How did you get into the fitness industry?
As a child, I’d always enjoyed riding my mountain bike outside and exploring through the woods. Not having played any organized sports, as I launched into my adult life, I set out to become comfortable in my own skin. After a few years and many hours of effort and energy later, I had still not reached that goal, but I discovered a love for running. It was training for my first marathon in 2012 that initially taught me about programming and routinizing exercise, as well as opened my eyes to the countless other benefits of consistently training our bodies – not just physically, but mentally, emotionally, and otherwise.
In a career and relationship transition, I was searching for something I could truly ‘get behind’ and also make profitable. I saw the connections that physical training and the principles of such had in the other areas of life, the positive impact it left on all of those areas. I wanted to become a coach.
I set out to start a chain of fitness studios, and my first task was to become a personal trainer. The holistic philosophy I’ve developed has spawned from the ongoing study and realization of how interconnected everything within our lives is and how by taking great care of ourselves in all of the different areas, we can truly experience greater health, fitness, and overall wellness.
What’s New in the Business or in the Franchise Model?
Our franchise offering is new. We opened our first location in 2014 and our second in 2020. I saw franchising as a win-win opportunity to not only expand how many lives we can impact with our work, but also the lives of the respective franchisees. Coaching is in our blood and background, so it makes perfect sense to apply this in the professional realm.
Where do you See Opportunities or Challenges for the Franchise/Business Moving Forward?
Fitness in general, including boutique fitness studios, tends to emphasize group classes and sessions. We’re offering a unique opportunity for individuals seeking out a more personalized solution, even down to the atmosphere within the space. A challenge we face is that we are working with people individually and therefore when a session time is booked, it’s no longer available to others. However, even this can be solved, and we have seen that with having a second location within 10 miles of our first. Our low overhead costs make expansion more accessible and easeful.
What is your Goal for the Business Moving Forward?
My goal is to grow the company and the positive impact that we have on others’ lives in a sustainable way. We’re here for the long haul, and personalized solutions to clients’ challenges with a high-end service level touch to it, is as well.
Talk to us About Training and Support, How Do You Deliver?
I currently am working as operations manager for our two corporate locations. This becomes a benefit as I’m engaged in the current market from what will be a franchisee’s perspective, as well as from my own experience both starting and continuing two locations. Being a new franchisor, you as a franchisee get my utmost and best attention in getting up and running for success. I’m very invested in making this a success for everyone involved.
Your most difficult moment at the Franchise Business?
The most difficult moment was in making the decision to franchise.
Define your Franchise Model:
A. Training and Support Model? Training itself is in person, hands-on, as well as through our operations and systems manual and learning management system. Just like our service, our training is high-touch as well. We provide ongoing coaching and support in many areas: unit operations and maintenance, customer-service techniques, product ordering, inventory control, suggested pricing guidelines, technology training, and administrative procedures. We will coordinate development of advertising materials and strategies, consumer marketing plans and materials.
B. What is the Fee Structure? Initial investment of $35,000, 6% ongoing royalty fees plus 1% of gross sales for marketing fund contribution.
C. Territory Definition? Your franchise agreement will specify a territory, which will be determined by us. Your territory will have a population center of approximately 50,000-100,000 people or a 5-mile radius. Your territory will usually be specified as a radius around your location; however, we may use other boundaries (such as county lines or other political boundaries, streets, geographical features, or trade area).
D. Day in the life of a Franchisee? This is going to be dependent on what stage the franchisee’s business is in, as well as what roles most interest the franchisee. The franchisee can serve in the role of personal trainer as well as operations manager, or simply operations manager. The personal training role will keep them engaged in their clients’ goals, plans, exercises, and progress. An operations and sales manager is needed to run the business smoothly, onboarding new clients, keeping clients engaged with the program and checking in on satisfaction, coaching and working with training staff, marketing, finance, and legal operations. This also can be hired out, which depends on how much equity the franchisee wishes to keep in the business. We ask that an operations manager has equity at stake in the company.
What does Your Franchisee Do in the Business Every Day?
This is going to be dependent on what stage the franchisee’s business is in, as well as what roles most interest the franchisee. The franchisee can serve in the role of personal trainer as well as operations manager, or simply operations manager. The personal training role will keep them engaged in their clients’ goals, plans, exercises, and progress. An operations and sales manager is needed to run the business smoothly, onboarding new clients, keeping clients engaged with the program and checking in on satisfaction, coaching and working with training staff, marketing, finance, and legal operations. This also can be hired out, which depends on how much equity the franchisee wishes to keep in the business. We ask that an operations manager has equity at stake in the company.
Who is the Ideal Franchise Candidate?
I began our first location with about three months of personal training experience under my belt. That being said, previously having a personal training certification is not a requirement but will prove to be very helpful. Previous experience in sales and marketing and business administration is helpful. We’re looking for candidates who share our passion in helping others to create a happier, healthier life through holistic fitness. We are looking for solution-oriented individuals with strong work ethic, integrity, and sales expertise to become our franchise partner. The most successful franchisees will have a fitness background or interest, and be outgoing, personable, eager to learn, and motivated to reach personal goals.
What Goals Do You Have for the Franchise Model in the Future?
We look forward to growing WELL. We look forward to giving the best level of service at the right speed of growth. Initially, our intent is to grow locally, then regionally. We will add support staff as the number of our franchisees grows to support everyone well. We will provide ongoing training and support in many areas, unit operations and maintenance, customer-service techniques, product ordering, inventory control, suggested pricing guidelines, technology training, and administrative procedures. We will coordinate development of advertising materials and strategies, consumer marketing plans and materials.
For more information on Aubrey Eicher and The Well Franchise, visit the corporate site: https://thewellpf.com/