Episode #592: Jody Merrill's Journey from Speech Therapy to Building btone Pilates Franchise

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This is Pete Moore on Halo Talks. We are

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having a fun Monday hair day with

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our good friend Jody Merrill from the Boston area. Say what? Say

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what? We're on audio and we're also on video. So check it out now,

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because it's not gonna be the same tomorrow, now is it?

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So Jody and I have been friends for a long time. She is in the

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pilates space with BTone up in Boston.

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She is growing like a wildfire, and we

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are helping her out on the growth trajectory. So, Jodi,

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welcome to your first Halo Talks. Thank you, Pete. Be gentle.

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Okay, no problem. So let's talk about how you got into

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this crazy industry and how we've roped you in for a career

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and how things kind of started off and then, you know, getting

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through Covid and now coming out the other side. Yeah. So

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I know you were just in San Diego. That is kind of where this all

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started for me. My husband and I like to

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make life altering decisions at all times. And right after we got

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married, his company was like, oh, maybe we'll go to San Diego. And I was

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like, we volunteer. We had just bought a house, just got married. We're like, let's

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sell the house. Let's go out there, start over. I was a

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speech therapist at the time. Loved that career.

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Still love to dabble in it a little bit. And I was training

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for triathlons and marathons and was basically always injured,

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so I was raising money for the team in training. I lost my mom

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at 50, so this was like, right after.

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And she had multiple myeloma. And I just kind of in

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grief state, just found running as a therapy,

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even though I avoided it like the plague my whole life,

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playing soccer and, like, thumbing rides instead of having to do long runs.

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So I was out there, and my coaches were like, what's harder than

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endurance training is doing it injured. And I knew that for a fact,

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but it really was like, absolutely. Probably the biggest

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life change for me, changed the direction big time.

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Like, life could have gone a very different direction during that time. I was 23,

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like, young and impressionable. And

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I found a class like that, and it was Pilates class.

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Coach said, why don't you go work on your core? I'm like, how much more

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could I be doing? I just done a half ironman, and that took me like

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nine hours. I was like, I'm in the best shape of my life yet.

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Wow. This. This workout, like, absolutely clicked right

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away. Like, I was like, this is what they mean when

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they're saying to work Your core. Okay, I get it. But I hated it.

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It was so hard for me. It was really challenging, but

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I kept at it. I went twice a week. I was doing like 2 a

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days training with my team in the morning, going to class at night, vice versa.

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And it really was the first time that, like, I went for a long period

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of time without, like throwing my back out and pain and starting

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out a fit. A start line, like without an injury was like, wow, this is

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amazing. How many days a week were you doing the workout?

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I really did it twice a week. And I still. That's

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really still kind of my sweet spot because then I still have time

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to do other things that I like. So it's more like a routine that I

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do so that I can feel it in the other aspects of my life. Right.

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Instead of like going every day, it really was never something that

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you should be doing every day because you're working to muscle failure. And you. And

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you actually met. You actually met Sebastian at the time.

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Yeah. So there was at the time that was like, it was

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mega forms. It was a pro forma that I was on, like their very first

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version and they weren't on the east coast yet.

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And I just went and sat with the. The couple that owned the

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studio that I went to. It was like, what do I need to do this?

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Because we were thinking about moving back. And I was like, I want to do

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something really different. My grandparent, my mom, her

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parents had left me a little money. I took care of them while they were

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still alive. And when they passed, they left me a little bit of money. And

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to me, it was like life changing. Like, what am I going to do? It

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was 250,000. I'm like, what am I going to do with 250,000? We

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could get a house. But like, that's so boring. Let's just like, let it

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ride. I loved the craps table. I'm like, I want to do this. I just

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started running numbers and just put a pen to paper

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and asked them like, what do I need? And they were like, you just need

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a set of balls. I was like, I got that. That's easy. Let's do this.

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How hard could this be? And like six months later, I was

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open with my first location back in outside of

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Boston. And then when did the name come about and where did it come

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from? So at the time, everybody

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was naming these Pilates plus, like where you were. I didn't know where I was

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going to end up. So I was Boston Pilates plus for, like, the

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first year and a half or so, okay, I got a

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lot of. It was very. It was a very confusing time. This was

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2010, so there were no boutique gyms around, some

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yoga studios, a couple Pilates studios, but

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really, it just wasn't a thing. So. So you're educating people on what this is.

