Plus Fitness 24/7: A true Australian Success Story
The first Plus Fitness was in fact opened some 16 years ago by founding CEO John Fuller. John went on to open four more Plus Fitness gyms over the following years and in 2008 formed a partnership with Nigel Miller with both having franchising the Plus Fitness brand set firmly in their minds.
After initially franchising the ‘Plus Fitness Health Club’ model in 2009, John and Nigel soon recognised that a change in the fitness industry was looming and set about remodelling their franchise from traditional ‘big box gyms’ to smaller, lower priced, more convenient 24 hour gyms.
After researching the 24 hour gym market, the pair developed a franchise model with some unique and appealing selling points to assist in gaining market share in what was becoming one of the fastest growing segments within the franchising sector. These included developing a true turn key franchise offering that presented exceptional value, inclusive of everything from gym equipment to fit out, franchise training to marketing. Added to this was a low staff model and an exclusive territory for each franchisee protecting them from any future market saturation. With the continual support of a committed team of industry experts headed up by two of the most experienced operators in the fitness industry, it is then no surprise that along with a lot of hard work, Plus Fitness has become the ‘home grown’ success it is today.
After the official launch of the ‘Plus Fitness 24/7’ franchise model at the Sydney Franchise Expo in 2011, alongside a targeted advertising campaign, John and Nigel sold five franchises ‘off the stand’ in three days, the pair have gone from strength to strength always seeking to further develop their infrastructure, franchise support and consumer product offering. With a Head Office team made up of what they refer to as ‘Support Specialists’, John and Nigel repeatedly reference the passion and hard work of this team as a large part of their success.
When asked what has contributed to such impressive and sustained growth a number of key points were raised with John specifically referencing that, “Multi Unit franchisees now represent a high percentage of our network which is something we are very proud of. Our franchisees ability to expand their portfolio of franchises is testament to their hard work and the success of the model and we are seeing more and more franchisees drive exceptional results from multi-site ownership.”
When asked what was one of the most important things to consider as a franchisor of a fast growing brand, the response was unanimously focused around ongoing franchise support and Nigel Miller had this to say, “Franchise support has always been very important to us and as we have continued to grow we have constantly revisited how we deliver this to ensure that we are providing all franchisees access to the support and tools they need to succeed. Lately we have turned more to technology to assist us here with the recent launch of both an online Training Platform and an online Print Management System.”
Plus Fitness has had its recent achievements widely recognised over the past 12 months winning a number of prestigious awards. This includes being named as the Emerging Franchisor of the Year for 2013 by the Franchise Council of Australia. This was awarded in front of the Australian franchise community at the annual Gala Dinner held at Jupiters Casino and describe by John and Nigel as a “humbling achievement”.
In addition to this, Plus Fitness were ranked 27th in the BRW Fast Starters for 2013, took out the Smart Company Top Franchise award and were also recognised as the Smart Company 8th Fastest Growing Australian Company for 2013. All about the equipment: Plus Fitness Franchisees have always benefited greatly from a number of strong and longstanding relationships with a number of recognised commercial gym equipment suppliers. These ongoing relationships have enabled Plus Fitness to deliver a quality range of commercial gym equipment at incredibly competitive prices for their Franchisees.
There is no stopping the Plus Fitness team when it comes to innovation. The next six months alone will see the launch of a range of Plus Fitness Supplements to be sold in-house. Then there is the pending launch of the Plus Fitness Member Nutrition and Body Challenge programs that are being developed in collaboration with Channel 7’s Matt O’Neill. In addition to this, Plus Fitness have just launched their own in-house media channel to be streamed into each franchise and have also just seen the Fit’N’Flexed TV show, that is filmed largely inside Plus Fitness gyms picked up by the Ten Network with a second series about to enter into production and set to air by the end of the year on Channel 10 and ONE.
Branding themselves as ‘Your Local Gym’s Australia Wide’, and with a Plus Fitness opening every 10 days, then if there isn’t a Plus Fitness near you now, there no doubt will be soon!
For more information on Plus Fitness 24/7 contact Plus Fitness Head Office at: