JANUARY 2022
health and fitness will grow
exponentially in 2022
advice for
future fitness franchisees latest news
in healh & fitness franchises Franchising MAGAZINE USA 23
The public and policymakers need to understand franchising. Our purpose
@OurFranchise is an industry-wide campaign created to spread the word about the value of franchising and share the stories of men and women just like you, who are leading the way as franchisors, franchisees, and franchise employees. The franchise business model has been proven time and time again to work, but it’s threatened when the public and politicians don’t understand how it operates to benefit local, independent franchise establishment owners and their communities. Putting a spotlight on real leaders succeeding with the franchise model is how we’ll ensure franchising is stronger than ever before.
Follow us
Share the tools and resources offered on AtOurFranchise.org/resources
Help us keep the momentum going
Since our launch in June 2016, we’ve reached 1.7 million people through outreach efforts, including events in key cities and states, where we spoke directly with business owners, employees, policymakers, and the media. Additionally, we’ve reached people across America through our website and social media channels, digital advertisements, and the promotion of We the Franchisees on Politico – but there is much more work to do. As a franchisor, franchisee, or franchise vendor, you are a leader in your community – and we need your support, now more than ever.
You benefit by joining
By joining @OurFranchise, you’ll get access to exclusive stories and resources that can help grow your franchise business, educate employees at all levels about the franchise business model, and share the economic importance of franchising with consumers. You will also have the opportunity to share your franchise success story with your peers. Visit AtOurFranchise.org Contact Erica Farage, Senior Director of Political Affairs and Grassroots Advocacy and Multi-Unit Franchisee Engagement International Franchise Association efarage@franchise.org (202) 662-0760
b
a
x
Our Franchise
@OurFranchise
@OurFranchise
This is just the beginning
Make sure you stay up to date with the campaign’s latest efforts through email updates and social media. Visit our website to read and share the latest stories of franchisors and franchisees making an impact in their communities. Become a franchise advocate to help ensure Americans, now and in the future, have the opportunity to start franchise businesses. Take the lead today!
contents
health & fitness franchising 28 40
Expert Advice 32 Regan Stokes: Advice for Future Fitness Franchisees
32
What’s New 26 Franchising News
Announcements from the Industry
Feature Article 28 Rick Bisio: Health and Fitness Franchises look to Rebound in 2022 and Beyond
Focus Feature 34 The Now Massage: The Now Massage Revolutionized the Massage industry with its elevated design aesthetic and customizable services
40 Chris Conner: Health and Fitness will grow Exponentially in 2022
Franchisee in Action 38 Goldfish Swim Schools: From Wall street to Franchising, How Goldfish Swim School changed this Family’s Life
Spotlight on Service 42 VFP Next: How VFPnext is improving the Digital Member Experience
Have Your Say 30 Dan Pardi: Closing the Gap from Fitness and Nutrition to Restore
30
34 Franchising MAGAZINE USA 25
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
RETRO FITNESS is hyping up consumers with new commecial Retro Fitness, one of the leading fitness franchises in the nation, is hyping-up consumers to head back to the gym in the new year by releasing their first ever nationwide holiday commercial. Running December 1st to January 2, 2022, the fitness industry’s the busiest time of year, the commercial aired on platforms such as Roku, Hulu and more, inviting viewers to “come sweat with us again,” and sharing advice on how to lose the “junk in your trunk,” post-holiday season through positive and encouraging messaging. The humorous and catchy commercial,
which comes off the heels of the company’s first ever commercial released earlier this year, showcases what Retro Fitness is known for nationally – the premier low-cost high-value gym franchise, with more than 120 clubs open across the country. The commercial offers new members 50% off their membership, access to top tier fitness equipment and access to expert trainers while encouraging viewers to “get real” this holiday season and to start 2022 on the right, and healthy foot.
Cheers, Cobb County! Reformer Pilates Concept Redefines “Happy Hour” in East Cobb
to share your latest news in franchising Please email vikki@cgbpublishing.com
https://retrofitness.com/
New Skyhawks Sports Franchise Opens in New Orleans Skyhawks Sports Academy, a national franchise specializing in skill-based sports instructions for children ages 4-14, opened a new location in New Orleans, LA in September. The franchise is owned by William Berry and his two sisters, Caroline Berry and Catherine Fabre and is the first in the state of Louisiana. Skyhawks Sports provides children a fun, safe and non-competitive environment. The organization currently offers programs in more than 11 different sports, including soccer, basketball, flag football, baseball, multi-sport, tennis, Mini-Hawk, lacrosse, golf, volleyball, cheerleading and track and field. The program 26 Franchising MAGAZINE USA
formats include traditional weeklong summer day camps, year-round after school programs, sports leagues, and clinics. William Berry oversees the daily operations of the New Orleans franchise while also serving as one of the program instructors. Catherine is a CPA who handles all the franchise’s finances. Caroline has experience as a startup specialist with new businesses and is taking take of marketing and social media to promote Skyhawks Sports to families in the area. Although the group’s efforts were delayed when Hurricane Ida hit New Orleans in late August, some of the first programs quickly
sold out as parents wanted to give their children a chance to get out of the house and engage with others. For more information, please visit https:// www.skyhawks.com/
BODYBAR Pilates Opens New Location BODYBAR Pilates (BODYBAR), known for its use of core Pilates principles with a modern twist, officially opened their second Georgia location on November 8th in East Cobb. Blending its focus on strength, toning and modern movement with a warm, welcoming, spa-like environment, BODYBAR creates an unmatched Pilates experience centered on fostering a destination where its community of members can come together daily to maintain sound mind, body and spirit. The new BODYBAR location is the first studio for local owner, Joe Stockman. With an extensive background in leadership, sales and business consulting, Stockman brings a progressive, results-driven mindset to his new studio. As a member of the Cobb County Chamber of Commerce, Leadership Cobb Class of 2020, past-president of the North Cobb Rotary Club, and chair for the
Northwest Cobb Family YMCA Advisory Board, Stockman is dedicated to the betterment of his community. He hopes to further that commitment by introducing his neighbors to the BODYBAR workout and help them meet their fitness goals. BODYBAR Pilates was founded in 2012, offering a modern take on Reformer Pilates in an environment that is conducive to building communities filled with members who love, respect, encourage and motivate one another to be strong, healthy and happy humans. Referred to as “Your favorite happy hour” workout, BODYBAR’s 40 to 50-minute classes can be customized to any fitness level. Whether a member is a 70-year-old wellness guru or a 25-year-old just getting started, BODYBAR workouts can be customized to meet everyone’s personal fitness goals. https://bodybarpilates.com/studios/ eastcobb/?presell=1
THE DRIPBaR Innovates Mental Health Support
With winter coming into full effect and daylight diminishing, it’s easy for our mental health maintenance to be pushed to the bottom of our to-do lists. As we all know, our brains require proper nutrition and care in order to function at its best. Sometimes we ignore stress and as a result, it can take a toll on our physical health. Luckily, THE DRIPBaR has developed new IV-infusion drips to help support mental health and reduce stress. This innovative treatment provides micronutrients to support stress reduction and boost energy. The brand has introduced the Soother drip,
a calculated blend of nutrients that can be administered in as little as five minutes. This drip is packed with a blend of magnesium, B vitamins, zinc, vitamin C and other micronutrients to support mental health and relieve muscle tension. In addition to the Soother drip, the brand offers many more IV lifestyle and health support drips. Founded in 2016 and franchising since September of 2019, this Rhode Island-based franchise is focused on helping people achieve their best health using advances in intravenous therapies. With nearly 200 locations in various stages of development across 16 states, THE DRIPBaR is committed to your health and well-being and wants to help people achieve their optimum health.
Juice It Up! Celebrates 20 Years of Açaí Juice It Up!, one of the nation’s leading handcrafted smoothie, raw juice, and superfruit bowl chains, is proud to celebrate 20 years of açaí alongside its longtime partner, Sambazon®. Juice It Up! was one of the first, if not the first, smoothie and bowl franchises in the U.S. to introduce the superfruit to its menus back in 2001, before the littleknown Brazilian berry had achieved its reputation as an antioxidant powerhouse. Vice President of Supply Chain, Melissa Aills, remembers traveling to each location, educating staff on the many benefits of açaí – and even its correct pronunciation! Since those days, Juice It Up! has continued to innovate with the antioxidant-rich berry, helping to make the powerful superfood a household name. Today, 20 years later, the original-formula Ultimate Açaí Smoothie and Bowl remain on the menu alongside a growing variety of functional and flavorful superfruit creations developed by the brand’s dedicated food science team. “A journey spanning two decades is a long one, and we are grateful to have worked in lockstep with an amazing company like Sambazon to emerge as one of the nation’s first chains to introduce açaí smoothies and bowls to our guests,” said Susan Taylor, Juice It Up! President and CEO. “Today, we are as committed as ever to remaining at the forefront of food science by utilizing vitamin-packed superfoods to provide our guests with the best tasting functional products in the smoothie and bowl market.” Web link: https://www.juiceitup.com/ Franchising MAGAZINE USA 27
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
FEATURE ACTICLE: RICK BISIO
Health and Fitness Franchises Look to Rebound in 2022 and Beyond Businesses in every industry were impacted by the pandemic in some way over the past two years. Some faced subtle changes while others, like home service franchises, saw increased revenues due to more people choosing to do work on their home. Those in sectors such as restaurants and health and fitness suffered the most, primarily due to extended closures. Before we forecast how business will look in the new year as we continue to recover from the pandemic, let’s assess the damage and the toll that it has taken on the health and fitness industry. Certainly, the biggest impact is on their business operation came during the outset of the pandemic with the closing of their facilities. Large, public gatherings were banned to prevent the spread of the virus and like many other 28 Franchising MAGAZINE USA
public, non-essential businesses, gyms had to close. In some cases, they had to close for several months or even half a year depending on the location and local regulations. But here’s what speaks to the power of a franchise model. Many brands made adjustments and survived. Interestingly enough, some reached out to their customers and asked if they would continue with their membership. Even though the locations were closed, some customers continued to pay their monthly fees because they wanted to help support them and keep them in business. The recurring revenue model proved to be valuable. Some fitness centers moved their classes online allowing members to log on from the safety of their home. That worked well for some classes that didn’t require much equipment. Other locations moved classes and some equipment outside. Since people couldn’t congregate inside, the fitness centers held classes in their parking lot
or a nearby park. They were temporary solutions that helped fitness centers bridge that gap. It was actually very encouraging to see the their creativity and adaptability in the face of adversity.
