STRONG Pilates CEO on Redesigning Formats for Growth

- Franchise models like Club Pilates and Solidcore provide detailed operational playbooks that new owners can use for everything from sales and marketing to daily business operations, including staff hiring, class pricing, and health and safety policies. Club Pilates, with over 1,000 locations, focuses on a variety of class levels to be accessible to a broad audience, while Solidcore, with around 130 studios, offers a more intense, strength-focused workout. - Successful multi-location studios standardize the client experience to ensure brand consistency. This includes uniform branding, consistent service offerings, and a shared culture across all locations, which helps build member loyalty and retention. To maintain this consistency, it is recommended to place a dedicated manager at each new location. - Advanced scheduling software is crucial for optimizing a multi-location operation. These systems can help manage class schedules across different locations from a single calendar, automate bookings, and provide data on class fill rates, instructor utilization, and revenue per time slot. This data allows for informed decisions, such as adjusting schedules to meet demand and offering dynamic pricing for off-peak hours. - A clear career path for instructors is vital for retention as a studio expands. Opportunities can range from becoming a studio manager or teacher trainer to specializing in areas like pre-natal Pilates or working with clients on injury rehabilitation. Compensation often varies based on experience and specialization, with the average hourly rate for a fitness instructor in the UK being £14.46, though this can be higher in cities like London. - Building a strong community is a key retention strategy, with a 98% retention rate observed in one studio that focused on fostering connections. This can be achieved through social events, creating private online groups, and encouraging members to connect during classes. For new members, a structured onboarding process and introductions to existing members can make them feel more comfortable and integrated. - For the target demographic of young professionals, there's a growing emphasis on the connection between mental and physical health. Millennials and Gen Z are increasingly using exercise, such as Pilates, to manage anxiety and reduce stress. This generation is also digitally savvy, often using fitness apps and wearable technology to track their progress. - Transitioning from an owner-operator to a multi-unit leader requires a shift in focus toward skills like delegation, financial management, and maintaining quality control from a distance. Effective leaders in the fitness industry often practice clear and consistent communication with their teams to ensure everyone is aligned with the business's goals and values. - Pre-sale strategies for new locations can be informed by data from existing studios. Analyzing booking trends and client preferences can help identify popular class times and formats to offer at a new site. Additionally, involving current members who live near the new location can help create early advocates for the expansion.