How should fitness franchises gear up for growth?

The fitness sector is booming. Among consumers of all ages and backgrounds, there is now a real, fresh understanding of the importance of keeping fit and the positive effects exercise has on both physical and mental health. As a result, there are huge opportunities for fitness and gym franchises to capitalize on this positive environment.?

How, then, do we best ensure we will benefit by seizing the moment and gearing up for future growth?

For me, the key to sustained expansion and success is for franchisors to be laser-focused on the financial performance and success of their franchisees.?

The financial success of franchisees is a key driver of brand growth, as potential investors are more likely to buy into a franchised brand when they see a quick return on investment.?

Here are a few things I’ve picked up during my journey in building up a hugely successful franchise in Snap Fitness.?

Initial and Ongoing Support

One of the most critical aspects of ensuring franchisee success is providing comprehensive initial support. This includes assistance not just with site selection and gym layout but, crucially, initial marketing campaigns and help in creating a community around the club. By setting a strong foundation, franchisors can help franchisees ramp up revenue quickly and efficiently

The relationship doesn’t end after the grand opening, however. Continuous support is vital to build a sustainable business on that strong foundation. Franchises should make sure they offer regular training updates, ongoing operational support and access to a dedicated support team. Regular check-ins and performance reviews are also important in helping to identify areas for improvement and ensure that franchisees remain aligned with brand standards and best practices.

Marketing and Brand Awareness

Never skimp on marketing spend. A strong local brand presence is essential for driving traffic and sales. Franchisors should support franchisees with local marketing strategies in addition to national advertising campaigns and digital marketing initiatives. Providing franchisees with marketing materials and guidance on social media can significantly boost local brand awareness and customer engagement –?and help grow those all-important communities around the gym.?

It is particularly important to consider tailored local marketing efforts in addition to broad marketing campaigns. These can be highly effective as they empower franchisees to engage with their local communities through events, partnerships, and promotions. This localized approach helps build a loyal customer base and enhances the franchise's reputation within the community.

Listening to Franchisees - Understand Their Challenges

Listening to feedback from franchisees is crucial. Franchisors should establish open communication channels and actively seek input from franchisees regarding operational challenges and market conditions. Acting quickly on this feedback can help address issues before they become major problems, fostering a supportive and responsive franchise network.

Provide the Necessary Tools?

It sounds obvious –?franchisors should ensure that franchisees have the right tools and resources they need to succeed is essential. You’d be surprised, however, how many times this isn’t the case.?

The most successful franchised businesses always ensure that?their franchisees have up-to-date, relevant and suitable tools at their disposal. From marketing collateral, training programs and operational support systems to retention tools and digital platforms, it is crucial that everything is in line (and takes into account) not just the brand guidelines, but also the individual location, customer base and size of the club.?

While maintaining brand consistency is important, allowing some degree of personalization is important. Franchisors should provide a clear brand framework but allow franchisees the flexibility to tailor certain aspects of their operations to better meet local market demands. This balance helps maintain brand integrity while enabling franchisees to optimize their offerings for their specific audience.?

In short, by equipping franchisees with the right tools, franchisors can help them market their franchises effectively and operate efficiently.

How do we do it at Snap?

At Snap Fitness we’ve successfully implemented a number of these strategies. Our approach is to have a robust support system and an innovative approach to offering extensive initial and ongoing support to our franchisees.

From comprehensive training programs, marketing support, best-in-class gym equipment and access to the latest tech (including our bespoke app), we’ve made sure Snap franchisees can manage their operations efficiently. We also have consistent communication, regular performance reviews and, most importantly, a willingness to adapt based on franchisee feedback.

We also invest heavily in marketing and brand awareness. As well as national advertising campaigns, we also provide franchisees with the tools needed to execute effective local marketing strategies. This dual approach ensures that Snap Fitness maintains a strong national presence while allowing individual franchises to thrive within their local markets.

We work closely with our franchisees because collaboration is integral and the key to our success. That’s why, since our launch in 2003, we’ve grown to become a global operation with 1,000+ gyms in 20-plus countries.?

Want to see how Snap Fitness can help you build a thriving fitness business? Reach out to find out more!