Anytime Fitness was the focus of the first networking event organised by the Franchisor Support Alliance, a new organisation designed to help franchisors through learning and mentoring.
Australian master franchisors Jacinta McDonell-Jiminez and her brother Justin McDonell gave a short presentation on the development of the Anytime Fitness brand and reasons for its success; in four years the network has opened 152 gyms and sold 328 regions.
Affordability, convenience and culture are the three foundations for the business, said McDonell-Jiminez, whose experience in the fitness arena began as an aerobics instructor. With a variety of roles in fitness centres such as Fernwood, the siblings have a strong sales and marketing background she added.
And that’s a key part of any franchisee’s role, she said. A franchisee needs to be sales and marketing driven; no-one walks in to a gym and says ‘I want to sign up to a 12 month membership,’ they just don’t.
When once the excitement of the brand was focused on the siblings’ story, now the simplicity of the franchise system and its growth, much of it through multi-units, is a big pull for incoming franchisees, said Justin McDonell.
And the convenience factor for the gym members is an essential part of the set up.
McDonell said We take the approach that people know they should exercise but don’t like it so we make it as easy for them as possible.
A second speaker, Keith Phillips, talked to the gathering about QLBS.com, which stands for Quantum Leap Beyond Spreadsheets. The focus of the online tool is to allow both franchisors and franchisees to work on measurements other than those held in spreadsheets to improve figures.
The Franchisor Support Alliance
The FSA was founded by Think Franchise lawyer Steven Clare, Franchise Systems Group director Bill Locket, franchisor advisor David Ciantar of Solution Consulting, and WA based Darryl Morris, director of LTM Risk Partners & National Franchise Insurance Brokers.
Steven Clare told Franchising the launch event had been a success. We were really happy and got a lot of good feedback. This is a good, new vibrant group for Sydney. We’re planting the flag in Sydney but in due course we would like it to grow and develop.
This is a franchisor driven group and we’re looking to become an association that can deliver some value. It’s very inclusive.
The group plans to hold similar networking events every two or three months.
Check out more photos from the event here.