Franchising Healthy Inspirations

Give the customers what they want and they will beat a path to your door. Healthy Inspirations is blasting off by combining the best that two rapidly growing markets have to offer. On the one hand it is a women’s weight loss centre and on the other it is a small women’s fitness centre. However, for the all-female clientele it is a business that uniquely combines their health and exercise needs under one roof.

“We have created a franchise network of healthy weight loss and exercise centres just for women,” says Healthy Inspirations managing director, Jamie Hayes. “The two key market positions are ‘healthy’ and ‘women’s only’. There are many options for women to lose weight but many of them are just plain bad for your health. We are serious about the health angle and our program is recognised by doctors and dieticians as a complete and lasting weight loss solution.”

Healthy Inspirations centres are located in female-friendly shopping precincts like strip malls, bulky goods centres or professional suites. They range in size from 120 to 180 square metres with a well-branded reception area. The ‘meeting point’ consists of several café style tables for one-on-one consultations which seem to always have ladies deep in conversation with their lifestyle consultant. The largest open space is dedicated to the ‘exercise zone’, a circle of 16 strength and aerobic training machines. Popular music plays in the background to create an up-tempo mood and female customers of all shapes and sizes enjoy their workout.

You immediately notice that these small clubs lack many of the expensive amenities a traditional gym boasts, but the customers do not seem to mind. There are no showers or locker rooms that many women find intimidating, and there are definitely no mirrors.

“Many of our ladies are embarrassed by their figure and want somewhere safe and comfortable to exercise,” says Ellen Hayes, finance director and partner of James Hayes. “By removing all the expensive extras that a traditional gym would have we have created a friendly environment that is also far less expensive to build. This means that return on investment can happen a lot faster”.

So what is market demand like for a centre such as this?

“Neither the health club or weight loss industry are meeting the needs of women over 35. About two million women in Australia right now are over 35 and interested in doing something about their weight and/or fitness. It is a huge market and they are ready to spend on the right solution,” says Jamie Hayes. “Our concept is unique yet simple. It combines the best of both industries into one simple and affordable package. Women immediately understand the concept and usually say ‘I’ve been looking for something like this for years’.

So what is the competition?

“Well it is everyone and no one,” says marketing director Greg Hurst. “We do compete against some big names like Jenny Craig and Weight Watchers in the traditional weight loss market and Fernwood and Curves in the women’s fitness centre market. However, Healthy Inspirations is really on its own when it comes to combining both weight loss and fitness under one roof.”

What’s the future of these centres?

“Well, there remains a huge untapped market of women who’ve yet to take the plunge,” Hayes continues. “The challenge is to offer the right combination of services to attract these women. We are uniquely placed to meet all the needs of this massive market and our small footprint centres means there can be one in virtually every major shopping district.”

Healthy Inspirations currently has 13 centres open in four states and another six under construction. There will be an estimated 24 centres franchised by the end of 2005.

Read more about buying a franchise and running a franchise.