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And I had a really hard time trying to educate people on what something was

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by saying what it wasn't. And we were trained. Like, it's not polite.

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It's not poliz. Well, then why is it in the name? I'm like, that's such

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a good question. And actually, when

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we were looking for a second location, it just kind of took off. And

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I had met, at the time, like, the only person I knew that had,

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like, multiple locations was this woman, Lynn Bajir. She was still. Still a mentor to

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me, who owned a number of yoga studios. And she was in. She's like, I

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love this workout, but, like, I don't want to come to Lexington. You got to

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come to the city. And, you know, my landlord has a space

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available. So that's kind of how I fell into my space on Newbury street, where

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we still are. And I just. That, to

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me, there was a Boston body Pilates, and that would

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be confusing. I'm like, wait, we're going to be, like, on the same street? I

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can already tell this is, like, contentious with the traditional Pilates world. Like,

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let's just name our own thing. I was going to actually be

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Bostone. And there was a pizza place, though,

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on Newbury street, which now, in retrospect, I'm like, great. Because

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I didn't really foresee being outside of Boston.

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I didn't have this big picture in my mind at the time. And my

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last name was Bonomo. I wanted to hang on to bees. My mother was Betty

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Lou. My dog was Belle. My husband was Brian. I'm, like, hanging on to be.

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Let's just go B town. That's great. And that's when we made the change.

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Yeah,

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this is Pete Moore. I want to let you in on a little secret. There's

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this company called Promotion Vault. And what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and one month free

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or giving away shakes or giving away T shirts. What you want to

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do is build a rewards program that lasts, that people

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value, and that doesn't discount your own products and services.

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So here's the deal. There's something called Rewards Vault. The Rewards

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Vault is going to allow A member to set up their own

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profile. They are going to answer questions, you are going to get those

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answers, you're going to be able to target those members, and you're going to reward

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them. Inside your club, inside your spa, and outside

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of the club and outside of the spa to get them to become

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loyal, to get them to pay their monthly dues and

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to be rewarded properly for the actions. A lot of companies are cutting

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back on rewards. You shouldn't be promotion vaults your answer.

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Trust me, this is real.

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What are some of the things that you've been most excited about

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that have happened since you took this leap?

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Yeah, I mean, I never ever

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envisioned my life to be like this, ever.

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I joke. I go back to where I went to college of Providence College in

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a couple of weeks and like, speaking to their business department, and I'm

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like, you have no idea what a screw up I was in college,

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right? Like, I took one so honest. You

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so blatantly honest all the time. Is there any other way to

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be? Like, I went into the dean and I was like, I got to drop

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this class. And they're like, why? I'm like, I am never going to need this

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shit in my life. Like, like, I'm gonna be working in schools, I work with

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kids. This is what I'm gonna do. Like, I just don't see it. And the

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first thing I did that day in San Diego, and I say say the story

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all the time, the first thing I did was call my friend from that class

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that I was supposed to be writing a business plan with. And I was like,

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can you send me the business plan that we were supposed to do? Send it

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to me now. So now just kind of like the template.

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Yeah, that is what I used. I still go back to it, like,

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to this day, but just kind of being in that position of

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a place I never financially thought I'd be physically,

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you know, in the role I'm in. It's really

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cool. It's been real, like, to me, building the team around me and

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see, it was never really never needed to be about me. I wanted

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to take that out as much as possible. So really now, like, having

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built a company that like, stands on its own and like, I'll

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be traveling and I'll see some random person with a B tone shirt on. I'm

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like, holy. And I'll stop peppering them with questions like, pretend

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I'm just like, someone who goes there. And then I'm like, oh, I'm actually the

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founder. And they're like, holy. So it's really, it's just, it's,

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it's crazy. It's crazy to me. Yeah. So when you look back to

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your younger self, you know, the speech

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pathologist, do you say like, hey, I kind of

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be whatever I want to be? Yeah. I mean to me,

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when I ever thought of like success, it was

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just like being happy at what you were doing and doing it

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like the best you could do it. So I was like always this kind of

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like jack of all trades, master of none. I wanted to learn

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a little bit of everything and just dabble and understand how things

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worked. But ultimately I was like a communicator and a

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people person. And as long as you can connect with people,

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that's really what we're in the business of doing. And then I joke because I'm

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like, you know, I spent 10 years in like special ed basically and there I

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am teaching a class with like 12 different people of different levels and I'm like,

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you're all in IEPs, you just don't know about it. You have different long term

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goals, but like, if you can follow like a clear, concise, single step

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direction, you can get through this class, I promise you. So

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we still like. I just love being able to kind of take everything of

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behavioral modification and using it in the general day to day

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and helping people shape a different part of their life.

