How do you grow a multi-unit fitness franchise without a massive ad budget?

Ray Dunn did it—with free classes, donuts, grassroots events, and relationships. In this episode of Franchise Secrets, Erik Van Horn and Ray unpack a masterclass in guerrilla marketing, team management, lead generation, and semi-absentee ownership.

Whether you're launching a new location or scaling an established brand, this episode is packed with real, proven strategies to help you win locally.

Timestamps:

00:00 – Why Grassroots marketing still works

01:30 – Ray Dunn's journey from CPA to franchisee

03:25 – Beating household brands with grassroots tactics

05:10 – Early hustle: donuts, Jeep deliveries & costumes

06:30 – Launching Club Pilates with no brand awareness

08:30 – How to test your brand's local visibility

11:40 – Landmarks vs. addresses: smarter local marketing

13:25 – Visibility = growth: rent as a marketing investment

15:00 – Defining semi-absentee ownership (and what it's not)

17:45 – Event-based growth strategies (with real examples)

21:40 – Partnering with breweries, parks & coffee shops

25:00 – Low-cost events: $75 budget, real ROI

28:00 – B2B outreach & free "Pilates Party" lead gen

31:00 – How to build win-win partnerships with local businesses

33:00 – Using AI (ChatGPT) to plan local marketing strategy

36:00 – Prize wheels, contests & collecting quality leads

40:00 – The $3 lead strategy that generates customers

44:30 – High-value, low-cost giveaway strategies

46:10 – Hiring & training staff for grassroots engagement

49:00 – The mindset shift owners and staff must embrace

52:45 – Selling by removing barriers (not pressure tactics)

55:00 – What emerging franchisors can learn from top operators

57:10 – Ray's final advice for franchisees & franchise brands

📌 What You'll Learn:

-Smart local lead gen using free classes and community events

-Why visibility and location matter more than you think

-Training staff to love community marketing (even introverts)

-How to build real partnerships with neighboring businesses

-When and how to delegate grassroots marketing

-The truth about semi-absentee ownership in franchise systems

-How franchisees can influence the playbook for entire brands

-Creative prize strategies to boost lead capture and conversion

-Why emerging brands should listen to the field

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/ 

👍 Facebook - https://www.facebook.com/erik.v.horn/ 

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/

Best Franchise Starter Playlist:

https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm

https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf

https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL

#FranchiseGrowth #GrassrootsMarketing #FitnessBusiness #PilatesStudios #FranchiseSecrets #LocalMarketing

What separates the average franchisee from the elite? In this solo episode, Erik Van Horn shares the exit playbook used by top-performing franchisees to scale, systemize, and cash out for millions. Discover how to go from franchise operator to investor, build a sellable franchise business, and protect your wealth with smart tax strategies and capital allocation.

Learn the secrets behind:

-Structuring a business for exit

-Buying tired franchises and turning them around

-Tax strategies every entrepreneur should know

-Investor identity and risk mitigation

-Avoiding the biggest mistakes after a big payday

Whether you're just getting started or preparing to exit, this episode gives you the tools, mindset, and playbook to build serious wealth through franchising.

Timestamps:

00:00 – From Operator to Investor: The Big Shift

02:18 – Replacing Your Income vs. Building Wealth

03:09 – Multi-Million Dollar Exit Strategy

06:38 – Learning the Investing Game

07:50 – How to Build a Sellable Franchise

08:57 – Buying Out Tired Franchisees

10:44 – Real Estate Risks When Acquiring Locations

13:35 – Resources: Franchise Secrets Facebook & Mastermind

14:48 – Buying Performing Assets and Doubling ROI

16:27 – Cash Flow vs. EBITDA: What Really Matters

17:43 – How to Exit Without Fully Exiting

18:45 – Find a CPA Who's a Tax Strategist

21:05 – Rookie Investor Mistakes to Avoid

24:01 – What Real Downside Protection Looks Like

27:10 – Define Your Investor Identity 

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/ 

👍 Facebook - https://www.facebook.com/erik.v.horn/ 

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/

Best Franchise Starter Playlist:

https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm

https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf

https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL

#FranchiseExit #FranchiseGrowth #PassiveIncome

In this episode, Erik is joined by Sherri Sieber, president of FranFund, to dive deep into the pitfalls and must-knows for emerging franchisors—and the critical importance of funding, accurate FDDs, and realistic projections.

