Growth does not automatically create a profitable business. As companies add locations, people, and complexity, leaders need a clear understanding of what strong performance looks like and the systems, metrics, and management practices that help each location achieve it.

In this Fireside Chat, Dave Crisalli will explore Profit Engineering: the discipline of designing profitability into the business rather than expecting it to follow growth. Drawing from decades of experience building and leading multi-location businesses, Dave will discuss how leaders can establish clear performance expectations, use financial and operational data to understand where the business is working or falling short, and create greater accountability across locations.

The conversation will also open to audience Q&A, allowing founders and executives to bring their own questions about profitability, performance, and scaling to a leader who has experienced these challenges at significant scale.

About Dave Crisalli

Dave Crisalli has more than 25 years of experience leading and growing multi-unit consumer, retail, wellness, and franchise businesses. He is best known for his 12 years with Massage Envy®, where he helped build the company from an emerging concept into one of the largest wellness franchise systems in the country.

Dave’s background includes:

• Former President and CEO of Massage Envy®, following seven years as the company’s COO
• Helped lead Massage Envy® to more than 1,100 locations and over $1 billion in annual system-wide revenue
• Led day-to-day franchisor operations and initiatives focused on profitable franchisee growth
• More than 25 years of experience across multi-unit consumer, retail, franchise, fitness, and wellness businesses
• Experience advising and supporting growth companies as they navigate scale, performance, and profitability

Longevity is becoming about more than living longer. Advances in healthcare, technology, fitness, recovery, and preventive health are creating new ways to help people live healthier, more active lives, and new opportunities for businesses serving those consumers.

In this Fireside Chat, Sally Ann Frank will explore the evolving longevity landscape and the innovations shaping healthspan and healthy aging. Drawing on her work across healthcare, life sciences, technology, and startups, Sally will share where the market is heading and what these shifts could mean for leaders across beauty, fitness, wellness, and self-care.

The conversation will open to audience Q&A, giving founders and executives the opportunity to ask Sally directly about longevity, emerging technologies, healthcare innovation, and the trends she is seeing across the market.

About Sally Ann Frank

Sally Ann Frank is a global healthcare and technology leader with more than 25 years of experience across business development, innovation, sales, and emerging technology. As Global Lead for Health & Life Sciences at Microsoft for Startups, she works at the intersection of healthcare, technology, entrepreneurship, and investment, helping emerging companies build, scale, and bring new solutions to market.

Sally’s background includes:

• Global Lead for Health & Life Sciences at Microsoft for Startups, working with founders, investors, and industry partners across digital health and biotech
• More than 25 years of experience in technology, business development, sales, and innovation
• Work with emerging companies applying AI and other technologies to healthcare and life sciences
• Engagement with the AgeTech Collaborative™ from AARP around longevity, aging in place, fitness, recovery, mobility, and active aging
• Published author, global innovator, and keynote speaker focused on healthcare, technology, startups, and the future of health

As businesses grow and technology changes how we work, maintaining meaningful connections with employees and customers becomes increasingly important. Culture can provide the foundation that keeps people connected to the organization, its values, and one another.

In this Fireside Chat, Sanjiv Razdan will explore how leaders can intentionally build and scale culture. Drawing on more than three decades of experience leading large, multi-unit organizations, Sanjiv will share his framework for turning values into everyday experiences through stories, recognition, rituals, and clear expectations.

The conversation will open to audience Q&A, giving founders and executives the opportunity to ask Sanjiv directly about culture, leadership, organizational growth, and the lessons he has learned leading businesses through different stages of growth and transformation.

About Sanjiv Razdan

Sanjiv Razdan is President and CEO of The Joint Chiropractic and a seasoned consumer services and franchise executive with more than 35 years of experience. Throughout his career, he has led organizations through periods of growth, transformation, and operational change while maintaining a strong focus on people, culture, and customer experience.

