Who directs the programs that the Pump It Up Brand Fund finances?
Pump_It_Up Franchise · 2025 FDDAnswer from 2025 FDD Document
We have sole discretion to use the Brand Fund, and the monies in the Brand Fund, for any purpose that we believe will enhance and protect the System and Marks and will improve and increase public recognition and perception of the System and Marks. We will direct (or hire a third party to direct) all programs that the Brand Fund finances, with sole control over the creative concepts, materials, and endorsements used and their geographic, market, and media placement, allocation and coverage (which may be national, regional or local). Our in-house marketing department may prepare or work with advertising agencies to prepare the advertising materials for the Brand Fund.
Source: Item 11 — FRANCHISORS'S ASSISTANCE, ADVERTISING, COMPUTER SYSTEMS AND TRAINING (FDD pages 30–41)
What This Means (2025 FDD)
According to Pump It Up's 2025 Franchise Disclosure Document, the franchisor has sole discretion regarding the Brand Fund. Pump It Up directs all programs that the Brand Fund finances or may hire a third party to do so. This control extends to the creative concepts, materials, endorsements, and their placement in various geographic areas, markets, and media. The franchisor's in-house marketing department may also prepare advertising materials or collaborate with advertising agencies for the Brand Fund.
This means that Pump It Up franchisees contribute to a Brand Fund, but the franchisor ultimately decides how those funds are spent to enhance the brand. Franchisees do not have direct control over these marketing programs. The franchisor's decisions aim to improve public recognition and perception of the Pump It Up system and marks.
Pump It Up may use the Brand Fund for various advertising, marketing, social media, and public relations programs. These include creating print ads, electronic media, commercials, point-of-purchase materials, direct mail, video, audio, written materials, media placement, market research, premium items, promotions, contests, public relations events, website development, and social media management. The franchisor can also use the Brand Fund to pay advertising agencies and advisors and for any other purposes deemed beneficial to the Pump It Up system.
While the Brand Fund aims to benefit all Pump It Up businesses, the franchisor does not guarantee that expenditures will be proportionate to contributions from franchisees in specific geographic areas. Franchisees should recognize that the franchisor has broad discretion in managing the Brand Fund and its programs.