This page contains a Flash digital edition of a book.
Circle of success One of Vivafi t’s
USPs is the combination of circuits
(all pictures above) with short-
format group exercise classes
explains Pedro. So why has Vivafi t
enjoyed such prodigious growth?
Constance believes the husband and
wife team’s combined know-how has Helping hand Vivafi t has a strong support team (above) to assist all franchisees
much to do with it. “People think that
a fi tness franchise is an easy business the sites themselves. They soon saw supporting its clubs, such as planning
to run. However, I have the industry the error of their ways. “We found that monthly marketing campaigns across
knowledge and Pedro has the business it was the investors who worked on the group and supplying each site with
expertise, and you need both,” she says. the business [removed from the site, the necessary materials to roll them
Despite this, they cheerfully admit developing the business strategically], out. An additional monthly fee of €210
to making every mistake in the book. rather than in it [managing the goes into a national fund to pay for
These included giving members the sites themselves], who were most television commercials and advertising in
choice of a three-month or one-year successful,” explains Constance. Today, newspapers and magazines. The group
membership, but not providing a big all franchisees must dedicate 50 per supports a variety of national charities,
enough incentive for them to take the cent of their time to this type of and sites are also encouraged to adopt
latter option – with the result being that business development. ones closer to home.
most only joined for three months. This Such experiences have helped the On top of this, staff also receive
has now been altered. Members make Ruizs to refi ne the Vivafi t concept and training in all aspects of the business,
a one-year commitment to the club and distinguish it from its competitors. It from sales to operations and human
can only terminate their membership for does so in a number of ways, but chiefl y resources. They meet every three
free if they move, become pregnant or in the support it offers franchisees, months to review the marketing
suffer illness. Any other reason requires says Constance: “Our monthly royalty campaigns and plan new ones, and once
payment of 50 per cent of their annual of €980 is more expensive than our a year attend the Vivafi t Convention.
membership fees. competitors, but our franchisees receive International speaker Casey Conrad will
When they fi rst started selling a lot more in return.” address staff at this year’s convention,
franchises in 2004, the couple sought She explains that Vivafi t works where the latest member research
people who had the skills to manage like a standard health club chain in conducted by Vivafi t will also be unveiled.
july 2009 © cybertrek 2009 Read Health Club Management online 31
healthclubmanagement.co.uk/digital
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