Requested registration deadline is August 31
Sunset over the Santa Catalina Mountains behind a Sonoran desert resort in Oro Valley, Arizona

Vertica Franchise Partner Conference 2026

Back to Purple.
Back to Purpose.

October 1–3, 2026 El Conquistador Tucson, A Hilton Resort · Oro Valley, Arizona

Three days to reconnect with what makes us us — our mission, our community, and the purpose behind every Vertica studio — then turn that clarity into meaningful action.

Register now Get ready for the conferenceOpen the conference app$350 per person · dinner Day 1, lunch Days 2 & 3 included

Our 2026 theme

Purple is more than our color. It is a reminder of who we are and why our work matters.

Your numbers.Your strategy.Your opportunities.Your next 90 days.

We're coming back to the purpose at the heart of Vertica: helping people discover their strength, confidence, and community through movement. That shared mission is what makes every Vertica studio unmistakably ours.

Then we will put purpose to work. You will leave knowing where your business is today, where you want it to go, and what needs to happen next to build a studio that is both mission-led and financially strong.

Purpose in practice

Our mission gets stronger when our studios do.

Throughout Conference 2026, we'll connect the six areas of a healthy Vertica business back to the purpose that guides how we lead, serve, and grow.

Mindset

Build the mindset required to lead, grow, overcome challenges, and become the CEO your business needs.

Outstanding Program

Create an exceptional member experience through strong programming, great coaches, consistent standards, safety, and progression.

Marketing

Create attention, generate qualified leads, strengthen your local presence, and build a predictable marketing engine.

Sales

Turn leads into members through stronger follow-up, better conversations, improved V101 conversion, and a clear sales process.

Retention

Create an experience members don't want to leave. Onboarding, engagement, progression, community, referrals, and longevity.

Accounting + Legal

Understand the financial health of your studio, protect your business, and use your numbers to make better decisions.

Mindset → Outstanding Program → Marketing → Sales → Retention → Profitability

This isn't just another training

Sometimes you're so busy running the business that there's no time to think about where it's going.

Staffing. Schedules. Payroll. Member issues. Marketing. Sales calls. Maintenance. Cleaning. Programming. Conference 2026 gives you three days to focus on the bigger picture.

  • Generate more qualified leads
  • Improve your sales conversion
  • Increase member retention
  • Strengthen your studio experience
  • Understand the financial drivers of your business
  • Calculate your Customer Acquisition Cost
  • Calculate your Customer Lifetime Value
  • Identify the weakest point in your sales funnel
  • Build a clear 90-day plan for your studio

Featured speakers

Learn from experts

Portrait of Jen Conkey

Jen Conkey

Mindset, Wealth & Building the Bigger Vision

Multifamily investor, speaker, author, and entrepreneur who has co-created three multimillion-dollar companies while intentionally building wealth as a family. Through the Remote Multifamily Investing Academy and Capital Titans, Jen teaches owners to stop trading more time for more income and start thinking bigger about wealth, freedom, ownership, and legacy.

What are you really building — and what becomes possible when you begin thinking bigger?

Portrait of Gretchen Johnson

Gretchen Johnson

Accounting & Financial Clarity · Top 2 Bottom Bookkeeping Solutions

Top 2 Bottom helps franchise systems standardize bookkeeping so financial information becomes a tool for growth instead of a source of confusion. Gretchen will help Franchise Partners understand studio performance, compare results over time, spot problems early, and build a stronger financial foundation.

Your books shouldn't simply tell you what happened. They should help you decide what happens next.

Portrait of Sabrina Madsen

Sabrina Madsen

Injury Prevention for Studio Owners

A practical session on the role studio owners play in creating safer training environments: proactive training practices, studio operations, risk factors, and the systems that support both coaches and members.

An outstanding program is one where people can train, progress, and thrive.

Portrait of Heydi Hernandez

Heydi Hernandez

X-Pole Product Specialist

A dedicated conversation on pole equipment, product knowledge, maintenance, safety, and studio best practices — plus time to ask questions directly.

Our equipment is a critical part of the Vertica experience.

Portrait of Katrina, founder of Vertica Fitness

Founder of Vertica · Conference Host

Katrina

Katrina is leading Conference 2026 from start to finish. She opens and closes the three days by bringing us back to Vertica's mission, the purpose behind what we are building together, and the standards that make a Vertica studio unmistakable. She will also deliver content throughout and guide the working sessions in between.

Signature workshops

Real studios. Real numbers. Real decisions.

Know Your Numbers: CAC + LTV

Two numbers can completely change the way you look at marketing and growth. In this hands-on workshop you'll use real information from your own business — marketing spend, lead volume, V101 bookings and attendance, new membership sales, conversion rates, average membership revenue, and membership longevity — to calculate what it costs to acquire a member and what that member is worth.

The Profitability Lab

Stop guessing. Work backward from the business you want.

  1. 01Revenue Goal
  2. 02Active Members Needed
  3. 03New Members Needed
  4. 04Sales Needed
  5. 05V101 Attendance Needed
  6. 06V101 Bookings Needed
  7. 07Leads Needed
  8. 08Marketing Activity Needed

Your Sales Funnel: Find the Leak

More leads aren't always the answer. Sometimes the biggest opportunity is already sitting inside your current funnel.

