Global Franchise 10.2

GINAMARIE SOTO Unleashed Brands I’ve always believed that if you can dream it and stay curious enough to figure it out, you can build it, even if it means spending nights at the construction site to get there. My journey as a franchise owner began with one simple goal: to create a joyful, safe space for children like my son. That single purpose has since evolved into a portfolio of brands that have become part of the heartbeat of my community. When I opened my first Little Gym in Midland, Texas, it wasn’t part of some grand business plan. It was a leap of faith, a $625,000 loan and a gut feeling that families in my area needed a place for their kids to move, play, and grow. At the time, I was working in the oil field. It was hard, physical work, and when I became pregnant, I knew I couldn’t maintain that lifestyle. I wanted to take all that energy, discipline, and resilience and pour it into something that mattered to families. I’d grown up watching my little sister tumble around at The Little Gym when I was a teenager, so that brand made perfect sense. It’s been around for nearly five decades for a reason – it works. It meets parents and kids exactly where they are, in every community, every demographic. From the start, my “why” was crystal clear. I wanted to build something for my son – a place where he could play, learn, and grow up surrounded by positivity. Every new project I’ve opened since has come from that same instinct. He’s nine now, but he’s been my muse for every decision. The Italian go-karts at one of my Urban Air parks? His idea. The esports program at my XP League franchise? Inspired by him, too. That’s what I love about franchising. Each brand gives you the blueprint, but it’s up to you to bring the heart. You must find your own voice within it – the personal touches that make people say, “That’s Ginamarie’s place.” In Midland, I became known as “the mom who brought the fun.” It wasn’t a marketing strategy; it was just me showing up every day, passionate about creating a space that families could trust. Once I’d mastered that first location, I started thinking bigger. I attended a The Little Gym conference in 2021 – I had just made President’s Circle – and I found myself surrounded by Urban Air owners. Hearing their stories sparked something in me. I thought, if they can do it, I can too . On a delayed flight home fromOrlando, I ended up chatting poolside with a couple of Urban Air owners who jokingly bet me I couldn’t open a park within a year.Well, don’t bet me – I opened it in 11 months. That same year, I also opened my first XP League. Each new venture built on the last. My The Little GymMidland helped me launch Urban Air Midland. Then, The Little Gym Lubbock helped me open Urban Air Jackson, in Mississippi, one of my most meaningful projects. That park sits between two communities that don’t always come together easily, and our mission was to bridge that gap. Watching families from both sides laugh, play, and connect under one roof – that’s success to me. Then came Urban Air Odessa, my biggest and hardest project yet.We converted an old movie theater, and it took 1,900 dump trucks of dirt to fill the foundation. The process was brutal – long nights, constant problem-solving, endless inspections. But nine months later, we opened the doors. That park is the only Urban Air in the U.S. that combines slides, go-karts, and Sky Rider all under one roof. It’s a safety and operations challenge, but it’s also something special – a true one-of-a-kind experience for families. That combination of hard work and heart is what defines Unleashed Brands for me. Urban Air brings cutting-edge family entertainment, while The Little Gym focuses on timeless child development. Together, they create a pipeline that supports kids from toddlers to teens, and beyond and you can’t beat that. And now, I’m adding Sylvan Learning to that mix. My son attended Sylvan last summer when I was homeschooling him during the Urban Air Jackson build, and I saw firsthand how effective it was. It’s another Unleashed brand that perfectly complements what I’m already doing. Winning Brand Ambassador of theYear was an incredible moment – standing on that stage with my managers beside me, the people who live and breathe this every day. But the true reward isn’t the awards; it’s the growth that comes after.When my team members rise to regional or district manager roles, that’s when I know we’re doing something right. The world is always changing – in business, in life, in parenting – and you have to be adaptable. You don’t have to have all the answers; you just have to stay flexible, and keep moving forward. That’s what I try to do every day as a mother, a business owner, and a leader. Because at the end of the day, success isn’t about the number of units you own. It’s about the lives you touch, the opportunities you create, and the joy you bring into the world, one brand at a time. “Each brand brings the blueprint, but it’s up to to you to bring the heart. That’s what I love about franchising” Ginamarie Soto is an Unleashed Brands multi- brand multi-unit franchisee. A former oil field business owner in Texas, Ginamarie Soto entered franchising seeking a family-friendly venture and found her fit with Unleashed Brands. Today, she owns multiple locations across three concepts – The Little Gym, Urban Air Adventure Park, and XP League. Known for her rapid growth and record-setting membership numbers, she’s also deeply committed to community impact. From opening her gym for free during COVID to advocating for unhoused individuals near her Urban Air in Jackson, MS, Soto leads with purpose while continuing to expand her franchise portfolio. 69 GLOBAL-FRANCHISE.COM Interv iew | FEATURE