. Take Your Time To Educate the Consumer

“MADabolic provides strength, structure, and accountability in a way most clients aren’t used to seeing. The best example is our locked door policy; we are committed to delivering a demo of the movements, an intentional warmup, and a one-on-one feel within a group class environment, all within 50 minutes. For clients’ safety and to maintain the trainer’s focus on helping clients move well on the training floor, we lock the door at the start of class.”

“While the 24 people who arrived on time love how this policy respects their time, the one person who gets locked out will have a difficult time buying into the system. But every interaction we have with a prospective client allows us to educate them on why we do what we do. We’ve seen a big change in clients’ mindsets over the last year as they begin to understand the value of this overall system and buy into our culture and approach to training. That said, initially, it’s a tough dance to uphold brand standards and be an outlier in the market without being so rigid as to be off-putting. It takes patience not to shove your beliefs at someone when you see a better way, but ultimately, helping clients along this journey is highly rewarding.” 

3. Use the Resources Around You

“I’ve learned over the last year that you need to set your ego to the side in business ownership. It’s critical to stay curious, be constantly inquisitive, and accept that you don’t have all the answers. In the day-to-day, sometimes that means a member or trainer notices something in a way I hadn’t. Sometimes, my blind spots extend to larger, more structural issues. Being part of a franchise system has been helpful because no matter what comes up, there are support structures in place, from MADabolic’s corporate team to the other franchise owners within the network, so while I may be the only MADabolic owner in my immediate market, I don’t have to feel like I’m wading through uncharted territory on my own.”

Ready to learn more about what makes MADabolic the leader in barbell-free strength and conditioning? Request information at ttps://athletechnews.ownamad.com/ 

The post Top MADabolic Owner Shares Tips for Fitness Franchising Success appeared first on Athletech News.

Fitness consumers have returned in full force to in-person fitness, and boutique fitness and studio franchises have been steadily growing (6.3% annually) since 2019 — great news for the fitness industry. As competition heats up, many leading fitness franchises have turned to BeaverFit, a leading manufacturer of fitness equipment and facilities, to provide solutions that integrate a brand aesthetic with the unique functional and space requirements of fitness operators.  

Just this year, BeaverFit led manufacturing partnerships with MADabolic, SPENGA, and Earn Your Stripes, each seeing the surging demand for design functionality.

The brand has mastered the outdoor fitness space and earned recognition as the creator of the original container gym. Now, BeaverFit has become a fan favorite of those in the high-end indoor fitness space with unique needs. 

“We’ve rapidly ramped up our indoor capabilities,” said Nick Vay, VP of Commercial Sales for BeaverFit. “That’s one of the fastest-growing parts of our business.”

It’s an area in which BeaverFit’s clients are eager to invest as they look to provide the ultimate fitness experience for members while reducing real estate costs, allowing them to scale.

“Our partners are coming to us and telling us that aesthetic, quality of design, and branding and customization capabilities are their top priorities and pain points,” said Vay. “Of course, price is always important, but those items are more important, as it needs to fit the aesthetic value and functional needs they’re trying to drive within their franchises or studios.”

Fast-growing and successful fitness businesses are aware of a simple fact, points out Vay:

“You can’t have high-end product offerings and a bunch of off-the-shelf fitness equipment that you could get anywhere else,” he said. “They want it to feel like it’s been custom designed for their brand from a functionality perspective, but also from a color design and aesthetic perspective to meet the needs of their space.”

Quality & Attention to Detail That Stand Out

It’s an area that BeaverFit is excited to serve, proud to stand apart from a one-size-fits-all approach with its custom and integrated solutions.

“A lot of things in fitness have continued to be commoditized,” said Vay. “This isn’t a dig on any manufacturer — it’s just the reality of the situation where it can be a race to the bottom from a price perspective and oftentimes quality.” 

BeaverFit’s solutions allow fitness franchises and studios to have on-brand aesthetics, but they go even further, serving functionality needs with engineering expertise. Since many operators struggle to find what they need to deliver a great in-person experience in a high-quality manner on the shelf of another manufacturer, BeaverFit can take the pain points of a fitness business and engineer the ultimate solution. 

It can be little things, such as anchor points for battle ropes or additional storage solutions to tuck products out of the way when not in use.

“It’s always just the little things for those premium products that really differentiate from everything else,” said Vay. “That’s really what we’re trying to lead from.”

Top Boutique Brands Choose BeaverFit

Other times, BeaverFit’s solutions can be a complete game changer for fitness businesses.

MADabolic, a strength-driven interval training franchise, tapped BeaverFit as it faced rising commercial real estate costs. Unable to find off-the-shelf bay units and products to meet their unique space requirements, BeaverFit created custom units in a specific size just for MADabolic, ensuring that the strength training franchise’s special functionality was also integrated into the units.

“I’m blown away with the custom solutions that these guys provided us,” MADabolic co-founder Brandon Cullen said of BeaverFit. “They are legitimate problem solvers.”

After discussing what MADabolic required regarding space, design and functionality, BeaverFit created functional bay units that offer a variety of functional training modalities and storage in one space-saving design. With a forward-thinking vision, BeaverFit ensured that the bays could be enhanced and modified over time, allowing MADabolic to grow.

This summer, fitness franchise SPENGA selected BeaverFit as its innovative strength solution provider, with BeaverFit creating an equipment storage and racking system in a single post unit nicknamed the ‘strength pod.’

Although some vendors were trying to sell SPENGA on in-stock, off-the-shelf products, BeaverFit was able to use SPENGA’s exact requirements and create a polished, brand-new product.

“By partnering with BeaverFit, SPENGA is now able to enhance the member experience by adding functionality and equipment without needing any additional spatial requirements,” said Roger McGreal, co-founder of SPENGA, which combines spin, strength and yoga. 

Earn Your Stripes Fitness (EYS) also approached BeaverFit with a problem: heavy bags that are used in their four-station fitness concept, but only a portion of the time. 

Not only are the bags extremely heavy, but they also take up a lot of space. Not wanting to remove the bags from the EYS workout, the brand found a solution through BeaverFit, which created a custom adjustable trawler arm within the bay unit so it would be easy to move the heavy bags.

“Part of it was programming,” Vay said of EYS’s former pain point. “How do we continue to deliver the same great program, but improve the design or experience of our classes?” 

The fitness equipment and solution provider also worked with Rumble Boxing to create structurally engineered bridges that could hold 5,000 pounds worth of heavy bags, which, as Vay points out, can’t just be purchased off the shelf.

Design Efficiency Leads to Cost Savings

Not only is BeaverFit addressing custom specs for fitness operators, but it’s also helping businesses maximize real estate — a huge win for brands. 

“If you’re not maximizing that real estate, you’re costing yourself seats in your classes,” Vay said. “How do you make sure you’re maximizing that real estate and space potential without necessarily taking away from the experience that you’re trying to create as well? That’s the delicate balance.”

MADabolic says partnering with BeaverFit is one of the strength-driven interval training franchise’s most significant moves since its inception.

“To date, we’ve seen our footprint shrink by anywhere from 300 to 600 square feet,” Cullen said of BeaverFit’s solution. “If you do some basic math. . . you’re looking at hundreds of thousands of dollars at the end of a 10-year lease. Now that I look at it this way, I don’t know why we didn’t do it earlier.”

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