Soccajoeys grows franchise network and income opportunities

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Inside Franchise Business: Soccajoeys is expandingA love of soccer teamed with a passion for early learning and a commitment to develop a franchise network has allowed Soccajoeys to kick some goals.

Plenty is happening in the world of the Soccajoeys world, Firstly, the New South Wales-based children’s football program has expanded into Victoria and is set for an autumn launch into Queensland. Already South Australia has its third franchisee.

“We’ve been looking at expanding,” its MD, former soccer player Stacy Allogdellis, told Inside Franchise Business. Then there is the broadening of the offer, with an expanded set of options for customers.

When the franchise started it had two age groups, three years to five years, and six to eight years. Now, thanks to demand from parents, a Minis group accommodates tiny tots from 2½ to 3½ years old. Parents can book birthday parties and holiday camps for their soccer enthusiasts.

Expanding the franchise income stream

Add to this the introduction this year of a schools program and a childcare option, and Soccajoeys is scoring points when it comes to brand representation and income opportunities. “We’ve moved into daycare centres because we have a good reputation, and we’ve been asked to be exercise providers,” said Allogdellis.

The combined franchisor/franchisee approach and presentations to schools has paid off with eight New South Wales schools on board from term one, and a potential nine further schools lining up to take on the program next term.

“We deliver part of the PDHPE (personal development, health and physical education) syllabus to years K to six,” he said.

For franchisees, it is all good news. And a feelgood factor backs up the brand, too. The Soccajoeys Foundation was set up to deliver the Next Step program, an opportunity for children with cerebral palsy, ADHD and Downs Syndrome, for instance, to participate in the football activities through special classes. This is a corporate set-up with the costs of running this program (each class of eight children has two coaches) funded by the franchisor.

For the children, the benefits are not only exercise, but a sense of wellbeing and participating in a group environment, says Allogdellis. The program is available in New South Wales and South Australia, but the plan is to extend this across Australia. There are now 26 franchisees, including six who run more than one Soccajoeys territory, employing teams of 10 to 15 coaches.

Soccajoeys' long-term plan

Allogdellis said it costs from $20,000 to invest in a Soccajoeys franchise. While the business is deploying a measured approach to expanding nationally, there is also a long-term plan to take the brand international.

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