Brandon Cullen

MEDIA KIT

Presenting the Ultimate Brandon Cullen Media Kit

Born into an entrepreneurial family and shaped by professional hockey, Brandon Cullen’s story is one of grit, resilience, and an unbreakable drive. When a devastating concussion ended his career, he turned that setback into an opportunity to build a focused, high-standard training environment for those serious about lasting results. Fueled by his vision, MADabolic has become a standout in the fitness industry, challenging the status quo of chaotic, one-size-fits-all classes. With roots in strength, structure, and accountability, it’s a destination for those who aim higher and expect more. For Brandon, this journey is about redefining training with purpose and inspiring others to pursue their best.

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Get to Know the Man Behind the Journey

  • Brandon Cullen is redefining the group fitness industry with MADabolic, drawing on his elite athletic background and entrepreneurial spirit to create THE Strength Gym. His journey is a testament to grit and transformation, leading a new era of strength-driven interval training. MADabolic embodies Brandon’s vision, delivering a structured and purpose-driven training experience designed for high-achievers who demand more from their workouts. With a foundation rooted in science-backed programming, MADabolic cuts through the noise of quick fixes and superficial trends, instead prioritizing quality and consistency to set a new standard for what it means to train like an athlete.

    Brandon’s transition from pro hockey player to pioneering fitness entrepreneur has been marked by resilience and determination. After a career-ending injury, he channeled his drive into building a brand that emphasizes strength, accountability, and precision through deliberate programming and a commitment to long-term progress. His experience on the ice and in the business world has shaped MADabolic’s unique approach, challenging clients to unlock their strongest potential.

    Built around its signature intervals—Momentum, Anaerobic, and Durability—MADabolic redefines group fitness by emphasizing true athletic development and sustainable progress. This cutting-edge formula, blending years of athletic experience with a disruptive philosophy, has made MADabolic a powerhouse for those who demand more from their training. As a bold alternative to traditional group fitness, MADabolic cultivates loyal communities of high-performers who reject average and embrace the relentless pursuit of better.

  • Born into an entrepreneurial family in Ontario, Canada, Brandon Cullen was raised with a front-row seat to hard work and high expectations. Pushed by his father to excel both in life and on the ice, Brandon’s grit landed him a spot in the New York Rangers’ minor league system. But when a career-ending concussion shattered his hockey dreams, everything he’d worked for disappeared overnight.

    Instead of calling it quits, Brandon turned that adversity into fuel. Determined to create something new, he poured his competitive drive into the fitness world, building the type of gym he wished existed: one focused on aging athletically without the distractions of gimmicks or trends. He knew firsthand the power of structured training and wanted to bring that same purpose to others looking for more than just a “workout.”

    Teaming up with fellow pro hockey player Kirk Dewaele, Brandon’s first venture was a CrossFit gym, but they quickly saw a gap in the market for a structured, strength-based system. This insight led to MADabolic: a strength-driven gym built on precision, consistency, and science-backed programming, delivering real results for those who crave more. It was about giving people a place to train like athletes, with a methodical focus that cuts through the noise of fitness fads.

    “Cardio will keep you alive but Strength Training allows you to thrive,” Brandon explains. “Strength complements and enhances every aspect of your life.” For him, MADabolic is more than a business, it’s a mission to build strength, confidence, and a relentless drive for better in everyone who walks through the door, no matter where they start.

  • Brandon Cullen’s mission is to redefine what it means to train by creating a fitness culture that emphasizes strength, structure, and accountability. Drawing on his background as a professional athlete and entrepreneur, Brandon founded MADabolic to move away from the industry’s focus on quick fixes and fleeting trends, offering instead a space built for those who are committed to real progress. His goal is to empower people both physically and mentally through a program that values quality over quantity. With MADabolic, Brandon is raising the bar in group fitness, inspiring a community of dedicated individuals to embrace the ongoing journey of self-improvement.

Public Business Stats

  • 36 locations across the United States and Canada, on track to reach 50 by mid-2025

  • Partnered with ZGrowth Partners to fuel strategic expansion and maximize profitability

  • Franchise network includes elite athletes and industry veterans, like Brandon Marshall, 10-year NFL veteran and multi-unit owner

  • Profitable break-even targets begin at 150 members and top-performing studios operating with 250-350+ members Member churn rate of sub 4.0%—significantly below the industry average of 9%

  • 15-20 new units expected over the next 12 months

MADabolic Official Videos

Distributable Graphics

Notable Interviews

Media Coverage

Publications

Strategic Partnerships

MADabolic Product Information

  • Meet MADabolic—THE Strength Gym, redefining what it means to train with purpose. MADabolic is a strength-focused group fitness concept that rejects fads and emphasizes real, measurable results through its proprietary training system. Built around the exclusive M.A.D. interval formula, MADabolic optimizes strength, athleticism, and resilience. The goal is NOT to exhaust clients but to have them train with purpose, leaving them stronger, both mentally and physically.