Looking Forward in 2022 Almost all fitness franchises increased their sanitizing practices based on CDC guidelines and took extra precautions in cleaning their materials and equipment. I suspect we will see those practices remain in place, coupled with permanent sanitation practices like touchless check-ins. Keep in mind, gyms and fitness are part of a larger health and wellness umbrella. It is a $52 billion industry here in the U.S. that encompasses everything from spas to hair salons and medical clinics. The commonality among these businesses is that they are service related and dependent on on-site customers for survival. Which stands to reason that they would be attentive to stringent sanitation details amid a pandemic. I expect many of these
Rick Bisio is one of the countries most respected franchise coaches and author of the Amazon best seller, The Educated Franchise – 3rd Edition. Since becoming a franchise coach in 2002, Bisio has assisted thousands of aspiring entrepreneurs nationwide explore the dream of business ownership. www.afranchisecoach.com
newfound practices will evolve to the new normal. However, not all types of fitness franchises may implement these changes long-term. Big box gyms have done a lot to adhere to required government sanitation practices like spraying and cleaning down the machinery. But I think with a lot of the big box gyms, which generally attract younger people, you will find less of these practices remaining in place. Over time, I think people will revert pretty quickly to their old habits.
More than 60 million Americans belong to gyms, and I think a lot of those who used to be involved in going to fitness facilities and had stepped away are now comfortable returning. The reality is that Covid numbers will rise and fall and industries are adjusting. Generally speaking, the fitness industry has done pretty well between trying to maintain their membership, being flexible and utilizing government recovery programs.
The middle ground is the increasingly popular boutique fitness franchise, a smaller more specialized fitness establishment that is somewhat divided between male and female clientele. The average boutique fitness customer is female and I think there has always been a higher sensitivity to cleanliness and sanitization. Boutique fitness has a lot of interpersonal nature to it. People know each other and there is more of a familial relationship. Many of these centers have instituted new policies which will endure.
Moving forward, entrepreneurs interested in becoming a franchisee in the health and wellness industry, should look at least 12 months out. By the time they do their due diligence, sign a franchise agreement, find a location, negotiate a letter of intent and lease and do a build out, it is a yearlong process. At a minimum, someone will have to think about what the world will look like going into 2023. Even though we may have some bumps between now and then, it is hopefully unlikely that we go back to extended closures. We will be further removed from the worst of the pandemic as we gradually return to normal times.
Status quo is that this industry has rebounded and actually into the black.
As we look ahead, innovation will shape the future of health and fitness franchises.
Technology is playing a larger part in the fitness world, accelerated by the demands of the pandemic. Contactless sign-ins and on-demand fitness instruction are examples of ways in which fitness centers are providing members with exclusive online training and fitness classes. Look for apps to give real time checks-ins, payment options and online class schedules along with customized workouts designed through computer analysis. Wearable technology like a smart watch will sync with smart fitness equipment to gauge user performance. The remarkable and creative pivots made by fitness franchises in the past two years have kept them in the game and propelled the industry to the next level. For those looking into a business ownership opportunity in the new year, this may be the perfect time to flex your financial muscles. Franchising MAGAZINE USA 29
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
HAVE YOUR SAY: Dan Pardi, MS, PhD | Chief Health Architect of Restore Hyper Wellness
Closing The Gap: From Fitness and Nutrition To Restore Since Restore Hyper Wellness started in 2015, we’ve opened over a hundred health centers nationwide and helped thousands of people take meaningful steps to bolster the effectiveness of their self-care routine. From clients with chronic conditions to
elite athletes hoping to speed up recovery and improve performance, Restore offers powerful science-based technologies and programs that help people get greater
return on their investment for their health efforts.
30 Franchising MAGAZINE USA
But how are we producing greater returns?
increasingly becoming aware of is that there are diverse ways to nurture health The modern world feels normal, because beyond diet and exercise. Many things it’s the world we live in, but from the matter for human health and each of those perspective of a human body, there are a inputs provides unique value to overall lot of important influences to health that functioning. Not only does this diverse are either missing or inadequate. Simply set of inputs contribute to the total health put, the way that most people live - the status one has, but they also reinforce one normal patterns of living in modern life another. For instance, you do sauna - is not conducive to optimized human If there is when a pattern of or cryotherapy, it doesn’t replace the need health. This leads to a large variety of increasing revenue each year, for sleep, but it helps deepen the sleep you undesirable consequences ranging from the buyer can feel confident that get at night. Similarly, when you get good under performance and reduced personal more customers are turning to sleep, you’re more likely to have a better flourishing, to eventual chronic conditions the business, with profit margins diet and have more energy to engage with that impact the quality and duration of life. to be optimized with improved other health behaviors. It’s all connected. Most people are fully aware that we need management. Take for instance, exercise. It’s broadly to take regular actions to nurture a better recognized as good for health, yet only health trajectory. What more people are
“
”
what they need and the results have been encouraging. We’re bringing a perspective to the world that has long been needed, but mostly absent. The solution for health in our times does not lie in any one service, technique, or health domain. We keep seeing disappointing results because we keep trying to solve the problem with incomplete solutions. But at Restore, we have been working hard on a cutting-edge, technology driven coaching program, called the Hyper Wellness Coaching Program, that helps our clients better navigate the complex world of personal health. When you pair services that everyone can benefit from with training that helps an individual embody knowledge everyone should be exposed to, you synergize on the core mission of helping people do more. Once people start to see and feel those synergistic actions in play, our system becomes increasingly reinforcing, and less disappointing.
