The brand prioritizes psychographics over density to optimize expansion and uses competition to validate demand
Almost every fitness business involved in franchising gazes across the map, eager to dot it with their brand from edge to edge. But while most see territories, land masses and borders, MADabolic sees people and personalities.
The group strength and conditioning brand has its own way of identifying areas for expansion that empowers operators and supports markets. It’s a strategy that’s led MADabolic away from the usual expansion tactics most brands follow — and to 45 successful franchise locations.
“We’re not chasing zip codes; we’re chasing mindsets,” said Brandon Cullen, Co-Founder and Chief Concept Officer at MADabolic. “We care less about who lives in an area, and more about how they think and what they value.”
Inside the Strategy
Before expanding, MADabolic studies consumer psychographics like behavior patterns, priorities and purchasing tendencies. While most brands merely look at population density, MADabolic heatmaps areas based on that data to make smarter growth decisions.
“We target areas with clusters of people who thrive on predictability, crave discipline and value results over hype,” Cullen said. “These are often athletes, former athletes, high achievers and everyday grinders who identify with our brand ethos: strength, structure, and accountability. So, rather than following population density, we target pockets of disciplined ambition. That’s where MADabolic thrives.”
MADabolic doesn’t completely ignore population density stats, but the brand also doesn’t let them dictate its next move. The same goes for the concentration of fitness businesses in a given area.
“Competition doesn’t scare us,” Cullen said. “In fact, we prefer it.”
If MADbolic identifies an area with individuals that match its values, even with potential competitors nearby, it plots an expansion and relies on the product to help it stand out.
“In crowded markets, our differentiation is clear: we’re not a workout class, we’re a structured training program,” Cullen said. “The more dense the market, the more our disciplined, performance-driven model stands out. Our clients aren’t fitness tourists looking for a quick fix, they’re lifers. They know who they are, they know what they want and they find that alignment in MADabolic.”
Spacing & Buildouts
MADabolic’s forward-thinking approach to site layout extends into interiors as well.
Even as different areas and different venues present alternating challenges, MADabolic finds ways to maintain a consistent physical appeal, only budging in areas that don’t compromise the brand’s identity.
“We know real estate is dynamic, but the MADabolic experience must feel the same from Charlotte to Houston and beyond,” Cullen said. “At the corporate level, we build each floor plan with a set of minimum viable standards and we adapt the rest intelligently. It’s about protecting the DNA, not replicating the exact skeleton.”
The brand previously partnered with BeaverFit to build custom storage solutions to house equipment when necessary and optimize floor space. It also recently updated its equipment package and floor plan to further maximize flow and coaching efficiency.
“Everything in our evolution has been about tightening the system, not complicating it,” Cullen said. “Clean, efficient and brutally effective.”
Strong Operators Equal Strong Businesses
Amid this concentration on location and design, MADabolic isn’t forgetting about operators and what they bring to the table. The brand argues that staff ultimately differentiates success from failure.
“MADabolic isn’t a ‘set it and forget it’ model,” Cullen said. “We’re not for passive investors chasing mailbox money. We want true operators in our system: people who lead from the front, live the lifestyle and understand the power of accountability.”
Just as MADabolic aims to communicate its culture with standout offerings in crowded markets and uncompromising aesthetic standards, it expects operators to do the same by connecting with members and staff and bringing a focused mentality into work every day.
“The best owners are culture carriers,” Cullen added. “Whether or not they personally manage every aspect of day-to-day operations, they’re in the trenches building teams, driving standards and embodying the brand every day. We look for franchise partners with business acumen, emotional intelligence and a high-performance mindset, but above all, they are obsessed with the DNA of our brand.”
Despite how enticing expansion purely for the sake of expansion may be, MADabolic has no plans to stray from this methodology, targeting intentional and deliberate growth. It’ll continue hunting for driven franchisees to lead those efforts as well.
“We’re scaling through strong operators, not fast numbers,” Cullen added. “Every territory expansion, every franchise awarded, must protect both brand integrity and unit economics. The goal is simple: sustainable growth that compounds, not growth that collapses under its own speed.”
This article originally appeared in ATN’s Franchise Landscape 2025: Insights Into Fitness& Wellness Growth report, which explores how how boutique concepts, HVLP operators and multi-brand franchisors are reshaping the industry, from Pilates and barre studios to big-box gyms. Download the free report.
