Building A Fitness Empire with Devan Gonzalez

In this episode, I sit down with Devan Gonzalez, a fitness entrepreneur, bestselling author, and the founder of Strive 11 Fitness. With over 15 years of experience, Devan has built a thriving business that goes beyond just fitness—it’s about mindset, leadership, and creating sustainable success.

Devan shares his journey from corporate trainer to gym owner, revealing how he overcame industry limitations, scaled his business, and developed a unique gym model that benefits both trainers and clients. We dive into the mindset shifts, business strategies, and key decisions that have fueled his success. If you’re looking for inspiration to take control of your career, bet on yourself, and build something bigger, this episode is packed with actionable insights.

A BUSINESS MODEL SHOULD BENEFIT EVERYONE

When Devan Gonzalez built his gym, he didn’t just focus on profits—he designed a model that worked for clients, trainers, and the business. Unlike traditional gyms that only pay trainers per class, he ensured they were compensated for their entire shift.

He also restructured sales, allowing trainers to earn commissions instead of handing off clients to salespeople. By cutting unnecessary overhead like front desk staff, he reinvested in his trainers, boosting motivation and client experience. A business that values all stakeholders creates a stronger, more sustainable path to success.

SELLING IS ABOUT SOLVING PROBLEMS NOT JUST CLOSING DEALS

Many professionals hesitate to sell, fearing they’ll come across as pushy. Devan Gonzalez once felt the same way, struggling with rigid sales scripts in his corporate job. But he realized that selling isn’t about persuasion—it’s about offering a solution.

At the gym, trainers aren’t just selling memberships; they’re guiding clients toward their fitness goals. By asking the right questions instead of following a script, Gonzalez helped trainers make sales feel natural—letting clients see the value for themselves. Whether you’re in fitness, law, or design, shifting from “selling” to “serving” builds trust, long-term relationships, and a thriving business.

STRONG PARTNERSHIPS REQUIRE CLEAR BOUNDARIES

Many business partnerships fail due to personal conflicts, not bad ideas. Devan Gonzalez knew this and set clear boundaries with his co-founder from the start.

Though they were friends, they agreed to separate business from personal life, allowing them to have tough conversations without emotions getting in the way. Their success came from understanding their strengths—Devan as the visionary and his partner as the process-driven integrator.

Despite early tensions, their upfront clarity on roles and expectations kept their partnership strong. The takeaway? Friendship alone isn’t enough—define responsibilities, communicate openly, and keep business decisions professional.

BALANCING GROWTH AND SUPPORT IN FRANCHISING

Conventional wisdom says to open multiple corporate locations before franchising, but Devan Gonzalez took a different route—franchising after just one location while continuing to build company-owned gyms.

His priority? Ensuring early franchisees had the support they needed to succeed. He knew these "foundational franchisees" weren’t just following a system—they were helping refine it. For example, one franchisee in Tampa invested his 401(k) to open a gym, reinforcing Gonzalez’s commitment to hands-on guidance rather than stretching himself too thin.

His approach proves that franchising isn’t just about expansion—it’s about scaling strategically to protect both the business and its investors.

VISIONARY LEADERSHIP DRIVES FRANCHISE SUCCESS

Devan Gonzalez emphasizes the crucial role of visionary leadership in franchising. While integrators handle daily operations, visionaries like Gonzalez focus on building the foundation—creating SOPs, training systems, and a scalable model.

Rather than rushing to open multiple locations, he prioritized establishing strong processes first. This ensured early franchisees had the support they needed to thrive, paving the way for sustainable growth. His approach is clear: A well-prepared franchisee running 10 locations is better than 10 struggling owners. By focusing on structure before expansion, he’s creating a franchise system built for long-term success.

A STRONG FOUNDATION MATTERS MORE THAN RAPID GROWTH

Devan Gonzalez prioritizes sustainable growth over rapid expansion, challenging the idea that more locations automatically mean more credibility.

Instead of rushing to scale, he focuses on building a strong foundation by providing hands-on support to his first 10 franchisees. Once he reaches that milestone, he plans to pause sales for six months to refine operations and address potential challenges.

He’s seen other franchisors expand too quickly—only to struggle later. By taking a measured approach, Gonzalez ensures long-term success and earns the trust of early franchisees who see their success prioritized over sheer growth.

FRANCHISEES SHOULD HAVE A VOICE IN GROWTH

Devan Gonzalez believes franchising works best when franchisees have a say in the system’s evolution. Rather than enforcing rigid top-down policies, he actively seeks their input.

For example, franchisees in Tampa and Dallas joined because they wanted to help shape the brand. Recognizing this, Gonzalez implemented an open-door policy, ensuring all franchisees—whether they’re the second or thousandth location—can share insights and influence decisions.

He also offers leadership opportunities within the organization, allowing franchisees to contribute beyond their own locations. This collaborative approach fosters loyalty, engagement, and a franchise system that thrives on shared success.

FRANCHISEES ARE ENTREPRENEURS NOT JUST OPERATORS

A common misconception is that franchisees aren’t “real” entrepreneurs since they follow an established system. But Devan Gonzalez argues otherwise—franchise owners still make key business decisions daily, from hiring and marketing to operations and growth. They may have a roadmap, but success depends on their leadership and execution.

Gonzalez compares franchising to having a mentor. Just as independent business owners hire coaches for guidance, franchisees benefit from support while still putting in the work. He also highlights “intrapreneurs”—employees who take initiative and innovate within a company—showing that entrepreneurship isn’t just about ownership but about mindset and action.

ASK THE RIGHT QUESTIONS BEFORE INVESTING IN A FRANCHISE

Before committing to a franchise, Gonzalez emphasizes the importance of researching and asking the right questions. Many potential franchisees focus only on the upfront franchise fee and royalty percentage, overlooking hidden costs that can impact profitability.

For example, a franchise may advertise a 7% royalty fee, but additional charges—like a 2% marketing and technology fund fee or a 1% advertising fee—can bring the total closer to 10%. These extra costs are often buried in fine print, catching franchisees off guard after they’ve already signed.

Gonzalez advises potential franchisees to get clarity on all fees before committing. At Strive 11 Fitness, they take a more transparent approach by using a flat-rate marketing and technology fee instead of a percentage-based charge.

His takeaway? Never assume all franchises operate the same way. Ask detailed questions, read the contract carefully, and compare models to avoid surprises and ensure long-term success.


Tune in to this episode to hear Devan Gonzalez share his insights on building a sustainable business model, empowering franchisees, and creating long-term success in the fitness industry.

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FOR MORE ON COREY KUPFER
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Corey Kupfer is an expert strategist, negotiator, and dealmaker. He has more than 35 years of professional deal-making and negotiating experience. Corey is a successful entrepreneur, attorney, consultant, author, and professional speaker. He is deeply passionate about deal-driven growth. He is also the creator and host of the DealQuest Podcast.

Get deal-ready with the DealQuest Podcast with Corey Kupfer, where like-minded entrepreneurs and business leaders converge, share insights and challenges, and success stories. Equip yourself with the tools, resources, and support necessary to navigate the complex yet rewarding world of dealmaking. Dive into the world of deal-driven growth today!