SPOTLIGHT ON WELLNESS
PHYSIO INQ Physio Inq is underpinned by three house rules which guide the business: employees come first; every client deserves an amazing experience; and referrals are treated like royalty. “Wellness needs to be a part of someone’s life, not the complete focus,” says founder Jonathan Moody. “Seeing progress means that clients can fail one or two days and all is not lost. Rather than having the ‘I’ll start on Monday’ mindset, the wellness industry needs to be encouraging clients to do a little bit each day, however small that might be.” He says, “The pursuit of perfection has been a focus in the past and we should instead look at progress, not perfection.” WHAT ARE YOUR FIVE-YEAR GOALS FOR THE BUSINESS? “Physio Inq is an award-winning allied health franchise with the goal to have 100 clinics across Australia in five years, as well as 500 practitioners servicing clients in-home. “We are on track to become a household name in the healthcare market and be known for our relentlessly caring approach.” HOW ARE YOU OVERCOMING THE CHALLENGES OF EXPANDING THE NETWORK? “We have made some key hires in 2021 so far, which will be integral in scaling the network.” New hires include a chief financial officer, chief data officer, a people development
and experience manager, and promoting a senior manager to the position of chief operating officer. “With this investment in people who will support and make up the infrastructure of Physio Inq, we will then streamline processes for growth. “Another decision that we made in 2020 was to lower one of the barriers to becoming an owner by allowing anyone with or without allied health practical experience to become a franchisee.” HOW ARE YOU ATTRACTING FRANCHISEES? “We are growing our network organically at the moment and looking internally on those who show the signs of a great business owner.
“Most of our new clinics have been opened by practitioners who were already working within our network but were keen on taking the next step in their careers. A few of our franchisees have also been growing their own network and opening their second unit.” BRAND BASICS How long have you been trading? 15 years How long franchising? Since 2018 How long is a franchise term? Five years but there are no lock-in contracts What is the upfront franchise investment? $6500 What are the franchise fees/marketing levies? We have a flat fee of $2750 per month
CITY CAVE “City Cave delivers clients preventative healthcare services by offering float therapy, infrared sauna and massage services,” says David Wilkinson, franchise business coach. Education is the most important aspect of City Cave’s growth strategy, he says. “Our centres are often booked out more than a week in advance and while we know we’re only scratching the surface of ‘mainstream’ we’re excited in knowing that every new centre opening exposes a new community to the benefits of float therapy and our other services.” WHAT ARE YOUR FIVE-YEAR GOALS FOR THE BUSINESS? “Five years will see City Cave complete our franchise footprint in Oceania (200 open centres) and into stage two of our North American expansion (100+). “Currently our network expansion plan is well on track, the biggest challenges in 2021 have been bottlenecks created by Covid shutdowns last year, in which many prospective franchisees hit the pause button. This has seen an influx of educated prospects who have re-entered the sales pipeline.” Many new franchisees were originally City Cave clients. BRAND BASICS How long have you been trading? Since 2016 How long franchising? Since August 2018 How long is a franchise term? Seven years with an additional seven-year option What is the upfront franchise investment? Between $450,000 and $500,000 What are the franchise fees/marketing levies? 8% royalty; no marketing levy AUG/OCT 2021 | 52 | WWW.FRANCHISEBUSINESS.COM.AU
