Amber Burke - The Quiet Scale: Burn Bootcamp’s Massive Growth Without the Noise

In this episode, Eric Malzone sits down with Amber Burke, COO of Burn Bootcamp, for a deep, candid conversation on what it really takes to scale a boutique fitness franchise without losing its soul. Amber shares her journey from Division I athlete and strength coach to C-suite leader, offering a rare operator's perspective on franchise growth, leadership, technology discipline, and community-driven fitness. They unpack Burn Bootcamp's steady rise from 250 to nearly 400 locations, why the brand has avoided outside capital, and how product integrity, people, and culture fuel long-term success. The conversation also explores the current state of boutique fitness, the balance between technology and human connection, and why strength training, accountability, and community remain timeless drivers of results.

We discussed:

🔥 Scaling a boutique fitness brand from 250 to 400+ locations without outside capital
💪 Why product excellence and consistency matter more than hype in fitness franchising
🏋️ Personal training in a group setting as Burn Bootcamp's core differentiator
👩‍👧 How free child watch drives retention, accountability, and community
📈 Franchise growth challenges: finance, technology, and franchise development
🧠 Leadership lessons from transitioning coach mentality into executive leadership
🤖 Technology discipline: choosing tools that improve efficiency and profitability
🌍 Expansion strategy across suburban markets and future global growth
🔄 The real state of boutique fitness and why some concepts lose long-term value
⚡ Strength training's resurgence and why fundamentals never go out of style

 

LINKS:

https://connectedhealthandfitness.com/events/connected-health-fitness-summit-2026 

https://www.perfectgym.com/en 

https://egym.com/int