In this episode of On Brand, Slightly Off Topic, Alex Berkovsky, Founder and CEO of Kids United, shares the personal and professional journey that led him from technology and global telecom into the world of youth sports franchising. After years in IT, Alex found himself searching for more meaningful work and discovered the power of community, systems, and culture through his experience as an Orange Theory franchisee. That foundation ultimately inspired him to build Kids United, a youth soccer franchise designed to help children develop confidence, character, and life skills through the game of soccer.Alex also explores what makes Kids United different from traditional youth sports programs, from its year-round indoor model and extensive curriculum to its focus on consistency, safety, and child development. He discusses the challenges of launching and scaling the brand, including navigating COVID, refining the business model, and shifting from two-field facilities to a more scalable one-field format. Throughout the conversation, Alex emphasizes the importance of purpose-driven leadership, passionate franchise partners, strong culture, and building a business that creates impact beyond revenue. The episode offers practical insight for franchise leaders, entrepreneurs, and anyone interested in building a brand rooted in both operational discipline and meaningful purpose.