22% of the U.S. meets the guidelines for physical activity set by the Department of Health and Human Services. How many people are turned off to exercise because the narrative of extreme athleticism scares them away? It’s as though exercise isn’t valuable unless you get hyper fit and aspire to train like a professional athlete. We know that isn’t true, and while we can certainly maintain high levels of physical activity and see our health benefit, we also see a tremendous impact on health from far more achievable levels. I do a lot of walking, various types of body weight exercises, and I also ‘de-convenience’’ my life. For instance, I take Zoom meetings while carrying a 30 lb. ruck sack while walking outside. Instead of overfitting my efforts to be healthy into one bucket, I spend my time diversifying into other health buckets. Within those buckets, I think the better vision for health, supported by data, is to try to have a very well balanced coaching interaction with how you are monitoring your day.
Are you getting sunshine? Are you getting movement? Are you getting light at the certain times and not at others? And are you having cold and hot stress in your day? Soon, Restore will offer solutions to all of these often overlooked questions. And we intend to radically expand access to these valuable services, modalities, and programs. This holistic broad view of health is a key piece of what we call “Hyper Wellness.” But it’s more than that, it’s also fully grounded in the reality that we have busy lives, important responsibilities, and limited time. This is where technology comes into the hyper wellness mission: how can we harness the power of leadingedge health technologies to help us gain access to important aspects of a healthy lifestyle in an efficient, cost effective, and engaging manner? The human body is exquisitely sensitive to the natural world, but we don’t live there anymore. Telling people to give up their modern lifestyle is not a practical solution. We’re on a mission to help humans regularly get more of
Who doesn’t want to feel their best day in and day out? Who doesn’t want to maximize their healthspan, or participate in their own life to their fullest capacity? We are here to help people get results in all these important life goals. We not only plan to scale our health center locations so that most people have easy access to one, but we are also deepening our technology investment so that we can support people in more new and meaningful ways. Not only are we widening our footprint, but we are also deepening our impact on the individuals whose lives we touch. It’s an exciting journey! We really are helping people do more of what they love, and we’re only getting started.
Dr. Dan Pardi is the Chief Health Architect for Restore Hyper Wellness - the fastest growing franchise in the United States. He leads the Product and Health Sciences Department where he oversees product development, clinical trials, labs, and the Restore Hyper Wellness Coaching Program. Franchising MAGAZINE USA 31
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
EXPERT ADVICE: Regan Stokes | President | Pure Barre
Advice for Future Fitness Franchisees Regan Stokes first entered into the field of franchising through a career opportunity to join the team of a budding franchisor in the fitness space. While Stokes was primarily working in client services management before that, she became fascinated by the concept of franchising and saw first-hand how the franchisor and franchisee could work together to create the strongest business possible. Appointed in 2021 as the president of Pure Barre, a boutique fitness concept with over 600 locations, Regan is responsible for building a business model and support system that allows entrepreneurs to achieve their dreams of business ownership.
Before deciding to invest in a fitness franchise, it is worth asking some valuable questions of yourself. What franchise is the best fit for you? What would be the best location for the brand? How can you create a community and brand loyalty? In addition to thinking about the business, you also need to know if you would personally thrive in a franchise system and the type of brand you want to align with and represent in your market(s). In my past roles, and my current one as the President of Pure Barre, I have helped franchisees in the health and fitness industry with each step of the process. So, why would someone want to invest in a fitness franchise? As cliche as it sounds, fitness really can change lives. Fitness not only has a large role in physical wellbeing, but also mental health, as evidenced throughout the pandemic. A study surveying 1.2 million people in the United States found that people who exercise report having 1.5 fewer poor mental health days a month, compared to people who do not exercise. The study also found that team sports, cycling, aerobics and going to the gym were the activities that made the greatest impact. By opening a fitness studio, owners are creating a space for others to feel their best and work toward the best versions of themselves in a welcoming, inclusive and supportive environment. Adding franchising to the mix gives these entrepreneurs the support of a company with a proven track record that has years of experience and tools to help them succeed. The first step you should take, and one of the most important, is figuring out what
32 Franchising MAGAZINE USA
As Pure Barre continues to grow, we’ve found that what makes each franchisee successful is following our model and trusting the process and systems in place that have built the brand to what it is today and where it is headed At the same time, we like to ask our franchisees for feedback on that model – what is working and what is not. Then we can implement changes and roll out new initiatives when necessary. This in turn helps keep our franchisees passionate and invested in the brand, and at the end of the day, passion will drive success. you are passionate about when it comes to health and fitness. There are a wide variety of franchises in this space to invest in, and finding the right one for you will greatly impact your motivation and longevity in business. Do you love working out? Maybe a barre, indoor cycling or boxing franchise is the right fit for you. Do you invest a lot of time into self-care and wellness? Perhaps a massage, sauna or assisted stretching franchise is where you want to invest. The possibilities are