CFA Guidebook Series: Sponsored by Oxygen Yoga & Fitness

CFA Guidebook Series

STRONG BODIES, STRONG LEADERSHIP Sponsored by:

Published by the Canadian Franchise Association

CFA Board of Directors BOARD CHAIR Ryan Picklyk, A&W Food Services of Canada Inc. PRESIDENT & CEO Sherry McNeil*, Canadian Franchise Association 1ST VICE CHAIR

ABOUT THE CANADIAN FRANCHISE ASSOCIATION (CFA) The Canadian Franchise Association (CFA) helps everyday Canadians realize the dream of building their own business through the power of franchising. The CFA advocates on issues that impact this dream on behalf of more than 700 corporate members and over 40,000 franchisees from many of Canada’s bestknown and emerging franchise brands. Beyond its role as the voice of the franchise industry, The CFA strengthens and develops franchising by delivering best-practice education and creating rewarding connections between Canadians and the opportunities in franchising. Canadian franchises contribute over $120 billion per year to the Canadian economy and create jobs for more than two million Canadians. Learn more at www.cfa.ca or FranchiseCanada.online.

Todd Wylie, Master Mechanic TREASURER Lyn Little, BDO Canada LLP SECRETARY & GENERAL COUNSEL Darrell Jarvis*, Fasken Martineau DuMoulin LLP PAST CHAIR David Druker*, The UPS Store Canada CHAIR, LEGAL & LEGISLATIVE COMMITTEE Andraya Frith, Osler, Hoskin & Harcourt LLP CHAIR, FRANCHISE SUPPORT SERVICES Paul daSilva, RBC DIRECTORS Andrew Arminen, Metal Supermarkets Chuck Farrell, Pizza Pizza John Gilson, COBS Bread Dixie Ho, MBI Brands

CANADIAN FRANCHISE ASSOCIATION 5399 Eglinton Avenue West, Suite 116 Toronto, Ontario M9C 5K6 Ph: 416-695-2896 or 800-665-4232 F: 416-695-1950 W: www.cfa.ca / E: info@cfa.ca

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© 2024, Canadian Franchise Association (CFA).

All rights reserved. Contents of this publication may not be reproduced either wholly or in part, without the consent of the CFA.

John Prittie, TWO MEN AND A TRUCK Canada Thomas Wong, CFE, Kevito Group *Executive Committee member

Legal Disclaimer: The opinions or viewpoints expressed herein do not necessarily reflect those of the Canadian Franchise Association (CFA). Where materials and content were prepared by persons and/ or entities other than the CFA, the said other persons and/or entities are solely responsible for their content.

The information provided herein is intended only as general information that may or may not reflect the most current developments. The mention of particular companies or individuals does not represent an endorsement by the CFA. Information on legal matters should not be construed as legal advice. Although professionals may prepare these materials or be quoted in them, this information should not be used as a substitute for professional services. If legal or other professional advice is required, the services of a professional should be sought.

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CFA Guidebook Series: Strong Bodies, Strong Leadership

TABLE OF CONTENTS Spotlight on Fitness Industry Trends: A CEO’s Perspective ���������������������������������������� 4 Essential Skills Every Franchisee Should Master in Any Market ������������������������������� 6 Building a Brand Community: The Role of Social Media in Franchising �������������� 8 Fitness Franchising Fast Facts ������������������������������������������������������������������������������������������������ 11

The CFA wishes to acknowledge and thank these National Sponsors for their support throughout the year.

Find out more about these companies at www.cfa.ca/sponsorship

LAW FIRMS:

SHOWCASED FRANCHISE

Sponsored by:

franchise.oxygenyogaandfitness.com

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Spotlight on Fitness Industry Trends: A CEO’s Perspective

SPOTLIGHT ON FITNESS INDUSTRY TRENDS: A CEO’S PERSPECTIVE

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f you’re considering investing in a franchise with a fitness focus, it’s essential to be aware of the fitness industry trends.

There are more options than ever being introduced in the fitness industry, from virtual reality fitness to social media trends like the 12-3-30 treadmill routine. There’s new products to invest in and new experiences on the horizon, but there’s also workouts that have seemingly existed forever. The roots of yoga can be traced back over 5,000 years, for example. But, at my franchise, Oxygen Yoga & Fitness, we’re also not in the business of trying to be everything to everyone. We want to be known for providing reliable favourites to our members and bringing new options into the fold only when we know they’ll meet our members’ needs. The way we do this is not by chasing fads but by examining trends and forecasting what options will best suit our members in years to come.

