What Fitness Premier 24/7 Clubs Is Looking for in Its Franchise Conversion Program

As the fitness industry continues to evolve, more independent gym owners are finding it difficult to compete against the ever-growing presence of private equity-backed brands. To provide these smaller businesses with a competitive edge, Fitness Premier 24/7 Clubs has developed a franchise conversion program that offers support, structure and strength in numbers. The strategy, spearheaded by COO Rick King, is designed to help independent gym owners grow their businesses under the Fitness Premier umbrella.

A Strategy Born from Industry Trends

In recent years, Fitness Premier noticed a growing trend in the fitness industry, especially following the pandemic. Big-box gyms, often backed by large funds, were quickly gaining market share, leaving smaller, independent gym owners struggling to keep up. This shift prompted Fitness Premier to develop its franchise conversion strategy, which aims to unite independent gym operators under a common brand to better compete against larger players.

“We knew a conversion strategy would work because there’s strength in numbers,” said King. “Talking to these individual location owners and presenting an opportunity to them to come under our brand — collectively, our visions are aligned and we have alignment on where we see the industry, how we treat our members and what kind of facilities we want to operate. If there’s alignment there, there’s an opportunity for us to join forces.”

King emphasizes that the timing is crucial. “We’re in that window of time where we can still do that — still grow — before these major brands take over those markets,” he said. “So, that was kind of the thought process — bring like-minded operators and owners under the same umbrella so that we mutually benefit from the supply chain down to operations.”

What Fitness Premier 24/7 Clubs Looks for in Candidates

When it comes to selecting candidates for conversion, Fitness Premier has clear criteria. 

“We look for well-established businesses with clean operations — those that are doing things the right way, have a good facility and are supporting their members,” King said. “The two main things we can bring value to them with are: one, revenue streams and the sales side of it, and implementing retention so that it’s meaningful to the bottom line. And two, the back-office support that we provide.”

This operational support is a major selling point of the program. “We’ll take over and do all the back office for them,” King said, “so that they can focus on driving revenue and focus on the reasons why they’re in this business, instead of sitting behind a computer half the day strategizing on how to do marketing, paying the bills and payroll, etc. We handle all the reconciliation, reporting, payroll, marketing and then just provide support from the rest of our team internally.”

Challenges and Opportunities

While the conversion program offers significant benefits, Fitness Premier understands there may be challenges, particularly in convincing independent owners to give up some control of their business in favor of joining a larger organization. Many independent gym owners are passionate about what they’ve built and may be hesitant to make such a significant change.

“The challenge is getting owners to see what’s in front of them and what they’re leaving on the table,” King said. “They have a passion for what they’re doing, and they like what they’ve built from the ground up. The challenge is to see what’s possible.”

However, once gym owners understand the benefits of joining Fitness Premier 24/7 Clubs — increased revenue streams, back-office support and the collective strength of being part of a larger brand — many recognize the potential for long-term growth and success.

Ensuring Success Through Alignment

For Fitness Premier 24/7 Clubs, the key to a successful franchise conversion lies in alignment. From the very beginning, the company ensures that both parties share a common vision for how the business should operate and how members should be treated. To achieve this, prospective franchisees are given a thorough introduction to Fitness Premier’s operations, facilities and team.

“We start from step one with everybody,” said King. “They come here, they experience our facilities, they talk with [Franchisee Success Manager] Jillyan [Morris] right from the beginning through our presentation. We make sure we treat them as if they’re coming in completely unknowing of anything so that they can identify what they’re doing and compare it to what we’re doing, and truly feel the benefits.”

Transparency is key throughout the process. “We’re very transparent and honest right up front,” King said. “People want to understand that and feel that before moving forward with the conversation.”

By ensuring both parties are aligned on goals and expectations, Fitness Premier 24/7 Clubs creates a foundation for long-term success. Gym owners who convert to the Fitness Premier franchise model not only benefit from operational and financial support, but also become part of a larger community of fitness professionals working toward a shared vision.

A Path to Growth in a Competitive Market

Fitness Premier 24/7 Clubs’ franchise conversion program is an innovative approach to help independent gym owners thrive in an increasingly competitive market. By offering a combination of multiple revenue streams, back-office support and a strong sense of community, Fitness Premier positions itself as a leader in the boutique fitness industry, offering gym owners a path to sustainable growth.

“There’s strength in numbers,” said King, “and when you’re aligned in vision and operations, you’re setting yourself up for success.”

To find out more information on costs to buy this franchise, please visit https://ownafitnesspremier.com/.

About Fitness Premier 24/7 Clubs: 

Fitness Premier 24/7 Clubs is a fast-growing, 18-location, fitness concept that creates a community with its staff and guests.  At Fitness Premier 24/7 clubs, some of the amenities include 24/7 Access, Hydromassage, Group exercise classes, supervised kids club, and training & nutrition programs. Backed by franchise executive, Jason Markowicz and his franchisee-focused corporate team, Fitness Premier differentiates itself with great people, culture, and systems compounded by a growth focus in strategic markets . To learn more about franchise opportunities, visit https://1851franchise.com/fitforyoufranchising.