Three years and 100 outlets: the Plus Fitness 24/7 model has just celebrated the launch of its milestone gym with franchisees Richard Borradale and Dean Edwards.
What started out as the Big Box Health Clubs chain, first established 18 years ago by founding CEO John Fuller, became a scalable franchise model in 2011 led by Fuller and business partner Nigel Miller.
Fuller believes the multi-unit model is helping the brand’s success. “Multi-unit franchisees now represent a high percentage of our network which is something we are very proud of and we are seeing more and more franchisees drive exceptional results from multi-site ownership.”
Miller says the emphasis on relevant franchise support has been an essential element of the gym’s expansion. “As we have continued to grow we have constantly revisited how we deliver this to ensure that we are providing all franchisees access to the support and tools they need to succeed. Lately we have turned more to technology to assist us here with the launch of both an online training platform and an online print management system,” he says.
The online training with its interactive workshops has particularly helped interstate franchisees, Miller says.
Newbie franchisees Richard Borrodale and Dean Edwards are at the helm of the 100th gym, located in the Mountain High Shopping Centre in Bayswater, Victoria. About 10 percent of the gyms in the Plus Fitness network are shopping centre based.
Below: franchisees Richard Borrodale (left) and Dean Edwards (right) with staff members Kelly and Sarah, and Victorian field manager Stuart Maltese
Gyms are now open in New South Wales, Victoria, Queensland, Western Australia and South Australia which gives Plus Fitness members reciprocal rights access around the country. Low cost memberships with no lock in contracts, no access card fees and no hidden administration fees, have proved appealing points of difference for customers, says Miller.
Functional training, based on the CrossFit style of fitness training, is the latest development at the chain. “It’s had good reactions from franchisees and customers,” says Fuller.
The gym chain was named FCA Emerging Franchisor of the Year 2013 and has 52 further franchises lined up for opening within the next 12 months.
Franchisees can see the growth of the brand, see we are resonating with customers and building more brand awareness