Business expansion comes hand in hand with daunting challenges, particularly when venturing into franchising. Devan Kline, the co-founder of Burn Boot Camp, has skillfully navigated this path, transforming a humble fitness venture into a soaring $400 million enterprise. Today, he sits down with A.J. to share the lessons he learned from growing his fitness franchise, the challenges of scaling from 10 to 100 million, and the importance of people operating systems.

About Devan Kline:

Devan Kline is a dynamic entrepreneur, renowned fitness expert, and motivational speaker known for his relentless commitment to health and wellness. As a co-founder and CEO of Burn Boot Camp, a thriving fitness brand valued at $400 million, he has reached outstanding heights in the fitness industry.

Starting his entrepreneurial journey with just $600, Devan and his spouse transformed a simple parking lot boot camp into a fitness empire spanning over 200 locations. His story is a testament to his impassioned dedication, risk-taking, and visionary leadership.

Key Insights

• Create a community around your product. Your product draws customers in, but the sense of community and connection fosters long-term loyalty and engagement. Aim to build a supportive environment by creating meaningful, value-centered engagements through regular interactions, customer appreciation, or active participation in community initiatives. (06:34)

• Speak your customers’ language. Use the common language of your customers so that you can cultivate a deeper connection with them and build a supportive community around your brand. This will drive the expansion and sustained growth of your business franchise. (09:49)

• Lead by example. When leaders live the values they preach, it inspires their employees, reinforcing the company's culture and strengthening the organization as a whole. So, live your values, inspire people through actions, and cultivate a work culture that mirrors your brand's ethos. (13:18) 

• Keep a clear vision. Business growth requires clarity that aligns with your goals and objectives. This creates direction and minimizes potential risks or missteps during the expansion phase. It ensures your business continues on the correct path and helps with decision-making, planning, and strategizing for successful growth. (26:17)

• Stay focused. Focus on your main operations and avoid distractions that may hamper growth, compromise product or service quality, and lead to unexpected challenges. Stay focused on primary goals, ensuring every step aligns with your overall mission for effective and efficient scaling. (38:35)

Devan’s best advice for entrepreneurs:

“The business needs to serve something greater than itself. And you can't just wake up every day staring at an issues list and a book of problems and pretend that you thrive in the chaos. Everybody needs a pat on the back every once in a while.” (30:33)

Connect with Devan:

• LinkedIn
• YouTube
• Instagram

Resources Mentioned:

• Burn Boot Camp
• Entrepreneurial Operating System by Gino Wickman
• What the Heck Is EOS? by Gino Wickman
• Traction by Gino Wickman
• The 21 Success Secrets of Self-Made Millionaires by Brian Tracy
• Scaling Up by Verne Harnish
• Measure What Matters by John Doerr and Larry Page
• The E-Myth Revisited by Michael Gerber

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