endless in this industry, so make sure you choose something you love, especially as we emerge from a pandemic life is too short! Once you’ve landed on a concept you want to invest in and a specific brand you love, conduct in-depth research. This can include talking to current franchisees and asking them about how successful they have been and how their experience has been with the franchisor, especially from a support perspective. Another big factor to consider is the startup budget you have. Each franchise will have a different initial investment for opening a new location, which can vary greatly in the fitness space depending on whether or not the concept requires equipment or a unique buildout. If it’s too difficult to figure out alone, perhaps you should work with a franchise consultant/broker to help you work through this. Lastly, one of the most important factors to look at is the level of support provided by the franchisor. Ask the franchisor what their support system is like – do they give ongoing guidance and resources or just a simple toolkit with which you are left
to your own devices to figure out? If you have a previous background in business, you may feel that you need less support than someone who has no prior business experience. As someone who is involved in the training and vetting process for new franchisees, I do my best to set up all franchisees for success, regardless of their background. For example, at Pure Barre, we provide franchisees with three days of franchise partner training after they sign their agreement with us. We also help franchisees find a location, provide tools and training needed to build an incredible teacher and staff team, market their new studios, and sell memberships. But the support doesn’t stop after the grand opening. While a Pure Barre location is open, we offer ongoing training and engagement activities weekly which greatly contributes to the success of each owner. If a franchisee is going to be directly involved in the day-to-day operations of their location, which they usually are, we also encourage them to attend a 3-day general manager training. This training is designed to arm attendees with the core knowledge and practical examples of how to manage the studio operations including the sales process and management of KPIs. As a company, we give an immense amount of support to our franchisees, but again, it is best to consider if that is the right fit for you and your skill-set. Very free-spirited, independent people or those who seek complete creative control may not want that much of a blueprint or level of support that a franchise provides.
In addition to following the playbook, I’ve also found social media to play a large role when it comes to success in fitness franchising in particular. It was found that 82% of consumers have purchased or considered purchasing a product or service after a friend or family had posted about it on social media. There are franchisors that don’t provide a lot of marketing tools to their owners and leave the communications up to their discretion. That is not the case with Pure Barre, because we recognize how prevalent boutique fitness has become on social media. We provide templates for social media posts, email blasts and more so that franchisees can customize to reflect their studios while keeping a strong and consistent brand presence in their online communities. Having a social media presence from presale onwards is important so locals can learn about your business and to create a community within it, the cornerstone of boutique fitness. The younger generation is now turning to social networks as a primary resource to research brands, so it’s important for whatever fitness brand you invest in to have a strong social media presence for future growth! At the beginning of the pandemic, the future of group fitness was uncertain and some thought at-home fitness might become the main form of exercise. But what fitness franchises offer, and what people ended up missing more than anything, is the sense of community they bring their members. This comeback, combined with everything mentioned above, make now a better time than ever to look into being a fitness franchise owner. Franchising MAGAZINE USA 33
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
FOCUS FEATURE: The now massage
The NOW Massage Revolutionized the Massage Industry
with its Elevated Design Aesthetic and Customizable Services The NOW Massage was co-founded by Gara Post in 2015 when she discovered there was a void in the wellness space for high quality massage services without the time commitment and cost of a traditional spa. The vision was to create an oasis for relaxation where guests could come to disconnect from the outside world and reconnect within. Soon after opening the first location in Los Angeles, success followed, and the company scaled from one to four boutiques in 18 months. The brand began franchising in 2019 and in less than two years, The NOW Massage has rapidly reached the monumental achievement of signing its 100th franchise location. At the helm is Co-Founder and Chief Creative Officer, Gara Post, who keeps the vision and voice true across all boutiques, media platforms and product development. “With extraordinary growth in the massage and wellness space over the past decade, we understand that there is a lot of interest from all types of investors who see this emerging sector as a great opportunity. We look forward to bringing our unique aesthetic and elevated massage experience to cities all over the United States,” said Post.
34 Franchising MAGAZINE USA
Disrupting the Wellness Industry The NOW has reimagined the approachable luxury of a neighborhood spa with premium massages and an original design inspired by beachside destinations from around the world. Since The NOW Massage opened its doors it has been covered extensively by press and social media influencers for its unique aesthetic. Dubbed “LA’s most stunning self-care oasis,” the boutique’s clean, modern interiors incorporate natural materials, and are heightened by the scent of their signature Jasmine Coconut candles. Each NOW massage boutique uses canvas draping to separate therapy spaces creating an airy feeling that adds to the calming atmosphere. Although there are distinct design elements throughout, some themes are the same: sheepskin throws, a carefully placed cactus or plant gallery, and whitewashed walls that echo the sounds of ocean waves.
