Charlotte, NC – October 2025 — MADabolic hosted its fourth annual franchise conference early this month in Charlotte, NC, bringing together owners and general managers from across the system for three days of connection, strategy, and strength.
This year’s theme, “Earned,” drove home a simple truth: success isn’t handed out. It’s built through consistency, discipline, and an unwavering commitment to doing the work. Whether it’s showing up on the training floor, driving performance at the unit level, or strengthening corporate systems, everything meaningful at MADabolic is earned.
“Success at MADabolic isn’t about hype or trends,” said Co-Founder and Chief Concept Officer Brandon Cullen. “It’s about doing the work day in and day out. That’s what makes results, culture, and growth sustainable.”
Guest speakers included Helen McKeon, a community-building expert with experience at brands like lululemon and Rivian; Stu Brauer, long-time fitness industry consultant and founder of The Gym Real Estate Company; and Edward Hertzman, Founder of Athletech News, who unpacked the work it takes to see a gap and build a successful business and opportunities in the current industry landscape.
Beyond the conference room, attendees took part in a group Ruck supported by GoRuck ambassadors, a private MADabolic workout, and offsite gatherings with SaunaHouse and other Charlotte favorites—closing out the week with dinner at Merchant + Trade’s rooftop.
This year carried a new level of familiarity and connection. With general managers now in their second year of attendance, the event felt more like a reunion than a first meet. Relationships deepened, ideas flowed, and the network left more aligned than ever.
Despite a challenging year across the fitness industry, MADabolic remains grounded in what it does best: building strength, not chasing fads.
“While the industry infamously chases the latest new thing, we’re staying focused on strength,” said Kirk DeWaele, Co-Founder and Chief Training Officer. “That’s who we are—and that’s what works.”
As MADabolic continues to grow across the country, its mission stays the same: strength, structure, and accountability, backed up by a little grit and swagger along the way.
To learn more about owning a MADabolic franchise, visit ownamad.com.