LeadsBookingsAttendanceSalesRetention

Where are people falling out? Where could one small improvement create a significant financial impact?

What you'll leave with

Your studio. Your numbers. Your plan.

Our goal is not to send you home with 100 ideas. It's to help you leave with clarity — and a focused 90-day action plan answering the most important question: what will you do differently when you get home?

You'll receive a pre-conference preparation checklist so you arrive with the studio information you need. You don't need every answer before you arrive — that's why we're coming together.
  • Your current sales funnel
  • Your lead needs
  • Your conversion opportunities
  • Your estimated CAC
  • Your estimated LTV
  • Your membership growth goals
  • Your key studio metrics
  • Your biggest business constraint
  • Your highest-priority opportunities
  • Your next 90 days

The Franchise Partner community

Learn from people who get it.

Owning a business can feel lonely. At Conference 2026 you'll be surrounded by people who understand exactly what it means to build a Vertica studio. Some of the most valuable conversations happen outside the formal sessions.

Studio Owner Roundtables

What's working in your studio? What problem have you already solved? What are you struggling with right now? Share ideas, compare experiences, and learn directly from one another.

Studio Owner Hot Seats

We'll work through actual studio challenges and numbers together — revenue, leads, conversion, retention, marketing, payroll, programming, staffing, operations — then identify the highest-leverage opportunity.

Celebrating Our Partners

We'll take time to recognize Franchise Partners who are growing, leading, persevering, and making an impact in their communities. Building a business is hard work, and the wins deserve to be celebrated.

Experience Vertica

We aren't spending three days sitting in conference chairs.

Portrait of Michelle Jones

Stretch with Michelle Jones

Reset your body with a guided stretch session — move, recover, and reconnect with one of the most important parts of an outstanding fitness experience: helping people feel better in their bodies.

Portrait of Chantel Gaudette

Just Peachy with Chantel Gaudette

Get ready to move. Energy, fun, and plenty of personality — because behind every KPI, funnel, and P&L is the thing that makes it all possible: a product people love.

Three days in the Sonoran Desert

El Conquistador Tucson, A Hilton Resort

10000 North Oracle Road · Oro Valley, Arizona

Set against the Santa Catalina Mountains, this AAA Four-Diamond, 50-acre desert resort is the perfect place to step away from the daily grind and focus on yourself and your business.

  • Multiple outdoor pools
  • A 143-foot waterslide
  • Hot and cold jetted tubs
  • On-site dining
  • Fitness facilities
  • Tennis
  • Nearby championship golf
  • Hiking access
  • Mountain and desert views
  • SpaWell on property

Spa services and other resort activities may require separate reservations and additional fees.

Conference schedule

Arrive Wednesday. Recharge Thursday. Get to work Thursday afternoon.

Wednesday, September 30

Evening

Recommended Arrival Day

Arrive, check into the resort, and settle in. No formal conference programming is scheduled — wake up Thursday without rushing through an airport.

Thursday, October 1

3:00 PM – 9:00 PM

Conference Day One

The morning is yours: sleep in, hit the pool, book SpaWell. Programming begins at 3:00 PM with our welcome and kickoff — connection, mindset, vision, and the start of the Vertica Business Success Method. Dinner is included tonight.

Friday, October 2

9:00 AM – 6:00 PM

Conference Day Two

A full day building the business: speakers, workshops, strategy, movement, marketing, sales, programming, and numbers. Lunch is included.

Saturday, October 3

9:00 AM – 6:00 PM

Conference Day Three

Bring it all together: profitability, retention, financial strategy, and your 90-day action plan. Lunch is included. Programming concludes at 6:00 PM.

Specific sessions, speakers, and times are subject to change.

Hotel accommodations

Book your discounted room at El Conquistador

Secure the special Conference 2026 group rate of just $202 per night plus tax and a $15 resort fee. Rooms are limited, so book soon.

Recommended arrival: Wednesday, September 30

Book your room

Register for Conference 2026

Your business deserves three days of your undivided attention.

$350

per person

  • Dinner on Day 1 (Thursday) plus lunch on Day 2 and Day 3
  • All sessions, workshops, worksheets, and your 90-day action plan
  • Roundtables, hot seats, and time with Vertica leadership
  • Bring a plus one — co-owner, manager, or partner — for $350

Travel and hotel accommodations are booked separately. Registration is billed by ACH when you register.

Bring your plus one

Registering a partner, co-owner, or studio manager? Add them here. Each attendee is $350.

Payment

Total due

$350

1 attendee × $350

Includes dinner on Day 1 and lunch on Days 2 and 3, all sessions, workshops, and materials.

Hotel rooms are booked separately with El Conquistador Tucson.

Come ready to learn. Come ready to connect. Come ready to look at your numbers. Come ready to build.

You didn't become a Franchise Partner because you wanted another job. You believed in a mission. Conference 2026 is where we reconnect every daily decision to that larger purpose.

October 1–3, 2026 · El Conquistador Tucson, A Hilton Resort · Oro Valley, Arizona

Recommended arrival: Wednesday, September 30

Register for Conference 2026

Back to Purple. Back to Purpose.