Franchise Success In Dapto Gym
It’s only two months into 2020, but Aussie health chain Stepz Fitness is already making good its promise to deliver results.
Late last year, the brand unveiled a hybrid format concept that saw Stepz integrate group training alongside its existing 24hr model. While the concept sparked a wave of new interest at the time, a recent announcement proves the model more than lives up to the hype.
Franchisor Sam Waller revealed the recently opened Dapto Gym in New South Wales has registered nearly 250 members, over 50 per cent of which had signed up for the premium group training membership.
“We have known for a while that this model is what the fitness market needs; the rapid success of Dapto has reinforced that confidence in the model,” he said.
Stepz Dapto isn’t just a studio with high occupancy either. Waller revealed that the strong membership numbers have greatly exceeded initial financial expectations too, with new owner Daniel Hotchkis breaking even after just six weeks.
“In a traditional 24-hour model the break-even point is a lot higher. Since we have the premium group training membership option, we can reduce the number of members needed to break-even,” Waller said.
“Daniel has fully embraced the new brand and business model. Much to my surprise, he even got our new logo tattooed on his arm, now if that’s not commitment to the brand I don’t know what is.”
With the success of the latest Dapto gym steering the brand forward, Waller revealed that further growth is also on the cards for 2020, kicking off with a few high-profile recruits.
Looking Ahead
With both Dapto and Benowa kick-starting a bumper 2020 for Stepz Fitness, the future is looking bright for the Aussie gym chain. Waller said the brand is currently working on refining the system to ensure existing gyms transition to the new branding and format with ease.
“The model we have now is something that we see as sustainable well into the future. That being said, in business we always need to stay dynamic and look ahead,” he said.
“Right now, we are focused on opening our new gyms in NSW as well as improving our support tools for our current group. We are helping our QLD sites transition with Stepz Parkinson being the first.”
The Stepz franchisor also revealed that the brand plans to enter new states over the next 12 months.
“Looking further ahead, we plan to enter new states and we will look at global expansion once we have met our goals in Australia. When we created this model for a long-term future,” he said.
“The success we have seen since the roll-out of our new concept is proof that the investment, research and development into the new brand has been worth it. Our customers, franchisees and staff all have this same belief. In our 10 years of operation, this year will be the biggest growth Stepz Fitness has experienced.”
Two new gyms are set to open in the next two months at Lismore and Castle Hill, with the chain eager to replicate the Dapto success.
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