From Fitness Founder to Franchise Consultant: Liberty Bernal on Business, Motherhood, and Mindful Growth

mgraziano45
Jul 18
4 min read

In this episode of Adventures in Business, Mandi and Amani chat with Liberty Bernal, franchise expert, wellness leader, author, mom, and all-around powerhouse. Liberty shares her fascinating journey from teenage franchisee to fitness founder, her take on celebrating life’s "mini graduations," and the surprising reason she went back to college decades later. She also gives us all the details on her book and The Strong Body Collective, a program designed to help preteen girls navigate the world.

Whether you're a business owner looking to scale or someone navigating your next big life chapter, this conversation is full of inspiration, practical insight, and a refreshing dose of real talk.

From Teen Franchisee to Fitness Empire

Liberty’s career started earlier than most. At just 18, she joined her parents in opening a Curves franchise in San Diego. The family-run studio was a hit – so much so that they opened a second location and earned Franchisee of the Year. But Liberty saw opportunities to improve the model and eventually launched her own venture: Liberty Fitness.

Her concept was a women-only fitness space like Curves, but built for all ages and life stages. What started as one studio grew into a franchise system of 65 locations before being sold to private equity – all within a few short years.

But Liberty’s proudest accomplishment wasn’t the rapid growth; it was learning to support her franchisees. “Franchising is a people business,” she explains. “Your first customer becomes the franchisee. It’s your job to support them.”

Why So Many Businesses Fail at Franchising

Liberty shared some hard truths about why so many businesses fail when they try to franchise or expand.

The biggest mistake? Forgetting that leadership and systems are just as important (if not more) than the original product or service. “You can’t just love fitness and think you’ll love running 10 gyms,” she says. “Franchising means shifting your entire focus to support and leadership.”

Liberty now helps other business owners navigate this decision through consulting, helping them determine whether franchising is truly the right path… or just a tempting idea.

Graduations Without the Ceremony

Beyond business, Liberty had another major milestone to share: she recently went back to school and earned her associate’s degree, nearly 20 years after putting college on pause to build her business. Inspired by her daughter and husband (who’s currently finishing law school), Liberty says she’s proud to model what lifelong learning looks like.

She sees life as a series of graduations – not all of which come with a cap and gown.

“We go through these chapters that deserve to be recognized,” Liberty says. “Becoming a mom? Graduation. Changing careers? Graduation. Turning 50 and starting a new health journey? Graduation. You don’t need a ceremony. You just need courage.”

Should You Franchise Your Business?

Liberty Bernal says that not every business should franchise. With over 27 years in the franchising world and experience on every side of the business, Liberty is quick to point out that while many businesses can be franchised, that doesn’t mean they should be.

If your business requires tight control, constant innovation, or isn’t easily systematized, franchising might not be the right path. But with thousands of franchise concepts out there (everything from food to trampoline parks to consultants), there are plenty of ways to invest or expand, if you do it wisely.

Why Invest in a Franchise?

For people with extra capital who are weighing real estate vs. franchise ownership, Liberty says franchising can be a strong choice, especially if you're looking for a proven model.

“The idea is that the franchisor has the experience, the team, and the systems already in place,” she says. “You don’t have to learn the hard way.”

A well-established franchise also comes with a built-in community and brand recognition, making it a potentially smoother entry into entrepreneurship than starting from scratch.

How Liberty Bernal Has Grown Her Coaching Business

How has Liberty grown her coaching business? Not with flashy ads or funnels – but by simply showing up for her network.

“Every client I’ve worked with recently came from my network,” she says. “I love people, I build real relationships, and when I share what I’m doing, they trust me.”

What She Learned from Writing Her Book & What’s Next

Liberty’s first book poured out in just three weeks, but had been brewing for 20 years. She published it in late 2019, and while her big book tour dreams were cut short by the pandemic, she’s now working on two more projects: a 12-week wellness guide for women navigating perimenopause, and a self-esteem workbook for middle school girls (and the adults who love them).

Her goal? Empower the next generation before they hit the walls so many women face in midlife.

The Strong Body Collective

Now a mom herself, Liberty’s next chapter is about giving back, especially to preteen girls navigating an often overwhelming world. Inspired by her daughter Gracie, Liberty founded the Strong Body Collective, a program designed to support girls emotionally, mentally, and physically through guided wellness activities.

The six-week pilot program included journaling, yoga, gratitude letters, calming exercises, and connection-building activities – designed especially for girls who aren’t necessarily involved in organized sports.

Now, she’s building an online version of the program – a guide that adults can work through with the tween in their life. The vision is to make these tools accessible to families everywhere.

Liberty is actively fundraising to bring Strong Body Collective to more communities through an upcoming digital release.

“We’re building something meaningful here. Not just for girls, but for the adults who love them and want to support them better.”

If you’d like to learn more or support the project, check out Strong Body Collective on Instagram.