OUR TEAM
WE BRING A PROVEN TRACK RECORD, COMBINING DEEP EXPERIENCE AND EXPERTISE TO ACHIEVE EXCEPTIONAL RESULTS. OUR EXTENSIVE FRANCHISING BACKGROUND IS BACKED BY GENUINE PASSION AND A FAMILY-LIKE COMMITMENT, MAKING OUR WORK MORE THAN JUST A JOB.
Founder & CEO: Lance Freeman
Lance is a seasoned franchise professional with a rich and diverse background that spans several decades. A proud Arizona State University alum, Lance's early career in the ‘90s saw him making waves with Fitness Together, where he quickly rose to a top franchisee and was later offered a Master Franchisee role.
After successfully growing and selling his Master Franchise, Lance transitioned from Fitness Together to focus on development with Elements Therapeutic Massage, playing a pivotal role in establishing the brand in the retail massage industry. His next move in 2011 led him to one of the pioneering Franchise Sales Organizations in the U.S., where he excelled in driving development for multiple key brands and was awarded several thousand licenses over seven years.
Lance's notable achievements continued with Club Pilates in 2015, where he significantly contributed to the brand's growth. His success led to his team being integrated in-house at Xponential, allowing Lance to focus exclusively on the company's expanding portfolio. Under his leadership, Xponential Brands scaled, benefiting from his expertise in emerging brand growth, leading to Private Equity acquisitions & the IPO process and publicly traded operations.
President: Emily Brown
Franchising is Emily’s ultimate passion. Raised in a Chicago family of small business entrepreneurs, she began her franchising career in 2008. Over 12 years with a leading Franchise Sales Organization, she collaborated with Lance to refine operational processes for franchise sales growth, working with more than 15 emerging franchises. At Xponential, as VP of Franchise Development, Emily played a pivotal role in developing their portfolio of brands. As President at Limitless Franchise Growth, Emily continues to leverage her unparalleled expertise in sales operations and responsible growth/territory development to drive success and innovation in the franchising industry.
VP of Franchise Development:
Amy Lipps
Owner. Brand Developer. Area Developer. Amy has done it all! She started with Liberty Tax Services in 2004 as a Director of Franchise Development. Over the next 10+ years, Amy became a Liberty Tax Service owner and AD, eventually exiting in 2017, which led her to meet Lance and the team at an established FSO. After coming on board with Xponential, Amy got back into franchise ownership as a multi-unit operator with Club Pilates, which she still owns today. Amy, Dan, and their 2 adorable girls can be found exploring new places around the world.
VP of Franchise Development:
Brittney Lincoln
Brittney’s ability to connect with candidates is unmatched. She earned her business degree from the University of Denver and launched her retail business in 2010 before transitioning to advertising sales and franchising. Her extensive experience spans various franchise industry sectors, including retail, service, and established and emerging franchisors. Most recently, as Director of Development at Xponential, Brittney played a crucial role in franchise growth. Now, as VP of Franchise Development at Limitless Franchise Growth, she drives impressive franchisor growth. Brittney lives in Denver with her husband and two boys, enjoying outdoor activities and live music at Red Rocks, where she first met her husband.
VP of Franchise Development:
Justin LaCava
Justin has lived and breathed franchise development for nearly 20 years. Most recently, as a director of franchise development for Xponential Brands, Justin championed the development of both emerging and established brands with his no-nonsense approach to the process. As a multi-unit owner, he can connect with candidates on a deeper level. Justin is bopping around Nashville with his adorable pug or traveling to take in the latest F1 race.
VP of Franchise Development:
Kristie Iavasile
Kristie is a sales and development expert! After starting her career in sales for Merck Pharmaceuticals, she jumped into franchising, where she championed development for ComForCare, a leading senior home service, for over a decade. Looking for her next challenge and a greater diversity of brands, Kristie joined the team at Xponential Fitness in 2019. In true Michigan form, you can find Kristie in the stands of an ice rink on the weekend.
