MADabolic Rallies Partners and GMs Ahead of Expansion - Athletech News

Nov 06, 2024

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.”

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Courtney Rehfeldt has worked in the broadcasting media industry since 2007 and has freelanced since 2012. Her work has been featured in Age of Awareness, Times Beacon Record, The New York Times, and she has an upcoming piece in Slate. She studied yoga & meditation under Beryl Bender Birch at The Hard & The Soft Yoga Institute. She enjoys hiking, being outdoors, and is an avid reader. Courtney has a BA in Media & Communications studies.