On October 31, 2011, Brandon Cullen and Kirk Dewaele opened the doors to a new kind of MADness on the fitness scene. Former professional athletes, the duo founded MADabolic after noticing a hole in the fitness market. There were no high-quality group fitness training systems for people who prioritize strength, value structure, and demand results…everyday people, and people past their sport looking to age athletically…people, it turned out, like them.
The concept started as a 15-person class. On the first day in business, 19 clients came through the door. Over the first week, they saw 32 unique clients on the floor. Four of those 32 clients are still members today, a decade of MADness later.
October 31, 2021, marked a decade of MADness, and we have one final highlight to share in celebration of this milestone: Brandon Cullen’s Decade of MADness.
Brandon shares a similar backstory with Kirk. Both grew up in Canada, each chasing the same childhood dream of playing in the National Hockey League one day. In their own words, both would describe themselves as average players who leveraged off-ice conditioning to maximize their on-ice performance. Over time, the two bonded over this familiar story, became close friends, then eventually business partners.
What started as just a dream came to life on October 31, 2011. “Kirk and I left the competitive side of strength and conditioning to develop what we saw to be a more approachable and intelligent way to train the everyday fitness enthusiast,” shared Brandon. “We had our fair share of people doubting us, but around six months in, those voices started to morph into our strongest advocates. Our training floor started to fill with a variety of everyday athletes — yogis, runners, cyclists, all looking to add strength to their daily routines — alongside former athletes who had finally found a home past their sport. It was at this time that Kirk and I realized we were onto something.”
Ten years of twists and turns later, Brandon is proud to have taken what was once a dream to a living, breathing concept that people in markets spanning the country identify with. “We started as a two-man operation, and we have slowly, methodically expanded over time. Now, we have a growing team of experts dedicated to the success of our franchise partners and the growth of the company. And we are only getting stronger,” explained Brandon. “I honestly believe we are just getting started.”
We agree that things are just heating up. In the last two years alone, MADabolic has awarded 40+ franchises to expand the brand across the country. With even more growth expected as we move into 2022, there really is much to come in this next Decade of MADness. Thanks, in large part, to the leadership Brandon has provided over the years.
If you know Brandon, you probably know him to be a bit opinionated, but he’s also as humble and hard-working a leader as you’ll find. “I have always looked up to Brandon as a role model and mentor,” shared Ashley Mol, who happens to be both the owner of MADabolic Burlington and Brandon’s little sister. “He doesn’t just talk about things; he actually does them. Brandon has always been a true leader and a force of nature that cannot go ignored, and I couldn’t be prouder of him. I admire Brandon and Kirk for their passion, dedication, and endless hard work. It has been nothing short of amazing to watch MADabolic develop over the past decade. They have kept their standards high while growing the brand, creating a culture, developing the MAD team, and expanding locations. Through it all, they have remained loyal to their values and resisted chasing after trends. Kirk would always tell me, ‘Strive for professionalism,’ and that is truly the way the two of them have operated since day one.”
Brandon’s humble take on leadership as an entrepreneur? “Be prepared to lead by example and be prepared to be an outlier. Entrepreneurship can be the loneliest but most rewarding thing in this world. You are either going to love it or hate it.”
Luckily, he loves it. “Getting to go to work every day with my closest of friends is a pretty rad life,” he added.
While Brandon has seen much personal growth over the last decade, he credits this to the people he surrounds himself with day-in and day-out. “Shout out to my best friend and business partner Kirk Dewaele for believing in my crazy ideas and his selfless approach to our partnership. Shout out to Finley Funsten, the triangle’s third point that makes our team click. Shout out to ZGrowth Partners for taking a chance on two Canadian kids with a dream. Shout out to our flagship location, MADabolic CLT, and our amazing training staff, who have made us look good since day one. Shout out to Charlotte, NC, for giving us a voice. Shout out to all our corporate teammates and all their unique talents. Shout out to our franchise partners for putting their trust in us. Shout out to my partner, JJ, who pushes me to be a better everything every day. Shout out to my parents for giving me enough rope and trusting in my drive. Shout out to my sister, Ash, the best person I’ve met on this earth. And shout out to my kids, Grayson and Logan, who help soften my rough edges.”
As a brand, we’ve learned a lot since the early days of MADabolic, from how we optimize our training program to how we bring together the right team of experts in all areas of the business to support the growing MADabolic brand we know today. As Brandon shared, we know there’s much greatness yet to come for MADabolic, and this first Decade of MADness was just the beginning.
Rooted in science, MADabolic’s signature intervals are designed to torch body fat, increase strength, and promote lean muscle. The brand’s uniquely purposeful approach provides unmatched results and offers a strong franchise investment opportunity. Ideal franchise partners are driven and passionate community leaders that members can look up to, ranging from former elite-caliber athletes to everyday fitness enthusiasts.
For more information about the MADabolic franchise opportunity, check out www.madabolic.com/own-a-madabolic.
