Alright – so today we’ve got the honor of introducing you to Liberty Bernal. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Liberty thanks for taking the time to share your stories and insights with us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.
In my early 20s, I took a risk that completely transformed my life, although it didn’t start out as some grand vision. At the time, I was a franchisee of two fitness studios. I loved the experience, but I also felt this pull to create something uniquely my own—a space where I could bring my vision for fitness and empowerment to life.
The idea for Liberty Fitness started small. I envisioned a studio that was truly mine, where I could shape every detail—from the design to the programs—exactly the way I wanted. My goal wasn’t to build a franchise; it was to create one perfect space where I could help people feel strong, supported, and empowered. That was the dream.
When I opened Liberty Fitness, it resonated immediately. Members loved the atmosphere, the personalized approach, and the sense of community. What I didn’t anticipate was that other people started to notice, too. They would ask me, *“Have you thought about franchising this? I’d love to open one where I live.”* I was taken aback. At first, franchising wasn’t even on my radar. But as more people expressed interest, I began to consider it. Could I take what made Liberty Fitness special and turn it into something other people could replicate? The idea was both thrilling and terrifying.
Here’s where my family came in. My parents and my brother were incredibly supportive from the very beginning. They believed in me and the vision of Liberty Fitness even before I fully believed in it myself. When I decided to franchise, it wasn’t just my risk—it became a family risk. We knew it would take significant resources to launch a franchise system, and we made a huge leap together. My parents even took out mortgages on their home to fund the design and manufacturing of our own proprietary equipment. This wasn’t just a financial investment—it was an emotional one, too. They trusted me and the dream we were building together.
The proprietary equipment was a game-changer. It was something that set Liberty Fitness apart, and it symbolized the care and thought we were putting into creating a unique, scalable model. My brother was hands-on, helping with everything from operations to logistics. My parents worked tirelessly behind the scenes, handling details and offering unwavering encouragement. It truly felt like a family effort, and I couldn’t have done it without them.
As Liberty Fitness grew, the risk we took as a family paid off. The concept expanded rapidly, and before I knew it, we had 65 locations across 18 states. Each new franchise was a testament to the belief we all shared in this vision. Of course, there were challenges—balancing rapid growth while maintaining the quality and community that defined Liberty Fitness wasn’t easy. But every time we opened a new location and saw the impact it had on members and franchisees, it reaffirmed why we had taken the leap in the first place.
What started as my one little studio—a place I could call my own—grew into something far beyond anything I could have imagined. It wasn’t just my dream anymore; it became our dream as a family. The risk we took together taught me that the biggest rewards come when you believe in something so much that you’re willing to invest everything you have—time, energy, and heart—to make it a reality.
And the reward was worth it. Just a few years into franchising, we sold the company to private equity. This allowed us to repay the debt we had taken on and gave me the freedom to prepare for the next chapter of my journey, pursuing new opportunities in franchising on my own. It was the ultimate validation that taking bold risks at any age can lead to life-changing outcomes.
Liberty, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Hi there! I’m Liberty Bernal, and I’m an entrepreneur, mentor, and leader in the franchising industry. My journey into the world of business began in my early 20s, and it’s been a whirlwind of learning, growth, and incredible opportunities ever since.
After my time building and scaling Liberty Fitness, I stayed immersed in the franchising world because I truly love this model. Along the way, I’ve been both a franchisee and a franchisor again, gaining even deeper insights into what makes a franchise successful. I’ve also had the privilege of consulting and coaching other entrepreneurs, helping them navigate the complexities of franchising, from launching new brands to scaling operations and supporting franchisees.
Today, my primary passion is helping people find their perfect franchise opportunity. I believe franchising is an incredible pathway to entrepreneurship, especially for those who want to run a business but may not know where to start or don’t want to build something from scratch. My role is to guide them through the process—helping them understand their strengths, goals, and lifestyle preferences so they can find a franchise that aligns with their vision for success.
What sets me apart in this work is my deep, hands-on experience. I’ve been on all sides of franchising—as a franchisee, franchisor, coach, and consultant—so I understand the challenges and rewards at every level. I know what it’s like to take a leap of faith, and I know how to spot the opportunities that are worth that leap. My goal is to match people with franchises that fit not only their financial goals but also their passions, skill sets, and long-term dreams.
One of the most rewarding parts of what I do is seeing people step into entrepreneurship with confidence, knowing they’ve made an informed decision about their future. Franchising is about so much more than owning a business—it’s about creating freedom, building something meaningful, and achieving success on your own terms. I love being a part of that journey for others.
