The Franchise Scale Up Show with Guy Coffey

One STRONG Pilates studio in Canada opened with about 600 pre-sales, a mix of memberships and packs. Michael Ramsey explains why he puts so much emphasis on what happens before the doors open.

In this episode of The Franchise Scaleup Show, I sit down with Michael, founder of STRONG Pilates and a former multi-unit F45 operator, to unpack international franchise expansion, local execution, and the pre-sale work behind a strong studio launch.

We trace the move from F45 into a concept that combines Pilates, strength training, and cardio. Then we talk through master franchising, the infrastructure needed in new markets, and why STRONG's first US studio opened in San Antonio instead of the planned Los Angeles location.

The practical heart of this conversation is pre-sale: putting real people on camera, building relationships locally, assigning clear roles for lead follow-up and sales, and giving franchisees dedicated support instead of handing over a toolkit and hoping it gets used.

In this episode:

• How STRONG chooses master franchise operators and supports new markets.
• What the San Antonio launch taught Michael about local execution.
• Why pre-sale matters to opening momentum and franchisee confidence.
• What a 12-week pre-sale plan needs beyond a checklist.
• Why premium buildout extras should not crowd out launch marketing.

At the time of recording, Michael reports around 130 locations in 14 countries. The Canadian pre-sale example is one studio's reported experience, not a typical result or a promise for every location.

Building an emerging franchise brand? Visit https://guycoffey.com and book the free Franchise Growth Strategy Call mentioned in this episode to discuss support infrastructure, territory sales, or preparing for private equity.

CHAPTERS
00:00 The Human Side of Franchising
01:05 Meet Michael Ramsey
02:44 From F45 to the STRONG Pilates Concept
07:03 Growing Through Shutdowns and Going Global
09:56 Master Franchising and Support Infrastructure
12:01 San Antonio Becomes the US Launchpad
14:06 How US Franchise Development Differs
17:21 Building a Performance-Focused US Team
19:10 Why Pre-Sales Set the Tone
20:54 Inside the 600-Sale Pre-Opening Example
24:21 A 12-Week Pre-Sale Plan Needs Clear Roles
27:19 Why Pre-Sale Support Has Its Own Role
29:48 Prioritize Pre-Sales Over Premium Upgrades
31:49 Final Thoughts and Franchise Growth Strategy

#STRONGPilates #Franchising #FitnessBusiness #FranchiseGrowth

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

Buying a business can accelerate growth. But who keeps it running when the owner leaves?

I'm Guy Coffey, and in this episode of The Franchise Scale-Up Show, I'm joined by Guy Bartlett to look beyond the deal and into the people, systems, and transition that come with it.

Guy shares his experience acquiring owner-managed businesses and supporting buyers and sellers through transitions. We talk about why he starts with human conversations, what happens when a business depends on its owner, and why a promising spreadsheet is only part of the picture.

In this conversation:

• When growth through acquisition makes sense, and when it may compound problems in your existing business.
•  How your network, suppliers, and customers can open the door to acquisition
• conversations.
• What to look for in owner dependence, team capability, and cultural fit before the
• handover.
• Why sellers need a clear exit goal, not just a bigger asking price.
• How balance-sheet value, deferred consideration, and seller financing enter the discussion.

For franchise founders and business owners considering their next move, this is a

conversation about growing with a plan, protecting what already works, and taking

responsibility for the people behind the numbers.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

Selling more franchises can look like progress. But can your franchisees operate the model successfully, and are customers coming back?

In this episode of The Franchise Scale-Up Show, Pete Ricciardi and I start with a $75,000 question: should an emerging franchisor join a broker network or hire an experienced franchise adviser?

That opens a bigger conversation about what needs to work before you scale: your systems, franchisee selection, unit economics and customer experience.

We dig into product mix, the products and services customers actually buy, and how that information can inform pricing, staffing and promotions. I also share what we learned when we took a closer look at our services, timing and pricing.

IN THIS EPISODE

• Why successful corporate stores don't automatically prove a model will work in a different market.
• What to consider when choosing your first franchisees.
• How a smaller footprint can affect capacity and the customer experience.
• Where to begin with product-mix data instead of guessing.
• Why discounts need a plan, not just a sales target.
• How to keep customers and employees in focus as you add locations.

