"You can’t simply copy and paste success—you have to understand the people first and adapt according"

The International Franchise Association (IFA) today named Matias Puga Hamilton, master franchisee of School of Rock in Latin America

Matias Puga is an entrepreneur and franchise leader with a passion for using music as a tool to inspire confidence and community. His journey with School of Rock began in the United States, where he first enrolled his daughters in lessons and witnessed the profound impact the program had on their confidence, creativity, and commitment. That experience sparked his mission to bring the School of Rock concept to new markets, starting in Chile and now expanding into the UK.

As the driving force behind School of Rock Chile and the launch of School of Rock UK, Matias has focused on building more than just music schools. His vision is to create spaces where students, families, musicians, and teachers come together—fostering growth, resilience, and self-expression.

With a background in developing international projects and a keen understanding of cultural differences, Matias has learned the importance of adapting to local communities while staying true to the brand’s core mission. For him, success isn’t measured only in numbers but in the stories of students stepping onto stage for the first time, parents seeing their children’s confidence flourish, and communities coming together through the power of music.

Now based in London, Matias is leading the expansion of School of Rock in the UK, beginning with the flagship school in Twickenham. His goal is to establish a strong foundation for growth and to continue using music education as a platform to change lives across generations

Q1. Tell us about yourself, Matias. How did you start running the franchise for School of Rock, and what inspires you to do it?

It all began when I was living in the US and enrolled my daughters in music lessons at School of Rock. At the time, I didn’t know much about the brand, but the impact was immediate. They grew more confident, were excited to practise, learned quickly, and became deeply committed to their group.

That experience changed everything for me. I realised School of Rock wasn’t just about teaching music—it was about building community, confidence, and creativity. That’s what inspired me to bring the concept to Chile. I knew this model could change lives—not only for kids, but for families, musicians, and teachers too. The more we grew, the more it felt like a mission worth pursuing.

Q2. Are you excited to launch in the UK, and what are your plans for growth?

Absolutely. Launching in the UK feels like a milestone. This is a country with such a deep connection to rock music, so bringing School of Rock here feels like the perfect fit.

We’re starting with our first school in Twickenham, but the vision is much bigger. Once we’re established, we’ll look at other areas across London and beyond. Right now, our focus is on building a strong foundation—one step at a time. Expansion will come naturally after that. This first school is the cornerstone for everything to follow.

Q3. Can you share a time when you failed, and what you learned from the experience?

There have been many moments where things didn’t go as planned. One that stands out is a project we launched in Latin America. We moved too quickly and underestimated how different the market was. We assumed what had worked in one country would automatically work in another—but it didn’t.

We had to step back and rethink everything. What I learned from that experience is the importance of listening first and having the right local partners. Every market, team, and community is unique. You can’t simply copy and paste success—you have to understand the people first and adapt accordingly.

Q4. How do you define success, and how do you measure it in your business?

For me, success is when students feel proud of themselves. When a child who’s never been on stage before gets up there and plays their heart out—that’s success. When a parent tells us their child has gained confidence through music—that’s success.

Of course, like any business, we track numbers and performance. But our real indicators are the stories we hear, the communities we build, and the long-term impact we see in our students. That’s what matters most.