How Plus Fitness is staying competitive.
Plus Fitness, a 24/7 gym model, started trading 20 years ago as Plus Fitness Health Clubs. In 2011, the brand launched Plus Fitness 24/7 as a franchise model, with more than 220 outlets now.
“No lock-in contract memberships have always stood us apart from a number of our competitors,” says Nigel Miller, who heads up the franchise. “This in conjunction with our exercise class offerings, which are not traditionally offered in most 24-hour gyms.
“We cross the whole spectrum of age demographics, with members from 14 years old right through to their 90s. However, our strongest is 20-24, closely followed by 25- to 29-year-olds.”
Senior market
Miller says the brand works closely with healthcare providers as well as Seniors Card to ensure it gets its service offering front of mind with the over-55s market.
“Retention of the over-55s market remains high, which is testament to the support and programming we provide at no extra charge in our gyms.”
Although convenience – accessibility, location and working hours – has been the main buying decision for members, Miller says the quality, presentation and cleanliness of gyms is also critical and remains a high focus for franchisees on a daily basis.
As the model works with low staff levels, once established it provides a high level of flexibility for a franchisee.
What to look for in a fitness franchise
Miller advises potential buyers to:
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choose a fitness franchise model that will suit time availabilities in both the short and long term
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choose a franchise that will provide the right level of support
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“Shop around” and ask questions about the franchisor
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investigate what extra support is provided for multi-unit franchising
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speak to other franchisees in the network
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always seek advice when reviewing the franchise disclosure document
He says it is important that a franchisee “keeps their finger on the pulse of their business and continually invests time into training staff and promoting within their local community”.