A fitness franchise known for their short, intensive, scientific, two-days-a-week training, with 12 locations in a Midwest metro area, started expanding to other regions across the country, including Chicago, Scottsdale, and Denver. At the time of this case study, the organization had 41 locations open or in development.
In their quest for growth, the fitness franchise recognized the importance of pinpointing markets capable of sustaining their unique training studios. They turned to Buxton, now known as Audiense, for guidance as they prepared to expand beyond their home market.
Audiense’s solution
Audiense developed a site scoring tool that draws on factors likely to influence the success of the franchise’s studio location. The outcome was a site scoring tool seamlessly integrated into SCOUT, Audiense’s mapping and reporting application. Additionally, Audiense used the tool to identify future franchise expansion opportunities. This analysis and tool, according to the vice president of franchise development at the fitness franchise, became their “compass, guiding us to the most promising territories and instilling confidence in our decision-making process.”
Using Audiense as a compass for franchise sales and success
Audiense’s solution became the cornerstone for the fitness franchise’s expansion strategy, instilling confidence among franchisees, securing multi-unit deals, and meticulously refining territory selection. The collaboration between the fitness franchise and Audiense not only propelled the company beyond its home market but also set a benchmark for franchise success in the competitive realm of fitness.
The VP of franchise development emphasized, “Audiense didn’t just show us where to go; it showed us where not to, which is a crucial factor in our sustained success.” This ensured franchisees were directed away from suboptimal locations, fostering better long-term success and profitability.
The company realized that Audiense In-Person insights are particularly powerful when introduced early in the franchise sales process. The team turned to the Audiense In-Person platform as an educational tool, which aids in explaining nuances to franchisees and showcasing why certain areas are recommended more than others. The VP of franchise development added, “Having Audiense available to potential candidates right away in the franchise sales process has been very valuable to show we have made an investment in their success.”
In short, Audiense In-Person insights do not merely provide direction; they became a pivotal tool shaping the fitness franchise’s narrative among franchise candidates.
Bottom line
The fitness franchise seamlessly integrated their Audiense In-Person solution into their franchise sales process, transforming it into an educational and decision-making asset. The collaboration with Audiense not only propelled the company beyond its home market but has also set a clear direction for profitable franchise growth.
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