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Awesome. So when did you know it was time

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to open up a second corporate location and when did

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franchising kind of dovetail into that timeline?

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Yeah, I

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went and got a loan with the money that I had and just

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not knowing like people prepared me, like just be prepared. Everybody told

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me not to do it like that. I was absolutely crazy. I was like doing

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it right after like kind of in the middle of the recession.

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And to me I was like, I'll just whatever. Like I didn't have this money

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before and I'm just gonna let it ride and figure it out. I did

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always want to have a couple locations. I didn't know if I'd be in the

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city first or suburb first, but I wanted to have like both

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experiences. Even when I was in schools, I like to be at different

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schools and different places that kind of bop around and I

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didn't have to touch my loan money. So

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that was really what led me. I thought in my head like I always had

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this number, when I get to like 150,000 saved, I'm

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going to go and open another location. So that was really kind

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of what I had. And then when that it just sort of it was probably,

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like, about nine months later. My team wanted to

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grow. That was huge. There's only, like, X amount of hours in the day

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that you can do these classes. Right. How far. How far away we had.

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How far are the two locations? They were. They're probably, like,

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you know, like, 20 minutes. So that's perfect for a standpoint.

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That's usually my, like, rule of thumb. Yeah.

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Yeah. Getting more hours and more exposure. We were going up to, like, a

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second floor, so I knew it was gonna, like, take a little longer, be a

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little harder. And now I'm, like, going into the city where I'm gonna be playing

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with, you know, the bigger names. But that was really,

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like. To me, I kind of listened to people of, where are they coming from?

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Where are my staff coming from? Where do people. Where am I? Kind of

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feeling pulled from, but I fell into a lot of the spaces. I had, like,

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a. A contractor I used who was, like, walking by my

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North End location and saw it and called me, like, what do you think about

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North End? I'm like, I don't know. Let me come down and see. So I

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really got roped into that kind of, like, real estate aspect of it

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pretty quickly. Of realizing, like, that was key.

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That keeps, like, so many people from opening another location

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is just that roadblock of finding it. Getting the landlord, I

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mean, I ended up in Lexington, was supposed to be somewhere else,

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and the landlord just freaked out last minute and was, like, scared that I was,

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like, a first timer. And he's like, no, I'm not giving

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you the space. I'm like, I got equipment coming in, like, a month. What do

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you mean you had a sign?

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We were like. I had the lawyers all done. We were going to sign that

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lease. I had already ordered equipment, like, everything. And,

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yeah, they. They got cold feet. So it was like I.

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I got to have, like, my Julia Roberts moment years later when they called on

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a space, and I'm like, oh, do you not remember me? Like,

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you were trying to. Huge. Yeah. They're trying to get me another space, and I'm

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like, well, that ship has sailed. Well, there's no. There's really

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no substitute for. For walking a location.

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There were these guys that I used to work with in the health club industry,

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this guy named Paul and Mark. And they would sit on a street

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corner with those little pedometers, you know, like

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the ticker. And it would just sit there for, like, a week and

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decide if that was a good health club or not based on the foot traffic.

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Years before. It's amazing how it's.

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You don't make mistakes when you actually sit there for like a week or two.

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And that, that is like when you ask, why did I do franchising? Well,

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essentially I got all my territory sold out from under me

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when I was working with a prior. Right, right,

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right. Company. So I was like, well, this doesn't work. Like, I just

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need the equipment, so I need to go get my. I can't let another

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company tell me where I can grow, what I can do.

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Like, that makes no sense to me. Business to me needed to be a little

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more black and white. It was feeling really gray. And I'm like, this does not

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work for me. My mantra is like,

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it's kind of simple. It's like, don't be a dick.

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You can say that. Get away on Halo talks. Don't be a dick. Yeah, I

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mean, don't. Just don't be a dick. That's it.