🔑 Key Takeaways:

🚩 Red flags when franchisees are only allowed to call 3 out of 20 franchisees.

💰 Why underfunded franchisees are a risk to your brand's survival.

📊 The importance of Item 7 in the FDD—and how lowballing can backfire.

🧠 What lenders really look at when evaluating a franchise brand.

🧾 Item 20 explained: why losing franchise units hurts more than you think.

🏛️ The return of the SBA Franchise Directory (and why it matters).

📉 The Coleman Report: the "credit report" for franchise loan history.

🏗️ Real estate delays and overspending on flagship locations = long-term pain.

🙅‍♂️ Why saying "no" to an unqualified candidate is a gift, not a failure.

📣 Resources Mentioned:

✅ Join the free Franchise Secrets Facebook Group → https://FranchiseSecrets.com/facebook

✅ Learn about the Franchisor Mastermind → https://ScalableFranchise.com

⏱️ Timestamps:

00:00 – Red flag: Only allowing 3 franchisee references

02:00 – The danger of poorly capitalized emerging brands

06:00 – Underqualified buyers & the franchise fee trap

10:00 – Visualizing burn rate and the path to break even

13:00 – Why an inaccurate Item 7 can ruin lender trust

20:00 – The power of Item 20 and why lost units matter

23:30 – The Coleman Report: Franchise credit score explained

28:00 – SBA lending changes coming June 1st

37:00 – Costly buildout mistakes by franchisees

45:00 – Real estate scarcity cripples scaling

50:00 – When FranFund says "no," it's for your brand's good

💬 Final Thoughts:

If you're an emerging franchisor—or thinking about becoming one—this episode is a must-listen. Your first 10–20 franchisees define your brand's story, reputation, and lender viability. Don't build a brand on hype. Build it on solid systems, funding, and trust.

👍 Like, Subscribe & Share if you found value.

🎧 Follow the Franchise Secrets Podcast for more expert conversations!

Connect with Sherri and FranFund here:

Website: https://www.franfund.com/

Linkedin: https://www.linkedin.com/in/sherriseiber/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ 

Best Franchise Starter Playlist:

https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm

https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf

https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL

Are you ready to turn your passion into a thriving franchise? In this episode of Franchise Secrets, Erik Van Horn speaks with Derek Pipkorn, a multi-center owner of Mathnasium, a math-only learning center, about how to scale and manage a franchise successfully. 

Derek shares insights into the challenges and rewards of growing multiple franchise locations and how he's used his experiences to build a scalable business model. He discusses how franchisees can overcome common pitfalls that stifle growth. He also reveals the importance of delegation, brand consistency, and balancing passion with business strategy to create long-term value. 

If you're considering franchising, Derek's journey offers valuable lessons on navigating the complex world of franchise management. From understanding territory dynamics to overcoming fears around competition, this episode is packed with advice for building a successful, scalable franchise.

Tune in to hear Derek's insights on growing your franchise, creating strong brand foundations, and leveraging strategic partnerships. Don't miss out on these helpful insights!

"If the passion doesn't really technically drive the revenue and the growth of the center and it's not focused, it just kinda becomes a hobby, and I made sure that that wasn't the case from the start." ~ Derek Pipkorn

In This Episode:

- Transition from teaching to entrepreneurship

- Derek's journey and passion for franchise ownership

- The balance of business growth and passion

- The first step to franchise success

- Resale vs. starting from scratch

- Dealing with competition and franchisee relationships

- The importance of having a supportive partner in life and business

- Building an asset vs. building cash flow

- Delegating responsibilities to scale a franchise

- Derek's lifestyle outside of Mathnasium

Resources: 

🌐 Consult with Erik - https://form.jotform.com/222685728939070

🌐 Want to buy a franchise? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617   

🌐 Want to franchise your business? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617 

🌐 Franchisees and franchisors find proven tactics and strategies to scale YOUR businesses - https://scalablefranchise.com/

🌐 Franchise Springboard - https://franchisespringboard.com/

Connect with Derek Pipkorn:

🌐 Website - https://www.mathnasium.com/

💼 LinkedIn - https://www.linkedin.com/in/derek-pipkorn-b550a523/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ 

What's the secret to scaling a franchise brand with venture capital? In today's episode, Yoni Rechtman shares his insights into what makes franchising a powerful tool for growth and why it's not just about finding the right product, but about creating systems that work.

