MADabolic, the industry’s premier strength and conditioning franchise, has opened its doors to the brand’s newest location in Madison, Wisconsin. The gym is owned and operated by Adam and HeatherLane, and will be the first of two units he plans to open in the Madison area.
Adam and Heather are both professional educators who ventured into the sports performance field through their experience in coaching cross country, track and field, and basketball. When they incorporated weight training into the training routines of their track and field athletes, Adam discovered a deep passion for strength training. This passion eventually led him to leave his job in public education and open his own strength and conditioning gym in Rockford, IL, which he continues to run with great success.
Adam first connected with MADabolic’s co-founders, Brandon Cullen and Kirk DeWaele, at the Self Made Summit hosted by WTF Gym Talk in 2019, where they were keynote speakers. Following this event, Adam further engaged with the concept through Stu Brauer, the founder of WTF Gym Talk and a strong advocate for MADabolic franchising. “The concept is beautiful,” Adam remarks. “Its simplicity is highly appealing, and it became immediately clear how scalable it is. Visiting the headquarters and experiencing the impressive support and structure provided by the corporate team solidified my decision. I have complete confidence in executing the MADabolic playbook for success.”
Adam is enthusiastic about introducing the MADabolic concept to Madison, seeing vast potential for success. “Madison is a very active community, especially with endurance sports, and I’m eager to bring an intelligent training program to this market,” Adam says.
Brandon Cullen, MADabolic’s co-founder and Chief Concept Officer, is also thrilled about the partnership with Adam and Heather. “They understand it perfectly,” he says. “Their background in both business ownership and fitness business ownership gives them a significant advantage. Combined with their demonstrated passion for and commitment to the brand, we are set for a highly successful multi-unit ownership group to break into the Madison market.”
MADabolic Madison is located at 2852 University Ave. Starting June 24th, Adam and Heather’s team will host a “Free Week of MADness” to introduce the new studio to the city. For class times and membership information, visithttps://madabolic.com/madison-wi-coming-soon/.
MADabolic Madison is among several new MADabolic locations opening this year, including Denver, St. Pete, Tampa, and Long Island among others. The brand has 35 studios open and operating with another 50+ in development.
For more information about the MADabolic franchise opportunity, please visit
