Women in Franchising - presentation
Joanna Welton, Gymophobics
The National Franchise Exhibition, October 2007
Joanna Welton
Aged 39
Franchisee of Ipswich since November 2005
Colchester since April 2006
Planned openings in Chelmsford and Norwich during 2008
Winner of “Gymophobics Gym of the year 2006” for the Ipswich branch
18 years working in many of London’s top direct marketing agencies
Extensive international travel
6 figure salary
An exciting career but ultimately lining someone else’s pockets
14 hour days, often 6 days a week
4 hour commute each day
25 days holiday per year
- Not a gym person at all – in fact a perfect Gymophobics customer
- Gyms made me run a mile!
- Joined many gyms and stopped attending after a couple of months
- Always had interest in helping people achieve their goals
- Love working with people of all ages and all backgrounds
- Had good practical business experience
- Experience of working with people and having people work for me
- But had NEVER run a business before
Moved to North Essex countryside
Desire to get out of the rat race
Tired of constantly lining someone else’s pockets
However had no idea what I wanted to do, but wanted something that would:
- Give me a good standard of living
- Provide a good work/life balance
- Enable me to love Monday’s
- Something that I could be passionate about
Mother joined Gymophobics in Lichfield – the first branch
64 years old
Never been to a gym before in her life
Suffering from Osteoporosis
Turn around in her health and fitness was incredible
As usual ignored my mother's “nagging” about finding out about a franchise 5 months later decided to find out more
Have never looked back
The process
Interview with head office
Looking for individuals who can demonstrate
Common sense
Good business savvy
People with personality and passion
Not looking for gym people
Easier to run a Gymophobics if you hate conventional gyms – you can relate to your customers
Following a successful interview
Reserve an area
Start looking for your premises!
What is Gymophobics?
Firstly it’s a fun business, but one that approached in a very business like manner
42 gyms open. 10 in the process of opening. 28 territories reserved with franchisees looking for premises
Successful and fast growing national business
The concept is a 30 minute work out for ladies who hate gyms!
Helping ladies achieve the figure shape they have always wanted
Ladies have fun and get fit at the same time!
Uses state of the art air controlled equipment
Members treated like VIP’s on every visit
Beautiful surroundings
The transition
The best thing I have ever done from a career perspective
Doing something I love and that I am passionate about
Surrounded by people everyday – very social job and so very rewarding
I love Mondays!
It’s the ultimate double whammy
A service that delivers what it promises – helping woman achieve their perfect figure shape and…..
Enables you to make a very comfortable living at the same time!
Huge amount of information to take in during a very short space of time
You have to understand every aspect of running a business
Attention to detail is critical as is the ability to be extremely organised and self disciplined
Hardest part of the transition
- The buck stops with you
- Totally responsible:
- The business
- Your staff
- Your members
Danger that you can become absorbed 24/7
Take time out to recharge and rewind
Diarise “time-out”
My typical day
I don’t have a typical day!
No two days are ever the same
Enables you to have an extremely varied life, opportunity to get involved in lots of different things!
My approach however is to stay very hands on with the day to day running of the business
Frequently work as an instructor
Enables me to interact with members
Get first hand experience of how your staff are working out
Allows you to see where changes or improvements need to be made
Members also like to see the owner having an active presence
So rather than describe a typical day, I will just demonstrate the variety running your own business offers
From planning your next marketing campaign to carrying out performance reviews/training with your staff
From answering member letters to preparing your monthly financial pack for your book keeper/accountant
From carrying out guest visits, inductions and reassessments in the gym to stocking up at the local cash and carry
From reviewing your suppliers to get more competitive rates to paying your bills and invoices
From dealing with a fault on your equipment to managing staff rota’s and holidays
From attending franchise meetings to meeting with your bank manager to discuss and review your cash flow projections
From understanding the latest employment and disability law information to having to cover the gym circuit because you have two staff members off sick!
The list is endless – but gives you a flavour of the range of roles and variety
Advantages of running a franchise
Being a franchisee you are never alone – backing of a large successful group
Help and advice is never more than a phone call away
You are running your own business but unlike starting out completely alone it is
Tried and tested
National backing - part of a huge supportive network
The ultimate double whammy – you start a business that you know can be a success from day one!
Your Franchisor is the ultimate safety net – they have made the mistakes on your behalf and rolled out a successful nationwide operation
Total control and freedom
Being your own boss – the buck stops with you!
The power to make decisions and implement them
The success of the business is in your hands – you will be as successful as the effort and passion you put into it
Financially very rewarding
And…………you are NEVER alone!
Disadvantages of running a franchise
You are in control and your own boss – also a negative – the buck stops with you
It can be hard to turn off – can become absorbed 24/7
You have to very quickly familiarise yourself with all aspects of running a business
From managing and motivating staff
To understand VAT and tax issues
Can never sit back on your laurels and expect business to keep coming in
You are only as good as your last new member sign-up or you last set of great results
Support & guidance from franchisor
With you every single step of the way – use them – that is why you have become a franchisee
Operating manual provides you with all the information you could need
A dedicated head office team and national training centre to give you all the support you need
They help you from day one with:
- Finding the right premises
- Giving you guidance and advice as you negotiate the sometimes difficult process of taking on a premises
- Finding the right staff
- Approving your building prior to opening
- Physical presence when you first start to pre-sell
- Physical presence when you actually open the gym
National training centre provides you with all the training you and your staff need throughout the year:
- From managing a business
- How to sell membership packages
- Gym instructor training
- Nutritional training
- Product training
Provided with all business stationary and marketing collateral
Your business is promoted on the main Gymophobics website
Bi-monthly franchise meetings – essential to share news and information
Intranet site gives you instant access to successful advertising, advertising images and all key business documents
Monitoring of your weekly sales figures so that can step-in when they feel you need additional support
Ensure you are completely transparent with the information you share
Always at the end of the phone
Advice I would pass on
If you become a franchisee – LISTEN TO YOUR FRANCHISOR
You are following a tried and tested formula and paying for expertise
Use the networking opportunities that your Franchisor provides you with – don’t become an island
You get enough freedom to express yourself but within a proven structure
Employing the right staff is absolutely critical – interview vigorously!
Recognise and accept your own strengths and weaknesses
Don’t try and do everything yourself – you will drown
Employ the skills of the right people to help you from day one – accountants, book keepers, marketing assistance etc
Most exciting moment
Can not pin point it down to one as there are so many – that is part and parcel of being part of such a successful and exciting franchise
BUT:
Winning franchise of the year 2006!
The continual buzz you get from members who can not thank you enough when they see their fantastic results (prepare to be hugged A LOT!)
The ongoing satisfaction that you are running a successful and highly profitable business