Yoni, a principal at Slow Ventures, joins Erik Van Horn to discuss the intersection of franchising and venture capital, explaining why the model is often misunderstood in the investment world. They dive into finding the right founder, the importance of scalable systems, and why franchisors must think beyond just opening more units. 

If you're a founder or investor, this episode will give you the roadmap to build for growth and success. Tune in for an insider's perspective on how to make franchising work for you!

"I don't think you can build healthy businesses by just hacking it, cheating, and cutting corners. You can maybe do something quickly, but you can't build something durable. And what matters is building something durable that will outlive you and be a long-standing, important company." ~ Yoni Rechtman

In This Episode:

- Meet Yoni Rechtman, Principal at Slow Ventures

- Why other VCs are not as interested in franchising as Yoni

- Yoni's advice to the founder who wants to raise capital

- Liquidity timelines and the philosophy behind Slow Ventures

- The importance of a founder's vision and ambition

- How to determine brand valuation

- What Yoni is looking for in a founder and a brand

- Angel investor vs. venture capitalist

- How VCs help franchise owners grow

- Where founders should be focusing 

- The value of building scalable systems for long-term success

Resources: 

🌐 Consult with Erik - https://form.jotform.com/222685728939070

🌐 Want to buy a franchise? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617   

🌐 Want to franchise your business? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617 

🌐 Franchisees and franchisors find proven tactics and strategies to scale YOUR businesses - https://scalablefranchise.com/

🌐 Franchise Springboard - https://franchisespringboard.com/

Connect with Yoni Rechtman:

🌐 Website - https://slow.co/about/

💼 LinkedIn - https://www.linkedin.com/in/yrechtman/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ 

Building a successful franchise isn't just about growth—it's about creating the right foundation for your franchisees to thrive. Discover the secrets behind scaling franchises from someone who's been there and done that.

In this episode, Brigham Dallas, a franchise industry expert and owner of Hello Sugar, returns to discuss what it truly takes to grow and sustain a franchise brand. Brigham and Erik discuss why early franchisee success is critical to your brand's long-term success and how radical transparency can help avoid false expectations. They dive into the importance of hiring the right people, empowering them to make decisions, and ensuring they align with the brand's vision. Brigham also explains how micro decisions made by team members can significantly impact a franchise's future.

If you want to scale your brand and build a franchise that lasts, don't miss this episode!

"I do not want a franchisee getting into this business with false expectations. I want them coming into the business knowing exactly what they're getting into and knowing that what we are providing is like there's no surprises—no hiccups, no red flags that come after the marriage." ~ Brigham Dallas

In This Episode:

- Building the foundation for franchise growth

- Where most brands fail early in the business

- The value of Item 19 and radical transparency in franchising

- Human receptionists vs. AI, and Brigham's bold decision

- Brigham's mission as a franchisor

- Setting the right expectations with franchisees

- How to align franchisees with your brand's vision

- The benefits of working with Front Street Equity Partners

- How Brigham helps franchisees succeed

- Hello Sugar's revenue generation scheme for franchisees

Resources: 

🌐 Consult with Erik - https://form.jotform.com/222685728939070

🌐 Want to buy a franchise? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617   

🌐 Want to franchise your business? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617 

🌐 Franchisees and franchisors find proven tactics and strategies to scale YOUR businesses - https://scalablefranchise.com/

🌐 Franchise Springboard - https://franchisespringboard.com/

Connect with Brigham Dallas:

🌐 Website - https://www.hellosugar.salon/

💼 LinkedIn - https://www.linkedin.com/in/brighamdallas/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ 

What makes a successful franchisor stand out from the rest? It's not just about expanding quickly—it's about building a brand that can scale and stand the test of time. 

