1851

<p><a href="https://www.linkedin.com/in/jesse-curry-241730122?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>Jesse Curry</u></a> is the vice president franchise development at <a href="https://www.eatthefrogfitness.com/franchise-with-us.aspx?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>Eat the Frog Fitness</u></a>, an emerging fitness training concept co-founded by Olympic decathlon gold medalist <a href="https://www.linkedin.com/in/bryan-clay-51392b1b?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>Bryan Clay</u></a> and entrepreneur <a href="https://www.linkedin.com/in/joeculver?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>Joe Culver</u></a>. Since 2017, Eat the Frog Fitness has opened 26 units throughout the U.S. and Canada, with many more coming soon. Spearheading that growth is Jesse Curry, a franchise industry veteran with over 40 years of experience in the fitness and wellness industry.</p><p>Curry spoke with 1851 to tell us more about his story, share advice for up-and-coming entrepreneurs in the franchise industry and discuss how COVID-19 has impacted businesses.</p><h4>1851 Franchise: Tell me about your company.</h4><p>Jesse Curry: Eat The Frog Fitness is based out of Issaquah, Washington. The Founders are Joe Culver (15-year franchisor executive) and Bryan Clay, U.S. Olympic gold medal decathlete (gold in 2008, silver in 2004). Eat The Frog Fitness is the only personalized group training program that combines athletic-inspired training and the science of your body to achieve incredible results. We customize each member’s fitness program (just as a personal trainer would do) based on their individual needs, objectives and nutritional goals. Using a proprietary algorithm during a fit assessment, we set a custom max heart rate and create an eight-week training plan designed to get results.</p><h4>1851: How did you get into franchising?</h4><p>Curry: My entire 40-year career has been in the fitness and wellness industry. In 2005, I was asked by <a href="https://www.massageenvy.com/about-us/own-a-franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>Massage Envy</u></a> founder <a href="https://www.linkedin.com/in/johnleonesio?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>John Leonesio</u></a> — who I previously worked for in Texas — to come onboard with the brand. John was a business partner with Q The Sports Clubs, and we offered massage therapy as an ancillary service to our members. Once we sold the Q The Sports Clubs concept to <a href="https://www.24hourfitness.com/company/about_us/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>24 Hour Fitness</u></a>, John came up with the idea of Massage Envy and eventually it grew into a franchise business. From 2005 to 2013, we grew from a couple hundred units to over 900 clinics.&nbsp;</p><p>Since then, I’ve purchased, developed and sold the development rights to <a href="https://thejointfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>The Joint Chiropractic Place</u></a> and <a href="https://redlineathletics.com/corporate/franchising?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>RedLine Athletics</u></a> (both Leonesio involvement), as well as grown my consulting practice, <a href="https://www.linkedin.com/company/mjc-associates-inc?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>MJC &amp; Associates</u></a>. Eat The Frog Fitness was one of my consulting clients.</p><h4>1851: Are there any keys to consistent franchise growth?&nbsp;</h4><p>Curry: Definitely — first and foremost is the makeup of the franchisor’s leadership team. You have to have A-plus players on the bus, not just friends and family (unless they are qualified).&nbsp; The systems, processes and procedures of the brand need to scale, be succinct and cohesive for the franchise community.&nbsp;</p><p>Leadership doesn’t end with the franchisor — it dovetails directly into the franchisees. If a franchisor doesn’t define the right qualifications (<a href="https://1851franchise.com/low-medium-high-franchisee-requirements-by-investment-level-12521"><u>money is not the sole qualifying link</u></a>) required by a franchisee, that could spell trouble. Usually, that ends with severe losses for all parties.&nbsp;&nbsp;</p><p>The term “growth ready” was introduced into my vocabulary several years ago and it is applicable to both the franchisor and franchisee. The advantages of expanding a brand or becoming a multi-unit franchisee can be compelling, but no one should force growth. Be steady and be ready for when the time is right in regards to all aspects for future development.&nbsp;</p><h4>1851: What are the biggest hurdles to successful franchise growth right now?&nbsp;</h4><p>Curry: That’s a great question! Right now, the main hurdles are <a href="https://1851franchise.com/how-joe-bidens-presidency-could-impact-the-franchising-industry-2714251"><u>politics</u></a>, <a href="https://1851franchise.com/franchising-and-coronavirus-this-is-not-a-joke-its-time-to-brace-for-impact-react-and-recover-2712532"><u>COVID-19</u></a>, a lack of leadership in our government officials, <a href="https://1851franchise.com/new-research-shows-how-the-ppp-loans-have-played-out-2714267"><u>a lack of funding</u></a> and fake media. I’d say it’s a combination of all of these things. Hopefully, the new decade will bring about changes that positively reflect the goodness in mankind. There’s always hope!&nbsp;&nbsp;</p><h4>1851: How did the COVID crisis affect franchise growth opportunities?&nbsp;</h4><p>Curry: For most brands and prospects thinking about franchising, it has been a wait-and-see attitude. Deals are taking longer as prospects ponder what their future will look like. What will the new decade bring us when it comes to franchise expansion, advertising, lead generation, furloughed and laid off employees, securing funding, going out of business or otherwise? You name it; it has been affected! There has never been an event worldwide that has affected every human being on the planet like this and <a href="https://1851franchise.com/1-in-6-restaurants-expected-to-close-in-2020-2713874"><u>the franchising industry is no exception</u></a>.</p><h4>1851: Are there any common mistakes you see franchisors making when trying to grow?&nbsp;</h4><p>Curry: Certainly. In addition to a lack of leadership or not being growth ready, not having the proper training procedures in place that scale for the franchise community is also a common mistake. Sometimes it can be a new program, food item or service that hasn’t been documented through KPIs (key performance indicators).&nbsp;</p><h4>1851: What are your biggest goals/plans for 2021?</h4><p>Curry: In 2021, we are going to keep focused on what we are calling the “brick-and-mortar strategy.” Connected fitness allows for unprecedented benefits when dealing with the unknown. While live-coaching and in-studio experiences aren’t going away anytime soon, the need for more flexibility is a must. Delivering the Eat The Frog Fitness experience through on-demand channels, like our On-The-Go product and more personalized accountability programs like our <a href="https://www.eatthefrogfitness.com/find-a-membership.aspx?utm_source=1851franchise.com&utm_medium=article&utm_campaign=frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness-2714962" target="_blank" rel="nofollow"><u>FrogFit membership</u></a> — which offers one-on-one coaching — are going to be keys to success next year.</p>

