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DRILL

License to

sharing business model creates success for trainers across Canada.

Sammie Richards’ profit-

BY RACHEL DEBLING Photos: Mike Young

W

42 Fitness Business Canada May/June 2009

hat’s perky and pink and prof- itable all over? It’s Sammie Richards, creater of Booty Camp Fitness, clad in the company’s

standard issue, blush-coloured camo. With her profit-sharing business model, she is spreading her rosy outlook about fitness across Canada, one boot camp drill instructor at a time. The idea for the company was born in early

2007 during a conversation between Richards and her marketing hubby, J.P., at their Toronto condo. By the end of the month, several adver- tising campaigns were in effect, and by May the first boot camp had commenced. After running a few camps, it became clear

that the overwhelming response was too much for Richards to handle alone. With so many dedicated participants, she decided to ex- pand by licensing the company to qualified women. In less than two years, Richards had 29 locations rolling across her home province of Ontario. This year, there will be 66 camps Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56