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HALO Talks Fast Break: Navigating Franchise Growth-Greenfields, Acquisitions, and Scaling Fitness Brands with Private Equity

HALO Talks: Elevating Wellness

Release Date: 07/17/2025

Episode #580: Building Bozeman’s Fitness Mecca-Steve Roderick’s Journey with The Ridge Athletic Club show art Episode #580: Building Bozeman’s Fitness Mecca-Steve Roderick’s Journey with The Ridge Athletic Club

HALO Talks: Elevating Wellness

On this episode of HALO Talks, host Pete Moore welcomes industry veteran Steve Roderick, the man behind Bozeman, Montana’s Ridge Athletic. Steve began his career in the HALO sector serendipitously—thanks to a chance encounter in a Wyoming bar—Roderick talks about how his love for athletics fueled his vision to elevate community health and wellness. From building the Ridge from the ground up to navigating the constantly evolving landscape of Bozeman, he reflects on the importance of creating a multi-generational, welcoming environment, his strategies for growth, and the value of...

info_outline Episode #579: From SoulCycle to Satire-Johnny Hilbrant on Creating PE Guy and Viral Success show art Episode #579: From SoulCycle to Satire-Johnny Hilbrant on Creating PE Guy and Viral Success

HALO Talks: Elevating Wellness

On this episode of HALO Talks, host Pete Moore sits down with Johnny Hilbrant—SoulCycle instructor turned viral sensation, also known as “PE Guy.” From his roots riding and teaching at Soul in Chicago and Boston, Johnny talks about his journey from fitness enthusiast to comedic creator, blending his knack for improv and sharp observational humor to lampoon a familiar character . . . the "private equity bro" you inevitably get cornered by at a wedding or some other event. The conversation gets into how Johnny developed his PE Guy persona, why the character resonates so widely (with both...

info_outline Episode #578: Lessons in Effective Communication and Brand Equity for Private Equity Firms with Scott Markman show art Episode #578: Lessons in Effective Communication and Brand Equity for Private Equity Firms with Scott Markman

HALO Talks: Elevating Wellness

Welcome to another episode of HALO Talks! Host Pete Moore sits down with branding expert and MonoGram Group founder Scott Markman for a wide-ranging conversation on private equity, marketing, and the art of standing out in a competitive landscape. From Scott's early days building powerhouse brands in PE—like Antares Capital—to the inside stories and lessons learned from working with over 100 PE firms, you’ll get a front-row seat to how branding and storytelling have evolved in finance and beyond. Pete and Scott riff on everything from the importance of humanizing private equity...

info_outline Episode #577: Driving Employee Wellness Participation-Rich Novelli’s Platform for Small Business Success show art Episode #577: Driving Employee Wellness Participation-Rich Novelli’s Platform for Small Business Success

HALO Talks: Elevating Wellness

In this episode of HALO Talks, host Pete Moore catches up with good friend and industry veteran Rich Novelli, marking his second appearance on the show. With over 40 years in the HALO space, Rich shares how he’s now turning his focus from traditional health clubs to the rapidly-growing world of corporate wellness. He discusses how his new platform, Alegria Wellness, leverages tech and personalized coaching to drive higher employee participation—especially in small and underserved businesses. Novelli explains why simply offering discounted gym memberships just isn’t enough, how...

info_outline Episode #576: Bringing Together Health, Wellness, and Tech-Kisaco's Connected Conference show art Episode #576: Bringing Together Health, Wellness, and Tech-Kisaco's Connected Conference

HALO Talks: Elevating Wellness

In this episode of HALO Talks, host Pete Moore sits down with Reka Gobis from Kisaco Research. They discuss how their Connected Health & Fitness Conference is evolving to bring together industry leaders—from boutique gyms and major brands like Nike and Adidas, to healthcare giants like Mayo Clinic and Cleveland Clinic. They discuss the importance of creating actionable, science-backed insights and meaningful connections in an intimate setting, all designed to help operators deliver tech-enabled solutions and drive real change in the HALO sector. If you’re looking for fresh ideas,...

info_outline Episode #575: Scaling Planet Fitness-Lessons in Execution and Growth from CJ Bouchard show art Episode #575: Scaling Planet Fitness-Lessons in Execution and Growth from CJ Bouchard

HALO Talks: Elevating Wellness

In this episode of HALO Talks, industry veteran CJ Bouchard opens up to host Pete Moore about the realities of entrepreneurship in the fitness industry, sharing candid stories of risk, resilience, and what it really means to build from the ground up. From betting his savings on a fledgling franchise in North Carolina and initially making daily two-hour commutes, to pivoting and learning tough lessons about club size, site selection, and market expansion, CJ reveals how grit, adaptability, and a clear mission have fueled Excel Fitness’s phenomenal growth. Planet Fitness (NYSE:PLNT) is one of...

info_outline Episode #574: Elevate Fitness Evolution-Real Estate, Recovery, and Community Impact With Tom Muller show art Episode #574: Elevate Fitness Evolution-Real Estate, Recovery, and Community Impact With Tom Muller

