Today on The Owner Seat Podcast, host Albert Ramos goes straight at the thing most fitness + wellness founders keep trying to “AI their way out of”…

Broken financial infrastructure.

My guest is Bill Dillmeier — an operator-minded finance leader who’s obsessed with the boring stuff that actually determines whether your studio scales cleanly: accounting systems, revenue + cost truth, cash timing, and decision-grade visibility.

Bill’s core message is simple and it should make every owner uncomfortable:

Better forecasts don’t fix broken financial plumbing.

Infrastructure comes before insight.

This episode is for fitness + wellness business owners, franchisees, and franchisors who are tired of:

1. running the business off bank balance + vibes
2. using Stripe/Shopify as a P&L
3. “forecasting” from spreadsheets that don’t match reality
4. finding out margins are leaking after month-end
5. buying dashboards/AI tools that only amplify bad data
6. making growth decisions without clean unit economics

How forecasting becomes guesswork when revenue, costs, and timing don’t live in one system of record.

Why bank balance, sales platform revenue, and spreadsheet reporting quietly destroy confidence as you scale.

The practical building blocks: chart of accounts structure, close process, cash vs accrual clarity, location-level tagging, and reconciliation discipline.

What happens when Sales, Ops, and Finance all show up with different numbers—and why conviction drops even when revenue is growing.

Why the next wave of software pricing (usage-based, tokenized, variable) makes real-time cost visibility mandatory—not optional.

If you’re a boutique operator:

You’ll learn what to fix first so your P&L becomes decision-grade—and your cash stops surprising you.

If you’re a franchisee:

You’ll leave with a clearer infrastructure model to protect margins, manage local labor/COGS, and make growth decisions with confidence.

If you’re a franchisor:

You’ll understand what a “finance system that scales” looks like across locations—so you can standardize reporting, protect brand economics, and stop allowing drift.

📊 Work with Albert — Fractional CFO for Fitness & Wellness I’m Albert Ramos, Fractional CFO + Founder at Stratego Intel Consulting. I help fitness, wellness, and franchise brands ($500K–$30M) build cash visibility, utilization + pricing models, and capital planning so decisions are clean and defensible.

Book a CFO Strategy Call (Albert):

Today on The Owner Seat Podcast, host Albert Ramos

goes straight at one of the fastest-growing (and most

misunderstood) categories in wellness and recovery:

halotherapy (dry salt therapy) — what it is, what it

isn’t, and how operators can monetize it without hype.

My guest is Lisa Marie Semerly — Chief Revenue Officer

at Halotherapy Solutions, President of the World

Halotherapy Association, and a multi-modality spa owner.

She’s also not coming from “wellness vibes” — she spent

15 years in pharma (respiratory + dermatology), including

over a decade at Merck, before jumping into ownership and

scaling this category the right way.

This episode is for fitness + wellness business owners,

franchisees, and franchisors who are tired of:

1. adding “recovery” modalities that don’t get used
2. buying equipment that becomes an expensive coat rack
3. seeing wild claims that create distrust (and legal risk)
4. guessing on pricing, packaging, and utilization
5. missing the margin upside of low-labor modalities

What dry salt therapy is, what clients report, and how to

market responsibly without crossing into medical claims.

Why adoption spiked, what’s real, and what operators should

expect from consumer behavior going forward.

How to think about ROI inside compact space (even a 4’×4’)

and which modality mixes actually convert to repeat usage.

Why low labor + high throughput can print margin — but only

if you operationalize onboarding, education, and usage habits.

What’s getting exposed in wellness marketing, why standards

matter, and how serious operators protect trust while scaling.

If you’re a boutique operator:

You’ll learn how to add recovery profitably, drive repeat

sessions, and avoid the “novelty trap.”

If you’re a franchisee:

You’ll leave with a clearer model for pricing, packaging,

and utilization targets — so the investment earns back fast.

If you’re a franchisor:

You’ll understand how to evaluate modalities like a serious

platform: standards, claims language, unit economics, and

scalability across locations.

📊 Work with Albert — Fractional CFO for Fitness & Wellness

I’m Albert Ramos, Fractional CFO + Founder at

Stratego Intel Consulting.

I help fitness, wellness, and franchise brands ($500K–$30M)

build cash visibility, utilization + pricing models, and

capital planning so decisions are clean and defensible.

Book a CFO Strategy Call (Albert):

https://calendly.com/albertramosjr-strategointel/youtube-podcast

Free Stratego CFO Playbook:

Today on The Owner Seat Podcast, host Albert Ramos

breaks down the truth about what’s coming next in fitness,

wellness, and franchising — and why AI isn’t a feature…

it’s a business model shift.

My guest is Garrett Marshall — CEO & Founder of

Wellbuilt Ventures and former President of Xponential+.

Garrett has 22+ years across fitness + tech + SaaS growth,

with real operator outcomes (including two IPOs).

This episode is for boutique studio owners, franchisees,

and franchisors who want to win in 2026 without drowning

in tools, hype, or “AI theater.”

1. buying tech that doesn’t improve retention or margin
2. running 20–30 disconnected tools with no real ROI
3. hearing “personalization” but seeing zero behavior change
4. feeling behind without knowing what actually matters
5. security fear narratives with no actionable plan

1. AI as a margin event
2. How intelligence changes cost structure, speed, and profit.
3. Personalization at scale (what actually breaks)
4. Why most AI “personalization” fails in real operations —
5. and what use cases actually move retention.
6. The “one app for everything” trap
7. What to build instead: connected ecosystems that don’t
8. break your workflows.
9. The 2026 stack: systems of record + integrations
10. Where most operators fail (and how to rationalize tool
11. sprawl without disrupting the business).
12. Agents + security: what’s real
13. What browser-native agents make possible, and what
14. leaders should do now to reduce risk without paranoia.

Franchisors:

Build a defensible tech + data standard across the network,

reduce variability, and protect the brand experience.

Franchisees / Multi-site operators:

Stop bleeding margin through tool bloat, identify the first

workflows to AI-assist, and drive measurable ROI.

Boutique owners:

Get a clear filter for what matters, what’s noise, and how to

build a simpler operating system that improves retention.

📊 Work with Albert — Fractional CFO...