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And then I just started looking around at like, what were the options? My husband

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last. Because I'm like, I take a bath almost like every night and he just

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like, the way he found out about all this was he comes home and I'm

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in the bathtub and I'm reading a book. He's like, what are you reading? I

250
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was reading Franchising for Dummies. Like I just went and got books and it

251
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was like those yellow books. I'm like, this sounds like it

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could be the option for me. So it was like I could either go the

253
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licensing route or the franchising route. At the time, you know, there

254
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were a lot of other franchises that was all that was coming in. The

255
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Pure Bars, the Club Pilates, the Cycle Studios.

256
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So I'm like, we are going up against really big companies

257
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with a lot of money backing them. How are we going to do this?

258
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And I wanted people to have a connection where they were opening. Like,

259
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there's something about the owner being involved in

260
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there when you're starting a business. Like, people get really invested. They wanted to

261
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see me succeed. Right. So like a lot of

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that success comes from like all the people around you

263
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and having that like community connection is you need it,

264
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you need it. And like when Covid hit, like we needed it big time

265
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as well as those like relationships with landlords. So to me now it's like

266
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that location is everything. Yeah. You

267
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know, the one thing that, the one thing that you did have versus some

268
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of these other like well backed franchise

269
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operators was you have unit economics. That actually makes sense. Yeah.

270
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And some of These other concepts, I think franchise way too early,

271
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you know, without having, like, an actual playbook.

272
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I was shocked. I would go to franchise meetings and people would be there

273
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talking about their franchise, but they had. It was a concept. I'm like,

274
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you're selling these as. How do you do that?

275
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I was really, like. I had basically done around seven locations

276
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myself, so everyone was asking me, oh, are you a franchise? And

277
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I was like, why are they asking me this? I don't get it. I'm not

278
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McDonald's. Like, that was the connection. I'm like, what do they think of Dunkin Donuts?

279
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And then I started thinking about. And then people coming to me. Like, one of

280
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the first calls was, like, personal. Some of them are from Dubai. Like, I was

281
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in. I'm in Boston all summer. I want to open one of these in Dubai.

282
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And I'm like, how the heck would we do that? It wouldn't make sense to

283
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go and spend X amount of money on this license, and then you have to

284
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spend it on this equipment, and then you're going to pay me

285
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because this is going to be expensive for me to set this all up and

286
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then support you and create all that. But I had the playbook,

287
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so that was really what. I kept getting pulled back into that

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franchising piece. And my. I sold, like, five right

289
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away to instructors of ours. And, like,

290
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still to this day, like, 80% of our

291
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franchisees were instructors who were clients first. So,

292
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like, we have this kind of. I've never, you know, been

293
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out on the site. We've never done any ad dollars to this. Nothing. It's just

294
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kind of been that right person, right time. Like,

295
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the benefit. The. The benefit of that is if you think about

296
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franchisors that fail typically have, like, their

297
00:18:08,490 --> 00:18:12,130
first 10 locations. There's like, two or three that

298
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are just, like, cancerous and. And it tanks the whole

299
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system. So if you could have your instructors or members

300
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who are loyal not just to the brand, but to you personally. Right.

301
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That. That's. They just get it. You know, they get it. You don't have to,

302
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like, train them. Right. Because they've already been trained. Right, right.

303
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It's that, like, now there's so many concepts out there. So it's like,

304
00:18:33,960 --> 00:18:37,320
well, why a B tone? Like, that is the first thing I ask people when

305
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they call me, like, why? And a lot of them are calling from areas

306
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where there are four, five, six other concepts. I'm like, why

307
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B tone? And they get it. You know, like, we. We

308
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really never, like, pushed our, like, Purpose, mission

309
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statement, vision out there. Because I'm like, we don't need to right.

310
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Our people know what we're doing right. And like, back in the day, it was.

311
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We were different. I didn't want to be this, like,

312
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only the hardest thing. Like, it was like this

313
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traditional. We started to see more of the traditional approach and this, like,

314
00:19:09,690 --> 00:19:12,610
megaformer and solidcore approach. And we weren't that.

