Empowering the Next Generation: How This Army Veteran Is Transforming Kids’ Fitness Through USA Ninja Challenge

After a distinguished career in the military, Sam Robins, a retired U.S. Army battalion commander, transitioned from Special Forces to entrepreneurship, recognizing the power of fitness to foster confidence and community among kids. 

Working with his business partner Chad Kneller, another veteran, Robins is providing a safe space for kids of all abilities to have fun while creating healthy habits.

“We love the vision of USA Ninja Challenge,” he said. “Getting kids healthy, getting them off the iPad, getting them out of the house … When I was little, kids played outside often in the woods — climbing trees, traversing logs and jumping over creeks. That’s not as common anymore; with USA Ninja Challenge, we’re looking to bring back that level of activity.” 

His commitment to building a fun, inclusive environment where children of all abilities can thrive is evident in his approach. With a vision rooted deeply in military values, Robins emphasizes the importance of a healthy, active, supportive community while working alongside a long-time veteran and friend to grow their impact and build something meaningful for their own families.

Robins took the time to chat with 1851 Franchise to discuss all of this and more. Here’s what he had to say:

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Sam Robins: I actually joined the Army right out of college. I was graduating and was going to be a CPA. I had resumes out and multiple jobs in progress, and I was really excited about going to be an accountant. Then my buddy called me up and said, “Let’s join the Army.” My dad was in the reserves, but I didn’t know much about that. I was taken by surprise by my friend, but I thought about it over the next couple weeks, and I ended up not being able to stop thinking about it. Every Army commercial I’d ever seen kept popping up in my head, and I suddenly felt like I was running into people who were either in ROTC or veterans returning to school.

It started opening up my mind. I prayed about it, talked to a lot of advisors and enlisted in the Army as a finance soldier. I knew little about the Army and nothing about Special Forces. I just knew I loved [teamwork and struggling together]. When I eventually became an officer in the Air Defense Artillery, I met an interesting guy at Fort Campbell. I didn’t even realize he was a soldier — he was just different. Turns out he was in Special Forces. I became good friends with him, and he encouraged me to do it.

I went for it. Most people who become a Green Beret have been wanting to do that since they were a kid, but that wasn’t the case for me. I went through the long, arduous process of training and applications, and I loved it. I went on multiple deployments and focused a lot on ingenuity, survivability and doing more with less. I ultimately retired in 2020 after 24 years in the Army. We stayed in Texas, and that’s what brought me to the USA Ninja Challenge opportunity.

1851: What made you pick this brand? What excites you most about this company?

Robins: My business partner and I both live in the community. We always talked about starting a business together. I was looking at franchising and he decided that was a path he might want to take, too. He started looking into local franchises, and that’s how we found USA Ninja Challenge. His older son used to coach at this gym, his younger son is on the competition team and my son also goes to classes here.

We had been looking and turned down a couple other franchise opportunities, and when we found out that our kids’ gym was up for sale, we thought, “Let’s go for it!” It’s fun for our kids, it’s great for the community, and it was a great way for us to get into business together.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Robins: We want to get this one going. Once it’s rocking and rolling, I think we’re going to want to go to the next thing. That’s part of why we did this together — so we can double the efforts. We can grow exponentially. We have aspirations to own other ninja gyms in the area and potentially move on to other businesses or franchises together. This is our proof of concept that we can work well together really well and I think we have a great plan.

1851: What is the one thing about your story you want us to know?

Robins: I want people to know that this journey is a family affair. My wife and kids are actively involved, with my wife heading up social media and my daughters contributing as well. We’ve even incentivized our kids to bring in new members from school. It’s been a great experience for both of our families.

1851: What advice do you have for other veterans thinking about becoming a franchise owner?

Robins: I think franchises, in general, are awesome for veterans. It’s either about taking command or a change in command, whether you’re starting a new business or taking over an existing one. Veterans have experience moving between responsibilities and learning new skills. You know how to work in a team. This is a small team, and with USA Ninja Challenge specifically, it’s based in fitness and community. The playbook is there, and you have the standard operating procedures; that’s something you know how to follow.

ABOUT USA NINJA CHALLENGE

USA Ninja Challenge is the leading kid’s Ninja franchise, offering an exciting obstacle-based fitness experience for children across the United States. Since its founding over a decade ago, USA Ninja Challenge has grown into a trusted brand nearing 40 gyms and more in development. The franchise combines fun and fitness by teaching kids agility, balance, and problem-solving through a series of structured obstacle courses. As the only Ninja franchise partnered with the USA Pentathlon Multisport Olympic Team, USA Ninja Challenge is helping raise awareness for Ninja as an official sport, set to debut in the 2028 Olympics. With low initial investment, high margins, and rapid ROI, USA Ninja Challenge offers franchisees the opportunity to build profitable businesses while making a lasting impact on children's physical fitness and confidence. For more information on USA Ninja Challenge or to learn about franchise opportunities, visit www.usaninjachallenge.com.