5 minute read
Business Franchise Australia Feature Supplement 17#6 Sep/Oct 2023
A Day in the Life of A New Franchisee
What does it take to open a $2 million gym as a new franchisee? It’s a huge undertaking, especially when it’s your first, and co-franchisee Michael Knight is tackling the adventure with enthusiasm and a solid suite of skills that he has built over more than 20 years as an entrepreneur. Here he shares his experience so far and his advice for anyone taking on the new franchise journey no matter the industry.
For Michael and his fellow investors, the decision to go down the franchise route was an easy one.
“I was ready for an industry change. I have plenty of experience in people, sales, business and marketing that I knew I could draw on for this new venture and I’m very passionate about fitness and health – I have been for most of my life. However, I knew the smart way to open a gym was with a trusted franchise partner who has the industry expertise. It was an easy decision, as was the choice to go with Genesis – they are very well established, a trusted brand and they have strong values.
“The support we have had from the Genesis team has been absolutely amazing. Without their guidance I would be wheel spinning at times.”
The new site is located in the suburb of Mickleham in Victoria, where Michael has lived for more than 8 years – it was being a local that alerted him to the opportunity.
“There is nothing like this in the area – there is a huge gap in the market for full-service gyms. Going into a venture like this, I knew it was all about location and we’re very confident we will be meeting an untapped need for the local community.”
The decision was swift one; after initial meetings and information sessions with the Genesis team, there was only one month between the initial enquiry to with Genesis and signing the contracts. to signing a franchise agreement and securing the territory.
“It will be a 9-month process from initial idea to opening. Having a great financial team and background plus great accountants and lawyers goes a long way in the process of setting up a business. You also need to put a fantastic team around you, which partnering with Genesis Fitness does. This then allows you to become the Chief Believe Builder for you team and customers and focus on the launch, signing members up and recruiting staff from the area to be part of the journey.”
Genesis Health + Fitness Mickleham will feature Reformer Pilates, Coaching Zone, yoga classes, sauna, strength and conditioning equipment, fully equipped Cardio Studio, a functional training space, personal training and unlimited 24/7 access.
Michael is putting aside working day-to-day in his other business venture to focus solely on the new gym. As Michael and his team work towards an opening date in late September, he’s working hard driving the presales ready for opening, working with the project team at Genesis through the design and contract phase, recruiting staff and undertaking training from the Genesis HQ support team to be ready for day one of operating. He says it’s hard work but he lives and dreams the project and is driven by passion
“I wake at 5am, motivated to get into the home office to action emails and review sales reports, this helps in setting the daily agenda for the team. I then have family time to take our kids to daycare and kinder and then head into work for pre-sale activities. We have been here for 13 weeks so far and have signed 1200 members to the gym opening in 10 weeks with ambitions of opening with 2000 members. We’re also organising partnerships with local businesses and have 7 on board so far.”
“The days can also consist of meetings onsite with developers, head office staff, builders and trades to review the construction of the gym and set up training sessions needed to equip staff for day one of operation.”
Michael has hired a team of 12 with 25 external fitness instructors to prepare for day 1.
“We’ve taken the time to get the right people with the right attitudes and skills.”
Michael’s three top tips for getting a new franchise ready to open are:
Choose the right franchisor and brand, plus location and demand. A business is all about proving a utility to an area that lacks that utility.
Go all in. Make sure you have the time to dedicate to nailing your opening and get a great core team around you asap.
Choose something you’re passionate about or really interested in – it helps you to generate more energy when you’re excited to get things done.