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I want to empower you to keep up with the fitness industry too, because these trends can be used not only to decide what franchises to invest in, but also for you to consider how you can meet your members’ needs every time they step in the studio and how you can widen your fitness client base through effective marketing. There are four trends in the 2024 fitness industry that stand out to me and which I want to highlight for you now—personalized fitness, a focus on well-being, a return to basics, and an increased interest from older adults.

Personalized fitness You might have noticed your members showing up to your workout classes sporting Apple Watches, Fitbits, or Oura rings. According to the ACSM’s Health & Fitness Journal Worldwide Survey of Fitness Trends for 2024, wearable technology was the number-one fitness

CFA Guidebook Series: Strong Bodies, Strong Leadership

Spotlight on Fitness Industry Trends: A CEO’s Perspective trend over the past year. This shows us that many people are interested in learning more about their bodies and keeping track of their workout statistics. For those of us working in the fitness industry, we can keep this in mind as we’re teaching classes by sharing more about why we perform certain exercises and what they accomplish. Franchisees with fitness studios can also create opportunities for members to motivate themselves by connecting these statistics with member challenges or other incentives to keep them coming back to the studio.

Focus on well-being More and more people are working out because they care about their own physical and mental health. In fact, a 2022 survey from Mindbody revealed that reducing stress was the main motivation for working out, replacing the previous year’s goal of losing weight.

Meditation is also rising in popularity. Franchises that teach yoga or meditation might have a head start on this trend, because they’ve likely already explored mindfulness and meditation during their classes. As for other fitness companies, now might be a great time to add more of those options into your workouts.

Back to basics Another trend worth keeping in mind is the return in popularity of workout options like body-weight workouts and strength training with free weights. We could hypothesize that this relates to the focus on well-being— people are more focused on what feels good and makes an impact on their body than on what’s new and exciting. If we consider this trend from a broader perspective, what we might see is there’s a growing focus on simplicity and outcome where a focus on experience or excitement may once have been.

Widening your client base Finally, an outstanding fitness industry trend in 2024 is the uptick in older adults who are working out longer or returning to the gym.

Sponsored by:

Jen Hamilton

The age range of potential fitness studio clientele is expanding upwards, which is important to keep in mind when considering both members’ needs and where it would be most effective to market for new members.

One could surmise this change will impact each sector of the fitness industry more broadly, because if there’s a wider age range of people working out there may then be a wider client base for connected businesses like fitness apparel, wearables, experiences, or other technology.

I hope you’ll keep these fitness trends and others you may have noticed in your studio in mind as we enter the new year. Knowing what our members want and need is the best way to be sure we can meet those needs. And please remember, if there’s an important trend you notice impacting your members or business opportunities, I’m always happy to chat about what we see when we look ahead in the industry. ● Jen Hamilton, CEO of Oxygen Yoga & Fitness, started Oxygen in 2011 and now boasts 130plus international locations. franchise.oxygenyogaandfitness.com

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Essential Skills Every Franchisee Should Master in Any Market

ESSENTIAL SKILLS EVERY FRANCHISEE SHOULD MASTER IN ANY MARKET

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ranchising provides the unique opportunity to invest in yourself while having the security of a team for support and a system that works behind you. As we’ve worked with franchisees, we’ve come to recognize there are some essential skills for success that we want to encourage all franchisees to foster within themselves. Running a business requires a wide breadth of knowledge, from dealing with numbers to interacting with customers. And while you operate your franchise you’ll have a wonderful team you can delegate some of these responsibilities to, having a solid grasp on these tools will leave you better prepared to lead, support, and inspire your team.

Sharpen your active listening skills Running a business means collaborating, negotiating, and connecting with a lot of people. One thing we as humans often take for

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granted is that we know how to listen to other people. We treat listening like it’s something we all know how to do, when really, active listening is a skill that must be learned and trained. Active listening means showing that you are listening. This could be by nodding, maintaining eye contact, or offering affirmations. Then, after the person has finished talking, confirming what you heard by repeating it back and asking clarifying questions.

While this might sound like simple advice, so many arguments or miscommunications could be avoided if in our first conversation on a topic we verbally confirm we’re on the same page instead of assuming we are.

As you’re opening these conversations, especially with your team, be curious about misunderstanding and differing points of view. You want to create an environment where your team feels comfortable coming to you with any potential conflicts, because

CFA Guidebook Series: Strong Bodies, Strong Leadership

Essential Skills Every Franchisee Should Master in Any Market dealing with conflicts as they arise will lead us to find solutions to questions quicker and with less tensions.

Zoom in and zoom out We often talk about being detail oriented or a big-picture thinker like they are two opposing personality traits. It’s totally valid if one of these roles feels more comfortable to you.

Yet I want to encourage franchisees to practice looking at their own businesses through both lenses.

