The events of the last 12 months have posed challenges and expedited change in all industries
In the fitness sector, facilities have had to adapt to distancing measures, enhanced hygiene processes and other key safety procedures. But the pandemic has also shone a spotlight on the fitness industry as a positive force for change.
One of the most important messages throughout the pandemic has been that being physically active is crucial to long-term health and staying fit.
The reopening of gyms in December was welcomed positively by both operators and customers, as the fitness industry continues to make progress in classifying these facilities as essential businesses.
While the pandemic has had a significant impact on the fitness sector, with TRIB3’s ‘volume boutique’ model, facilitated by its unique studio design, the company has demonstrated how quickly boutique fitness can rebound with the right set up.
TRIB3 saw an over 80 per cent return rate in month one after the recent UK national lockdown, with an average 78 NPS score post lockdown.
A trend that was also accelerated by COVID-19, having been growing significantly in recent years, is digital fitness.
Google searches for ‘at home workouts’ increased by 500 per cent in March 2020 and recent surveys have shown that around 50 per cent of people state that even as confinement measures lift across the world, they will continue integrating at-home and digital fitness into their standard routines. This should be seen as a huge opportunity, not a challenge, for operators.
In Q3 2020, TRIB3 introduced TRIB3 Live, its at-home workout platform, to support those working out at home or continuing to integrate virtual fitness into their core routine. This also helped the company keep its community-engaged and fit over the duration of temporary lockdowns.
The TRIB3 community continues to show up and sweat, so much so that TRIB3 Live saw a 240 per cent increase in usage in the wake of the second national lockdown in November.
The benefit of this hybrid model is vast for franchisees. With digital fitness content here to stay and likely to be expected of traditional operators ongoing, TRIB3 Live takes away the cost and effort to create this content from the franchisee.
Plus franchisees are compensated financially, in the form of a kickback, when their store customers engage with the platform, creating a revenue stream independent of the physical studio.
This digital platform allows TRIB3 to grow its brand at scale on a more national level, reaching as many people as possible and creating awareness of the company in new markets across the country, which benefits any new stores and franchise partners opening in these markets.
At TRIB3, it’s always been about giving people a memorable and unique experience through the community the company builds, while the intensive yet accessible workout ensures people choose to stay. This is why, as a store matures, 80 per cent of the business will be repeat purchases from existing customers.
The TRIB3 business model centres around putting the customer at the heart of everything it does.
This means TRIB3 can offer high returns and a fast break-even for franchise partners, as well as the chance to be part of an exciting global movement in fitness, helping people keep fighting fit.
At a glance TRIB3 International
Number of franchised outlets:
5 (of 12 outlets)
Location of units:
Sheffield, Leeds, Bristol, Helsinki, Moscow, Madrid: Cuzco, Basilica and Goya, Guangzhou, Edinburgh (opening Q1 2021), Manchester x 2 (opening Q1 2021)
Master franchisee investment level:
£59,000, plus bank funding