While I’m deeply passionate about my work, I also believe that life is about balance. Being a wife and a mom is an important part of who I am, and I prioritize my family as much as I prioritize my career. I also make time to care for my health, because I’ve learned that maintaining physical and mental well-being is essential to being the best version of myself—for my family, my clients, and my work. Life can get busy, but I believe we can do it all when we set boundaries, focus on what truly matters, and take care of ourselves along the way.
The main thing I want people to know about me is that I’m deeply committed to helping others succeed. Whether it’s through finding the right franchise, mentoring new entrepreneurs, or consulting with established businesses, my focus is always on empowering others to reach their potential. I’m here to be a resource, a guide, and a cheerleader for anyone ready to take the exciting leap into entrepreneurship through franchising.
At the end of the day, my work isn’t just about matching people to opportunities—it’s about helping them find the perfect fit for their dreams, creating a path to a life they love, and showing them that balance is possible when you pursue your passions with intention. That’s what drives me, and that’s what I’m most proud of.
What’s worked well for you in terms of a source for new clients?
The best source of new clients for me has always been referrals and relationships. There’s something incredibly powerful about word-of-mouth, especially in franchising. When someone I’ve helped has a great experience—whether I’ve guided them to their perfect franchise opportunity, coached them through starting their own business, or helped them scale—they naturally share that with others. Those personal recommendations mean the world to me because they come from a place of trust and genuine results.
I also find that networking is invaluable. Over the years, I’ve built strong connections with franchisors, franchisees, and other industry professionals who share my passion for entrepreneurship. These relationships often lead to introductions to potential clients who are ready to take the leap into franchising but need guidance to find the right fit. Outside of franchising my network truly is my “net worth” and referrals have been an incredible way to connect to new clients.
Another important source is educational content and resources I create. Whether it’s speaking at events, sharing insights online, or writing about franchising, I love teaching people about the opportunities available to them. This often attracts clients who resonate with my approach and want someone they can trust to help them navigate such a big decision.
Ultimately, it all comes back to authenticity and impact. My best clients come from people who’ve seen or heard firsthand that I’m dedicated to their success—not just as business owners, but as individuals looking to build a life they love. That’s what drives me, and that’s what keeps the referrals and connections coming!
Have any books or other resources had a big impact on you?
Absolutely! Over the years, there have been several books and resources that have shaped my entrepreneurial mindset and helped me grow both personally and professionally. I’m a big believer in continuous learning, and I’ve found that the right insights at the right time can make all the difference.
One book that has had a lasting impact on me is “The E-Myth Revisited” by Michael E. Gerber. It’s such a foundational read for anyone in business, but especially for entrepreneurs. It breaks down the difference between working “in” your business versus working “on” your business, which is critical when you’re growing something scalable like a franchise system. That shift in perspective was huge for me.
I also love “Start with Why” by Simon Sinek because it emphasizes the importance of purpose in leadership and business. Knowing my “why” has been at the core of every decision I’ve made, whether it’s guiding others to find their perfect franchise or balancing my life as a wife, mom, and entrepreneur. Staying connected to that deeper reason for what I do keeps me focused and passionate.
In terms of websites, the International Franchise Association (IFA) has been an invaluable resource. It’s a hub of information for franchisors, franchisees, and anyone looking to enter the industry. From best practices to trends, it’s a great place to stay on top of what’s happening in franchising.
For personal growth, I’ve found Mel Robbins to be incredibly inspiring. Her books, “The 5 Second Rule,” and “Let Them,” and her podcasts and videos are all about taking action, breaking through fear, and creating momentum. Her practical, no-nonsense approach has been a game-changer for me, especially when it comes to staying motivated and pushing through challenges in business and life.
Lastly, I believe in learning from others’ stories, which is why I’m constantly reading biographies and memoirs of successful entrepreneurs. Whether it’s Sara Blakely’s journey with Spanx or Richard Branson’s adventures with Virgin, I find so much inspiration in seeing how others took risks, overcame challenges, and stayed true to their vision.
These resources have shaped not only my entrepreneurial philosophy but also the way I approach life as a whole. They’ve taught me to lead with purpose, think strategically, and always, always keep growing.
Contact Info:
- Website: https://www.libertybernalcoaching.com
- Instagram: @libertybernalcoaching & @mrslibertybernal
- Linkedin: https://linkedin.com/in/libertybernal
- Youtube: Liberty Bernal Coaching
Image Credits
Jennifer Neville Photography (all photos shared)