Can Pump It Up use the Brand Fund for any other purposes deemed beneficial to the Pump It Up System?
Pump_It_Up Franchise · 2025 FDDAnswer from 2025 FDD Document
Among the programs, concepts, and expenditures for which we may utilize the Brand Fund monies are: (a) creative development and production of print ads, electronic media, commercials, radio spots, point of purchase materials, direct mail pieces, door hangers, and other advertising and promotional materials; (b) creative development, preparation, production and placement of video, audio, and written materials and electronic media; (c) media placement and buying, including all associated expenses and fees; (d) administering regional and multi-regional marketing and advertising programs; (e) market research and customer satisfaction surveys, including the use of secret shoppers; (f) the creative development of, and actual production associated with, premium items, giveaways, promotions, contests, public relation events, and charitable or nonprofit events; (g) creative development of new program offerings for Pump It Up Businesses; (h) creative development of signage, posters, and individual Pump It Up Business décor items including wall graphics; (i) recognition and awards events and programs; (j) system recognition events, including periodic national and regional conventions and meetings; (k) website, extranet and/or intranet development and maintenance; (l) development, implementation, and maintenance of an electronic commerce Website and reservation system and/or related strategies; (m) retention and payment of advertising and promotional agencies and other outside advisors including retainer and management fees; (n) social media platform development and management; (o) public relations and community involvement activities and programs; (p) expenses of the Franchise Advisory Council; (q) search engine optimization and other similar online and/or social media engagement tools; and (r) any other purposes deemed beneficial to the Pump It Up System by us.
Source: Item 23 — RECEIPTS (FDD pages 60–225)
What This Means (2025 FDD)
According to Pump It Up's 2025 Franchise Disclosure Document, the Brand Fund can be used for purposes deemed beneficial to the Pump It Up System. Pump It Up has established a Brand Fund to enhance and protect the System and Marks and to develop advertising, marketing, and public relations programs.
The FDD specifies several programs and expenditures for which Brand Fund monies may be used, including the development and production of advertising materials, media placement, market research, development of new program offerings, signage, recognition events, website maintenance, social media management, and public relations activities.
In addition to the specified uses, Pump It Up retains the discretion to use the Brand Fund for any other purposes it deems beneficial to the Pump It Up System. This latitude gives Pump It Up flexibility in how it allocates the Brand Fund to support the franchise system. However, Pump It Up will account for the Brand Fund separately from its other funds and will not use it for general operating expenses.
Pump It Up also states its intention for the Brand Fund to maximize recognition of the System and Marks. While Pump It Up may use the Brand Fund for activities that benefit all Pump It Up Businesses, it does not guarantee that expenditures will be proportionate to contributions from Pump It Up Businesses in any particular geographic area, nor does it assure that any Pump It Up Business will benefit directly or in proportion to its contribution.