The Steel Forge: A New Path for Front-Line Leaders

Last week, we officially launched The Steel Forge Club, a transformative community built for front-line leaders in the retail, food, franchise, and service industries. This is for the ambitious shift leaders, assistant managers, unit managers, general managers, and team members who want more than just a job and are seeking to forge their careers into something powerful.

The Steel Forge isn’t just another network. It’s a career launchpad, a growth accelerator, and a leadership gym. This is the place where you can become a stronger leader, sharpen your skills,  and accelerate your career journey.

This is where your grit meets growth. And your future is forged.

But it’s not just nice wording; we are genuinely committed to seeing these team members achieve more, both professionally and financially, so that they can elevate themselves and turn their ambition into progress.

In fact, my mission is to create 100 business owners by 2035.  And I know that The Steel Forge is a vehicle that can help me make this dream come true!

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From Crew Member to CEO

I was one of these leaders who simply wanted more. My first job in the franchise industry was as a pizza delivery driver. From there, I became an assistant manager, Unit Manager, District Manager, Franchise Business Consultant, Director of Operations, and Vice President of global brands like Domino’s Pizza, Popeyes, and Olive Garden. Eventually, I became the CEO of a small brand. 

After more than 30 years in the corporate world, I decided to become an entrepreneur and founded the American Franchise Academy in 2016. 

Yes, my career has been very successful; I have learned a lot and gained much experience in the different roles I have had. But it took me 22 years to reach the position of CEO, and honestly, it shouldn't have taken that long. 

I often asked myself why it took so long if I did everything right. I worked hard, and I learned and applied what I learned. I saw the business as if it were my own business. I had integrity and commitment. And yet, it took me more than two decades to achieve my dreams of business ownership. 

I think it really comes down to one thing: I didn't have anyone to show me the way. Nobody told me how to become a CEO, a Director, or a District Manager. My bosses and supervisors did not guide me on what it would take to be in the corporate world and at the executive level. And not because they didn't want to help me, but because they were all busy and didn't have time or resources to coach me. So, I had to figure it out on my own.

I want to change that. I want to give that opportunity to those men and women in the front lines who truly want to achieve more, learn more, and who are willing to put in the hard work, the grit, and the commitment to grow, but do not know how to do it.

I also wanted to make knowledge more accessible for them. Our training programs are best-in-class certifications, with a very robust professional curriculum, and the investment is usually made by the franchisees who want to train their leaders or themselves. 

The Steel Forge, on the other hand, is perfect for those team members who still want the knowledge, skills, and tools, but they may not be able to go through that professional program. 

This is their chance to gain knowledge and mentorship to advance from unit management mastery to multi-unit leadership and ownership readiness, if that’s their ultimate goal. All of this is at a very affordable membership-based price.

Why Join The Steel Forge?

I know firsthand what it takes to grow in this industry because I’ve lived it. My mission with The Steel Forge is to help front-line leaders like you rise through the ranks and build a profitable, fulfilling future.

However, I also know that success in the retail, food, franchise, and service industries doesn’t come from hard work alone. It takes intentional growth and the right tools, but also a support system that challenges you to reach your full potential.

We created this community with one guiding belief: steel sharpens steel. That means that when motivated leaders come together, share knowledge and experiences, and push each other forward, everyone grows stronger.

You will be able to connect with other leaders like yourself. And, once inside The Forge, you will train, learn, and apply real-world strategies that make you a stronger leader. Every interaction is designed to sharpen your skills, accelerate your growth, and make your dreams happen, whatever your goals may be.

The Steel Forge gives you all of that in one place. I am going to show you the way and share with you everything that I have learned in more than 35 years of experience in the industry and throughout my amazing career.

I want you to be always prepared to take the next step so that, when the opportunity shows up, you can be the obvious choice, and you are able to move up. That’s the path that made me grow… but you can achieve it faster!

That's what I'm going to show you. Not only am I going to give you guidance, knowledge, tools, and resources, but I'm also gonna give you career coaching on what it takes to be able to get to the next step. And it's going to be up to you to take that. 

That is what this club is all about. Join here!

Who Is The Steel Forge Club For?

This club is for us, by us, for our future. While I am the leader of the club and I'm going to share with you all my years of experience, wisdom, and knowledge, that does not mean that everything will come from me. 

All the Forgers (that’s what we call the members of The Forge) are going to contribute to each other’s growth through their own experiences and knowledge. 

It's not just about me to you; it's about us for each other.

That’s why this is a community of transformation, built by leaders who want more and who are willing to learn and to break their glass ceiling to achieve their career and financial goals faster than they thought was possible.

There is a saying that you are the average of the people you surround yourself with. But maybe you haven’t found people like you who want to grow… Inside The Forge, you will be surrounded by a community of leaders like you, who are learning and developing themselves and are proactively and consciously looking for a career and growth in the future. 

This will be a safe space for you to ask questions and interact with them so you can feel supported by your community at any time. 

We have different Forges, depending on your career stage. The first level is Forge I, where you will be able to master unit management. Every month, you get three or four online lessons and, after 24 months, you will complete an entire unit management curriculum that you can keep for as long as you're a member of the club.

Forge I is for:

Team Members ready to grow

Whether you’re starting a career in the industry or are already a shift leader or an assistant manager, and you are hungry for more, this community gives you the skills and confidence to take the next step.

Unit Managers seeking confidence and skills

If you are already a unit manager or super GM, this club provides the tools, strategies, and support you need to lead effectively and achieve better results.

We’ll reveal more Forges in the future, and each of them will scale to a different career level. So keep an eye on our updates!

Membership Benefits at a Glance

When you join The Steel Forge, you gain access to a complete toolkit for transformation:

• Monthly live coaching sessions
• Online business education resources
• Leadership & management tools and templates
• An online library of recorded coaching sessions organized by topics of interest
• A private, supportive community of leaders like you
• Monthly challenges to engage with the community 
• Milestone recognition and member spotlights
• A welcome gift

This isn’t just theory or fluff. Just as with everything we provide at the American Franchise Academy, these are practical tools and real lessons you can apply immediately to your daily work and leadership.

An Affordable Investment in Your Future

You should invest in your future. However, this is an affordable investment! I want to make this available to everyone who wants to grow and have their dreams come true.

How much is all this? The membership in The Steel Forge Club is just $38 per month. That’s less than what many spend on takeout or streaming—but it can change the entire course of your career!

For that investment, you’re not just joining a community. You’re gaining access to coaching, education, tools, recognition, and a network that’s committed to your success.

Join The Steel Forge Today!

If you’re ready to grow, lead, and build the future you’ve always imagined, The Steel Forge Club is here to help you make it happen.

Take action and start forging your future today!

Don’t wait for opportunity—forge it. Click below to join The Steel Forge and take the first step toward your most powerful career future.

WATCH THE LAUNCH EVENT ON YOUTUBE: