Meet Our Kick-A$$ Team

Ben Pickard

Meet Michael, Co-Founder of BFU

📢 Speaker.
🤓Facilitator. Consultant.
🧙‍♂️Entrepreneur. Wizard.

Michael is a highly effective facilitator, consultant and entrepreneur with two decades of experience in customer-centric businesses.

He is driven to share his passion and knowledge with other business owners to help them make the greatest positive impact on the world and build the life they have always envisioned. Michael’s unique approach combines his hands-on experience as a business founder and CEO with expert coaching and consulting skills to help entrepreneurs reach their goals faster and with less stress.

Prior to joining forces with Mark, Michael managed customer-centric teams throughout the U.S. for the world-class Four Seasons Hotels & Resorts. After pursuing his graduate studies at Drexel University in Arts Administration, he expanded his management skills to nonprofit business. Michael worked as a consultant for small to mid-sized performing arts organizations and the Pew Charitable Trusts on their national arts and culture initiative, The Cultural Data Project (now DataArts).

Michael is a Certified Life and Business Coach from the Institute for Professional Excellence in Coaching and the Co-Founder and Board President of the NYC-based charity The Uprising, which is devoted to empowering people to become engaged and informed citizens. He is also a proud member of the Entrepreneurs’ Organization.

Ben Pickard

Meet Mark, Co-Founder of BFU

📢 Speaker.
🕺Entrepreneur. Swell Guy.

Mark Fisher is an international speaker, consultant, and entrepreneur. 

Through keynotes, courses, and coaching, Mark helps training gym owners achieve financial success and personal freedom. Mark’s most popular topics include building cult-like cultures, time management, and “sales and marketing for good human beings.” He's also excellent at playing with puppies, though to date, he has not been paid for this skillset.

Mark and his “non-sexual life partner” Michael Keeler founded Business for Unicorns in 2016 and have since worked with many of the leading fitness studios across the US, the UK, and Australia. Past non-fitness clients include Sony Music, Sylvan Learning, Novus Surgical, and Security Scorecard. He is also a proud alumni speaker of TEDx Broadway.

In addition to consulting through BFU, Mark is the co-founder of Mark Fisher Fitness, one of the most unusual gyms in the fitness industry. MFF operates a physical location in midtown Manhattan and a fast-growing online “virtual” location. MFF was recognized as #312 on the 2015 Inc. 500 fastest growing companies in America, as well as one of Men's Health's "Top 20 Gyms in America."

Ben Pickard

Pete Dupuis, BFU Coach & Mentor

🏋️‍♂️  Co-founder Cressey Sports Performance
🦄  Fitness Business Guy

Pete is one of the few fitness professionals who identify specifically as a "business guy."

He has served as the Vice President and Business Director of Cressey Sports Performance since co-founding the company in 2007. With an MBA from Babson College, more than a decade of fitness industry experience, and a profound appreciation for the nitty-gritty realities of managing a fitness facility, Pete brings a unique perspective to discussions surrounding the business of fitness.

Most importantly, Pete is a proud husband to Katie, and father to Collin and Owen Dupuis.


Ben Pickard

Ben Pickard, BFU Coach & Mentor

🏋️‍♂️  Owner of Lean Strong Fitness in Guelph, Ontario
🦄  3-Year Member of Unicorn Society

Ben is a husband, father, entrepreneur, business coach, and self-proclaimed "continuing education and personal growth nerd".

Ben says, "Taking countless courses, seminars and workshops have helped over the years, but never had that special something to bring it all together.

For me, that was leadership. Thanks to Unicorn Society I've improved how I manage my team at my business, how I show up as a parent to my eight-year-old son, and how I support my partner in her journey of self-employment.

The reason I am now coaching with BFU is to help you have the fulfillment and happiness I've experienced so you can apply it to your work, life, and beyond."

Rose Marie Rupley

Amanda "Wheels" Wheeler, BFU Coach & Mentor

🏋️‍♀️ Founder, Covering Ground in NYC

🦄 MFF Veteran Coach


Wheels has been in the fitnes industry for over 15 years. In that time she has been a manager, fitness director, gym owner, and business mentor. Her clientele span a broad range from professional athletes, Broadway stars, bodybuilders, powerlifters, older adults, youth athletes, and the "not stoked about fitness, but I know I should do it and need accountability" gym goer. 

In coaching land, she is a Certified Strength and Conditioning Specialist with a strong suit in program design and delivery of the experience from the start of the session to the end. 

Her real passion lies in leading teams. She loves psychology, managing humans, establishing trust, creating buy-in, and making sure everyone is rowing the boat in the same direction. 

When she's not doing fitness things, you can find her applying chapstick, playing with her pitbull, and experimenting with art. 

Rose Marie Rupley

Christina Jodoin, BFU Client Experience Manager

🌮Nutrition Coach. Nacho Lover. 

🦄 Just excited to be here.


Christina is a Nutrition Coach in Knoxville, TN who came across BFU for the first time at a Coaching Conversations course in 2019. From that point on, she couldn't get enough and wanted to learn whatever she could from the Unicorn Universe.

Christina loves to support others and being a part of the BFU team allows her to do just that. When she isn't looking for ways to surprise and delight the Unicorns, Christina loves making eating skills videos for her nutrition clients, lifting weights, nature, traveling, nonfiction books, and sharing a delicious meal with loved ones.

Rose Marie Rupley

Rose Marie Rupley, BFU Project Manager

🎭  Actress. Singer. Writer. Artist.
🦄  Behind the scenes magician.


A Texas native now living in LA, Rose Marie met the amazing team at MFF when she started her fitness journey 5 years ago and fell in love with all things Mark Fisher Fitness.

In addition to her performing arts career, Rose Marie adores helping folks, and being of service to those looking to make a positive impact on the world, hence why she loves her job at Business for Unicorns.

When she's not wrangling Unicorns for BFU, she enjoys getting outdoors with her 100 lbs. monster dog Chewie, cooking healthy meals, and listening to nerdy podcasts to satisfy her relentless curiosity.