315
00:19:13,250 --> 00:19:16,930
We. We were there before a lot of them, though. So it's like we

316
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kind of always landed in this perfect, like, little funnel where I'm like, the

317
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majority of people, people out there, you know, haven't

318
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accessed this yet. Now a lot of people have, and it's amazing. And they still

319
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come in and they're more comfortable, quicker. But for the most part, like,

320
00:19:31,140 --> 00:19:34,940
we typically get people who have never been on a reformer, period.

321
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They don't know why we're different than Pilates. They don't know why. So it's

322
00:19:38,980 --> 00:19:42,460
just like, what's the experience happening when they're there and how do we keep them

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coming back?

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This is Pete Moore. Here's the last tip for you of the podcast.

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00:19:50,590 --> 00:19:53,390
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330
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333
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334
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335
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for 200 bucks per month, where they're paying 39 to

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340
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341
00:20:48,150 --> 00:20:51,990
happy, healthy and sweating. And the recovery should be

342
00:20:51,990 --> 00:20:53,230
just as good as the workout.

343
00:20:57,550 --> 00:21:01,190
So being a franchisor, you have to say no a lot of the

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00:21:01,190 --> 00:21:04,910
time, right? To people that want to do something else inside the studio or they

345
00:21:04,910 --> 00:21:08,470
want to change the pricing or they want to. They want to buy a

346
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territory and you're not comfortable with them. So how have you gotten

347
00:21:11,980 --> 00:21:15,740
used to saying no and like, how. How is your funnel kind

348
00:21:15,740 --> 00:21:19,500
of tightened over time? Yeah, I mean, like, at least

349
00:21:19,500 --> 00:21:23,180
we just came off kind of like a freeze every so

350
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often. Probably once a year, I freeze Everything. I'm like, we're

351
00:21:26,980 --> 00:21:30,540
good, we. Because I don't want to be like

352
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sold, not open. I. It just doesn't, that's never.

353
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I'm like, we gotta, we can't just be focused on like the number.

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While it's exciting, I don't really give a

355
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what how many studios we have. Like. Well, it also creates a lot of know

356
00:21:44,840 --> 00:21:48,600
you're supported. Yeah. It also has a lot of anxiety like when just to get

357
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open. I'm like, I have no idea. You know, you talk to investors,

358
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you know, it takes about a year from the first time I talk to people,

359
00:21:56,320 --> 00:21:59,840
to them opening, it's like nine months to a year. And so to me

360
00:21:59,840 --> 00:22:03,520
it's like that when I start speaking to people, I need to know their patient,

361
00:22:03,600 --> 00:22:06,780
that they can jump when they're ready to jump if the right spot comes. But

362
00:22:06,780 --> 00:22:09,300
they also have to be really patient because a lot is going to happen within

363
00:22:09,300 --> 00:22:13,140
that cycle of actually getting open. But it's just like the,

364
00:22:13,140 --> 00:22:16,620
the right people. Again, most of them come from

365
00:22:16,620 --> 00:22:20,380
inside, so we know them and they know us. Yeah, you know, I have a

366
00:22:20,380 --> 00:22:24,060
lot of like the tests I'll give after, but it's really just kind of a

367
00:22:24,060 --> 00:22:27,780
vibe we get them in. You know, they're talking to other

368
00:22:27,780 --> 00:22:30,780
team members, but I just want to know that they,

369
00:22:31,700 --> 00:22:35,420
you know, it's like a lot of people just love it and think

370
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I'm gonna open one of these. And they don't think of all the other stuff.

371
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So you kind of have to, you know, put it all out there

372
00:22:42,460 --> 00:22:46,060
to people without making them feel discouraged. I'm like, listen, you gotta, you

373
00:22:46,060 --> 00:22:49,140
gotta. I, I was in the same boat. Everybody told me not to do this.

