Nationally recognized Larkin Hoffman franchise attorneys Chuck Modell and Joe Fittante were included as resources in a new book by Purpose Brands Co-Founders Chuck Runyon and Dave Mortensen. The book, “Fanchise Your Franchise,” centers around how the authors built a franchise brand that is bigger than themselves, and bigger than the products and services they offer. They discuss how they created a brand that made exuberant fans out of franchisees and customers, and they teach others how to do the same.

Runyon and Mortensen founded Anytime Fitness in 2002 and grew the brand to more than 5,000 clubs on all seven continents with more than 5 million members. Today, their company, Purpose Brands, operates four other franchise systems, in addition to Anytime Fitness. 

In discussing their journey, Runyon and Mortensen write, “In a world where business relationships are increasingly transactional, franchises create deeper emotional connections that transform ordinary brands into passionate communities.” They point out that franchising is built to be a win-win relationship, and that this journey starts by building a solid brand foundation, and they emphasize the responsibility franchisors have to ensure trust, communication and alignment with franchisees.

Larkin Hoffman began working with Anytime Fitness and its founders when the brand had only 50 franchisees. Fittante and Modell have served as longtime legal and business advisors for Anytime Fitness and its parent company, Purpose Brands, and both contributed to the new book as members of the “Expert Fanchise Panel” recruited by Runyon and Mortesen to share their experiences in franchising.

“It’s not only an honor to be included in this book, but some of the proudest moments of my career can be tied back to our work with Anytime Fitness and Purpose Brands,” Fittante said. “It has been a privilege to work with, and learn from, Dave and Chuck over the years. They are two incredible leaders and two amazing human beings.”

“Chuck and Dave created a brand unlike any I have ever worked with in my more than 50 years in the franchise arena,” Modell said. “Where others may have taken shortcuts, or done things in a more traditional way, Chuck and Dave thought outside the box and created a business with, as they would say, a culture centered on passion and people, as well as fun and profit. With this book, they have created a road map for other franchisors to do the same.”

Runyon and Mortensen announced the book’s release at the 2026 IFA Convention held last week in Las Vegas. Copies are available for purchase on Amazon.