Who I am
I’m a senior franchise executive with broad general franchise management and operational leadership expertise, which includes systemwide P&L management within the highly competitive Health and Wellness industries. I have 15+ years of experience delivering and scaling rapid growth companies through a well-communicated vision, and strategic discipline. I have astute operational and sales oversite, leading teams to achieve more than they think is possible.
Awards while leading Operations
Crystal is known for having the courage to make necessary changes that will improve franchise organizations and increase franchisee success. She brings a methodical, decisive, entrepreneurial spirit to transform businesses. Her resilience, infectious enthusiasm, and willingness to challenge the status quo has helped her drive differential growth. Crystal builds and inspire teams by utilizing individual strengths to attain remarkable business results and encourage teams to think big, start small, and fail fast along the way to reach greatness. Crystal leads by example and create senvironments that are purpose-driven and fun whether remote or in the office.
Measuring and Improving Business Performance
Business Process Design for Strategic Management
Massachusetts Institute of Technology, Sloan School of Business
University of California Berkeley
Certified Franchise Executive
International Franchise Association
Franchise Sales & Compliance
International Franchise Association –Fran-Guard
Franchisee Conflict to Collaboration
International Franchise Association
Life & Leadership Training – iPEC Coaching
Crystal started her franchising career in 2013 and helped scale one of the world’s fastest-growing fitness franchise systems in the world scale from 100+ franchisees to over 500+ US and Canada.
Crystal became the most tenured employee at Fit Body Boot Camp as the Vice President of Operations and Compliance working closely with world-renowned fitness marketer CEO Bedros Keuilian. CEO Bedros Keuilian recommended and wrote about Crystal in his latest N.Y. Times best selling book as instrumental part of the team's success.
Crystal was instrumental in creating, implementing, and scaling all key operational processes (internal/external training, franchisee, HQ) and legal processes. Crystal designed streamlined and engaging on-boarding processes and franchisee processes that were built directly to put people (team and franchisees) in the best possible position to succeed.
It was not long before multiple brands sought out Crystal for new opportunities and she continued to rise up in her career becoming Chief Operating Officer with an emerging fitness brand called Body20 located in Boca Raton, FL in 2019. Crystal led Body20 until April 2020 where COVID19 had devastating impact on the emerging brand and fitness industry.
During the height of Covid in 2020, Crystal came up with an idea to create the first franchising job resource site on franchisors.com (Switchboard) to help find new careers for displaced franchise professionals. It was not long after the launch (webinar Crystal spoke on) of Switchboard to hundreds of CEO's/founders that the site was filled with dozens of professionals that were displaced. Switchboard is still up and running and finding jobs for franchising professionals.
During these uncertain times, Crystal also started to develop coursework, training, and materials to teach others about the benefits of franchising and became a franchise consultant offering services, trainings, and guidance.
June 2020 Crystal was named VP of Business Development for Massage Heights and leading sales, retail, e-commerce, franchisee onboarding, and construction. Crystal's history competing on high level sports teams puts her in a natural position of building strong teams and influencing a positive and fun working environment.
Currently, Crystal is a full time franchise consultant working with entrepreneurs to convert their business operations into a franchise system and also consulting emerging and national brands how to scale with success.
Crystal is writing a book focused on the trials and tribulations in franchising, how to build, maintain and grow a healthy operating franchise to succeed. Also online coursework is being developed to help teach others about franchising, scaling operations, and how to navigate through franchise pitfalls.
Awards While Leading Franchise Operations
2019 Entrepreneur Fastest-Growing Franchises #30
2018 Entrepreneur Fastest-Growing Franchises #17
2019 Entrepreneur Magazine ranked #122
2018 Entrepreneur Magazine ranked #350
Inc. 5000 Franchise Rankings
Public Speaking Opportunities & Publications
2001-2022 International Franchise Association Membership Committee Member
2020 Franchise Interviews Podcast: Interviewed by Martin McDermott
2019 Systems Thinking: Fostering a Learning Organization to Drive Bottom Line Performance and Customer Engagement
2019 Chosen as Georgetown University Franchise Management Spokesperson
2019 American Fitness Magazine, “Should You Hop on The Fitness Franchise Train?,” National Academy of Sports Medicine
2018 FranConnect, “Race to First Dollar: Transparency and Operations to Ensure Franchisee Opening Success,” Washington DC