374
00:22:49,140 --> 00:22:52,660
You have to at some point make your own decision and go with it and

375
00:22:52,660 --> 00:22:56,340
go for it. But you do need to be aware of like

376
00:22:56,500 --> 00:22:59,860
of the worst case scenarios. People always yell at me like, you really downplay,

377
00:23:00,560 --> 00:23:04,000
you know, the numbers are this and that. And I'm like, our fdd, we list

378
00:23:04,080 --> 00:23:07,800
every single location. There is no hiding. I'm like,

379
00:23:07,800 --> 00:23:11,520
I want you to see what could, what the potential is, but also like

380
00:23:11,680 --> 00:23:15,400
what the reality is sometimes. And you have to be prepared for it

381
00:23:15,400 --> 00:23:19,160
so that you're not in a position where you have to close in a year

382
00:23:19,160 --> 00:23:22,840
or two. So we've been talking about this for several

383
00:23:22,840 --> 00:23:26,400
months about selling area developer rights and having multi

384
00:23:26,400 --> 00:23:30,080
unit operators. So, you know,

385
00:23:30,080 --> 00:23:33,840
Club Pilates is basically when it started out, just have, you

386
00:23:33,840 --> 00:23:37,640
know, locations, you know, one owner at a time. Chick Fil A Has,

387
00:23:37,640 --> 00:23:41,040
you know, one owner at a time. When you think about having a

388
00:23:41,040 --> 00:23:44,680
larger player to, let's say, take over like all of Chicago,

389
00:23:44,680 --> 00:23:48,360
all of South Florida, you know, how do you think about that? What kind of

390
00:23:48,360 --> 00:23:52,000
lens do you look through? And knowing that it takes a

391
00:23:52,000 --> 00:23:55,070
year or, you know, six months to find a location, some

392
00:23:55,070 --> 00:23:58,750
franchisors are so wed to like,

393
00:23:58,910 --> 00:24:02,030
you gotta hit this milestone. You gotta open. It's like, well, not open unless it's

394
00:24:02,030 --> 00:24:05,510
the right location. So you might be like a softer, kinder,

395
00:24:05,510 --> 00:24:09,350
gentler franchisor. Cause you actually operate it

396
00:24:09,350 --> 00:24:12,510
and not just selling franchise sell. Right?

397
00:24:13,230 --> 00:24:16,630
Yeah. I mean, this concept was

398
00:24:16,630 --> 00:24:20,150
introduced to me so many years ago of like area

399
00:24:20,150 --> 00:24:23,830
development. We had a studio out in California and she had owned a

400
00:24:23,830 --> 00:24:27,570
Massage Envy European wax center. And so she would pick my brain about things.

401
00:24:27,570 --> 00:24:31,370
And you know, I was really of the mindset and still

402
00:24:31,370 --> 00:24:35,130
am. Like, let's walk before we run. Right. And because a

403
00:24:35,130 --> 00:24:38,930
lot of the franchisees that we work with are, have not been in

404
00:24:38,930 --> 00:24:42,490
business before. 80% of them do now have

405
00:24:42,490 --> 00:24:46,250
multiple locations. So it's like, this is great where they're, they're learning

406
00:24:46,250 --> 00:24:50,050
how to become their own CEOs and structure this out and, and

407
00:24:50,050 --> 00:24:53,740
it makes sense and the economics of it all work. But there

408
00:24:53,740 --> 00:24:57,460
is got to, there's something to, you know, people

409
00:24:57,460 --> 00:24:59,940
who do this for a living and really know how to do it and do

410
00:24:59,940 --> 00:25:03,700
it well. It's just got to be the right fit. And now

411
00:25:03,700 --> 00:25:06,780
we're at that point where it's like, yes, we could. We know once we go

412
00:25:06,780 --> 00:25:09,659
somewhere, it's a natural kind of like spreading

413
00:25:10,700 --> 00:25:13,100
that happens just because of how we've done it.

414
00:25:14,940 --> 00:25:18,620
But we need to do, we do need to do it a little faster in.

415
00:25:18,620 --> 00:25:21,840
The biggest hurdle for people is funding.

416
00:25:22,160 --> 00:25:25,880
It's getting more and more and more difficult. So now

417
00:25:25,880 --> 00:25:29,680
it's like even ourselves, we're thinking, you know, how are ways we

418
00:25:29,680 --> 00:25:33,320
could structure this? Because you need to have like right now I still

419
00:25:33,320 --> 00:25:36,800
run three studios up in Boston, so I have a GM and

420
00:25:37,040 --> 00:25:40,680
an assistant gm. Like I need people who are going to be like thinking

421
00:25:40,680 --> 00:25:44,440
like the owner. So we've been kind of doing it on our

422
00:25:44,440 --> 00:25:47,960
own too, to really like work out the. I like to do things myself

