The Importance of Fitness Franchisees

What does a top tier fitness franchisee look like?

By Mary Hanula

We currently live in a time where fitness franchises are huge. I wanted to know what the "best in the business" looks like when franchise owners look for franchisees to own locations. How does a brand flourish so quickly and what training tips do franchises need to know? I talked with Mayweather Boxing + Fitness CEO James Williams to discuss what their franchisees bring to the table and how the brand manages to attract franchisees so quickly. 

Can you tell me more about the relationship Mayweather Boxing + Fitness has with its franchisees?

"A big part for us is developing deep and meaningful relationships with our franchisees. That comes from the conception of the brand and from Floyd. His dad laced up his first pair of gloves for him when he was six years old and did the same in his corner for his last fight against Conor McGregor. His cousin is a franchisee, his sister is a franchisee — the whole philosophy for us is that we’re building the Mayweather Boxing + Fitness family here. We think of replicating the way that Floyd developed his boxing career, with his family and friends close to him being such a constant and taking that and building from it. That’s how we look to do things with our franchisees — building lasting relationships.

This is a relationship-based business. We have an open-door policy here at our corporate office for our franchisees to come in and meet the staff and where they can build deep relationships. We created a role called a “franchise mentor,” which is someone who has experience in building out multiple fitness clubs and has also been a multi-unit franchise operator under different brands. That person’s role is to support the franchisees and be on their side for any questions they may have about any part of the process. From standard onboarding to state construction support, this person travels and visits the franchisee, looks at the sites and is there for any calls or questions. We want our franchisees to have someone there to coach and guide them and help them become more familiar with the process. We want them to almost over-support them so these franchisees feel that they are getting the best experience as they join the Mayweather Boxing + Fitness business."

What exactly is the criteria for the people who become mentors?

"We want them to have been in the same shoes as the franchisee. We like them to have worked with multiple brands and know how many different systems work. They went through our internal training themselves and the systems and models we have in place to ensure the efficiency of operations for our franchisees. These mentors have gone through the infrastructure we’ve put together and the training we’ve given them. They also have a background in multi-unit franchising for brands and combine it with on-the-ground experience in operations.

Our franchisee base is very varied. We have the whole franchisee spectrum. We have franchisees who own multiple units and areas of developments of other fitness franchises, which are super experienced operators of the field. We also have groups of franchisees who just see what Floyd is doing and see the passion and share that same drive for success."

What’s one of the biggest accomplishments of the franchise so far, both on the management level and among your franchisees?

"At the executive level, we announced the franchising of the business at the end of July of last year. In our first year we have over 100 franchises in development, which makes us the fastest growing new fitness franchise ever. We’re really excited here. Everyone from the corporate team and franchisees as well are just so excited and it’s been so well received within the market.  Floyd feels this is the next chapter of his legacy. Every person is an integral part of the next chapter and this story. Everyone in the company has the same passions and goals and is motivated to work hard and succeed together.

One franchisee of ours, Mohammed Abukhdeir, originally signed two franchise agreements for two territories in South Tampa. He then saw how many memberships were selling in presale for his location, before it even opened, and came back and picked up another eight territories. He’s now going to be operating ten territories. By working with our team to have a location and see how successful it could be, it was awesome for us when he signed on for more, as it is a testament to how well we all work together and how deeply the program resonates with people."

There is such a hub for fitness franchises right now. Where do you feel your brand thrives the most location-wise? Where would you like to see yourself be more incorporated?

"There are certain pockets where we’ve had a lot of demand already, such as Los Angeles, Atlanta and San Francisco. D.C, Boston, New York and any east coast areas will be a big focus for us in 2020. We’re building out the west coast and the south, and the east coast has a lot of available territories as well. It’s going to be a big focus for our growth."

When someone comes to you and says “I want to be a franchisee,” what are the key factors you’re looking for to know they are a fit for the Mayweather Boxing + Fitness franchise?

"For us, we want them to have a proven track record of success and business. We look for self-starters who believe they would flourish in the fitness business and mainly someone who has a passion for health and wellness. We’re building an industry that helps people feel good, look good and get healthy. They need to have a passion for the brand and for doing things differently. Floyd is a disruptor in boxing and he’s a disrupter in the fitness industry. That’s what we’re looking to do in a company and a business. Part of why we create such deep relationships with our franchisees is because we want to turn the notion of traditional fitness franchises not being heavily involved with their franchisees on its head. We review these candidates to make sure they are completely aligned with this brand and to see that they want to feel included in a tight knit community and family. We want them to view others nicely and have a drive to create a positive impact all around."

For people working within the company, is there a schedule that you and Floyd have in regards to meeting these franchisees in person?

"The franchisees on the west coast are always stopping in. Our franchisees are always on the ground and I will personally be going to every studio opening that my calendar allows. We want our franchisees to have support and know that we are just as committed as they are. Floyd will be at as many as he can as well. He comes by the flagship gym here and stops by unannounced, coming to classes and surprising members. Floyd’s dad comes by a lot and holds mitts for members, which is so exciting for them. We want to make sure everyone feels that connection with Floyd and with where the franchise and passion for this journey started."

Find out more information on Mayweather Boxing + Fitness here.