In this episode of Building Unbreakable Brands, host Meghan Lynch sits down with Jen Traeger, second-generation leader of United Skates of America and certified family business coach. Jen shares the fascinating story of how her family grew the company into the world’s largest roller skating brand while building wealth through a strategic real estate model. From navigating leadership transitions to fostering an ownership mindset among employees, Jen offers candid insights on sustaining a family business across generations—and why success means more than staying in the rink.

Key Topics Discussed

• Building a generational business model – How United Skates of America scaled from a single rink to a nationwide brand by pairing operational growth with strategic real estate acquisition.
• Leadership transitions with intention – Why the Traeger family chose non-family CEOs and how that decision fueled company success.
• Cultivating an ownership mentality – Teaching financial literacy and transparency at every level of the organization.
• Balancing family values with business needs – How empathy, trust, and treating employees like family shaped a strong workplace culture.
• The role of real estate in long-term profitability – Leveraging property ownership to provide stability and reinvestment opportunities.
• Succession planning with grace – Lessons from moving leadership from Gen 1 to Gen 2 and preparing for the next chapter.

Connect with Jen Traeger on LinkedIn or visit execfamilybusinesscoach.com

Building Unbreakable Brands is hosted by Meghan Lynch
Produced by Six-Point Strategy