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Key Takeaways Learn why a single viral moment can create dramatically different outcomes for employees and your brand.
Discover the leadership approach that turns unpredictable online attention into clarity and control.
One video. Two employees. Millions of views.
Both worked at the same gym. Both appeared in the same viral clip. Both suddenly had more attention on them than they’d ever experienced before. From the outside, it looked like one story. Inside the business, it quickly became two.
In the world of multi-unit retail, a single viral moment at Unit A can set the precedent — or the fire — for the entire brand. As a franchise executive, that experience at a publicly traded national fitness brand forced me to answer a question more leaders are facing today: What do you do when your employees become the story — and the internet wants an instant verdict?
You can’t predict virality. But in a high-performing franchise, your team should know exactly how you will respond.
Watch before you act to protect your brand
The clip wasn’t malicious. Just light, behind-the-scenes content showing the gym environment and two employees’ personalities. It was posted on a personal account, but our logo and environment were visible.
My phone lit up. Screenshots. Links. Alerts. Some leaders would instinctively “shut it down” to protect the brand. I did something different: before reacting, gather context.
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