table of contents
Features
3 Leg Extensions Innovations contributed by Matrix
14 Get to Know Director of Operations & Engagement Caitlin Kelleher
22 Let Go to Help Leaders Level Up by Rachel Bridges, PF project lead, operations systems
24 The 2025 FDD, Franchise Agreement and Area Development Agreement by J. Mark Dady, Dady & Gardner, P. A.
28 From Demo to Done: How to Direct a Smooth Remodel or Re-equip by Julia Sanders, PFIFC senior communications coordinator & associate editor
32 Data-Driven Marketing: Utilizing AI to Maximize January Joins contributed by ROR
34 How to Jumpstart Your New Club Openings with a Successful Presale by Julia Sanders
38 Are You Doing All You Can to Boost Conversions and Upgrades? by Matt Ellis, contributing writer for the PFIFC
40 Hiring the Right HRIS by David J. Gilbert-Paduano, Pinnacle Fit Clubs
42 Operations Update: Reviewing Schedules by Brian Cassagio, Grand Fitness Partners
44 Fueling Your Mental and Physical Well-being by Lynne Brick, B. S. N., M. A., Ohana Growth Partners
46 How to Conduct Terrible Employee Evaluations: The Essential Cornerstones of Every Performance Management System by J. Hagood Tighe, Fisher Phillips, LLP
48 My 25-Year Journey as an Entrepreneur by Dan Coughlin, The Coughlin Co.
53 Aligning Tanning & Wellness with the Planet Fitness Model: Smart Retail Strategies for Success contributed by New Sunshine
54 What Is Good Customer Service? by Danny Snow, Snow & Associates Inc.
57 Sharpening Your Tools: Six Reasons Why Mental Fitness Matters in the Workplace by Laura Stack, The Productivity Pro ®
58 WARNING: Prop 65 Bounty Hunters on the Loose by Justin Klein and Matilda Barseghian, Marks & Klein, LLP
62 One Big Beautiful Bill Act( OBBBA) contributed by Baker Tilly
2025 Issue 3
On the Cover
Lynne and Victor Brick, owners and operators of Ohana Growth Partners and a married couple for 47 years, value family, strong connections and getting involved with the local community. Learn how they joined the Planet Fitness ® brand and were able to find their family within the PF ® franchisee community in the Franchisee Spotlight on page 18.
Columns
2 A Message From the President
Departments
4 PFIFC Member News 12 Recognitions 12 Calendar of Events 18 Franchisee Spotlight 20 We Asked, You Answered 63 Look, Listen, Read
Directories
16 Associate Member Listing
64 Advertisers Guide and Editorial Calendar
Headquarters
One Overton Park, Suite 980 3625 Cumberland Blvd. Atlanta, GA 30339 Phone: 678-737-2396 www. pffranchisee. org
PF Independent Franchisee Council publishes Geared Up. Any reproduction, in whole or in part, of the contents of this publication is prohibited without prior written consent of PF Independent Franchisee Council. All Rights Reserved.
PFIFC Board of Directors
Scott Sanders President
Stephen Kindler Jr. First Vice President
Philip Amato Second Vice President
Stanley DeMartinis Jr. Secretary / Treasurer
CJ Bouchard Immediate Past President
Cullen Barbato Director
Ryan Berk Director
David Bidwell Director
Dominic DeCoux Director
Kevin Fagan Director
Gabrielle Lawlor Director
Adam Willaeys Director
Kristi Hoffman Executive Director
PFIFC Editorial Board
Jessica Loeding Editor-in-Chief
Julia Sanders Associate Editor
Advertising Sales Ronnae Williams Events and Sponsorships Coordinator ronnaew @ pffranchisee. org 678-941-0296
Design and Layout Kristen Thomas KT Graphic Design kthomas @ kt-graphicdesign. com
In keeping with our commitment to the environment, this publication is printed on certified, environmentally-friendly recycled paper using eco-friendly inks. Copyright © 2025 Printed in the U. S. A.