For emerging franchise founders and operators, this is a practical conversation about building a stronger business, not just a bigger location count.

ABOUT PETE

Pete Ricciardi draws on his experience as a Burger King franchisee and his consulting work to discuss franchise operations and customer-focused growth.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

One franchisee doesn't just represent one location. They represent your brand. So what happens when you grow the system without getting the people right?

In this episode of The Franchise Scale-Up Show, I sit down with Pete Ricciardi to talk about franchise growth, franchisee selection and the decisions that protect the business you're building.

We start with a Teenage Mutant Ninja Turtles pizza restaurant opening and an Anytime Fitness club reinvention, then turn to acquisition due diligence, franchise agreement renewals, single-unit versus multi-unit ownership, and the pressure that comes with rapid expansion.

We also discuss Jack in the Box, the questions surrounding 7-Eleven in Australia, and the growth paths of brands including 7 Brew and Dutch Bros. These examples lead back to the same question: are you building a stronger system, or simply a bigger one?

Inside the conversation:

• What experienced buyers question during franchise due diligence.
• Why franchise renewals, leases and goodwill deserve attention before a deal.
• How to think about one location versus multiple units.
• Why franchisees need the willingness to take risks and the discipline to follow the playbook.
• How inconsistent brand standards can affect the other owners in your system.

For emerging franchisors, existing franchise owners and prospective buyers, this is a practical conversation about people, consistency and growth without losing control.

Ready to go deeper? Visit https://guycoffey.com and book a free franchise growth strategy call.

Subscribe to The Franchise Scale-Up Show, and share this episode with a founder who is building their next stage of growth.

Protect your vision. Move fast. Scale smart.

This episode is for educational discussion, not legal, financial or investment advice. Brand examples and industry commentary reflect the conversation at the time of recording.

Consult qualified advisers about your own franchise agreements and business decisions.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

How do you grow a restaurant franchise without losing the relationships that made the first location work?

In this episode of The Franchise Scale-Up Show, I sit down with John Gelastopoulos of Broken Yolk Cafe to talk about the people behind the growth: franchise owners, employees and the customers who keep coming back.

John shares how he arrived in America at 17 with less than $20, bought Broken Yolk in 1993 with help from credit cards, and helped grow the brand to 42 locations at the time of our conversation. But the most useful part of his story isn't the location count. It's how he approaches the people behind it.

We get into:

• What hands-on franchise support looked like for an owner who went from a two-store agreement to 10 locations.
• The two very different managers who shaped John's leadership.
• Why familiar faces and personal attention matter to repeat customers.
• What he looks for beyond a resume when hiring and selecting franchise owners.
• Why he visits potential restaurant sites instead of relying on data alone.

For emerging franchisors, multi-unit operators and restaurant owners, this conversation offers a practical look at scaling through support, hospitality and staying close to the business.

Ready to scale without losing control? Book a free franchise growth strategy call at

https://guycoffey.com

Subscribe to The Franchise Scale-Up Show, and share this episode with one founder who needs it.

Protect your vision. Move fast. Scale smart.

Figures and business examples reflect the conversation at the time of recording and are not earnings guarantees.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

An airline once fired its entire customer service team and replaced it with AI bots. It did not go well. On this episode of The Franchise Scale Up Show, Guy Coffey sits down with Kate Nelson, a customer experience technology strategist, to unpack what happens when brands try to remove the human element from customer experience, and what actually works instead.

Kate breaks down why customer experience has become the single biggest differentiator for franchises today, the most common mistake she sees when brands buy technology before defining a strategy, and why involving your franchise advisory council in tech decisions can make or break adoption. She also cuts through the AI hype with concrete advice: how to negotiate an exit clause and a proof of concept before signing with any AI vendor, why tool sprawl is quietly draining budgets, and how to introduce new technology without shell-shocking your team.

The conversation wraps with a look at virtual and augmented reality in franchising, from soft skills training with embodied AI agents to scaling one trainer's expertise across every location and language.

