PUMP IT UP Names Former Starbucks Exec. as New CEO

John Alderson to Succeed Founder, `Inflate’ Children’s Party Franchise to Next Level

PUMP IT UP, a fast-growing national franchise specializing in private children’s party facilities with giant inflatable play structures, announced today it has named John Alderson, a former Starbucks executive with a strong track record in successfully growing franchise systems, as its new CEO effective immediately.

Alderson, who purchased a PUMP IT UP franchise last year, will take the reigns from founder Brenda Dronkers as the five-year-old company continues its aggressive nationwide expansion.

“In order for me to give up control of this company, my successor had to be just right,” said Dronkers, who will continue her involvement with PUMP IT UP as Founder and Chairperson of its new Board of Directors. “In addition to having a robust and successful track record of corporate and franchise system management experience, John is also aligned with my beliefs, my dreams, and my vision for this company.”

Alderson formerly served as the President of the Chart House Restaurant System and the President of the Steak and Ale Restaurant System. As a former Senior Vice President of Starbucks Coffee’s Western Division, Alderson had overall responsibility for taking the chain from 250 to nearly 1,000 stores, as well as being the most profitable business unit in Starbucks world wide. He most recently served as the Chief Operating Officer of It's A Grind, a leading national specialty coffeehouse franchise concept.

“In addition to my corporate experience in supporting a growing franchise system, I also have the perspective as a PUMP IT UP franchise owner to recognize the unique needs of each franchisee,” Alderson said. “I believe deeply in the PUMP IT UP concept and Brenda’s vision, and appreciate the confidence that Brenda has in me to take the franchise system to the next level in the children’s recreation and entertainment industry.”

PUMP IT UP, which specializes in private birthday, team and school parties for children of all ages, has exceeded anticipated growth projections, opening 58 new locations throughout the country in the past year alone, and signing franchise agreements for 135 more to open by the end of 2006. Currently, the company is actively seeking to expand through Franchises in the Philadelphia, St. Louis, Los Angeles, Kansas City, Miami, New York and Boston markets.

“Favorable economic conditions have resulted in a healthy market for youth recreation,” said Alderson, noting that the youth recreation market has become a multi-billion dollar industry. “We have staying power in a growing market segment, and offer potential franchisees the stability associated with a solid brand and support system.”

About PUMP IT UP

PUMP IT UP was founded in 2000 by Brenda Dronkers, a life-long dreamer, entrepreneur and mother who formed the company’s warm and giving culture based on her strong Christian beliefs. PUMP IT UP’s inflatable party zone was created as a fun, safe and unstructured place for children and adults to enjoy. As a private party facility, PUMP IT UP is not open to the public. Private parties for birthdays, team, school events, etc. are available to everyone from toddlers to adults and must be reserved in advance. PUMP IT UP offers parties that appeal to a wide range of ages, from toddlers to grandparents. Emphasizing safety and cleanliness, trained facility staff provides guests with close supervision, food set-up (pizza, cake and drinks) and clean-up services for all PUMP IT UP party guests. PUMP IT UP is headquartered in Pleasanton, CA and currently has 86 locations in 26 states, and an additional 62 facilities set to open by the end of 2005.