The franchisee: Margaux Chandler

Chandler leading a workout on stage with DJ Shawna during the Rock On to Wellness event.
Chandler leading a workout on stage with DJ Shawna during the Rock On to Wellness event.

The Franchise: Chicago-based boutique fitness concept Shred415 offers group classes that combine intervals of both cardio and strength training. Since it was founded in 2011 by Bonnie Micheli and Tracy Roemer, the company has grown to 22 studios with an additional nine locations opening soon in 17 states, according to its website.

Summer 2017:
Margaux Chandler had been gearing up to open her own indoor cycling studio in downtown Chicago when the property’s lease agreement unexpectedly fell through. One week later, Shred415 announced it would expand into franchising. An avid client and instructor at Shred415, in addition to her full-time career in retail loss prevention, Chandler decided to pursue this new opportunity.      

Spring 2018:
Chandler, with her husband and their two children, relocated from Chicago to Milwaukee to open Shred415’s first Wisconsin studio and its first-ever franchise location. She signed a commercial lease for the space at 2165 N. Prospect Ave. in March. In April she resigned from her role as an asset protection manager for Vancouver, Canada-based Lululemon Athletica.

“Shred415 is truly the only brand I would have done what I’ve done for: left my job, sold my house, moved my family mid-school year,” Chandler said. “This is the brand and the format that lights me up, that fuels my passion, and I jumped on the opportunity to bring it to others.”

September 2018:
Shred415 opens its studio on Milwaukee’s East Side. The 4,000-square-foot facility includes a 1,300-square-foot class space with treadmills and weight equipment, private locker rooms and a playroom with childcare services.  

“A big part of my job before we opened was to get out there and meet people, talk to them and lead conversations, not about Shred415, but about Milwaukee…it leads to an organic conversation where people learn more about you and understand your passion,” Chandler said.

June 2019:
The studio held its largest community event to date as part of Summerfest’s Rock On to Wellness in downtown Milwaukee. Chandler led 250 attendees in an interval training workout set to live music by local entertainer DJ Shawna.  

“While we have this season where we can get out and come to people who aren’t yet coming to us, we take full advantage of it,” Chandler said.

The franchise fee

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