In this episode, Jeff Herr of Front Street Equity Partners returns to exchange views with Erik Van Horn. They discuss what sets great franchisors apart from the average ones, why strategic growth and brand consistency are crucial, how the most effective franchisors foster strong relationships with their franchisees, and the importance of establishing standards that can be consistently applied and scaled. 

Whether you're a franchisor looking to expand or a franchisee considering joining a system, this episode offers valuable insights into building a business designed for growth.

If you want to learn how to build a franchise that stands the test of time, tune in to find out the strategies you need to scale successfully.

"The best franchisors are the ones who are working on things so that the business can ramp faster than it did a year ago." ~ Jeff Herr

In This Episode:

- Creating a compelling brand story

- What sets great franchise founders apart

- Strategic vs. rushed franchise growth

- Building equity by compressing time

- Making scalable strategies for franchise growth

- Balancing innovation with franchise consistency

- Hiring and delegating the right responsibilities

- Protecting brand integrity and the need for enforcing brand standards

- Franchisors supporting franchisees for long-term success

Resources: 

🌐 Consult with Erik - https://form.jotform.com/222685728939070

🌐 Want to buy a franchise? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617   

🌐 Want to franchise your business? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617 

🌐 Franchisees and franchisors find proven tactics and strategies to scale YOUR businesses - https://scalablefranchise.com/

🌐 Franchise Springboard - https://franchisespringboard.com/

🌐 Master the Six Stages of Franchise Relationships for Success - https://www.youtube.com/watch?v=AGPvZZRorCw

Connect with Jeff Herr:

🌐 Website - https://www.frontstreetep.com/

💼 LinkedIn - https://www.linkedin.com/in/jeff-herr-016703214/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ 

If you think passive income means sitting back and letting the money roll in, think again! In this episode, we uncover the truth behind passive income and why it's not as simple as it seems.

Join Erik Van Horn as he talks to financial expert Russ Morgan about the realities of passive income. They delve into why most people's expectations about passive income are misguided and discuss strategies to create genuine wealth without relying solely on traditional investment methods. Russ explains how to use tools like the Augusta Rule and shares insights from his experience helping clients build sustainable financial futures.

Discover how entrepreneurs can build wealth without Wall Street and learn about the Passive Income Roadmap.

Tune in now to hear why passive income is more than just a buzzword—it's a strategy for long-term financial success!

Join the passive income revolution today!

"What are we doing with our dollars? Is it getting us more of what we want or less of what we want? It's not an accumulation plan. The person who wins this game doesn't have ten million dollars in an account in the future. The person who wins this game has more passive income coming in than monthly expenses that they could never run out of. That is financial freedom." ~ Russ Morgan

In This Episode:

- The value of hiring a coach

- Is your CPA knowledgeable about The Augusta Rule?

- Money mistakes and the obstacle to financial freedom

- Becoming a good steward of your finances

- Active vs. passive income and activating PIOS

- Mistakes people commit as they start building passive income 

- How the market's sugar rush impacts investors

- The framework for building passive income 

- Understanding your "investor buy box" for smart decisions

-  Investing with the right people vs. just the right deal

- Passive income ideas you can try

Resources: 

🌐 Consult with Erik - https://form.jotform.com/222685728939070

🌐 Want to buy a franchise? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617   

🌐 Want to franchise your business? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617 

🌐 Franchisees and franchisors find proven tactics and strategies to scale YOUR businesses - https://scalablefranchise.com/

🌐 Franchise Springboard - https://franchisespringboard.com/

🌐 Grab Your Wealth Building Tools Here - http://wealthwithoutwallstreet.com/franchisesecrets 

🌐 The Passive Income Roadmap - http://www.mypassiveincomeroadmap.com

Connect with Russ Morgan:

🌐 Website - https://www.wealthwithoutwallstreet.com/

💼 LinkedIn - https://www.linkedin.com/in/russ-morgan-72595519/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/

What they don't teach you at Wharton could be the key to building the next big beauty brand. In today's episode, Erik Van Horn welcomes Adam Ross, former CEO of Heyday and current partner at Front Street Equity Partners. 

