Inside Franchise Business - - Contents -

Jetts Fit­ness shows why it pays to lis­ten to cus­tomers.

Gym group at­tributes its growth to lis­ten­ing to what

mem­bers value, and keep­ing it sim­ple.

Can you re­mem­ber a time be­fore 24/7 gyms? The con­cept of all-hours ac­cess and no lock-in con­tract mem­ber­ships has ef­fec­tively rev­o­lu­tionised the Aus­tralasian fit­ness land­scape.

One of the key brands to bring about this trans­for­ma­tion is cel­e­brat­ing its 10th an­niver­sary.

From hum­ble be­gin­nings on the Gold Coast, Jetts Fit­ness now has 214 gyms in Aus­tralia and 63 glob­ally, cater­ing for more than 200,000 mem­bers – suc­cess CEO Elaine Job­son at­tributes to the im­por­tance of lis­ten­ing to mem­bers.

“Other chains were los­ing sight of what the mem­ber re­ally val­ued, then Jetts emerged with an op­po­site-end ap­proach and ul­ti­mately set the tone for the big­gest move­ment in the his­tory of the Aus­tralasian fit­ness in­dus­try,” she says.

“Ten years on and more than 200,000 mem­bers later, Jetts is still cen­tred en­tirely around its mem­bers and is com­mit­ted to not los­ing sight of the most im­por­tant thing – the cus­tomer.”

It all started when hus­band-and­wife team Bren­don and Cristy Leven­son es­tab­lished the busi­ness, nam­ing it af­ter their son Jett.

Prov­ing that a univer­sity drop-out can find suc­cess as an en­tre­pre­neur, Bren­don used a loan from his grand­mother to start a per­sonal-train­ing busi­ness when he was in his 20s. The next step was to buy a gym and be­gin de­vel­op­ing the blue­print of what to­day is an in­ter­na­tional busi­ness.

“If you cre­ate and main­tain an out­stand­ing value propo­si­tion for your cus­tomer, which also works com­mer­cially, then you have the foun­da­tions for a great com­pany,” he said in 2012 when he was awarded the Ernst & Young Emerg­ing Aus­tralian En­tre­pre­neur of the Year ti­tle. The pre­vi­ous year the fit­ness chain had been listed in the BRW Fast 100 com­pi­la­tion for its speedy growth, com­ing in at sec­ond place.

At the time, Leven­son said mem­ber­ships and fran­chise up­take had sky­rock­eted be­cause cash-con­scious con­sumers were too time-poor to make use of tra­di­tional gyms. “The value propo­si­tion has not only paid off by giv­ing mem­bers more free­dom, but ev­ery fran­chise has been re­turn­ing prof­its, on av­er­age af­ter just three months in busi­ness.”

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