At F45 Training, we like to think that we know a thing or two about helping to grow healthy bodies and minds. Over the last few years, we’ve also learned a few valuable lessons on how to maximize franchise growth and success. Here are five strategies we find useful:
Sometimes, to grow fast, you need to go slow.
When franchisees are looking to grow their businesses, many think that faster is better. The truth is, though, that taking the time to put proper foundations in place ensures faster growth down the line. That growth is more likely to be sustainable, too. F45’s advice to franchisees is to focus on the fundamentals and make sure that existing members are happy, current staff are challenged and performing well, and the business is stable and performing before expansion is considered.
When the time comes for growth, keep those fundamentals in mind. It might be necessary to tweak or add structure to cope with expansion. For example, adding new people to a tight-knit crew of employees might have an effect on culture, and a franchisee may need to look at proper onboarding processes and team building initiatives to keep a winning culture strong.
The franchisee-franchisor relationship is key.
F45 Training is run through as flat a management system as possible. It makes the business agile, but most importantly, it means that sharing and conversation are encouraged. This makes it easy for people to contribute and make a difference. The same applies when it comes to the business’ relationship with its franchisees. Each F45 franchisee has a direct line to the network and HQ, and we encourage open and regular communication.
It also results in all franchisees knowing exactly what they need to do to prime their businesses for growth. Strategies are clear and marketing material is readily available and easy to use. Our advice for franchisees is to make sure they put time and energy into keeping their relationship with HQ healthy—and rest assured, the business will do the same when it comes to its relationship with each individual studio.
Look to offer something more.
These days, it’s pretty easy to find a fitness class or group training studio. So, what sets F45 Training apart from the competition? It might sound cheesy, but it really is because the franchise system offers so much more than just fitness. The business’ unique approach to team training does more than just deliver a killer workout—it builds a strong sense of community.
When asked what keeps them coming back, many F45 members talk about this sense of community and how it builds motivation and inspires loyalty. For an F45 franchisee looking to grow, making the most out of this unique point of difference is key. Get out on the studio floor, meet your members and encourage as much interaction outside of the actual training as possible.
Get it right and you’ll not only retain your valuable members, but also inspire them to tell others about your business. As we all know, positive word of mouth is a particularly powerful tool for growth.
Be the same, but different.
All franchisees should always look to make the most out of the brand they’ve bought into, while also looking to give their business its own personality and flavor. The F45 brand has a large amount of equity and comes with a reputation consumers know and trust, but franchisees can fast-track growth by playing to what makes their studio unique and talking more directly to their biggest sales opportunities.
The location of an individual studio, its staff and the demographics of its member base should be considered across all areas of the business. Businesses located in a predominantly corporate-fed area shouldn’t cater to a family-oriented audience or a college crowd. Picking the right channels and tone of voice for your business while remaining true to the F45 brand is the sweet spot.
When in doubt, look to the core.
If your franchise isn’t growing as fast as it should or if you’re trying a bunch of different strategies with limited success, it’s often best to take a step back and look at the core of your business. For F45 Training, our member experience lives at the heart of what we do, and everything—from our in-studio tech, workouts, and training system to our marketing and comms—is designed to create a unique end-to-end experience.
It all comes together to create a stand-out product that appeals to different markets and demographics. Get the mix right and growth is sure to follow.
Image: LifeLine Repairs