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On the Art of Franchise Marketing, host, Madeleine Zook sits down with Xponential Fitness President of Franchise Development Lance Freeman. Through its mission to make boutique fitness accessible to everyone, the Company operates a diversified platform of ten brands spanning across verticals including Pilates, indoor cycling, barre, stretching, rowing, dancing, boxing, running, functional training, and yoga.
The discussion unfolds, revealing Lance's expertise in identifying opportunities within the fitness market. He shares insights into scaling brands, navigating competitive spaces dominated by boutique fitness studios, and the unique advantage of competing against smaller, localized businesses. Lance reveals a strategic focus on sustainability, market trends, and the importance of aligning brands with a culture-driven approach.
Lance Freeman has dedicated over 25 years to the franchising industry. He's held various roles including Multi-unit Franchisee, Area Developer, Master Franchisor, and National Franchise Developer with top-100 Franchisors. Lance is a proven Franchise Executive, having awarded over 5,000 Franchises in the last 15 years.
