How to Create a Franchisee First System

About the episode

Join Jordan Choo and his guest Jay Melamed as they talk about creating a franchisee-first system. Jay is the co-founder and CEO of XP League, an esports league modeled after classic youth sports organizations. Through their customized training, anyone can become a successful coach and player, so parents with no video game or esports experience will be able to connect with their kids on a level they had never imagined. Also, XP League incorporates sportsmanship, teamwork, and positive behaviours into their programs, rewarding a player each week for displaying one of their values. In turn, kids see these values as an exciting part of the training and will continue to develop them as lasting life skills.

In this episode, you’ll learn:

  • What prompted Jay Melamed to start the first eSports franchise ever to exist.
  • How community-based gaming cultivates cognitive and social development in kids.
  • A franchisee-focused approach to structuring support systems and the value of building one before expansion.
  • How to incorporate your franchisees’ feedback while staying true to the business you want to build.
  • The “culture before growth” mindset and how wealth is not just financial but experiential.
  • And much more!

About Jay Melamed:

Based in Raleigh, North Carolina, Jay Melamed is the father to a set of triplets and a younger son who rounds out the bunch. Jay has a history of successful business leadership and entrepreneurship. In 2015, he successfully sold his seven-year-old start-up, growing to be listed on the Inc 500 list in 2014 and 2015. His most recent role as Regional Vice President with a publicly-traded consolidator had him oversee the acquisition of multiple companies and run a team of over 350 employees.

In 2010, Jay received his MBA from UNC’s Kenan-Flagler Business School and was awarded the Triangle Business Top Entrepreneur Award in 2013. He is an avid wake surfer and skateboarder, an awful golfer, and a dedicated husband to a wife with whom he has traveled the world. In any spare time, you can find him playing COD and snuggling with his kids, all of whom game competitively.

You can find Jay Melamed on…

Company Website: 





Connect with Jordan Choo!


Podcast Website: 



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Learn more about the guest

Jay Melamed

CEO & Co-founder of XP League

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