franchising feature
EXPERT ADVICE: Lauren Clemett | Keynote speaker, International award-winning Neurobranding Specialist and Best Selling Author
Sustainable Success in Fitness Franchising Comes Down To 3C’s -
Convenience Community Culture
In an era where wellness and health have taken centre stage, fitness franchising, one of the major industries hit by the pandemic and forced to adapt to survive, has emerged as a robust and thriving industry. However, as the fitness industry has grown, so too has the competition, and in order for a franchise fitness brand to not just survive, but thrive, it needs to adapt to what people want more now than ever before. A cornerstone of this success is the strategic focus on three key elements: Convenience, Community, and Culture. Successful franchise gyms and health clubs not only naturally attract members but they know how to actively create long-lasting loyalty. As they say, it’s not a sprint, it’s a marathon in business, but this is where the hard work really pays off.
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Convenience: Where and When You Want It
Convenience is the golden ticket in today’s fast-paced world where people yearn for flexibility with fitness solutions that seamlessly integrate into their daily lives. Embracing this need by offering members the ability to participate when and where they desire is a key to success. Whether it’s a session at the gym, a virtual class at home, or a visit to any franchise location across the country, the modern fitness franchise provides a seamless experience. That’s a challenge for many current models and something worth investigating if you want to survive and thrive in a highly competitive space. Sonny Ivanovic, who started one of the first F45 Studios in Mooloolaba in 2014 has seen a massive shift by the franchisor to listen more to the franchisees who are at the coal face and understand exactly what customers want. “it’s all about authenticity’, he says, “people are looking for more than just a cut price deal, they want to align themselves with the product”. F45 has had its difficulties but now with new ownership at the top, Sonny is feeling very positive about the future. “HQ is definitely listening to the franchisees more now than ever before, we have a franchise council now and programming that represents the market demand”. This includes scheduling more resistance training, heavier weights and a strength pack of programs to cater to demand for a flexible product. 42 business franchise MAGAZINE
Franchises who have embraced the holistic approach to wellness, recognising that health isn’t just about getting up a sweat or lifting weights and offering a range of services under a single membership umbrella have a solid foundation for growth. This not only appeals to those looking for a comprehensive approach to well-being is adds to the range of services you can offer, incorporating physical fitness, nutrition guidance, mental wellness, and more, all under the same brand.
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Community: More Than Just a Workout Buddy
A vibrant community is the beating heart of any successful fitness franchise. While individual goals and preferences may vary, the shared desire for connection and belonging remains constant. Franchises who cater to a diverse range of needs and personalities, whether members come for the intense workouts, a relaxing cup of coffee, or engaging conversations. When you can make the franchise become a place where members feel part of something bigger than themselves, you create a community they can connect with. The secret of course is to decide what sort of community you want to foster, so you naturally attract exactly the right audience, those who want what you have. Sonny says “sustainable success is about having a team who live the