423
00:25:47,960 --> 00:25:51,530
first. Like I had a business partner for a little while. I'm like, let's figure

424
00:25:51,530 --> 00:25:54,010
it out. Because there's going to be some of these franchisees that are going to

425
00:25:54,010 --> 00:25:56,170
want us to have a business partner. And I used to be able to speak

426
00:25:56,170 --> 00:25:59,930
to that. I sold two of my locations to franchisees. Like, I need to understand

427
00:26:00,090 --> 00:26:03,810
what a trade and a transfer looks like. So this is

428
00:26:03,810 --> 00:26:07,410
kind of another piece of it where now that I've met enough

429
00:26:07,410 --> 00:26:11,050
people in the industry to know like it isn't something to be scared

430
00:26:11,050 --> 00:26:13,690
of. There's a lot of people that do this and do it well

431
00:26:15,220 --> 00:26:19,060
because you get. I personally get worried of a company coming

432
00:26:19,060 --> 00:26:22,580
in, kind of running it to the ground right like that you don't want that.

433
00:26:22,660 --> 00:26:26,300
You don't want to be like the cautionary tale. So just kind of

434
00:26:26,300 --> 00:26:29,380
being doing it that we're still staying true to who we are.

435
00:26:30,420 --> 00:26:34,260
So that's why, that's why you're here. It's like, let's introduce me to some of

436
00:26:34,260 --> 00:26:38,020
these people that you know, do it really well so that there's so much open

437
00:26:38,020 --> 00:26:41,860
market now. Like we are really concentrated in New England and have just started

438
00:26:41,860 --> 00:26:45,580
to kind of spread outside. So to me I'm like, this is the time.

439
00:26:45,580 --> 00:26:48,740
It's going to be easier to work with one person that has the ability to

440
00:26:48,740 --> 00:26:52,540
open 10 than to work with 10 different people. Yep, agreed.

441
00:26:53,260 --> 00:26:56,220
Awesome. So imparting here,

442
00:26:57,900 --> 00:27:01,340
what's a phrase, a jodyism that people

443
00:27:01,500 --> 00:27:04,940
internally hear you say all the time or what? What.

444
00:27:05,980 --> 00:27:09,700
What's something. There's probably a few of

445
00:27:09,700 --> 00:27:13,340
them, a lot of them probably have swears of them.

446
00:27:13,340 --> 00:27:16,740
So I'll leave those ones out because I know my dad will probably listen to

447
00:27:16,740 --> 00:27:20,580
this. Don't be a dick is one of them. That said a

448
00:27:20,580 --> 00:27:24,300
lot. That one is first and foremost, I try to get that out in

449
00:27:24,300 --> 00:27:28,140
my first conversation with people. My husband works

450
00:27:28,140 --> 00:27:31,860
for a really large company, really large service security company. I

451
00:27:31,860 --> 00:27:35,700
hear things and one of the best phrases that I heard

452
00:27:35,700 --> 00:27:39,500
that CEO say in that listen, totally different scale. But

453
00:27:39,500 --> 00:27:43,140
what got us here won't get us there. And I always

454
00:27:43,140 --> 00:27:46,820
have to think about that because like just kind of where we are, how

455
00:27:46,820 --> 00:27:50,660
we've done things. You can't just think your way is

456
00:27:50,660 --> 00:27:54,060
the only way. And same with franchise. I'm like, we have to kind of

457
00:27:54,060 --> 00:27:57,260
constantly be looking at how did we get here, what have we done?

458
00:27:57,740 --> 00:28:00,460
What can we look at differently to kind of get us to the next level?

459
00:28:00,460 --> 00:28:04,060
Whether it's bringing in, you know, people and the human

460
00:28:04,060 --> 00:28:07,680
capital piece of it, but like really looking at the systems of what are we

461
00:28:07,680 --> 00:28:11,440
doing? I want my franchisees to stay

462
00:28:11,440 --> 00:28:14,920
happy. And then honestly, just within

463
00:28:15,080 --> 00:28:18,840
the teacher training aspect of it, it's really difficult.

464
00:28:18,840 --> 00:28:22,280
Like it's really hard. This is a hard position to be in. Right. You Gotta

465
00:28:22,280 --> 00:28:25,200
like, you might be having the most shit day ever, and then you go in

466
00:28:25,200 --> 00:28:28,840
front of a. A class and you have to put it on and be everything

467
00:28:28,840 --> 00:28:32,680
for everybody, and you're not everybody's cup of tea at all times.

