ZONE STANDS ALONE
Genesis and the Belgravia Group spin off The Coaching Zone as a stand-alone studio ready for franchising.
The Coaching Zone is a stand-along spin off from the Genesis fitness club..
Atried-and-tested fitness concept has become available as a franchise. The Coaching Zone can now be run as a standalone studio with the backing of one of the longest-standing names in the fitness industry, Genesis (and its parent company Belgravia Group).
It is based around high-intensity interval training, and 29 Genesis clubs across Australia already provide the zone training platform as part of their offer.
Belgravia CEO Ian Jensen-Muir tells Inside Franchise Business “We’re very excited to offer Coaching Zone as a stand-alone studio concept to those wanting to confidently take their first step, or the next step, in their fitness career."
Qualified fitness trainers are best placed to take advantage of this franchise opportunity, he says. “Our business model works best if the owner is also part of the coaching team. Ideally, the franchisee will be working in the business coaching sessions, but they could also work in a customer service/sales capacity.
“Coaching Zone is all about delivering a rockstar experience for everyday people. Many fitness programs are designed by fitness people to challenge fitness people, and for most people the programming can be too complicated or challenging.
"Coaching Zone has been designed specifically with programming catering to entry-level exercisers or people looking to get back into their training after time off.” Eight scalable zone programs allow members to progress from entry-level workouts to more results-based team training sessions as they build their confidence.
‘GREAT TOOL’
“For a business owner it’s a great tool to attract new clients then progress and guide them through their health and fitness journey, providing great retention of members on a high-yielding membership,” says Jensen-Muir.
“We find that most of our clientele are females between 25 and 50 years old looking for social interaction and friendships while reducing body fat and toning up. There are also males looking for an alternative to playing sport while living a busy lifestyle.”
The Coaching Zone is also integrated with the MyZone heart-rate monitoring system, and the model offers online nutrition support and social events as well as sessions such as the “Afterburn” workout.
In the competitive fitness industry, the strength and experience of the Belgravia Group offers franchisees support and simplifies the task of opening a new studio, says Jensen-Muir.
Belgravia Health has had more than 20 years’ experience in health-club franchising and will provide support that alleviates admin stress, he says. Accounts, payroll, marketing and programming are all managed by Belgravia Health.
The target is to open 20 studios during the current financial year, with an overall goal of growing to more than 100 locations.
“Coaching Zone within our Genesis clubs has grown at a very fast rate since the concept launched toward the end of 2016,” says Jensen-Muir. Now 29 clubs have been introduced.
Coaching Zone is all
about delivering a rockstar experience for
everyday people