Dean De Lucia
VP of Regional Development | Franchise Business Consultant | Franchise Development Advisor

Dean De Lucia advises franchise development firms as Vice President of Regional Development and provides services to franchise development clients. With extensive experience across commercial real estate, fitness, beauty, and health & wellness, Dean’s background allows clientele a unique opportunity to work with a franchise expert who understands the full lifecycle of franchising—from preparing a business to franchise, to supporting franchisees at scale.

Dean is a graduate of Gettysburg College, where he earned a degree in Psychology with a minor in Business and Spanish, providing a strong foundation in human behavior, leadership development, and business strategy that informs his approach to franchise growth and team performance.

Areas of expertise include:

• Assisting businesses that have a desire to become a franchise

• Franchise system design and operational readiness

• Development of operations manuals, playbooks, and support systems

• Market analysis and territory selection process

• Revenue growth strategy and EBITDA optimization

• Hiring, leadership development, and organizational structure

• Franchise relations and franchisee performance support

• Offering guidance and direction for long-term growth strategies

Relevant experience includes:

• Building and scaling the global CrossFit affiliate partner network, establishing preferred vendor relationships that delivered discounted pricing, incremental revenue streams, and improved unit-level profitability for gym owners

• Supporting the expansion of the CrossFit affiliate ecosystem, contributing to growth from approximately 11,000 to over 14,000 gyms worldwide

• Designing operational playbooks, systems, and tools to support consistent execution across domestic and international affiliate markets

• Leading Customer Experience at Glosslab and helping architect the company’s transition into a franchise model, including the creation of the brand’s first Franchise Disclosure Document (FDD), franchise agreement, and operations manual

• Supporting the sale of the Glosslab franchise platform to a private equity group, positioning the brand for scalable growth

• Building, launching, and supporting fitness gym locations across New York and New Jersey, with a focus on market selection, operational readiness, leadership development, and performance optimization

Current focus:

• Working with a franchise development firm to help emerging businesses become franchise brands

• Supporting founders in building scalable, franchise-ready models with strong unit economics

• Aligning operations, leadership, customer experience, and financial performance to support sustainable franchise growth

Dean can be reached at:

The Stanwood Group, LLC
Dean De Lucia, VP of Regional Development
www.franchisemybusiness.com
One Greentree Centre, Suite 201
Marlton, NJ 08053
Office: (856) 988-5468
Mobile: (914) 815-7443
Email: dean@thestanwoodgroup.com