468
00:28:33,210 --> 00:28:36,810
And, you know, we have lots of feedback and you have to just

469
00:28:36,810 --> 00:28:40,490
constantly be getting comfortable with feedback. And

470
00:28:41,130 --> 00:28:44,810
oftentimes I just have to share with people. I'm like, just because someone says it

471
00:28:44,810 --> 00:28:48,650
doesn't make it true. Right. You know who you are,

472
00:28:48,809 --> 00:28:51,970
you know, like what you're committing. You're not going to nail it every time. But

473
00:28:51,970 --> 00:28:55,210
just because someone says something, it doesn't make it true.

474
00:28:55,850 --> 00:28:59,290
Got it. Love it. Tell that to a lot of kids with social media, too.

475
00:28:59,290 --> 00:29:03,020
I like that. I like that. Good. Yeah, yeah, Importantly. All right, well,

476
00:29:03,020 --> 00:29:06,780
look, we look forward to working with you on building out the platform. We love

477
00:29:06,780 --> 00:29:10,580
what you've done. We think it's been very methodical and

478
00:29:10,580 --> 00:29:14,420
thoughtful. Thanks for telling us about your franchising

479
00:29:14,420 --> 00:29:18,020
for dummies in the bath. I'm glad that was part of your curriculum.

480
00:29:19,620 --> 00:29:22,420
And the business plan for Providence College is now

481
00:29:23,780 --> 00:29:27,380
the real deal. Yeah. And it's not a pizza joint.

482
00:29:27,380 --> 00:29:31,000
I'm molding the mines. No, it is not. And they. They

483
00:29:31,000 --> 00:29:33,960
weren't. You know, I think they were closed before we ever even opened. I was

484
00:29:33,960 --> 00:29:37,560
like, ah, son of a gun. Well, Boston doesn't play in certain cities,

485
00:29:37,560 --> 00:29:41,400
so it's probably better off that. That it's exactly it. It

486
00:29:41,400 --> 00:29:45,200
may it in retrospect, it worked out, especially in the

487
00:29:45,200 --> 00:29:48,600
trademark area. Well, welcome to the Halo Center. Thanks, everybody.

488
00:29:48,840 --> 00:29:51,560
It's great spending time with you and go B town.

489
00:29:52,600 --> 00:29:56,310
Awesome. Thanks, everybody. All right, co you too. Bye.

490
00:30:03,270 --> 00:30:06,990
This is Pete Moore on Halo Talks. Your captain speaking. I am

491
00:30:06,990 --> 00:30:10,590
the founder and managing partner at Integrity Square. We've been around

492
00:30:10,590 --> 00:30:14,430
now for 15 and 1/2 years. We have been helping

493
00:30:14,430 --> 00:30:17,830
people like yourselves get capital, do mergers and

494
00:30:17,830 --> 00:30:21,440
acquisitions, consulting strategic strategic advice in the health,

495
00:30:21,520 --> 00:30:25,360
active lifestyle and outdoor halo sector. Trying to help

496
00:30:25,360 --> 00:30:28,560
as many entrepreneurs as possible get to the next level,

497
00:30:29,120 --> 00:30:32,560
take that inflection point and be the force behind your growth.

498
00:30:33,120 --> 00:30:36,680
We are helping companies that have at least $3 million of

499
00:30:36,680 --> 00:30:40,240
EBITDA, around $10 million of revenue. And

500
00:30:40,240 --> 00:30:43,600
we are positioned to help get institutional growth capital

501
00:30:44,320 --> 00:30:48,140
or to negotiate deals with strategic partners. If

502
00:30:48,140 --> 00:30:51,940
you go to integrity.com isq,

503
00:30:51,940 --> 00:30:55,500
you can see our capabilities. Deck, happy to set up a consultation at any

504
00:30:55,500 --> 00:30:59,100
time that is free of charge and we look forward to you

505
00:30:59,100 --> 00:31:02,740
helping solve obesity, loneliness, and diabetes.

506
00:31:02,900 --> 00:31:03,860
Go Halo.

507
00:31:11,150 --> 00:31:21,710
Sam,