When you’ve got your detail-oriented cap on, data will be your best friend. There is wisdom in thinking big while still being aware of the steps that get you to the finish line. You’ll want to develop strong analytical skills so that when you encounter challenges you can identify the root of the problem and when you have success you can pinpoint how to replicate it. Be sure you’re not only collecting data, but also understanding what to do with it. And remember, qualitative data is great as well. You want to know how many sales you’re making, but you also want to know if your members love the new changes or are simply putting up with them.

As a franchisee, you want to know the granular details of your business, but you also need the perspective to see your studio from a bird’s eye view. Are your actions motivated by your goals and mission? Are your teams? Are you following the steps set out for you as a franchisee? Are clients generally feeling connected to the studio and the brand? Keeping these sorts of questions in mind is key for keeping your studio progressing. Also, these questions will help you figure out what data needs to be collected to better understand the business and what roadblocks you might need to brainstorm a creative solution for.

Know what you know One of the most valuable skills a franchisee can have is knowing their limitations. There’s value in being able to recognize you’re not the person best suited to a particular part Sponsored by:

of the job. Then, you can do both you and your team a favour by passing the task on and empowering one of your team members to take responsibility for it. Maybe you aren’t confident in your negotiation skills and need support in asking for construction estimates.

Or, if social media isn’t a comfortable arena for you, another team member should take the reins of managing your studio’s Instagram or Facebook account. Or, if you feel you’re missing an essential skill that you should have, recognize it and take the opportunity to ask for help and learn. The corporate team is there to offer advice, training, and resources, and we know many of your fellow franchisees would also be happy to share their strength with you, just like you’d be happy to share your expertise with them.

A love for the process We hope when you choose to join a franchise it’s because you are passionate about every part of the brand, from the services offered to the impact your franchise hopes to provide clients. This passion is a key tenet of franchise success, because success starts with you believing in and buying into the guides and processes being shared with you. We of course want you to bring your unique skills, personality, and perspective to the business.

The franchisee process works best when you’re able to pair these parts of yourself with our tried-and-tested classes, marketing, and processes. Take a bit of time to reflect on your business goals and aspirations. How do they connect with each franchise you’re considering? Wanting to run a business is great. But wanting to run a specific business is essential for franchisee success. Follow the process and regularly remind yourself what you love about this business and you’ll find you are more motivated, committed, and fulfilled by your franchisee role. ● Melissa Hanssens, COO of Oxygen Yoga & Fitness, transitioned from studio owner to leading corporate growth, development, and operations. franchise.oxygenyogaandfitness.com

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Building a Brand Community: The Role Of Social Media In Franchising

BUILDING A BRAND COMMUNITY: THE ROLE OF SOCIAL MEDIA IN FRANCHISING

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ne of the advantages of becoming a franchisee is that you’ve got a structure to rely on and a team to support you. We’ve done the work to figure out what classes, services, or products your customers want so that you can focus on implementing the plan for success and adding your own unique human touch. One of the things we know leads to success is having a presence on social media. Online communities can help you build relationships and gain revenue. Social media can be a reliable and cost-effective way to build business, if you put in a little effort. People are already spending their time online. Over half of social shoppers research products and services through social media. If we want to attract new clientele, it only makes sense to meet them where they already are.

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Think of your social media presence as an extension of your in-person community.

Your social media presence is an online arm of your franchise. You’ve done the work to make sure you know your brand inside out.

You put effort into making sure your location is a place where people look forward to coming to. This branding and community building should shine through on your social media pages as well.

Like we encourage all our franchisees to stick to the franchise plan because it’s tried and tested, your social media should stick to the same message. You can use your creativity and highlight your strengths and individuality, but be sure to do so within the franchise specifications. Carrying a cohesive message from the physical location to the

CFA Guidebook Series: Strong Bodies, Strong Leadership

Building a Brand Community: The Role Of Social Media In Franchising small screen will help your current clients feel at home on your social media pages and give potential new clients a taste of what your franchise has to offer. Not to mention, focusing on keeping your social media pages on brand will add to the global reputation and visibility of the brand you’re investing in, which in turn helps your location. Some simple ways to accomplish this is by sticking to the verbiage your brand uses, displaying the logo, maintaining consistency by using brand colors, and connecting content to company goals and values.

Developing a community is a focal point for many brands. Oxygen Yoga & Fitness is a brand committed to making everybody feel welcome and empowering every member to achieve their goals, and these focuses should be evident on your page as well. Aim to make your social pages feel like an invite to the best party in town. Utilize your online platform to reinforce what’s in the studio, highlight opportunities for further growth and connection, and invite new members into the community.

You are the facilitator of your online community.