  • Each 50-minute class is constructed around five core movement patterns, such as loaded carries, sprints, and heavy lifts, which are rotated and refined over time to build functional strength and peak performance. This approach focuses on progressive overload and mastery, creating a path to sustainable, long-term progress without risking burnout. The emphasis is always on training with intent, producing real strength and capability—not just a calorie burn.

  • The MADabolic Interval Breakdown:

    • Momentum (M): Builds athleticism and endurance through a gradual increase in intensity (70% > 80% > 90%).

    • Anaerobic (A): An all-out max effort built around power and speed.

    • Durability (D): Focused on stability and stamina - a steady 80% grind pushing through time under tension.

  • MADabolic’s structured programming is rooted in five core training principles:

    • Technique: Prioritizing quality of movement as the building block for progression.

    • Repetition: Repeating fundamental patterns to reinforce mastery.

    • Varied Intensity: Systematically introducing different energy demands to challenge baseline movements.

    • Periodization: Utilizing a 52-week proprietary programming cycle that breaks down into macro, meso, and micro phases for balanced growth.

    • Recovery: Supporting the entire training protocol with active recovery and scheduled rest to prevent burnout and maximize gains.

Case Studies

MADabolic Franchise Information

  • MADabolic isn’t your typical fitness franchise—because it’s built for those who expect more than “average.” Grounded in a barbell-free, performance-based system, MADabolic offers a comprehensive turnkey model that equips franchise partners to deliver a premium experience for clients who seek real results. With a strong retention-focused business model, expertly crafted programming, and an authentic brand identity, MADabolic empowers its franchisees to create the same high-quality experience at every location.

  • What Franchisees Gain:

    • A Retention-First Model: MADabolic’s structure isn’t about chasing high volume. Instead, each studio is designed to thrive on a core base of 200-300+ members, with over 70% committed to unlimited memberships. This approach emphasizes deep loyalty, long-term results, and sustainable growth.

    • A Proven Playbook: MADabolic’s meticulously structured programming and operational systems have been fine-tuned since 2011. This battle-tested formula offers franchisees a clear, detailed roadmap to build a successful studio.

    • Strong Support Systems: From dedicated training to ongoing operational guidance, franchisees are set up to maintain MADabolic’s high standards and deliver consistent results. Our team is invested in each partner’s success, providing the tools and resources needed to thrive.

    • A Loyal, High-Achieving Clientele: MADabolic’s unique positioning and strength-driven focus attract serious clients who are in it for real progress—not entertainment. This loyal community values strength, effort, and accountability, leading to strong retention and high engagement.

  • MADabolic’s commitment to Strength, Structure, and Accountability attracts a different kind of fitness consumer—those who want a place that respects their time, effort, and goals. This focused approach builds a thriving business around a dedicated membership base that values long-term growth and meaningful progress.

    MADabolic is more than just another gym franchise—it’s THE Strength Gym, where results matter, structure wins, and expectations are high for both clients and owners. Franchisees who join MADabolic are investing in a concept purpose-built to set a new standard for strength training in group fitness, while also gaining access to a proven business model, a loyal client base, and the opportunity to be part of a brand that stands out in a crowded market. With MADabolic, you’re not just opening a gym—you’re building a business around a community of high-achievers who are serious about their fitness journey.

  • “When we first came across MADabolic, it was clear that this was a fitness concept that needed to expand throughout the country. MAD is a strength training gym, and they were doing it like no other. For year’s all we heard was about H.I.I.T. training. MAD was talking about something far more beneficial but at the time, far less discussed. Brandon and Kirk, the co-founders had built an edgy concept that was unafraid to say that MAD was not for everyone. Our thoughts were backed up by our due diligence of the existing franchise locations. Typically, with young franchise concepts the early pioneers of the brand are struggling and unhappy. With MAD, the franchise owners were happy and all doing well financially. What was happening on the gym floor was resonating with the membership base. We knew there was a lot of hard work ahead of us, but we also knew, we had found a winner.”

    Rick Del Sontro, President at ZGrowth Partners and ZGrowth Capital Fund

  • “There's no question in my mind - This is the best strength-focused training program on the market.”

    Jon Guida, Former Professional Athlete and Multi-Unit Owner, MADabolic Austin

  • “I'm able to spend more time building and strengthening our member base because MADabolic has provided a streamlined and purposeful roadmap to follow.”

    Kirsten Lorenger, Owner, MADabolic Charlottesville

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