The brand began franchising in 2019 and in less than two “ years, The NOW Massage has rapidly reached the monumental achievement of signing its 100th franchise location. ” Massages for All The guiding principle at The NOW Massage has always been that in today’s fast-paced digitally driven society self-care is a necessity. While massage was once seen as a luxury, more people understand the need for it on a regular basis and health professionals are recommending it at a higher rate to manage stress, anxiety, and muscle recovery. Massage therapists at The NOW receive advanced training on the custom menu that goes far beyond the traditional modalities, and are designed specifically for stress relief, relaxation, and muscle recovery. Guests can choose between three signature Swedish-inspired massage styles including: The NOW, a signature relaxation massage;
The HEALER, an energy-balancing massage designed to reduce stress; and The STRETCH, a sports-inspired recovery massage. Guests can pair their service with a variety of custom, exclusive enhancements such as: Herbal Heat Therapy, Deep Tissue, Fresh Eyes, Calm Balm, Hemp Calm Balm and Gua Sha, a traditional Chinese medicine technique that uses smooth rose quartz tools to target specific areas of the body. The goal of each bespoke massage service is to make self-care simple and easy to integrate into one’s daily life. Straightforward monthly massage memberships are designed to save repeat guests money and provide special monthly gifts and perks. Franchising MAGAZINE USA 35
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
FOCUS FEATURE: The now massage
“
Our popularity grew so quickly on social media, with press and with industry insiders, and everyone was asking about our scented candles, products, and where they could get them,” said Post.
”
The NOW features a branded product line Nourish, Scent and Room by The NOW, and custom jewelry, designed by Post.
“Our popularity grew so quickly on social media, with press and with industry
insiders, and everyone was asking about
our scented candles, products, and where they could get them,” said Post.
The collection is available at boutiques and online for guests who want to bring a piece of The NOW lifestyle home with them at TheNOWMassage.com.
as Seattle, San Diego, Portland, Boston,
St. Louis and more. The NOW Massage
also brought on Jeff Platt as its President. Jeff became well-known in the franchise industry as co-founder and former CEO
of Sky Zone, where his leadership helped transform the company into the largest indoor trampoline park brand in the
world, with over 225+ locations in 12
countries, visited by over 20M people a
year. In his new position, Jeff helped The NOW Massage achieve its 100th license milestone and his top-notch leadership
will continue to support the brand’s future growth plans. For More information (www.TheNOWMassage.com)
The Future is NOW The NOW Massage has continued to
grow in 2021 despite closures during the pandemic that have caused other health and wellness concepts to halt franchise development. The NOW Massage’s
elevated aesthetic and affordable model remains attractive to business-savvy
entrepreneurs and proves that the future is bright for the $18 billion a year massage industry.
36 Franchising MAGAZINE USA
“Every challenge brings with it growth. There has been renewed interest in franchising from business savvy operators who are re-thinking how people want to spend their time and what they put their energy into. The cultural narrative regarding the importance of self-care and personal health has only grown stronger, and we are meeting that need for business owners and the general public,” said Post. Looking ahead, the brand is aiming to open additional franchises in markets such
“Part of what makes The NOW Massage
special is our incredible group of dedicated
and passionate Franchise Owners, Massage Therapists and Experience Guides that
work diligently and intentionally to create
a unique escape from the stress of everyday life,” said Jeff Platt, President of The NOW Massage. “We are excited to celebrate our 100 boutique milestone with the
entire NOW family, and for our continued expansion in 2022 and beyond.”
magazine usa
our Next Feature:
Business Services
Next month our Special Feature on Business Services in 2022 provides the perfect opportunity to showcase your Franchise. For advertising opportunities please contact Vikki Bradbury at: vikki@cgbpublishing.com Franchising MAGAZINE USA 37
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
franchisee in action: goldfish swim schools
From Wall Street to Franchising:
How Goldfish Swim School Changed This Family’s Life
22 years ago, Larisa and Jeffrey Posner met working for a large investment bank on Wall Street. Today, they are the proud parents of three kids and the successful operators of two Goldfish Swim School franchises in their home state of New Jersey. How does one go from being a Wall Street investment banker to being a swim school franchisee? The Posner’s story illustrates how making the right career choice for your family can open the door for incredible opportunity as multi-unit franchisees. After years of commuting into New York City, long hours at the office and the stress of the financial industry, the Posners were looking for a new professional challenge. An unexpected conversation between Jeffrey and his colleague led to a connection with a friend who owned a Goldfish Swim School franchise in Chicago. Intrigued, the Posners began their research into the brand. With their business background, the Posners were sure to do their due diligence when they dove into the Goldfish system. They spoke with other Goldfish franchisees, and eventually sat down with Chris McCuiston, co-founder & CEO of Goldfish Swim School, and the leadership team to talk about next steps.
Ryan Ursey (left) with Chris Wyland - Chief Development Officer at Roll-Em-Up.
38 Franchising MAGAZINE USA
After meeting the leadership team and seeing who they’d be working with, the decision was clear: leave Wall Street and open up a swim school in their
After so many years of “ working in a demanding and high-stress environment, Jeffrey and Larisa get to show up to work together every day and have fun.
”
For Larisa and Jeffrey, this unexpected career pivot “ has changed everything about their day-to-day lives. The opportunity to work with families and teach children how to be safer in and around the water has meant the world to them.
”
community. The amount of support they felt from Goldfish on day one reinforced their decision. Jeffrey and Larisa have always had an entrepreneurial drive, and were excited by the opportunity to own a business together that provides the children in their community with access to a lifesaving skill. “Being a Goldfish franchisee is extremely rewarding,” said Larisa. “Since opening our first school, numerous parents have come up to us and said that their child fell into a pool on vacation, or saw a kid struggling to swim at camp, and that they were able to save themselves and others because of what they learned in class. We are teaching these kids how to be a hero in the water, for themselves and others.” The Posner’s first Goldfish Swim School opened in November of 2017 in Livingston, NJ. After the first location opened, Jeffrey continued working on Wall Street while Larisa ran day-to-day operations at the school. Just prior to the Covid-19 Pandemic, Jeffrey decided it was time to step away from his job and join his wife full time at Goldfish. Now that their first location was off the ground and running, it was time to begin the process of opening their second school. On November 2, 2021 the Posners opened the doors to their Springfield location.
