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David Beattie was asked by the British Franchise Association to present to fellow members on the subject of diversifying a franchise business to grow. This presentation covered the background to énergie fitness clubs, the impact of the credit crunch and the subsequent launch of Fit4less which became the UK's leading budget Gym Franchise.
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Create a new opportunity
How we added to our brand
portfolio to diversify and grow…
A little background
• We started from an idea in 2003 as the
UK’s first fitness franchise, énergie fitness
clubs.
• We grew strongly and in 2006 had 20
clubs in our énergie fitness club network.
• Today we have four niche brands in the
area of fitness and wellbeing.
Fitness Clubs Active Consumers
• Diet clubs
• Fitness DVDs
• Home exercise
equipment
• Fitness classes
Penetration of untapped adult fitness market
• The original award winning énergie franchise
• Aimed at mixed gender market
• Primarily appealing to the de-conditioned user
• Offering our 6 Week Results Guarantee
• Mixed range of facilities
• From just 3,000 sq ft
Our full format Fitness club franchise...
Our clubs...
Our clubs...
Adrian & Mo
Our clubs...
Our clubs...
Friendly, quality clubs with flexible facility options..
Clubs can even include...
• Racquet sports
• Physiotherapy
• Beauty and tanning
• Hairdressing
• Bar
• Car wash...
Our clubs proudly promote the personal touch private ownership brings...
We work in our communities & transform lives...
Our strong marketing approach drives sales...
All was going well, when...
Fitness Clubs Active Consumers
• Diet clubs
• Fitness DVDs
• Home exercise
equipment
• Fitness classes
Penetration of untapped adult fitness market
2009 study by Abbey
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Our clubs are operated to a fixed model
based on the following drivers:
• Proven targeted marketing campaigns which
highlight our ‘low cost’ no contract
membership from £14.99 per month
• Online joining and smart use of technology
leading to reduced administration
• Reduced infrastructure costs through multi-
skilled workforce
• Tight operational cost controls
• A simple business model with minimal
competition
• On-brand
• Industry leading
• Multiple
browsers
• Streamlined
joining
• Compelling and
simple
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Fit4less has created
new opportunities...
• To date we have sold 48 Franchises
• We have 24 gyms open under franchise
• We have a VC lined up to fund the
opening of a managed division
• We’re in negotiations to open in Poland
and South Africa through Master
Franchising.
Thanks...
I’m happy to discuss brand diversification in your
business…
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