STRETCHING IT OUT
PEAK PHYSIQUE HOT YOGA
Mark Chapman, Peak Physique CEO, says “The market is competitive and while it has not reached saturation point yet, there is a demand for quality fitness-related services that cater to the demands of the busy professional who wants quality service in a family environment.
“Our brand is positioned in the middle range of the market and this is also our target area. We are not ‘top brand’ service providers, nor do we want to be, and we are also not a cheap and cheerful as this does not fit in with our professional image.
“We see ourselves as an affordable quality provider of fitness-related hot yoga that appeals to all ages, genders and backgrounds.”
Peak Physique’s brand ethos is a positive change to lifestyle delivered by professionals.
“Our mission is to make fitness, health and wellbeing accessible and to be a part of a family-focused community that promotes positive change and a healthy mindset.”
WHAT ARE YOUR FIVE-YEAR GOALS FOR THE BUSINESS?
Mark has a five-year plan to expand the brand into metro and non-metro areas of all states and territories in Australia. And this will be achieved with a measured approach.
“We are not rushing. The product needs to be right, and we are spending time adapting to the post-Covid climate and determining what the best model is to take forward.
“At the same time, we are raising the profile of the brand, confirming our position and doing a targeted campaign in key areas.”
The business is opening up its service offering as a licensed product in gyms and clubs.
“Hot yoga is enjoying a popularity that is not based on a new fad or product. It is simple to run as a business and has a high return ratio if run well. We emphasise the financial gains and the community spirit of a well-run hot yoga studio.”
BRAND BASICS
How long have you been trading? 2011 How long franchising? 2013
How long is a franchise term? Five years What is the upfront franchise investment? $33,000 spread over two years plus the costs of the studio fitout
What are the franchise fees/marketing levies? 10% for franchise fees and a monthly admin $220 cost which includes SEO and communications