For Larisa and Jeffrey, this unexpected career pivot has changed everything about their day-to-day lives. The opportunity to work with families and teach children how to be safer in and around the water has meant the world to them. The Posner’s Goldfish Swim School locations have also become a family affair, giving them lots of additional time to spend with their kids. After so many years of working in a demanding and high-stress environment, Jeffrey and Larisa get to show up to work together every day and have fun. Their passion for the business has also trickled down to their three children. Their youngest son was 10-years-old when they first started franchising with Goldfish and he soon began taking lessons at their first location. He was never a strong swimmer, but the Goldfish curriculum proved successful yet again, helping him grow in his swimming abilities and confidence in and around the water. Now, four years later, you can find him walking around the pool deck making sure everything is running smoothly during lessons. Their other two children, one a senior in high school and the other a sophomore in college, work at Goldfish on weekends and when they are home for breaks.
Running their Goldfish Swim School business as a family has been a true blessing for the Posners. “We originally met at work, so this was a full circle moment for us,” said Jeffrey. “Of course, we were excited to go on this journey together. We knew that to be successful in this next chapter of our lives, we needed to keep an open line of communication and come together as a team like we always do.” Goldfish Swim School has given the Posners the time and freedom to live the life that they have dreamed of. Owning a franchise with a purpose-driven mission and following a proven playbook for success has given them the opportunity to make room for what really matters in life. For the Posners, that means a healthy balance of entrepreneurial success while driving carpool, attending school sporting events and spending more quality time with their children. For more information on Goldfish Swim School and its franchise opportunity, please call 248-801-1850 or visit https://www.goldfishswimschool.com/ franchise-opportunities/ Franchising MAGAZINE USA 39
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
EXPERT ADVICE: Chris Conner | Founder | Franchise Marketing Systems
Health and Fitness will grow Exponentially in 2022 It’s always easy to be an armchair quarterback, throwing out assumptions and big ideas on what will happen in the future. But this time I think I’m on to something. The health and fitness markets have been hit hard during COVID, for obvious reasons….it’s been difficult to get customers to do anything indoors, especially get sweaty together. According to Club Industry News, the Pandemic took out 22% of all of the gyms in the U.S. and over 1.5 million people lost jobs in the fitness industry. Major bummer stats and in dollars, that equated to almost $30 billion in lost revenue due to COVID. So part of this story is the comeback element, there kind of is nowhere to go but up from here, but there is also a bigger picture growth curve that has been on an upwards trajectory for the last fifty years, COVID was just a short term setback for the fitness space. Year over year growth for fitness has 40 Franchising MAGAZINE USA
Chris Conner has worked in the franchise development industry for almost 20 years and helped over 600 brands franchise their brand and develop franchise distribution channels. He founded Franchise Marketing Systems in 2009, which now includes a team of 27 franchise consultants based in and Canada and supports brands around the world to grow and scale through franchise expansion. Visit www.fmsfranchise.com for more information
generally been about 3% per year and if
you follow the old saying of buy low and sell high, now is the time to get into the
fitness segment to realize what could be
a big jump in industry growth to recoup
the downtrend in 2020 and 2021. People
want to work out and understand the value of exercise. You combine this sentiment
with a big part of the population that has
been stuck at home for a long time, gained
weight, gotten unhealthy and really want to get back into shape, I can already hear the gym membership register ringing! Look for a big 2022 and most likely an even
bigger 2023 in the fitness space as people run back into fitness and health.
What are the fitness models to watch for? There are a variety of different versions of fitness franchise models, all of which are viable business models and really just depend your personal preference and what flavor of fitness you are drawn to as an investor. Here is how I would break down the categories: The Big Box Model – think Planet Fitness or two brands that I like are New York Fitness Clubs and EPIC Health and Fitness, these are larger facilities with a range of equipment and experiences and offer great value to a wide range of consumer preferences for fitness.
The next category would be the Class Fitness Model which is focused on consistent and focused interaction with members in a classroom setting where coaches are helping keep people accountable and drive results. The 800 pound gorilla in this space is Orange Theory with over 1,000 locations, but I like several new franchise brands in the category, Rock Box Fitness, EZE Fit and HYLO Fitness all come to mind as brands that are in high growth mode. Another two brands I’m really high on are Industrious, a Seattle Based model which created a new HALO system to keep members apart from one another and offer a great fitness experience. These models don’t require as much space and offer a high margin, repeatable revenue stream which is always a great formula for a strong investment. The third category would include the new kid on the block in mobile fitness where the services comes to the customer. It’s innovative, it’s low investment and it’s a fun way to help people get into shape in the comfort of their own home. Gymguyz is the leader in this segment with over 200 locations, but there is a new brand in All Terrain Fitness I like a great deal as well in this category of mobile fitness models. The fourth segment of fitness franchising I would define as the check-in and workout model where it is essentially a fitness center and members purchase the rights to visit the location, they are generally smaller than the big box model and many times offer keycard entry. The Anytime fitness franchise has hit this model out of the park and defined the entire market segment with this approach to fitness. Last but not least, you have the fifth segment of fitness franchises in senior fitness brands where the target audience is 55 and up and the experience is geared to a more “seasoned” member. 55 Fitness is a brand I like a great deal and has built an entire model around catering to this population and creating a great workout experience for seniors.