FranDev Players: Jesse Curry, Vice President of Franchise Development for Eat the Frog Fitness

1851 Franchise

Curry discussed his development background in the health and fitness segment of the franchise industry and how COVID-19 has impacted businesses.

frandev-players-jesse-curry-vice-president-of-franchise-development-for-eat-the-frog-fitness

Paris Baguette

NJBIZ: Paris Baguette Ramps Up Expansion With New Franchises, Facility and 2030 Growth Target

njbiz-paris-baguette-ramps-up-expansion-with-new-franchises-facility-and-2030-growth-target

Busy Bee Jumpers

Top 10 Reasons To Buy a Busy Bee Jumpers Franchise in 2025

top-10-reasons-to-buy-a-busy-bee-jumpers-franchise-in-2025

Home Halo

home-halo-former-athletes-frachisees-image

Why Former College Athletes Can Make Winning Home Halo Franchise Owners

former-college-athletes-home-halo-franchise

TruBlue Home Service Ally

TruBlue Featured in USA Today as Key Player in Helping Seniors Age Safely at Home

trublue-featured-in-usa-today-as-key-player-in-helping-seniors-age-safely-at-home

Right at Home

Right at Home Marks 30 Years With Continued Franchise Growth

Right at Home Marks 30 Years With Continued Franchise Growth, Tech Advancements, and Strong System Engagement in First Half of 2025

right-at-home-franchise-growth-2025

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

"Come in, We're OPEN" sign against abstract background

Small Business Optimism Dips, Raising Concerns for Franchise Owners

small-business-optimism-dips-raising-concerns-for-franchise-owners

Photo of Roof Scientist truck and trailer

Roof Scientist Expands Into Northern Indianapolis as Entrepreneur Dale Speckman Launches New Business in Fishers

roof-scientist-expands-into-northern-indianapolis

Image of Donald Trump pointing with red stripes in the background

August 1 Tariff Deadline Is Said to Have ‘No Extensions’: What This Could Mean for Franchises

august-1-tariff-deadline-franchise-impact

What June’s Jobs Report Means for the Franchise Industry

what-junes-jobs-report-means-for-the-franchise-industry

Drone Delivery Takes Flight in QSR: The Future of Franchise Operations?

drone-delivery-takes-flight-in-qsr-the-future-of-franchise-operations

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

Amanda Evans - Stellar Service Brands - Franchise Marketing Leaders 2025 - 1851 Franchise

Top 25 Franchise Marketing Leaders: Amanda Evans — Senior Vice President of Marketing, Stellar Service Brands

stellar-service-brands-marketing-leader-amanda-evans

Photo of a large group of people standing in a circle, placing hands together in center

Franchise Opportunities for Minorities: Expanding the Franchise Network

franchise-opportunities-for-minorities

Coffee & Analytics graphic with photo of Nick Powills

Franchise Growth Is Messy. Lead Gen Is Uncomfortable. Let’s Fix It.

franchise-lead-generation-insights

From Prescriptions to Pastries: Kari Khandelwal Creates a Comforting Community Bakery 

From Prescriptions to Pastries: Kari Khandelwal Creates a Comforting Community Bakery in Overland Park, Kansas

paris-baguette-franchise-overland-park-khandelwal

Kansas Couple Revitalizes Local Childcare With Children’s Lighthouse

From Corporate Careers to Community Roots: Kansas Couple Revitalizes Local Childcare With Children’s Lighthouse

kansas-couple-opens-childrens-lighthouse-gardner-olathe

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

FranDev Players: Jesse Curry, Vice President of Franchise Development for Eat the Frog Fitness

MORE STORIES LIKE THIS