Newly launched female-only fitness franchise EnVie Fitness is confident it can take on industry incumbents Curves and Fernwood Fitness, after opening its first venue to almost 600 members.
EnVie Fitness describes itself as a “holistic, state-of-the-art studio”, offering an “exceptional fitness experience tailor-made to meet today’s female needs and interests”.
Led by chief executive Dave Hundt, EnVie Fitness prides itself on the level of personalisation it offers its members, all of whom have access to a “fitness concierge” and personalised programs.
The gym also offers more than 40 indoor and outdoor group training sessions, extended hours, nutritional guidance, child-minding services and flexible membership packages.
The first EnVie Fitness franchise, which recently opened in Woonona in NSW, attracted almost 600 foundation members, many of whom signed up in the first week, according to the company.
The first Victorian studio will open in Ocean Grove in Victoria, with a second Victorian studio set to open early next year. Discussions are also underway for the first Queensland studio.
EnVie Fitness faces stiff competition from Fernwood Fitness, which has built its reputation on the back of celebrity endorsements, and Curves, which has attracted a loyal following among older women.
But according to Hundt, the reception has been “tremendously positive”, insisting the EnVie Fitness concept offers something entirely different, not only to customers but to franchisees.
“We broke a traditional mould to offer a new, unique business model that allows franchisees to achieve much higher levels of productivity and profitability,” Hundt says.
“At the same time, we’re able to deliver more services and more customisation to members. For franchisees and members, we deliver what matters most – successful results.”
In June, Hundt told StartupSmart franchisees should come from a fitness background and have a passion for the industry. Start-up costs would be upwards of $100,000, depending on the site.
Franchisor income is entirely reliant on the success of the individual franchise. A fixed cost per member royalty fee “ensures success grows from mutual strength and demonstrative results”.
“The more members you get, the more money you make and the more money we make as a result,” Hundt said.
“This is one of the most favourable platforms in the industry… With reduced staff requirements and minimal equipment setup, we’ve built an affordable turn-key operation.”
EnVie has secured sites that are now available, and applications are being accepted.