How Donuts, Pop-Ups, and a $3 Lead Strategy Built a Pilates Empire

Franchise Secrets Podcast

Content provided by Erik Van Horn. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Erik Van Horn or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

7d ago 59:09

MP3•Episode home

How do you grow a multi-unit fitness franchise without a massive ad budget?

Ray Dunn did it—with free classes, donuts, grassroots events, and relationships. In this episode of Franchise Secrets, Erik Van Horn and Ray unpack a masterclass in guerrilla marketing, team management, lead generation, and semi-absentee ownership.

Whether you're launching a new location or scaling an established brand, this episode is packed with real, proven strategies to help you win locally.

Timestamps:

00:00 – Why Grassroots marketing still works

01:30 – Ray Dunn’s journey from CPA to franchisee

03:25 – Beating household brands with grassroots tactics

05:10 – Early hustle: donuts, Jeep deliveries & costumes

06:30 – Launching Club Pilates with no brand awareness

08:30 – How to test your brand’s local visibility

11:40 – Landmarks vs. addresses: smarter local marketing

13:25 – Visibility = growth: rent as a marketing investment

15:00 – Defining semi-absentee ownership (and what it's not)

17:45 – Event-based growth strategies (with real examples)

21:40 – Partnering with breweries, parks & coffee shops

25:00 – Low-cost events: $75 budget, real ROI

28:00 – B2B outreach & free "Pilates Party" lead gen

31:00 – How to build win-win partnerships with local businesses

33:00 – Using AI (ChatGPT) to plan local marketing strategy

36:00 – Prize wheels, contests & collecting quality leads

40:00 – The $3 lead strategy that generates customers

44:30 – High-value, low-cost giveaway strategies

46:10 – Hiring & training staff for grassroots engagement

49:00 – The mindset shift owners and staff must embrace

52:45 – Selling by removing barriers (not pressure tactics)

55:00 – What emerging franchisors can learn from top operators

57:10 – Ray’s final advice for franchisees & franchise brands

📌 What You'll Learn:

-Smart local lead gen using free classes and community events

-Why visibility and location matter more than you think

-Training staff to love community marketing (even introverts)

-How to build real partnerships with neighboring businesses

-When and how to delegate grassroots marketing

-The truth about semi-absentee ownership in franchise systems

-How franchisees can influence the playbook for entire brands

-Creative prize strategies to boost lead capture and conversion

-Why emerging brands should listen to the field

Connect with Erik Van Horn:

🌐 Website - https://franchisesecrets.com/

📷 Instagram - https://www.instagram.com/erikvanhorn/

👍 Facebook - https://www.facebook.com/erik.v.horn/

💼 LinkedIn - https://www.linkedin.com/in/evanhorn/

Best Franchise Starter Playlist:

https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm

https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf

https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL

#FranchiseGrowth #GrassrootsMarketing #FitnessBusiness #PilatesStudios #FranchiseSecrets #LocalMarketing

109 episodes

#Trading #Entrepreneur #Business #France #Erik Van Horn #Franchise #Secrets