Adam shares invaluable insights from his journey, transitioning from banking to entrepreneurship, leveraging his MBA from Wharton, and scaling Heyday into a beauty powerhouse. He dives into why beauty is still one of the biggest white spaces in the US and why brands like goGLOW might be the next success story. Adam discusses building brand leaders, trust between franchisees and franchisors, and the importance of strategic partnerships in franchise growth.

Tune in for a masterclass on franchising, brand-building, and the future of the beauty industry!

Subscribe to hear more from industry leaders and gain insider strategies for franchise success.

"To be successful, you've got to come up with a product that is unique and meaningfully different than anything that's out there. And I think you've got to complement that with a brand that is also quite differentiated and has different pillars and legs versus anything else that's out there in the category." ~ Adam Ross

In This Episode:

- Adam's shift from banking to entrepreneurship

- Key MBA lessons that shaped Adam's real-world success

- Heyday's position in today's industry

- Adam's entrepreneurial strengths and skills

- Why Adam stepped down as Heyday CEO

- Partnering with Front Street Equity Partners

- Taking a small brand to the next level

- Heyday's evolution: early operations to present

- The importance of trust between franchisees and franchisors

- Why working with a strategic partner is beneficial

- Adam's drive to support emerging brands

- Advice for franchisees working with emerging brands

Resources: 

🌐 Consult with Erik - https://form.jotform.com/222685728939070

🌐 Want to buy a franchise? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617   

🌐 Want to franchise your business? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617 

🌐 Franchisees and franchisors find proven tactics and strategies to scale YOUR businesses - https://scalablefranchise.com/

🌐 Franchise Springboard - https://franchisespringboard.com/

🌐 goGLOW - https://goglow.co/

Connect with Adam Ross:

🌐 Website - https://frontstreetep.com/

💼 LinkedIn - https://www.linkedin.com/in/adam-ross-6bbaab2/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/

What if your franchise could generate predictable profits every month without the constant hustle? In this episode, Stu McLaren, an expert on memberships and recurring revenue, reveals the missing link that most franchises overlook.

Stu and Erik dive deep into the world of memberships and how they can transform any franchise system. Whether you're a franchisor or a franchisee, understanding the importance of predictable profits and creating a community can unlock massive growth potential. 

Stu shares key insights on building effective membership models that generate consistent income and discusses the critical mindset shift needed for business owners to go beyond just one-off transactions. He emphasizes the significance of focusing on transformation and how franchises can leverage this to scale. Stu also reveals strategies for building communities that engage and retain customers, all while avoiding common pitfalls.

Want to learn how to add recurring revenue to your business? Tune in for actionable tips to skyrocket your growth and stabilize your cash flow.

"It's not about the stuff; it's the transformation. That's what people are buying. If you can give people the transformation in a shorter amount of time and make it easier, it makes an absolute no-brainer. So it's not about the volume, it's about the transformation." ~ Stu McLaren

In This Episode:

- Stu McLaren's background in entrepreneurship

- How membership models are relevant to franchisees

- The different types of memberships

- Developing a subscription model within a franchise system

- Case studies of successful membership models

- Mistakes to avoid when creating a membership model

- Why giving too much might hurt your offer and what to do instead

- Lessons from Stu McLaren's book, Predictable Profits 

- Why franchisors should consider membership models 

Resources: 

🌐 Consult with Erik - https://form.jotform.com/222685728939070

🌐 Want to buy a franchise? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617   

🌐 Want to franchise your business? Connect with Erik here - https://forms.gle/n4JedEuU5p7asE617 

🌐 Franchisees and franchisors find proven tactics and strategies to scale YOUR businesses - https://scalablefranchise.com/

🌐 Franchise Springboard - https://franchisespringboard.com/

🌐 Book: Predictable Profits by Stu McLaren - https://stu.me/predictable-profits

Connect with Stu McLaren:

🌐 Website - https://membership.io/ and https://stu.me/

💼 LinkedIn - https://www.linkedin.com/in/stumclaren/

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/   

📷 Instagram - https://www.instagram.com/erikvanhorn/  

👍 Facebook - https://www.facebook.com/erik.v.horn/  

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/