If you're evaluating new technology, thinking about AI, or just trying to make customer experience your competitive edge, this episode is packed with practical takeaways.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

They clean garbage cans, and they have built one of the most interesting franchise stories in home services. On this episode of The Franchise Scale Up Show, Guy Coffey sits down with James Luy, president of Bin Blasters and partner at The Franchise Department, to talk about how a business that started in one founder's backyard in Utah became a 40 unit franchise system across 17 states.

James breaks down why the recurring revenue, low investment model was so attractive coming from a career in brick and mortar franchising, why Bin Blasters deliberately avoids the broker and consultant model most franchisors rely on, and how keeping commission dollars inside the system builds a healthier business for everyone. He also shares the real numbers: what customers pay, what it takes to break even, and how the team decides where to invest next, from a full technology overhaul with software partner Jobber to a franchise support system built from the ground up.

You'll hear how the business has scaled personal, high touch support as the system grows, why they added pressure washing as a natural extension of an existing customer relationship, and how they manage a highly seasonal business without losing revenue. The episode closes with a rapid fire round covering the habit behind James's success, the book he'd hand his kids, and the advice he'd give his younger self.

If you're evaluating a home services franchise, thinking about how to build a support system that scales, or just want a real look at what it takes to grow a young franchise system responsibly, this conversation is worth your full attention.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

What actually happens the day after you buy a business? On this episode of The Franchise Scale Up Show, Guy Coffey sits down with Nikki Belt of Anchor and Keel to unpack the identity shift that new business owners go through, and why it's so much bigger than a new set of duties.

Nikki spent about ten years in the nonprofit sector and ten more in big tech, including Microsoft, Meta, and Google, before building a practice that helps new buyers modernize operations, navigate change, and make the leap from buyer to effective owner. In this conversation, she and Guy dig into the biggest misconception buyers walk in with (buying a business vs buying a job), why the first 90 days matter so much, which parts of a business are safest to leave untouched, and how to tell the difference between a kitchen fire and a dumpster fire when everything feels urgent.

You'll also hear real talk on employee transitions, warm handoffs between old and new ownership, when to actually bring in outside help, and Nikki's answers to a rapid-fire round on the most overrated business metric, the most underrated leadership skill, and the productivity habit she swears by.

If you're buying a business, already own one, or advise people who do, this episode will change how you think about your first year of ownership.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

He built Binary Tree over 26 years, sold it, and along the way completed 18 Ironman length triathlons and climbed Mount Everest. On this episode of The Franchise Scale Up Show, Guy Coffey sits down with Steven Pivnik, entrepreneur, exit advisor, and endurance athlete, to talk about what it actually takes to build something for decades and then walk away from it with clarity.

Steven shares the real story behind Binary Tree, including the unglamorous project that turned into a $40 million line of business, the darkest stretches of near bankruptcy and missed payroll, and the moment he realized being the hardest worker in the room was actually holding the company back. He also breaks down the hub and spoke problem that quietly caps a founder's valuation, and the one scaling lesson he says takes years to learn but only minutes to explain: always hire someone who has already operated at twice the level you're trying to reach.

The conversation moves into Steven's exit advisory work, including the three part exit ready assessment he takes founders through covering psychological readiness, personal financial readiness, and the eight drivers of enterprise valuation. He also talks about the unique retreats he now runs that combine endurance training in triathlon and mountaineering with one on one exit planning.

Whether you're years away from an exit or actively planning one, this episode is full of grounded, hard won lessons on building, letting go, and defining success on your own terms.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey

Guy Coffey sits down with George Wm. Tinsley Sr., a 9x Franchising Hall of Famer, former professional basketball player, and one of the most inspiring entrepreneurial stories in franchising history.

George shares how he went from a difficult childhood, being raised by a foster parent who couldn't read or write, to working directly alongside Colonel Sanders at KFC, building 12 KFC franchises, and eventually running award-winning airport concessions in Tampa, Miami, and Louisville. His TGI Fridays at Tampa Airport was the #1 location in the nation for nine consecutive years.

Connect with Guy Coffey:
LinkedIn: www.linkedin.com/in/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey