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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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On this episode of The ATFW Podcast, Brandon Cullen, Co-Founder and Chief Concept Officer of MADabolic, joins host Krissy Vann to break down the business philosophy behind his strength-driven interval training franchise.
Brandon shares how his professional hockey background shaped MADabolic’s structured, performance-first approach—and why the brand was built to serve people beyond their sport, with a disciplined system that can carry them into their 40s, 50s, and beyond.
This conversation explores:
- The gap MADabolic fills between performance and mainstream fitness
- Why the brand intentionally avoids trends and “fitness as sport”
- How franchisees are scaling with consistency and discipline
- The challenges and opportunities in targeting the other 80% of the addressable market
Whether you're an operator, investor, or franchisor, this episode offers insight into building a brand that prioritizes strength, structure, and long-term strategy.
Chapters
1. Intro (00:00:00)
2. The Gap MADabolic Aims to Fill (00:02:39)
3. Early Industry Observations (00:03:43)
4. Fitness Trends vs. Structure (00:05:37)
5. Core Philosophies of the Brand (00:08:24)
6. Strategic Risk and Brand Clarity (00:09:20)
7. Finding the Right Franchisee Fit (00:10:21)
8. Knowing Your Ideal Client (00:12:18)
9. Building Brand Integrity (00:16:22)
10. Scaling Considerations (00:24:58)
11. Mission-Driven Brand Leadership (00:35:28)
179 episodes