Nobody knows your local community better than you do. The franchise might be providing the roadmap to connect you with your potential customers, but you’re the one welcoming them to your business each day, seeing how their experience plays a role in changing their life, and responding when they have questions or concerns. You might have watched friendships bloom, customers overcome hardship, and a community grow.

None of this would have been possible if you hadn’t provided the space and opportunity for it to happen. Now, we implore you to create this space online. Step into the role of the facilitator with practices like monitoring activities and encouraging participation.

If you want to foster an online community that feels like your in-person community, you need to put time and energy into it like you do your in-person one. Take time to plan Sponsored by:

what you’re putting out online. You can delegate responsibility and encourage your staff and community to get involved, but you need to be the leader who drives home the purpose and vision behind any content being shared. People can tell when you’re being genuine on social media. They connect to, interact with, and share content that resonates with them or teaches them something new. When you’re trying to think of content ideas for your social media platforms, think about what it is that brings clients through the door.

And while social media can sometimes feel like talking to a wall, building a brand community requires that we move past this obstacle. You can post promotions, events, and other opportunities that might be of interest to members in your feed like you’d post it on a bulletin board in your studio. But your job isn’t done there. Be ready to engage and have conversations in response. Reciprocate support of local businesses or community members that show up for you online.

Finally, respond to questions or concerns franchise.oxygenyogaandfitness.com

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Building a Brand Community: The Role Of Social Media In Franchising from customers or potential new customers online with the expedience and tact that you would in person. Customers want to be able to contact you and receive prompt customer service online.

6 Steps for Significant Engagement Digital engagement fosters trust and loyalty between your brand and audience, essential in an era where consumers crave genuine connections.

Here are six strategies to help you prioritize engagement in your own social media channels.

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Understand your audience: Tailor content based on a deep understanding of your audience’s preferences, interests, and challenges.

2. Encourage dialogue: Prompt meaningful conversations by posing questions, seeking opinions, and actively responding to comments.

3. Tell visual stories: Harness the power of visuals to craft compelling stories that evoke emotion and resonate with your audience.

4. Be consistent: Maintain a regular posting schedule to build anticipation and keep your brand top of mind.

5. Collaborate and participate: Engage with others in your niche, collaborate on projects, and crosspromote content to expand your reach.

6. Scrutinize analytics and adapt: Regularly analyze engagement metrics, adapting your content strategy based on what resonates and what doesn’t.

Set goals for how you want to utilize your online community.

In the words of Kim Stricker of Social Motto, “Without an objective, social media is a book with no plot.” If you don’t know what you’re hoping to accomplish by growing your social media presence, it’s going to be awfully hard to accomplish it. Ask yourself, what is your reason for building a social media community other than that we’ve recommended it to you? If you don’t know the answer to this question yet, don’t worry. We’ll give you a clue: It should be connected to the rest of your goals for your franchise. Start with big-picture goals for your platform and then break them down into actionable steps. What content do you need to capture or create?

What will you post and how often? Are there any partnerships or outside collaborators you need to contact? Who on your team will be responsible for each step of this process?

Once you’ve got a plan up and running, be sure to perform regular check-ins to see how your strategy is working to help support your goals. No matter what goals you’re working towards, with a little creativity you’ll be able to find a way to use social media to reach them. Your social platform is a tool. It’s most effective when you take time to think about what you want to get out of it. If you’re feeling stuck for ideas or like you’re lacking information on how to reach your goals, remember our team is here to be a resource for you.

Think of two or three main goals you want to accomplish through your social media, and then reach out for suggestions on what your next steps may be. ● Andrea Walker, Marketing Manager at Oxygen Yoga & Fitness, has played a pivotal role in driving growth from two studios in B.C. to over 130 internationally.

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CFA Guidebook Series: Strong Bodies, Strong Leadership

Fitness Franchising Fast Facts

Fitness Franchising Fast Facts The health and fitness industry in Canada was valued at around $4.6 billion in 2023.

The global yoga clothing market size is expected to reach over $60 billion by 2030.

As of 2021, more than six million Canadians had a gym membership.

Wellness trends that pair fitness with multi-sensory experiences like meditation are expected to have a greater presence in the industry.

The global yoga market was valued at $861 million in 2022, and it’s expected to grow to $1.54 billion by 2030.

Yoga is becoming increasingly popular: 21 per cent of Canadians said they practice yoga regularly in 2019.

Among the 18-35 demographic, the number of yoga practitioners jumps to 35 per cent.

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Growing stress and anxiety is a reality for many Canadians. Yoga franchises can benefit from positioning their service as a remedy for hypertension, insomnia, and other ailments.

(Sources: IBISWorld; Retail Insider; FitBizWeekly; Global Wellness Summit; MadeinCA; Fortune Business Insights; Yoga Statistics Canada; Leger360; Databridge Market Research)

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