VP of Franchise Development: Lexi Kellgren
Lexi has spent her entire career in franchising, beginning by chance over a decade ago with Painting with a Twist, where she played a pivotal role during its rapid expansion. She then moved into franchise finance as a consultant with Guidant Financial, assisting clients with funding options and collaborating with many brands, such as Xponential Fitness, whose well-structured processes and culture she greatly admired.
She then transitioned into a development role for Xponential Fitness and deepened her expertise in franchise growth. She now serves as VP of Franchise Development at Limitless Franchise Growth, where her extensive experience and passion for helping others achieve their franchise goals help drive the LFG’s team's continued success.
Director of Communications & Franchisor Relations: Rachel Engel
Rachel M. Engel is the Director of Communications & Franchisor Relations at Limitless Franchise Growth (LFG!), where she collaborates with industry-leading companies, including Xponential (NYSE: XPOF), among numerous other emerging franchisors—specializing in guiding aspiring entrepreneurs towards business ownership opportunities. With a robust background in the franchise sector, Rachel has excelled in lead management, system integrations, and franchise marketing throughout her career.
By day, Rachel focuses on connecting with prospective franchisees, leveraging her expertise to ensure the best matches for business ownership. Beyond her professional achievements, Rachel cherishes the flexibility of her work-life balance, which allows her to enjoy quality time with her husband, children, and their family farm. Her passion for empowering individuals to achieve their entrepreneurial dreams is a driving force behind her exceptional dedication to the franchise industry.
Sales coordinator:
erica covey
Erica Covey, a Cincinnati, Ohio local and Xavier University graduate, began her career in project management before transitioning into the franchising industry in 2013. Erica has since built a strong reputation for her detail-oriented approach and appreciation for the nuances and intricacies of this unique field. Most recently, she served as a Franchise Development Sales Coordinator at Xponential, where she honed her skills and deepened her industry knowledge. Erica now brings her expertise to her role as Sales Coordinator at Limitless Franchise Growth, continuing to excel and thrive in the franchising world. Erica is an aspiring yogi who is passionate about wellness and enjoys a quiet life outside of work.
Operations coordinator: sarah nolan
With nearly a decade of experience as a paralegal before transitioning into the franchise industry, Sarah Nolan offers a unique combination of legal and operational expertise. In her current role as Operations Coordinator at Limitless Franchise Growth, Sarah leverages her extensive knowledge of franchise compliance and sales operations to drive success and efficiency within the organization. Previously working in Franchise Development Operations at Xponential, she excelled, highlighting her exceptional attention to detail and adaptability. Sarah’s dedication to learning and her ability to tackle new challenges make her a standout contributor to her team. Outside of work, Sarah is a devoted Colts fan and a former state basketball champion, showcasing her competitive spirit and commitment.
Organic Sales Associate:
Mora Thomas
Before joining the team, Mora Thomas built an impressive career with a wealth of experience in sales and marketing. She began her journey in medical device sales, successfully managing a multi-million-dollar global sales portfolio. Seeking a more balanced work-life, she transitioned to a role as an Executive Assistant at a municipal law enforcement agency, where she played a pivotal role in securing grants, spearheading citywide events and initiatives, and driving significant growth in social media traffic. In her current roles as Organic Sales Associate, Mora leverages her extensive business acumen and exceptional interpersonal skills to advance leads and fuel sales. Known for her enthusiasm, proactive mindset, and ability to forge meaningful connections, she is a dynamic force on the team. In her free time, she enjoys spending time with family and friends, perfecting her latest recipes, and staying active at the gym.
our teams experience
Our team has successfully partnered with leading brands in retail, health & wellness, fitness, spa services, haircare, home healthcare, petcare, and services.
Let’s CONNECT!
We look forward to connecting with you and exploring ways to work together in the future! Please complete the form below so we can contact you shortly.
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This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. Currently, the following states regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of one of these states, we will not offer you a franchise unless and until we have complied with applicable pre‑sale registration and disclosure requirements in your jurisdiction.