Some of the key elements that I would look for in a fitness franchise model to determine what might be the best bet would include marketing, operating systems and unique selling points. Marketing is critical in this business segment both to attract new clients and also to keep them, any fitness franchise worth their salt will have a franchise marketing system that is tight, proven and consistently proven in company and franchise owned locations. The operating system should have technology interwoven throughout the day to day operations. A good solid POS, CRM, Membership tracking system and scheduling model need to all be in place to help manage the day to day functions and minimize fires in the business. The last might seem a bit fluffy, but if you look at what has driven some of the world’s most successful brands in the fitness franchise market, there is always some unique selling point that the brand has been built around. Maybe it’s the heart rate monitor at Orange Theory, the no banging weights thing at Planet Fitness or a culture of Body Building heritage at Gold’s Gym…something is used to promote that brand and separate the service offering from others in the segment. Whatever your flavor of fitness might be, the market is ripe for a rebound and if you ask me, I would bet this market segment does some major ramping up in revenue, memberships and number of franchise locations in 2022. People want to look good and feel good and are willing to pay for it, find the right fitness franchise brand and capture this upswing in the fitness market. Franchising MAGAZINE USA 41
h e alt h & fi t n e s s fr an c hi s ing fe at u r e
spotlight on service: VFPnext
How VFPnext is Improving
the Digital Member Experience Standardization is a key principle for any franchise organization, especially with the staffing challenges that exist today. Health and fitness organizations in the United States are seeing the benefits of having a digital member journey to help lessen the load on the staff and enhance the member experience.
One of the most popular examples would be an Apple store
experience where Apple employees have an iPad with them to assist customers right on the spot.
42 Franchising MAGAZINE USA
Hundreds of health and fitness franchisees in the United States have switched to a technology platform that allows them to have a true digital member experience. Members are now enjoying the frictionless benefit of having to fill out information only one time and have it pull through all their digital communications. Members feel more connected to the brand when relevant content is delivered to them based on their personal preferences. In the past this experience was difficult to achieve for many health clubs that utilized multiple software platforms to run their fitness facilities, creating a disjointed member experience that required
“
Create a better experience for your members where they are constantly wowed by your understanding of their fitness goals.
”
1Data capture:
Long gone are the days of paper; but data capture is so much
more than just gathering name phone number and email. Data capture now includes the entire digital footprint of the customer - all their
interactions with the club’s digital content, the club’s staff, and all of the club’s digital fitness. One member could have thousands of data points that begin with their web browsing, their lead capture form, their visit to the club, their signing up as a new member, and their
fitness orientation. The in-club data capture can happen on the Digital
Guest Registry, the staff’s iPads used during the membership tour, the digital enrollment process and during the digital fitness orientation. Capturing all these data points and putting them into a central
database that can be leveraged should be a critical mission of all
clubs. The obvious benefits of capturing more data on each member and prospect are that you can better understand your marketing attribution and deliver more relative personal content to your
members and prospects, giving you the ability to retain and upsell
Franchisees can capture the entire member “ journey and place all data into a single database, changing how these organizations operate. ” multiple points of data entry for the consumer and staff. With the VFPnext technology platform, franchisees can capture the entire member journey and place all data into a single database, changing how these organizations operate. By having all the member data in a centralized database, clubs are discovering the benefit of having a full 360° view of their prospects and members. With a full 360° view clubs have a better ability to market and upsell their products and services. VFPnext now offers an industry specific enterprise level CRM, digital guest registry, membership tour, digital enrollment, and PT orientation that are accessible through an iPad. The entire application is API connected to the club’s billing and management system so that the entire member journey is now digitally captured. Health clubs can now capture thousands of data points about their members that they can use to enhance the member journey.
each member.
2Frictionless member experience:
Create a better experience for your members where they are
constantly wowed by your understanding of their fitness goals, personal preferences, and intuitiveness of your systems. Text
reminders of appointments, congratulations for reaching fitness goals, emails reminding them of classes they may like are all examples of how understanding your members through their data can make an
amazing experience for a member. Prospects who are welcomed into the club, already have their information preloaded into the Digital Guest Registry and have a seven-day pass waiting for them are impressed by the club’s personalization and efficiencies.
3Reduce staffing requirements:
Having a centralized database that the staff can access through
an iPad gives them the ability to continually service members more efficiently and with an increased level of wow. With data being
pulled across all systems, staff now is required to do much less data entry. Staff who used to be in charge of sending out emails and text messages now can have those tasks automated for them so they can
There are three distinct benefits from digitizing the entire member journey:
concentrate on the members in front of them.
1. Capturing the data
proven in many industries but is now available in the health and
2. Reducing the friction for your members 3. Creating efficiencies for your staff
Digital member journey is not an entirely new concept. It has been fitness industry.
For more information go to getVFPnext.com or email info@vfp.us Franchising MAGAZINE USA 43
