Elite Supplements currently has 30 franchised stores. Another five are due to open in the next few weeks and they’re on track to meet a target of 60 retail outlets across the country by the end of the year. 

“Growth in interest in health and wellness is driving demand for our brand,” says VP/operations officer Miki Giampaolo. “Consumer attitude is also changing. We’re seeing supplements and vitamins becoming part of the regular food shop rather than a luxury you indulge in from time to time.”

Customers also appreciate the level of service and advice that comes from people who really know the products.

“Our franchisees are committed to helping people achieve their health and wellness goals,” Giampaolo says. “And that’s not just physical health – research has shown that being physically healthy can have a positive impact on mental health. At the same time, our franchisees understand that starting a fitness journey can be daunting, so their aim is to provide support and guidance.”

It’s clear from repeat business and positive online reviews that customers value this level of service.

“Word of mouth marketing has always been huge for us,” Giampaolo says. “We constantly hear of customers recommending us to their friends, family and work colleagues.”

The ideal franchisee

Elite Supplement franchisees may not need previous industry or retail experience but they must be able to inspire and engage with a wide range of customers. 

“There’s a misperception that we cater only for teenagers and young people,” Giampaolo says. “In fact, we help people of all ages who want to get the most out of life. So we look for franchisees with good energy who make health and wellbeing cool, fun and achievable for everyone.” 

They must also to be willing to learn, adaptable and have a  passion for health and fitness. 

“It can be tempting to look for any business that makes commercial sense but our customers can tell whether you’re genuinely passionate about what you do or just trying to make a sale,” Giampaolo says.  “A lot of our training focuses on service and relationship building because that’s what drives our in-store customer experience.” 

Training and support

While the cost of a franchise varies according to location, most outlets are inside a metro-based shopping centre and come with a price tag of around $150,000.

“Most would-be franchisees have a preferred area for their business,” Giampaolo says. “We can then work with our national partners specialising in lease consulting to identify suitable locations, negotiate the lease and project manage the fit-out.

“Sometimes we get a new franchisee who has good experience with setting up and operating businesses and prefers to take care of all that themselves, which is fine. But most are new to franchising and are keen for us to handle everything for them.”

New franchisees also receive extensive training.

“We start with online self-learning modules, presentations and product sales training videos you can work through at your own pace,” Giampaolo says. “You then observe at another store and, from there, do hands-on training with an operations manager sitting behind you, coaching you and guiding you in real time as you have real customer conversations.”

Once established, franchisees enjoy the benefits of buying power, extensive product lines and key brand relationships. 

“We’ve been operating for almost 20 years and our philosophy has always been to stick with 80 per cent of what works and use the other 20 per cent to experiment with new ideas,” Giampaolo says. “That’s what keeps us ahead of the sector and creates such great opportunities for our independent business owners.”