HALO Talks: Elevating Wellness

In this episode of HALO Talks, host Pete Moore sits down with long-time friend and industry veteran Tom Muller, owner of Elevate Fitness in Syracuse, NY. With roots that stretch back to the Gold's Gym days, Tom shares his journey through decades of shifting trends, club expansions, and the pivotal decision to rebrand and tech-enable his business for the modern member experience. From innovative fitness programming and thriving tennis and swim programs to the impact of major local investments like Micron and Amazon, Tom reveals the strategies that have kept Elevate thriving in a stable,...

info_outline HALO Talks Fast Break: Pickleball Consulting, Court Installs, and Industry Trends With Kaitlin Miller from Court Kings show art HALO Talks Fast Break: Pickleball Consulting, Court Installs, and Industry Trends With Kaitlin Miller from Court Kings

HALO Talks: Elevating Wellness

Excited to share highlights from this week’s HALO Talks FastBreak featuring Kaitlin Miller from Court Kings. A level 5 player herself, Kaitlin and Pete dive deep into the rapid growth of pickleball and how Court Kings innovative court solutions are shaping the industry—especially for health and fitness facilities. 3 key takeaways: Booming Demand: Pickleball courts in NYC (especially at ) are booked solid from open to close—sometimes with waitlists to join! If your facility hasn’t added pickleball yet, now is the time. Turnkey Court Solutions: Court Kings was recently named the...

info_outline Episode #573: How LightStim Revolutionized LED Beds and the Med Spa Industry with Steve Marchese show art Episode #573: How LightStim Revolutionized LED Beds and the Med Spa Industry with Steve Marchese

HALO Talks: Elevating Wellness

Welcome to another episode of HALO Talks! In today’s episode, Integrity Square Founder and host Pete Moore sits down with Steve Marchese, the founder of LightStim, to dig into the transformative power of LED light technology and its growing role in med spas and wellness centers across the country. Steve shares the LightStim origin story, which was born out of a personal mission to help his own son combat dangerously high blood pressure when traditional medicine offered no solutions. What started as a family "Hail Mary" turned into years of rigorous innovation, FDA collaboration,...

info_outline Episode #572: Building Hone Fitness-Jim Solomon’s Urban Strategy and Lessons from Toronto’s Fitness Scene show art Episode #572: Building Hone Fitness-Jim Solomon’s Urban Strategy and Lessons from Toronto’s Fitness Scene

HALO Talks: Elevating Wellness

Welcome to HALO Talks, where we dive into the entrepreneurial journeys and strategic insights shaping the HALO sector! (Health, Active Lifestyle, Outdoors.) In this episode, host Pete Moore sits down with longtime friend and industry veteran Jim Solomon, founder of Hone Fitness. Broadcasting on location from Toronto, Jim shares his story of more than 26 years in the fitness space, from his early days as a senior associate at Gold’s Gym to building and selling clubs in Toronto’s unique urban neighborhoods. They talk candidly about the “puzzle” that is site selection in metropolitan...

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In today's Fast Break we're excited to bring you (a snippet) of our panel discussion at the recent Athletech Innovators Summit held in NYC, July 2025. Integrity Square Founder and HALO Talks host Pete Moore moderated a panel with Mark Federico (CEO of Fitness Holdings/Crunch Fitness) and Terry Blachek (Orange Theory Fitness) for a deep dive into the real-world challenges—and strategies—of scaling fitness franchises.

Mark Federico’s Growth Playbook

  • Mark walked us through his journey, from running a nine-club independent brand to leading a 50+ club Crunch Fitness operation across 10 states.
  • He shed light on the big question: Build new locations (greenfields) or buy existing ones (acquisitions)? He shared the calculus behind each approach, breaking down real cost factors and explaining why “development space” is critical for franchisees.

Franchise Valuation—Not All Clubs Are Created Equal

  • Many single-gym owners want “big company” multiples, but Mark explained why scale, growth runway, and strategic value make a huge difference in valuation.
  • Pro tip: Buying a single club isn’t the same as absorbing a whole region. If you want premium pricing, bring growth potential to the table.

Financing Franchise Expansion

  • Terry opened up about the risks and strategies he used to finance Orange Theory locations, including SBA loans, finding investor partners, and personally guaranteeing leases.
  • They discussed what it really takes to stand behind a business—sometimes with tens of millions in personal guarantees—long before private equity gets involved.

The Realities (and Rewards) of Entrepreneurship

  • Both guests emphasized the massive personal and financial risks entrepreneurs take to build these fitness empires. Pete made an important point: These risks deserve respect and reward, not scorn.

Bonus Insight: The "Microwave vs. Crockpot" Growth Model

  • Terry shared Orange Theory’s approach to expansion, balancing rapid growth with careful, sustainable development. If you're a franchisor or area developer, this is a must-hear perspective.

Want to learn more? (You should. Otherwise you're playing checkers while the rest of the industry plays chess.) 

Give us 10 hours of your time at the next HALO Academy starting Sept 8, 2025. Register at https://www.thehaloacademy.com now for $495 and earn a $100 gift card from our friends at Promotion Vault.  Testimonials at https://www.thehaloacademy.com/testimonials 

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