How do you compete with the big guys when you’re running a local boutique studio? According to Zach Mills, founder of ONBRND, it’s not about outspending the giants; it’s about out-thinking them. In this episode, Zach joins Laura Munkholm to share his journey from collegiate athlete to marketing lead at Xponential Fitness—where he oversaw brands like YogaSix and AKT—to eventually launching his own successful agency.

Zach reveals why the digital landscape is more crowded than ever and why Meta has become an ever-evolving door that requires constant optimization. He dives deep into the necessity of a solid foundation, explaining why you shouldn’t spend a dime on ads until your CRM and lead-nurturing infrastructure are leak-proof. He also discusses the power of consistency, the shift from complex targeting to high-performing creative hooks, and how AI tools like ChatGPT act as amplifiers rather than replacements for human strategy. Finally, he shares the inspiring success story of Natural Pilates and how they scaled from 4 to 12 locations by prioritizing the backbone of their business.