Sanjiv’s background includes:

• President and CEO of The Joint Chiropractic, the nation’s largest franchisor of chiropractic care
• Former President, Americas & India, for The Coffee Bean & Tea Leaf, overseeing a brand with approximately 1,200 cafés across 30 countries
• Former COO of Sweetgreen, helping lead the business through a period of rapid growth
• Former SVP and COO of Applebee’s, where he led operations across a portfolio of more than 1,800 restaurants
• Nearly two decades with Yum! Brands in leadership roles across multiple markets and continents

A great client experience does not happen by accident—and maintaining it becomes more challenging as a business grows. Scaling requires leaders to understand what matters most to clients, translate those insights into clear standards, and create consistency without losing the human connection that makes an experience memorable.

In this Fireside Chat, Carrie Julier will explore how leaders can intentionally design and scale the client experience. Drawing on her work at SEV Laser and across leading consumer brands, Carrie will share how listening, consumer insights, training, measurement, and accountability can help businesses identify what truly improves the experience and make it repeatable across locations.

The conversation will open to audience Q&A, giving founders and executives the opportunity to ask Carrie directly about client experience, brand building, multi-location growth, and maintaining consistency as a business scales.

About Carrie Julier

Carrie Julier is CEO of SEV Laser and an experienced brand builder and business leader whose career spans beauty, wellness, fitness, luxury, and consumer experiences. At SEV, she is leading the company through significant national expansion while working to make its distinctive client experience repeatable across a growing network of locations.

Carrie’s background includes:

• CEO of SEV Laser, a rapidly growing aesthetics brand with more than 70 locations nationwide
• Leadership experience with Orangetheory Fitness and LVMH
• Experience transforming consumer experiences across wellness, fitness, luxury, and beauty
• Led innovation work at LVMH focused on moving the retail experience from transactional to experiential
• Extensive experience building brands and systems that balance growth, quality, and meaningful client connection

The right strategy can only take a growing business so far without the right people to execute it. As companies scale, building a team with the experience, strengths, and perspectives needed for the next stage of growth becomes one of leadership’s most important responsibilities.

In this Fireside Chat, Ryan Rose will explore why he believes “talent wins” and how that philosophy has shaped his approach to scaling VIO Med Spa. Drawing on decades of experience across finance, franchising, and business growth, Ryan will discuss finding the best talent, understanding individual strengths, and building a team capable of supporting transformation and long-term growth.

The conversation will open to audience Q&A, giving founders and executives the opportunity to ask Ryan directly about talent, leadership, team building, franchising, and scaling a growing organization.

About Ryan Rose

Ryan Rose is CEO of VIO Med Spa and an experienced business leader whose career spans finance, franchising, and multi-location growth. Since becoming CEO of VIO in 2020, he has helped lead the company through a period of significant national expansion while strengthening the people, processes, and infrastructure needed to support its next stage of growth.

Ryan’s background includes:

• CEO of VIO Med Spa, one of the fastest-growing medical aesthetics franchise brands in the U.S.
• More than six years leading VIO Med Spa and its continued national expansion
• Extensive experience in franchise development and building scalable business models
• Approximately 14 years of experience in finance before moving deeper into franchising
• Leadership experience spanning financial services, franchise development, organizational growth, and team building

The way prospective customers discover and evaluate businesses online is changing. For founders and CEOs across fitness, wellness, beauty, and recovery, this shift raises a new question: Is your website helping people and AI tools understand what your business offers, whom it serves, and why it is credible? Winning visibility does not require a large budget or technical team, but it does require clearer, more useful, and more specific website content.

In this Fireside Chat, Wendy will explain how AI-powered search is changing online visibility and what business leaders should consider as they adapt. The conversation will focus on practical ways to make websites more useful, credible, and easier for both search platforms and prospective customers to understand—without relying on technical terminology or an extensive content operation.

Discussion Topics

• How AI-powered search is changing online discovery and why Google still matters
• What websites must communicate clearly to appear in search and AI-generated answers
• Replacing broad marketing language with specific answers to customers’ questions
• Strengthening local visibility through accurate information, reviews, and active business profiles
• Creating useful content and practical website improvements that support both visibility and conversion

With more than 30 years of experience across technology, marketing, growth, partnerships, and go-to-market strategy, Wendy White is well positioned to help business leaders understand and respond to this changing search landscape.

