Franchising Today - Winter 2017 - 74

REDLINE ATHLETICS
www.redlineathletics.com / HQ: Scottsdale, Ariz. / Lyle Myers, president: "We are
building a new culture, a new environment where kids feel safe."

The six pillars of RedLine's culture are
mentorship, trust, excellence, respect,
integrity and passion.

Speed and Power
RedLine Athletics is powered to take off.
BY CHRIS KELSCH
You can't blame RedLine Athletics President Lyle Myers for being
excited these days. "Things are really
starting to take off," Myers says. "We
have just awarded another franchise
in the San Antonio area, and recently
had five grand openings. The word is
starting to get around."
RedLine Athletics has dialed in
on an extremely successful niche:
Bringing safe and effective athletic
training to young athletes across the
country. RedLine's athletic training
centers are focused on enhancing
speed, power and core strength along
with injury prevention of student
athletes aged eight to 18.
The original RedLine Athletics was
founded in 2008 by a former professional baseball player who wanted
young athletes to receive the training
that made him successful. In 2012,
John Leonesio, founder of profitable
franchises such as Massage Envy and
74

franchising-today.com

WINTER 2017

The Joint Chiropractic, had two kids
who were figure skaters and were
working out at the facility. "John noticed a few things about his kids," Myers says. "One is their performance
kept getting better, and the other is
that they weren't getting injured like
the other athletes."
Leonesio eventually began conversations with the owner of the San Juan
Capistrano facility, and a franchising
agreement was reached in 2013. Leonesio incorporated a few simple concepts initially. The first was to borrow
from the health club membership
model, which charges monthly fees
to ensure that there is recurring revenue. Secondly, each geographical area
has a regional developer who sells the
franchise licenses to fully support the
franchisees in each region.
Leonesio brought in Lyle Myers in
2015 as president to run the company.
"John is really a partnership entrepre-

neur," Myers says. "We are looking for
individuals who can purchase or invest in all of the licenses in a region."
Essentially, demographic research
helps determine viable regions, but
the RedLine team looks for areas
where there are between 12,000 to
15,000 kids aged eight to 18, living in
households with a minimum annual
average income of $65,000 or higher.
For example, the Chicago area has 18
franchises, with two of them sold.

Building

a

Culture

For Myers, the real excitement is what
happens inside the centers. "We are
building a new culture, a new environment where kids feel welcome
and a part of a bigger family. ," Myers
notes. "Our motto is 'Passion with
Purpose.'" Trainers, or "Sports Performance Specialists" are thoroughly
trained with RedLine's curriculum,
which features the six pillars of RedLine culture: mentorship, trust, excellence, respect, integrity and passion.
Equally important is the physical
layout of the centers. "These are traditionally 7,000- to 9,000-square-foot
facilities, with a nice reception area
and a few offices, a large high-inten-


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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
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Franchising Today - Winter 2017 - 1
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