Episode 355 – Mike Rotondo talks about the balance of art and process, avoiding brand creep, and pushing for what’s possible

Business Strategy, Leadership, Podcast

Mike Rotondo is the CEO of Altitude Trampoline Parks. With a background in various franchise industries, including Tropical Smoothie and Edible Arrangements, he brings a wealth of experience to his role. Since joining Altitude in 2019, Mike has primarily focused on franchise growth through enhancing the company’s processes that ensure consistency of brand standards across all locations. In this interview, Mike talks about the balance of art and process, avoiding brand creep, and pushing for what’s possible.

The balance of art and process

“How can we take the daily operations of this park and really make it as manageable and as teachable and as scalable as we can?”

Maintaining consistent standards is crucial, but so is allowing frontline team members to infuse their authenticity into their roles. Mike emphasizes the importance of creating an environment where employees feel comfortable being themselves while adhering to company guidelines. By blending standardized processes with individual expression, Altitude cultivates a unique and welcoming atmosphere for guests, ensuring an enjoyable and memorable experience for everyone.

Avoiding brand creep

“Stay in that space; be who you are.”

Mike highlights the challenge of maintaining brand identity while innovating. He stresses the importance of staying true to the core brand values and avoiding dilution by pursuing ventures that deviate too far from the brand’s essence.

In particular, Mike shares insight into the growth strategies of Indoor Active Brands, Altitude’s parent company, that is venturing into the Pickleball business.  Entertainment centers focusing on Pickleball are an emerging market at the time of this interview, and their unique nature balances social “eatertainment” with an active sport, making it different from other location-based entertainment concepts such as bowling, golf simulators, and social driving ranges.  This requires an intentional focus on what the experience is and is not, and not adding elements unless they have a direct purpose.

Pushing for what’s possible

“I’m not interested if this is realistic. What I’m interested in is, is it possible?

Mike encourages a mindset of pushing boundaries and exploring possibilities. He challenges his team to think beyond constraints and consider what could be achieved if limitations were removed. By fostering a culture of innovation and pushing the boundaries of what’s deemed possible, Altitude aims to stay ahead in the competitive market.


To learn more about Altitude Trampoline Parks or get in touch with Mike, visit AltitudeTrampolineParks.com, or email Mike at Mike@atphq.com.

This podcast wouldn’t be possible without the incredible work of our faaaaaantastic team:

  • Scheduling and correspondence by Kristen Karaliunas
  • Audio and video editing by Abby Giganan

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