Today on The Owner Seat, Albert Ramos sits down with Pete Moore, and they go inside the deal discipline that separates real fitness and wellness brands from the ones quietly headed for a valuation haircut.

Pete Moore is the Founder & Managing Partner of Integrity Square — the advisory and investment platform that’s helped shape the modern HALO economy. He’s advised on $1.5B+ in transactions, built the industry’s go-to media engine HALO Talks, and trains operators through HALO Academy to think like investors, run cleaner processes, and scale with actual rigor.

Pete has seen every version of the movie:

➡ deals that win

➡ deals that die in diligence

➡ and brands that never should’ve franchised in the first place

In this episode, we unpack:

1. What buyers actually pay for in fitness & wellness
2. Why weak Item 19 economics are a flashing red light — not a marketing problem
3. How to run a sell-side process that doesn’t bleed leverage (NDA → IOI → LOI → QoE → close)
4. The unit economics signals that reveal a brand is a dynasty… or a time bomb
5. The sports mindset operators need to survive the next 3–5 years and keep winning

If you’re a founder, franchisor, or multi-unit operator thinking about raising capital, selling, or franchising “because everyone else is” — this is required viewing.

📊 Work with Albert – Fractional CFO for Fitness & Wellness

I’m Albert Ramos, Fractional CFO and Founder of Stratego Intel Consulting.

I help fitness, wellness, and franchise brands ($1M–$30M) fix messy multi-location books, build 13-week cash visibility, and prove unit economics for every studio.

👉 Book a CFO Strategy Call

If you want CFO-level clarity on your numbers:

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📘 Free Resource – Stratego CFO Playbook (Fitness & Wellness)

Get the exact framework I use with owners and franchisors:

13-week cash flow structure

Location-level unit economics

Core KPI dashboard for studios

Owner Seat finance rhythm you can actually run

🔗 Download the free Stratego CFO Playbook:

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🎙 More from The Owner Seat

The Owner Seat is where fitness, wellness & HALO owners talk cash flow, growth, and the messy middle.

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🌐 Learn More

Fractional CFO services (Stratego): https://www.StrategoIntel.com

Connect with Albert on LinkedIn: https://www.linkedin.com/in/albertramosjr/