In a market worth £5.9bn in the UK, fitness franchise brands are stepping up their game to respond to changing consumer demands in this profitable and expanding sector.
We spoke to three franchise brands, Snap Fitness, My Fit Pod and Studio Pilates, all members of the BFA (British Franchise Association), to discover what strategies they are using to keep themselves attractive both to new customers and franchisee investors.
Evolving industry
We began by asking Snap Fitness, who opened their first location in the UK in 2012 and now have over 30 franchisees owning 99 gyms across the UK & Ireland, how they have seen the fitness industry evolve over the past few years, and what role they think fitness franchises have played in this growth?
Kevin Yates, CEO of Lift Brands EMEA, said: "A huge positive for us is that more people in the UK now have a gym membership than ever before, with 15.9% of the population being a member of a gym. Given the fitness industry's resilience and growth, this makes it an attractive investment opportunity for entrepreneurs. Franchises have helped the entire market by opening premises in new locations, giving consumers greater choice with community-focused facilities."
No experience? No problem
Do franchisees need to have a background in the industry to invest in a fitness brand?
"Absolutely not" says Kevin. "The main feedback we receive is how much our franchisees appreciate the level of support and empathy from our Support Office team. Over half of our network had no fitness industry experience at all when they invested but were reassured by the level of guidance and education they received across business planning, property selection, marketing and the equipment and fit-out of their gym."
Reputation is everything
John Scott, director of franchising at international franchise brand Studio Pilates, whose network of 106 franchises, including three in the UK and two more due to open in early 2025, topped $50m of turnover in 2023, says their reputation is the big draw for franchisees: "Our model is based on the original concept developed by Joseph Pilates in the 1930's and our brand was developed by an Australian husband and wife team (Jade & Tanya Winter, an Olympic swimmer and sports physiotherapist), in Brisbane in 2002. Our appeal to franchisees is the systems and training which set the gold standard in our industry and our franchisee development program that creates successful owners."
Gaining competitive advantage
So how do modern fitness franchises stay ahead of the competition in 2024?
Guy Woodliffe-Thomas, director of My Fit Pod says: "The private gym sector is still emerging, but with increasing competition and demand, we are proud to be ahead of the curve."
He explained: "Our gyms provide a fully private gym experience. Members can enjoy the entire gym facility exclusively for themselves, appealing to those who feel anxious or self-conscious in traditional gym settings. Whether they want their music loud or quiet, they have full control. They can also train with a friend or group, and we provide comprehensive support to personal trainers too. Our rapid growth across the UK reflects our ability to meet the evolving needs of modern gym-goers, maintaining a strong competitive edge in this expanding market."
Using Technology to stay ahead of the game
All three brands are making big use of technology to attract new customers into their fitness surroundings.
John Scott from Studio Pilates said: "We were pioneers in digital teaching and our studios focus on large screen TV systems that encircle each studio, enabling our clients to learn at a safe, effective and consistent level, supervised by trained instructors. We have 75, 40 min modules that are broadcast globally to over 106 studios in five countries every hour, supervised by on site instructors."
‘Fitness on Demand'
Kevin Yates from Snap Fitness said: "Technology plays an important part in our member experience, both inside and outside of the gym. We have the Snap App, which provides members with access to custom workout plans, recipe and nutrition guidance, over 1,000 on-demand video workouts and group exercise class bookings.
He continued: "In our gyms, members have access to Fitness On Demand, a tablet in our group exercise studios which has over 1,200 on-demand video classes. Members simply select the class they want which is projected into the studio where they can follow every step from an instructor. It's great for those that are new to exercising or simply want to mix up their workouts; it's also a popular tool for our gyms to engage and retain members."
Hybrid Fitness
My Fit Pod, who launched in 2023 say they are a prime example of the shift towards hybrid fitness. Guy Woodliffe-Thomas said: "At My Fit Pod, technology drives both the business and the customer experience, with no staff required on-site. Our focus is on making the customer journey as seamless and enjoyable as possible, from the moment they encounter our brand through social media, to downloading the app, purchasing a visit, booking their preferred time and location, and accessing the gym-all through our app. There are no complicated access controls or restrictive membership terms, ensuring My Fit Pod remains accessible to everyone."
Virtual Classes
He continued: "Once inside, the experience is equally innovative. Instead of in-person class instructors, we've partnered with Peloton to provide a wide selection of virtual classes through their state-of-the-art equipment. We also offer a training board featuring a variety of workout programmes accessible by simply scanning a QR code. Additionally, customers have full control over the music and air conditioning, allowing them to create an optimal environment tailored to their training style."
Pip Wilkins QFP, CEO of the BFA (British Franchise Association) said: "The fitness sector is seeing some real changes to the way they operate and the services they offer, and we are delighted that these three BFA members are leading the way. Staying up to date and relevant makes them great investments for those looking to own their own fitness brand, with the support of an experienced franchisor.
For information about all BFA member franchise fitness brands visit www.thebfa.org.
