FAQ: Insights from Nate Chang, CMO of Sequel Brands on Franchise Marketing Strategies

What is Nate Chang’s background in franchise marketing?

Nate Chang has nearly two decades of experience in franchise marketing, starting in food service with Del Taco and Rita’s Italian Ice, then pivoting to fitness with UFC GYM, and leading transformational growth for brands like YogaSix and CycleBar.

How does Sequel Brands build individual brand identities under its umbrella?

Sequel Brands builds each brand to stand on its own with a clear identity, voice, and purpose, connecting them through a shared vision of creating a modern ecosystem for movement, recovery, and longevity, emphasizing alignment over uniformity.

What strategies does Nate Chang recommend for franchisees to differentiate themselves locally?

Chang advises franchisees to lead with brand authority and clarity, utilizing ready-to-deploy content, location-specific paid media, event strategies, and community-driven storytelling to build relevance in local wellness cultures.

Are there cross-brand marketing benefits for multi-unit owners within the Sequel portfolio?

Yes, multi-unit owners can benefit from shared marketing efforts like cross-promoting studio openings, retargeting audiences across brands, and creating bundled offers to drive trial between complementary wellness concepts.

What tools and resources does Sequel Brands provide to support franchisees’ local marketing efforts?

Sequel Brands operates like an in-house agency, providing brand-approved creative, automated local ads, email/SMS campaigns, content calendars, and marketing launch kits to streamline franchisees’ marketing efforts.

What was one of Nate Chang’s most notable achievements in franchise marketing?

One of Chang’s notable achievements was spearheading the rebrand of YogaSix in 2018, expanding it from 12 to over 200 locations in less than five years, making it the largest yoga franchise globally.

How does Nate Chang approach building brands that scale?

Chang adopts a strategic yet adaptable approach to build culturally resonant brands that scale from early-stage concepts to national category leaders, focusing on staying culturally in tune both nationally and locally.