Wendy’s background includes:

• Chief Marketing and Partner Officer at Daxko, a leading software company serving the health and wellness industry
• Leadership of brand, growth, partnerships, and go-to-market strategy across products serving fitness centers, community organizations, and studios
• Experience building durable brands, driving measurable growth, and aligning marketing strategy with long-term enterprise value

Balancing good culture and high performance is never easy. Leaders want their people to be happy and engaged, but they also need them to deliver results. Many still believe that achieving both is unrealistic, that performance comes at the cost of culture. Elaine Jobson challenges this thinking. Drawing on the principles from her book High Performance Through Happy People, Elaine’s approach is built on a simple but powerful idea: high performance and a strong, positive culture are not in conflict; they are mutually reinforcing and essential for long-term success. With over 30 years of global executive experience, Elaine has led high-growth, multi-site businesses and helped transform workplace cultures into award-winning environments. Her leadership philosophy focuses on creating organisations where people thrive and performance follows. 

In this fireside chat, Elaine will explore how leaders can move beyond the false trade-off between culture and results, and instead build environments where both can thrive. The conversation will centre around a practical framework for creating sustainable high performance, grounded in five core pillars, from understanding the relationship between culture and performance, through to leading, designing, and embedding lasting cultural change. This session will challenge traditional views on performance and offer a clear, actionable approach for leaders looking to elevate both their people and their outcomes. 

Discussion Topics

• The relationship between culture and performance, and why one cannot succeed without the other
• Leading a high-performing, happy culture in fast-paced, results-driven environments
• Building high-performance teams that are both engaged and accountable
• Designing a culture that supports consistent, sustainable performance
• Making lasting culture change and why most transformation efforts fail
• The role of leadership in shaping both behaviour and results
• Moving beyond short-term performance fixes to long-term, sustainable success.

Elaine’s background includes:

• CEO and senior executive leadership across global, high-growth franchise and consumer brands
• Over 30 years’ experience building and scaling multi-site businesses with a strong focus on people, culture, and performance
• Proven track record of transforming workplace cultures into award-winning, high-performing environments
• Performed a Management Buy-Out of Jetts Fitness, one of Australia’s leading fitness franchise brands
• Author of High Performance Through Happy People and a sought-after keynote speaker on leadership, culture, and sustainable performance

As boutique fitness operators expand beyond a single location, the conversation shifts from running a strong studio to building a brand that can scale. While most operators rely on performance marketing and referrals to drive growth, fewer understand how strategic PR can shape market perception, strengthen positioning, and create long-term enterprise value.

In this Fireside Chat, Nicole will break down how high-performing operators can use PR not as a marketing expense, but as a strategic growth lever. We'll discuss how operators can intentionally shape their brand narrative to support expansion, increase pricing power, and unlock higher-quality opportunities over time.

Discussion Topics

• Positioning a studio as a scalable brand rather than a single-location business
• Using PR to support pricing strategy, talent acquisition, and long-term credibility
• The difference between short-term visibility and sustained market momentum
• Turning each new location into part of a broader, national brand narrative
• Common misconceptions about PR and how they lead to wasted time and resources
• Integrating PR into multi-location expansion, from founder visibility to national positioning

Through real-world case studies, including boutique studio launches, founder exits, and national brand expansion, this session will provide a practical perspective on what drives meaningful visibility and how PR can compound as an asset over time.

Nicole Dunn brings a unique perspective to this conversation, with experience spanning media production, brand storytelling, and wellness-focused public relations.
Nicole’s background includes:

• CEO of Dunn Pellier Media, a PR firm dedicated to health, wellness, fitness, beauty, and lifestyle brands
• Former senior-level television producer with over 14 years of experience, including a Daytime Emmy-nominated project
• Contributor and Los Angeles Chair for Forbes Business Council
• Award-winning PR leader, with recognitions including the Bulldog PR Award and Telly Award for social and influencer campaigns
• Advisor to brands across boutique fitness, wellness, and lifestyle sectors, supporting national visibility and brand positioning