Women in Wellness: Create a Team around Culture with Susan Boresow

This interview was published on Medium on 8/5/19.

As a part of my series about the women in wellness, I had the pleasure of interviewing Susan Boresow, president of TITLE Boxing Club [Fab Giovanetti, interviewer]

I believe that people are here in order to make a bigger impact in the world — and with my book, Make an Impact, I had the chance to prove that hundreds of people are using their influence to improve other people’s lives.

As the founder of the Health Bloggers Community, my mission is to support people with growing their passion into a business — and so many women are building businesses empires all over the world.

This series is a chance to spotlight some of these women

Since 2015, Susan Boresow has held the position of President of TITLE Boxing Club, a boutique fitness franchise specializing in boxing and kickboxing fitness classes with nearly 200 international and domestic locations.

As a marketing-industry and franchise veteran for more than 35 years, Susan has steered the brand vision for some of the most recognized names in franchising, including McDonald’s, Sport Clips, Cold Stone Creamery, Pump it Up and Godfather’s Pizza. Prior to her joining the TITLE Boxing Club executive team, she served as the Chief Marketing Office for the membership-based therapeutic massage and skincare giant, Massage Envy.

Outside of TITLE Boxing Club, Susan is very active in the franchise industry and a widely sought-after source on marketing, customer retention and franchise sales. She has been involved with the IFA for many years and has served on the Consumer Marketing Board since its inception, in addition to holding spots on various committees and speaking at many franchise-focused conferences throughout the years.

Susan received her bachelor’s degree in advertising/journalism from the University of Kansas and earned her master’s degree in marketing from Webster University in Kansas City, Missouri.

Susan is passionate about living a healthy lifestyle, working out and spending quality time with her 54 nieces and nephews.

What is your “backstory”?

I have spent 35 years in franchising and it all started with my first position at McDonald’s as an Area Sales Representative in Overland Park, Kansas. There I oversaw 28 corporate restaurants and began to learn the importance of relationship-building in the franchise world. I spent 17 years with McDonald’s and grew through the marketing ranks, relocating several times.

After McDonald’s there were other amazing brands that I worked with including Godfather’s Pizza, Cold Stone Creamery, Sport Clips, Pump It Up & BounceU prior to me accepting the position of Chief Marketing Officer at Massage Envy Spa. I continued to broaden my skillset by working with so many different departments, vendors, partners, colleagues, and franchisees.

The value and power of franchising is truly like nothing else!

After five years as CMO with Massage Envy Spa, I happened to attend the IFA (International Franchise Association) Convention and listened to an esteemed panel of Presidents and CEOS. John Rotche was one of those panellists as the President of TITLE Boxing Club International. After a number of conversations, he gave me the opportunity to lead TITLE Boxing Club as the new President and advance my career in a way I hadn’t yet considered.

My career has consisted of taking risks, adhering to my core values, working hard, helping people, and having fun. I feel so blessed and look forward to continuing my journey.

Can you share your top three “lifestyle tweaks” that you believe will help support people’s journey towards better wellbeing?

  1. Lead a healthy lifestyle
  2. Find balance in work and pleasure
  3. Take care of yourself first — find the ME time you deserve

Can you share the most interesting story that happened to you since you started your career?

By far the most interesting story in my career is around me becoming President for TITLE Boxing Club. It was extremely special and motivating when John Rotche saw potential in me as a President. And now at TITLE, I love seeing how our franchisees motivate and inspire our members to discover new possibilities in themselves. Our brand is a story itself and I am proud to be part of it.

Can you share a story about the biggest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

The biggest mistake I made when I first started my career was keeping a team member on board that was not aligned with the culture and values; thus, having a negative impact on the entire team. Lesson learned: prioritize culture. If someone isn’t living up to your values and culture, it’s time to move them on.

When it comes to health and wellness, how is the work you are doing helping to make a bigger impact in the world?

I have a passion for our brand and the work I get to do with our franchisees. In franchising, we get to help someone live out their dream of becoming a business owner while providing our members with an incredible product. Yet the impact that’s made on our members lives is easily the best part of the job. Our mission is to be the best hour of someone’s day. Our brand has more than 60,000 members and each one of them has a different reason for walking into TITLE, yet they all stay for our iconic community.

Each member has a story and a battle, whether they want to lose weight, release stress, get a good workout, or fight for something, they love beating up a bag and feeling better. Over the past eleven years, hundreds of thousands of lives have been positively impacted. I love knowing I can positively influence lives at TITLE with our franchisees and members, and most importantly with our internal team.

I have an incredible team that lives the values of our brand. Watching them fulfill their goals and dreams is very satisfying.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

I am so fortunate to have so many people who have helped me along the way. First and foremost, my wonderful parents, Don and Harriet Boresow. Their unconditional support, love, and encouragement for me have always been there. I admire them for raising 14 children, all who went to college, and they sacrificed everything for myself and my siblings.

I will always be grateful to John Rotche. While I was the Chief Marketing Officer at Massage Envy Spa, he saw something in me that I hadn’t yet seen in myself. It taught me a deep lesson about myself. Never put boundaries on yourself and certainly don’t let others limit your potential. I have had the time of my career and have grown to a level that has been so exciting.

If you could start a movement that would bring the most amount of wellness to the most amount of people, what would that be?

We recently launched our TITLE Boxing Club On Demand platform, an app-based workout platform that gives users the opportunity to workout anytime, anywhere. The video on-demand industry is exploding and now regardless of where you are across the country — you can get a workout with one of our fabulous trainers.

What are your “3 Things I Wish Someone Told Me Before I Started” and why?

  1. Culture is the most important facet of your company. In order to have a healthy team, you must ensure that the people on your team adhere to the values of the culture.
  2. Network and create relationships with everyone you meet. Those relationships will take you farther in life then you could ever imagine. Likewise, take care of the people in your life and the people you work with.
  3. Embrace adversity. There will be ups and downs in any company, but don’t get stuck in the negativity when things are tough — keep pushing through and celebrate each win no matter how big or small.

Do you have a “girl-crush” in this industry? If you could take one person to brunch, who would it be?

Wow — there are so many women who I would love to have brunch with. Megan Markle — she is so fascinating. She has such a positive attitude; she is so natural and carries herself with such confidence. She would be one who manages stress while being in the spotlight all the time. She has a phenomenal smile and is true to herself.

Sustainability, veganism, mental health and environmental changes are big topics at the moment. Which one of these causes is dearest to you, and why?

I am most passionate about mental health because it challenges so many people today. Mental health affects how we handle stress, cope with life, and how we make choices. It is important for our society to be more aware of mental health in order to help people cope with their illness.

What is the best way our readers can follow you on social media?

The best way to follow me on social media would be through LinkedIn. LinkedIn connected me with my current position at TITLE Boxing Club. I believe it’s a great networking tool you can utilize to connect with people both in and outside your industry.