Former Orangetheory Regional Manager and Licensed Counselor, Grow KidStrong Franchise, Empowering Youth in Albuquerque, New Mexico

With prior involvement in community recreation programs and later professional work in franchise growth and mental health counseling for children and families of first responders, Bobby and Jessica Montoya have long shown their commitment to community involvement and support. 

Over time, Jessica observed a lack of regulation, structure and body awareness among the children she worked with. While her husband Bobby was advancing his career as an Orangetheory franchise business manager and regional sales and operations team member, he came across KidStrong, the youth enrichment franchise with a science-based curriculum focused on developing socially and emotionally strong kids who will “win at life.” Though the two were not looking for business opportunities, they realized just how important this type of program would be to the Albuquerque, New Mexico, community, and they decided to leap into franchise ownership. After opening their first location in late 2023 and a second last year, the two are seeing marked improvements in students and children in their own communities, and they’re setting the stage for further growth.

The Montoyas spoke with 1851 Franchise to discuss their journey to franchise ownership, the unique value KidStrong provides to both students and coaches, and their plans for the future. Here’s what they had to say:

1851 Franchise: Frame your personal story for us. What do you want us to know?

Jessica Montoya: I want people to know that we are not only enriching kids’ lives but also those of our coaches. We have seen many coaches — the majority being younger adults, juniors, or seniors in high school or college — develop confidence, public speaking, and professional skills. Even though we are teaching six-year-olds, those same skills are important for a 25-year-old as well.

My background is in mental health; I am still a licensed counselor, having worked with kids and families of first responders for close to 10 years, focusing on trauma work and adjustment.

Bobby Montoya: My background is in franchising, having been involved in regional fitness sales and operations for Orangetheory, and also working as a franchise business manager, helping area developers and franchise owners with training and ongoing success. That is how I heard about KidStrong. I checked out KidStrong while I was in Dallas. At the time, our son was too young, but our daughter was in gymnastics, so we knew what those classes entailed, and I saw that KidStrong had a lot more value than a standard gymnastics class. Albuquerque is often one of the last places to get new concepts, and I thought it was needed here. While KidStrong isn’t purely a fitness class, the moving, learning, and socialization aspects caught my eye.

Jessica: Our motivation was our kids and wanting to enrich their lives. We both worked with youth in recreational settings when we were younger, and we saw areas where kids could be helped, and we wanted to bring that to our community.

1851: What did you do before franchising, and how did you decide franchising made sense for you?

Bobby: Our mission wasn’t to be business owners. We knew about franchising because of my experience with Orangetheory, but it’s nearly impossible to get into business with them in our market; it’s already so saturated. Finding out about KidStrong was what pushed us into franchising. It wasn’t a situation where we said, “It doesn’t matter what the business is; we’re going to own a business.” We loved and were aligned with KidStrong’s values, and we knew it was a need in our community.

1851: What was your perception of franchising before becoming a franchise owner, and what do you want people to know about franchising now that you are in it?

Bobby: We were pretty prepared. A lot of that had to do with my experience having worked for a franchise owner and franchisor in the past. 

Jessica: This wasn’t necessarily a surprise for us because it was our plan all along, but there did come a time when the system began talking about the fact that locations are often more successful when the owners are involved. People should know that this is the case sometimes and should be aware of this when choosing their opportunity.

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

Jessica: The mental health side of things and my past life working with kids — focusing on regulation, mindfulness, and body awareness — excited us. Studies have shown that movement helps that connection, and there is a lack of this in schools where kids must sit. 

KidStrong integrates skills like regulation and structure that are lacking in youth. We don’t outwardly say we are teaching mindfulness, but the skills are integrated. We’re teaching students mindfulness and how to be in their bodies and how to move their bodies in productive ways.

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

Bobby: Our five-year plan is to open up two more locations in El Paso, Texas, which we have already secured. Beyond that, we are not sure, but our goal is to ensure all four centers are operating at a high level and reaching as many kids as possible to help them grow confidence and skill sets.

Jessica: We looked at other franchises, but nothing crossed our table that we felt connected with or aligned with our values. Venturing out to open more KidStrong centers made the most sense when we thought about how we wanted to grow.

Bobby: KidStrong has allowed us to have a really healthy work-life balance with our family. As an area developer, you are never really "off," but you can be on and off at your convenience, allowing us to find balance and be present parents for our kids, volunteering and attending sports during the day.

Jessica: We’re also looking forward to the growth we’ll support throughout our community. Our kids have attended KidStrong since we opened, and we’ve seen so much growth in them over the past few years. We also see it in the community — kids who started and are now leaps and bounds ahead in speech, occupational skills, and awareness.

1851: What advice do you have for other people thinking about becoming franchise owners?

Bobby: Make sure that you’re passionate about the purpose, regardless of which brand you’re choosing. There were other brands we researched that were great brands, but we didn’t have passion for them. In business, just like in life, there will be good days and bad days. Passion for the purpose of the business will help push you through. Make sure you choose something that you really want to get behind. If you have that, you’ll be able to get through any rough waters.

Jessica: Do your research, but go for it. If you have the opportunity to work for yourself, why not? At this time, why not work for yourself and build your own future? 

About KidStrong

KidStrong was founded in 2015 by Matt and Megin Sharp because they wanted a program focused on developing strength and confidence for their daughter Ella and other kids like her. Together, they partnered in 2017 with Matt's best friend and Co-Founder Lincoln Brown to help grow the program. Later, Megan Stein joined as a Co-Founder. Together they developed KidStrong, a science-based kid's training program focused on brain, physical and character development for ages walking through 11 years old. KidStrong offers a science-based curriculum that is parent-focused and taught by professionals to help accelerate milestone development and promote social and emotional strength. Today, KidStrong has grown exponentially, with more than 400 franchises sold to date since the company opened its first center in 2015. Over the next five years, KidStrong plans to have 500 open centers nationwide. For more information, visit www.kidstrong.com.