Who directs the programs that the Brand Fund finances for Pump It Up?

According to Pump It Up's 2025 Franchise Disclosure Document, the company directs all programs that the Brand Fund finances. Pump It Up has sole control over the creative concepts, materials, and endorsements used, including their geographic, market, and media placement, allocation, and coverage. This control can be executed directly by Pump It Up or through a third party hired to manage these programs.

This means that franchisees do not have direct input into how the Brand Fund is spent or which marketing programs are prioritized. While franchisees contribute a percentage of their gross revenues to the Brand Fund, the franchisor ultimately decides how those funds are allocated and used to enhance the Pump It Up system and brand.

Pump It Up retains the discretion to use the Brand Fund for purposes it believes will enhance and protect the system and marks, and improve public recognition. While the goal is to benefit all Pump It Up businesses, there's no guarantee that expenditures will be proportionate to contributions from specific geographic areas. Franchisees are required to participate in marketing and advertising programs designated by Pump It Up or the Brand Fund, including social media programs, and must comply with the guidelines set forth in the manuals.