Striking Brands has emerged as a powerhouse in the global fitness franchise space, uniting two dynamic kickboxing-inspired concepts—9Round and I Love Kickboxing—under one bold vision. With a presence in 17 countries and a proven model that blends high-energy workouts with smart business scalability, Striking Brands is empowering both members and franchise owners around the world.
In this interview, we speak with Shannon Hudson, founder of 9Round and CEO of Striking Brands, whose leadership has shaped the company’s rapid rise and international growth. He shares how his passion for kickboxing evolved into a global movement, the challenges and rewards of leading across cultures, and his vision for expanding into high-potential markets. Read on to learn what makes Striking Brands stand out in the fitness industry—and how franchise partners can join the journey.
How long have you been in your current position and what are your key responsibilities?
I am the founder of 9Round and have been the CEO since 2008. In early 2024, we officially acquired the I Love Kickboxing brand and developed our parent company, Striking Brands. Recently we just promoted Drew Stauffacher as President of 9Round. Drew has been in the 9Round brand for 13 years and has a stellar background. With this placement, I can focus on more global development of Striking Brands.
My key responsibilities are driving the vision of Striking Brands, as well as our two fitness franchise brands, 9Round and I Love Kickboxing. It’s my job to drive business innovation, cast a vision, and development to keep every brand at the forefront of the industry and to drive growth both on the local level for each franchise owner and the national level by increasing franchise development.
Overall, how long have you been involved in franchising?
I have 17 years of franchising experience under my belt with 9Round, and we’ve learned a lot along the way.
What do you like most about your job?
The best part of my job is witnessing those ‘light bulb’ moments—when everything clicks. For members, it’s seeing them hit a milestone, notice real progress, and genuinely enjoy the process. For franchise owners, it’s watching them find their rhythm, build momentum, and fall in love with leading their business every day. Those moments are what make it all worth it. Also, building a great team and seeing members of our Home Office grow in their career is very touching.
What is the most challenging aspect of your job?
The toughest part can be juggling all the different personalities and opinions. Everyone’s passionate about what they do and has their own take on what’s best, and I respect that. But my job is to listen, sort through it all, and make the best call for the bigger picture—even if it doesn’t make everyone happy
What is it like to work with franchisees from different countries and cultures?
Being part of a global brand is incredibly exciting. Movement—especially punching and kicking—is a universal language. It connects people everywhere and leaves them feeling stronger, more confident, and empowered.
What is the main reason you are considering international franchising?
We currently operate in 17 countries across the globe, so this isn’t new to us. My mission in life is to help as many people as possible through the incredible power of kickboxing fitness—not just in my local community, but all around the world.
What is unique or special about your brand’s products and services?
For members at both 9Round and I Love Kickboxing, we offer high-energy, kickboxing-style workouts that are fun, full-body, and adaptable for any fitness level. Plus, we provide the guidance of a trainer or coach—bringing a personalized feel to our program that delivers similar benefits of personal training without the hefty price tag.
At 9Round specifically, the circuit format means there are no class times—you just show up and start. 9Round members also benefit from 24/7 access in a boutique-style environment, powered by cutting-edge, patent-pending technology that guides every step of the workout through screens and voice prompts.
For franchise owners, our model is designed to be smart and sustainable. Both 9Round and I Love Kickboxing offer relatively small footprints, low overhead, and lower labor needs compared to traditional fitness concepts. That means a more affordable investment with the potential for strong returns—and the opportunity to build a business that genuinely changes lives through fitness.
With I Love Kickboxing specifically, we also have our “Class Owner Franchise Model”, which allows new owners to operate out of an existing space, such as a karate school or fitness center, to provide ILKB classes without needing a separate brick-and-mortar store.
Why do you think you will be successful internationally?
We first expanded internationally (Canada) in 2014, and it’s been a thrilling ride ever since. Currently, our biggest market internationally is the Kingdom of Saudi Arabia with 62 open branches and 10 more coming this year. So international expansion is not new to us. It’s incredible to see members from all parts of the world enjoy this modality of exercise.
What are the priority countries/territories you are looking to develop?
Below are some of our priority territories at the moment, but we’re looking worldwide to spread the power of kickboxing fitness.
- Australia
- France
- Germany
- India
- Malaysia
- New Zealand
- The Philippines
- Singapore
- Spain
- Thailand
- The United Kingdom
- Other areas of Europe
Why have you identified these countries and/territories as a top priority?
We’re focused on entering business-friendly markets with a rapidly growing fitness population. Our goal is to capitalize on early-stage growth and seize opportunities while they’re at their peak.
What are the main qualifications and capabilities you are looking for in a master franchisee or area developer?
We’re looking for leaders with a solid background in business, sales, team building skills, and marketing to drive our growth in international markets. Ideal candidates will possess the expertise, operational capability, and financial resources to scale the brand within their home country. A passion for fitness or kickboxing is, of course, a huge plus.
How long does it typically take to finalize an agreement once you find a qualified and capable master franchisee or area developer for a new market?
We’ve found it takes anywhere from 6-12 months to process a new master license. From contract negotiations to performing due diligence on both sides, it takes a lot of time and energy to cross the finish line, but it’s always worth it to find the best people for the job.
Once you finalize an agreement, how long does it take for the market entry planning before you launch the business in a new market?
Our process generally takes around 6-9 months. This is the timeframe for getting people trained, permitting, and working on studio buildout.
Any advice you can share with parties who are interested in getting into franchising by acquiring rights for a local or international franchise?
First find something you absolutely love. Then find the right franchise company you click with. Make sure your do your “due diligence”. After that be prepared for a ton of hard work. Follow their systems and build something great.
To know more about 9Round, click https://worldfranchisecentre.com/franchise/9round-kickboxing-fitness/
To know more about I Love Kickboxing, click https://worldfranchisecentre.com/franchise/i-love-kickboxing/
