Veteran-Owned Business Builds Community Through Faith, Fitness and Family
As ISI Elite Training’s first franchisees, Joseph and Brooklyn Hodge have played an instrumental role in the fitness brand’s evolution and growth. Since opening their first location in Grovetown, Ga., in December 2019, the Hodges have expanded their footprint, adding a second location in Evans, Ga., in August 2023, and are now preparing to open a third in Rock Hill, S.C. Their journey with ISI has been as much about building a legacy as it is about making an impact.
“We opened our second location just 15 months ago, and now we’re gearing up for our third,” Joseph shares. “We’re focused on growing our portfolio while serving our members. The only question now is, where do we go next?”
The Hodges are proud to run a veteran– and family-owned business, and are passionate about creating a community-focused environment. Joseph, a U.S. Marine Corps veteran turned project manager, and Brooklyn, a former special needs teacher, found a perfect match in ISI Elite Training’s mission. “ISI stands for ‘Iron Sharpens Iron,’ and it’s a faith-based, family-centered fitness facility,” Joseph explains. “It’s a judgment-free zone for all fitness levels, where people become the best version of themselves.”
The Hodges are deeply invested in the success of ISI members and staff. From day one, they found fulfillment in helping others. “The most rewarding part has been watching people transform — physically and mentally,” Joseph says. “Seeing someone accomplish something they never thought possible… that’s why we do this.”
This culture of support is a cornerstone of ISI’s success. “Retention comes from creating an environment where people feel encouraged, not judged,” Joseph says. “We push members to hit their personal best, but no one feels left behind. It’s about progress, not perfection.”
A Shared Commitment
Both Joseph and Brooklyn have gone above and beyond to ensure the brand’s success. As the president of ISI’s Franchise Advisory Council (FAC), Joseph collaborates with other franchisees to share best practices and drive innovation. “It’s an honor to bring franchisees together to make the system better,” Joseph says. “We’re constantly learning from each other and striving for improvement. That’s what sets ISI apart.”
As a member of the ISI Elite Coaching Team, Brooklyn mentors new coaches and helps set up new locations for success. “Being part of training the coaches and building that foundation has been incredibly rewarding,” Brooklyn shares. Franchising since 2019, ISI has grown to more than 140 territories awarded, 54 open, across 18 states. ISI employs a functional training model that focuses on athletic-based strength training to enhance everyday life. This approach focuses on functional movement patterns, targeting specific muscle groups to improve overall strength, balance and coordination. By mimicking real-life movements, ISI’s training aims to prepare individuals for daily physical demands, promoting real, lasting change rather than quick fixes.
The workouts are 50-minute sessions that combine strength training, cardio and core work. Designed for all fitness levels, the workouts are led by certified coaches in a group setting. The brand’s inclusive, supportive atmosphere resonates with members seeking long-term wellness, not just short-term results. “The public awareness of being healthy and the value of exercise is reshaping the fitness industry. It truly is becoming a lifestyle as people train for life,” says Joseph.
For the Hodges, joining the franchise was a strategic move to enter a scalable business. “We didn’t have to create the operational tools, software or marketing materials from scratch,” Joseph says. “The ISI framework gave us the resources to focus on growing the business and building our membership base.”
A Special Place in ISI Elite Training’s Story
Being the first franchisees of ISI Elite Training holds a unique significance for the Hodges. “It’s incredible to see how far the brand has come and know we’ve been part of it from the beginning,” Joseph says. “It’s something truly special, and we’re honored to be part of the ISI family.”
For more information, visit the ISI Elite Training franchise website.
