How to Build a Business Empire with Roger Martin
What does it take to build multiple successful businesses while managing your time, focus, and priorities effectively? In this episode of The Common Cents Show, I sat down with Roger Martin, co-founder and CEO of RockBox Fitness and BEEM Light Sauna, to discuss the key principles of business growth, leadership, and entrepreneurship.
With five companies under his belt generating over $30 million in revenue, Roger shares insights on managing competing priorities, scaling a franchise, hiring and training the right team, and avoiding common business mistakes.
How to Manage Yourself When Running Multiple Businesses
Roger doesn’t subscribe to extreme morning routines or elaborate time management hacks. Instead, he keeps things simple:
✅ Work from a list – He carries a notebook where he tracks tasks with a simple checkbox system.
✅ Prioritize what moves the needle – Instead of getting lost in small tasks, focus on the 2-3 actions that will drive revenue, profit, and growth.
✅ Act fast – Slow implementation kills businesses. Once a decision is made, execution should follow immediately.
🚀 "Business rewards speed more than it does accuracy. You can refine as you go, but first, get moving!" – Roger Martin
6 Common Business Mistakes (And How to Avoid Them)
After coaching hundreds of business owners, I’ve identified six recurring mistakes that stunt business growth. I call them STUPID mistakes:
1️⃣ Slow to Implement – Hesitation kills momentum.
2️⃣ Too Complicated – Simplicity scales, complexity fails.
3️⃣ Unaware of Numbers – You can’t grow what you don’t measure.
4️⃣ Poor Planning – Lack of strategy leads to failure.
5️⃣ Ignoring Feedback – Your employees and customers have insights you need.
6️⃣ Distracted Focus – Shiny object syndrome prevents real success.
Roger emphasized that fast action and simple, effective strategies are key to avoiding these mistakes. His pivot at RockBox Fitness, for example, is a perfect case study.
From Corporate America to Fitness Franchise Success
Roger spent 25 years in pharmaceuticals before realizing he wanted to build something of his own. His passion for fitness, wellness, and helping people transform their lives led him to franchise RockBox Fitness and scale it to over 55 locations in 21 states.
One of the smartest moves he made? Refining the target audience.
🛑 Initially, RockBox tried to attract fitness enthusiasts (already in shape, hopping from one workout to another).
✅ Instead, they pivoted to deconditioned consumers—those who hadn’t worked out in years and needed a supportive environment.
💡 Key Lesson: Understand your real target audience, simplify your message, and build your business around their needs.
How to Build a Strong Team and Reduce Turnover
Roger believes most businesses fail not because of customers, but because they don’t make their company a destination for employees.
📌 The key to retention? High-level communication and clear expectations.
1️⃣ Roadmap employee success – Let them know how they’ll grow in your company.
2️⃣ Train constantly – Every team meeting should include some form of training.
3️⃣ Set expectations early – Employees should never be guessing what you want.
🚀 "If you don't train your employees, you're leaving money on the table. And if they stay without training, you're left with underperformers." – Roger Martin
Roger’s #1 Marketing Tip
🔑 Make the customer the hero.
Instead of positioning your company as the hero, make your customer the star of the story. Your job is to guide them from their current struggle to a better life.
📌 Businesses that get this right connect emotionally and create loyal customers for life.
Final Thoughts
Roger’s journey proves that great businesses aren’t built on complexity—they’re built on focus, execution, and meeting customers where they are.
✅ Simplify your operations
✅ Move quickly
✅ Know your numbers
✅ Prioritize your employees
✅ Market by making customers the hero
Want to learn more? Check out Roger’s book, An Insider’s Guide to Business on Amazon, and his podcast Thrive More with Roger Martin.
📌 Interested in franchise opportunities with RockBox or BEEM Light Sauna? Visit ThriveMoreBrands.com.
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