In this episode of On Brand, Slightly Off Topic, Alex Berkovsky, Founder and CEO of Kids United, shares the personal and professional journey that led him from technology and global telecom into the world of youth sports franchising. After years in IT, Alex found himself searching for more meaningful work and discovered the power of community, systems, and culture through his experience as an Orange Theory franchisee. That foundation ultimately inspired him to build Kids United, a youth soccer franchise designed to help children develop confidence, character, and life skills through the game of soccer.Alex also explores what makes Kids United different from traditional youth sports programs, from its year-round indoor model and extensive curriculum to its focus on consistency, safety, and child development. He discusses the challenges of launching and scaling the brand, including navigating COVID, refining the business model, and shifting from two-field facilities to a more scalable one-field format. Throughout the conversation, Alex emphasizes the importance of purpose-driven leadership, passionate franchise partners, strong culture, and building a business that creates impact beyond revenue. The episode offers practical insight for franchise leaders, entrepreneurs, and anyone interested in building a brand rooted in both operational discipline and meaningful purpose.

In this episode of On Brand, Slightly Off Topic, Tim Weiderhoft, CEO of Exponential Fitness, shares his journey into franchising and the leadership philosophy that has shaped his career. Influenced by strong mentorship and early experiences in customer-focused roles, Tim emphasizes a people-first approach rooted in empathy, continuous improvement, and service. He highlights the impact of mentorship, the importance of listening, and the responsibility leaders carry in developing both individuals and organizations.

Tim also explores what drives successful franchise growth, stressing the importance of strong consumer demand, data-driven decisions, and selecting the right franchise partners. He underscores respect as a non-negotiable company culture foundation and advocates for strategic expansion over rapid, scattered growth. The episode offers practical insights on balancing franchisee autonomy with brand standards, building trust through transparency, and creating scalable systems that support long-term, sustainable growth.

In this episode, Rebekah Irvine shares her background and what led her into franchising, including the key experiences that shaped her approach to leadership and growth. She breaks down what she’s seeing in the market right now—what’s working, what’s changing, and where emerging operators should focus to build momentum. Rebekah also offers practical takeaways on building the right support systems, avoiding common scaling mistakes, and staying grounded in values while pushing growth. The conversation wraps with actionable advice for founders and franchise teams looking to tighten execution, strengthen relationships, and create long-term impact