How Adam Rice Built ISI® Elite Training with a Focus on Franchisee Success

Adam Rice is the CEO and founder of ISI® Elite Training, a rapidly growing boutique fitness franchise that focuses on athletic-based group training for the general population. With roots in Myrtle Beach, South Carolina, ISI® Elite Training has quickly expanded under Rice’s leadership, amassing 140 awarded territories and establishing itself as a leader in the fitness franchising space. As a former college athlete with a deep passion for fitness and entrepreneurship, Rice’s journey into franchising began in an unconventional way, leveraging his experience to build a brand that delivers both physical results and business success.

In a recent episode of his “Meet the Zor” podcast, 1851 Franchise CEO Nick Powills sat down with Rice to explore his path into franchising, the story behind ISI® Elite Training and the guiding principles that have shaped his leadership. In this interview, Rice shares how a humble internship at Anytime Fitness led to the creation of a fitness empire, along with insights into his approach to building a franchise that prioritizes infrastructure, franchisee success and long-term growth. With a portfolio of brands under his company Relentless Brands, Rice offers a unique perspective on what it takes to thrive in the world of fitness franchising today.

A transcript of Rice’s interview with Powills has been provided below. It has been edited for clarity, brevity and style.

Nick Powills: What is your franchise backstory? How did you accidentally fall into franchising with ISI® Elite Training?

Adam Rice: I was a former college athlete, and right out of college, I had to complete a 400-hour internship. I walked into an Anytime Fitness and said, “Hey, I need to do an internship, and if you sign off, I’ll pay you $800 a month, but I get to keep all the revenue for starting a personal training department.” They didn’t have a personal training department at that location, so within eight weeks, I was making $30,000 a month. That was my first exposure to franchising, and it sparked something in me. 

I started ISI® Elite Training in 2013, with the goal of bringing athletic-based training to the general population. ISI® stands for “Iron Sharpens Iron,” from Proverbs 27:17. I started with five locations in Myrtle Beach and decided to franchise in 2019. Now, we’ve awarded about 140 territories and are on track to have 55 locations open by the end of this year.

Powills: If someone had asked you what franchising was before you started, would you have been able to explain it?

Rice: Not at all. Like most people, I thought franchising was McDonald’s and Dunkin’ Donuts. Franchising is its own world, and once you’re in it, you rarely come out. It’s unique, and many people don’t understand it when they first get involved.

Powills: I noticed on your franchise website that you have a “Research Franchise” tab. How do you balance helping candidates understand franchising while also promoting the opportunity?

Rice: I agree that people don’t fully understand franchising. Most think they’ll just pay royalties and the founder is getting rich at the top. But franchising is about aligning with a vision, and the franchise is a vehicle to get you to that vision. You can start a gym or a car wash on your own, but your likelihood of success is much higher with a franchise. It’s about finding the right vehicle for your goals.

Powills: When you wrote your first FDD [Franchise Disclosure Document], what was your vision and how has it evolved?

Rice: The vision is always changing. Ten years ago, I wouldn’t have imagined being where we are now. We started a portfolio company called Relentless Brands with three direct-to-consumer brands and three that service our franchise partners. The focus is on brands that enhance life. We just launched The Plunge House, a cold plunge contrast therapy brand, and have already seen interest from about 30 candidates. Our focus is always on keeping our franchise partners at the forefront. Everything we do is about making their lives easier and helping them succeed.

Powills: What advice would you give to someone interested in franchising with ISI® Elite Training?

Rice: Our core values are essential. We’re still in startup mode, so there’s a level of relentlessness required. If you’re someone who thrives in growth, this could be a great opportunity. We focus on brands that do better for people and we make decisions based on whether it will make our franchise partners more money or make their lives easier. If it doesn’t check those boxes, we don’t do it.

Powills: You’ve built a lot of infrastructure around supporting your franchisees. Can you tell us more about that?

Rice: Our philosophy is infrastructure first. We’re only successful if our franchise partners are successful, so we’ve invested heavily in support. We just launched a digital marketing agency and call center for our franchise partners because we couldn’t find consistent third-party vendors. We also have a construction project management company, so we can handle everything in-house. This level of support allows us to control quality and solve problems quickly, which is essential for our franchise partners’ success.

Powills: If someone is watching this and interested in ISI® Elite Training, what else should they know?

Rice: Everything we do starts and ends with our franchisees. We’re focused on building a culture that supports them and helps them succeed. We don’t just want to be the best — we want to be our best, and we’re looking for franchise partners who align with that vision. If that sounds like you, we’d love to talk.

Watch the full interview here.

ABOUT ISI® Elite Training?

Not only is fitness back, but ISI® Elite Training is experiencing 125%+ growth in all locations compared to pre-pandemic levels. In fact, since 2020, ISI® Elite Training has awarded over 70 territories, opened 25 locations, and hasn’t had any permanent closures. While the resurgence is impacting the entire industry, it’s the boutique fitness industry that is really experiencing a boom. According to RunRepeat, the boutique fitness industry is valued at $22+ billion in 2022, which is up nearly 5% from pre-pandemic levels – and it hasn’t even come close to peaking. In fact, the industry is projected to reach $25+ billion by 2025.