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| Fitness Together Franchise Corporation: Shape Up |
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| Written by Ashley McGown | ||
| Sunday, 30 November 2008 23:00 | ||
 Just 12 years after the corporation began franchising, Fitness Together has more than 500 franchises throughout the US in addition to sites in Canada, Costa Rica, Ireland, and Israel. Unlike other gyms, Fitness Together only offers personal training. Each session is tailored to a specific client and runs about 45 minutes in length. Sessions comprise an aerobic warm-up, strength workout, and cool down. The sessions are highly individualized and goal-oriented, as described by the slogan: one client, one trainer, one goal. Fitness Together’s parent company, Fitness Together Holdings, also runs a massage therapy franchise called Elements Therapeutic Massage. This endeavor was undertaken in 2006, and two years later, the business has 53 studios across 20 states with 50 more already sold and ready to unwrap.  “Elements chains are typically found in strip center malls,” said Jeff Jervik, president and CEO of Fitness Together. Each location is approximately 1,600 square feet in size, with five to six massage rooms. “We offer six to eight massage therapy options, and all our therapists are certified,” Jervik said. According to Jervik, one of the reasons the Elements franchises succeeded at such a quick pace is the parent company’s strong foothold. “The entire franchise world is similar,” he said. “Whether it’s food, retail, or wellness services, the challenges are the same. We try to get customers to come in, retain them, and provide them with top-of-the-line services. This model works across the board.” This theory explains why Jervik’s transition into the roles of president and CEO was seamless despite the fact he came from outside the company. Although he took on the positions at Fitness Together in May, Jervik has been in the franchise industry for many years. Prior to Fitness Together, Jervik served as executive vice president of operations at Krispy Kreme. The end of his stint coincided with a new era for Fitness Together, which provided him with the opportunity to become president and CEO. “Around that time, Sikorski sold the company, and the new owners were looking for a leader,” Jervik said. “Although I was unfamiliar with the wellness industry, I knew how to run large franchises.” Jervik describes his style of leadership as one modeled after a coach. As head of a company that has more than 500 locations, he can’t be on top of everything at once. Instead, he has to trust the management teams, area directors, and franchisees. “I like to empower people,” he said. “Within a franchise corporation, it’s important to embrace the entrepreneurial spirit, giving franchise owners some flexibility in growing their business,” he continued. To ensure franchisees keep up with the standards Fitness Together has set, the company hires area directors to manage specific territories across the US. Know your role When Jervik arrived at Fitness Together, one of the first things he did was to insist the company’s headquarters be referred to as the Franchise Support Center. To emphasis his point, he changed all of the signage inside the building. “The support center is the greatest representation of our company’s culture,” Jervik said. “The people here provide services to our area directors and franchise owners, so the name really fits. “Everyone plays a role in the business’ success, and everyone needs to be aware of his responsibilities,” he continued. To motivate employees, the executive team at Fitness Together provides many opportunities for advancement. Employee responsibilities are laid out in the company’s annual operating plan at the beginning of each year. “These goals help motivate people because we use them during evaluations,” Jervik said. “But they’re also important because they make each individual feel like part of the team.” To enhance communication between franchisor and franchisees, Jervik and his executive team contracted a company to develop an innovative software program that computerizes data. Roughly half a million dollars are expected to go toward this program in the next 12 months. This year, Inc. named Fitness Together one of the fastest growing private companies in the US and included the business on its Inc. 5,000 list. With revenue exceeding $15 million and a growth of 220.7%, Fitness Together received the honor last year as well. The company ranked 34 in Denver, 74 in the health industry, and 1,705 in the US. To maintain growth, Fitness Together conducted qualitative market research through focus groups in Los Angeles and Boston. The company’s regular clients make up the bulk of these groups, taking the motto “listen to your customer” to an entirely new level. According to Jervik, however, the groups didn’t stir up much criticism. “The one point made by the majority of clients was that we should keep doing what we’re doing,” he said. “Individualized one-on-one training is exactly what they want, and that’s why they come to us.” While in the research groups, clients were asked if they’d like to see classes like yoga or pilates added to the regimen, but next to none were interested. “This is great news for us,” Jervik said. “It means our model works. “The recognition from Inc. is proof that our executive team and the franchise brands are doing a great job,” Jervik continued. “Our business continues to grow on a national and international level. When Sikorski started this business more than two decades ago, he started from the ground up. He slept in the same studio he worked in because he couldn’t afford an apartment. Today, we’re the largest wellness organization in the world. The business has come a long way.” |