Future-Proofing Growth: Sweat440’s Vision for Expansion
Partnership
Sponsored By sweat440
How Sweat440 Is challenging the status quo with a measured growth strategy and transparent approach
The boutique fitness industry continues to experience impressive growth, with the global market projected to reach USD $79.66 billion by 2029, up from USD $48 billion in 2022. Brands are opting for fast and furious growth, rapidly opening doors, bringing on franchisees and selling hundreds of territories annually.
But one brand is taking a different approach.
Launched in 2017 by veteran fitness pros Cody Patrick and Matthew Miller, Sweat440 is distinguishing itself by opting for a more measured strategy with a franchise model that emphasizes calculated growth.
“There are a lot of good brands in the market, but they are rushing growth, and we want to be more pragmatic,” says Patrick.
With 23 locations and eight franchisees, Sweat440 took a 2-year pause on franchise sales to focus on successfully opening studios with the existing franchisees, and has only recently reopened the opportunity for further franchise expansion.
“Considering the implications of COVID, we wanted to make sure the market was stabilized to a point that we felt comfortable selling more units,” he says.
Patrick says the franchise model is unique in several other ways as well and highlights these key differentiators for Athletech News.
Open Book Franchising
Patrick says that their aim is to be transparent and straightforward for franchisees. “Often in this market, franchisees sign up without clarity around certain things,” he explains.
This clarity is evident in a few ways. For instance, the cost of equipment packages.
“Some brands nearly double the cost of equipment packages to make money on everything they can,” says Patrick. “Sweat440 keeps these costs straightforward to ensure franchisees aren’t burdened with expenses before they even open their doors.”
He also stresses the importance of training and support.
“In the rush to expand by rapidly gaining franchisees and adding locations, many brands overlook crucial details,” he said. “As a result, franchisees are often left to navigate challenges on their own, without adequate training or support. We see this as backward. Our goal is to set up our franchisees for success so that everyone benefits.” We leverage technology and of course good quality people to make this happen.
A Royalty-Focused Approach
Sweat440 generates revenue primarily through royalties, minimizing additional fees or mark-ups.
“We try to keep start-up costs low,” Patrick explains. “Our focus is on royalties – the more money the franchisee makes, the more we benefit. It’s an ethical approach that we don’t see much of in the industry these days.”
When asked about the motivation for their approach, Patrick refers to their extensive experience in the industry.
“It goes back to who Matt and I are as people,” he says. “We’ve both been in this industry for a long time and are passionate about helping others. We’re committed to our franchisees’ success – they are people with families trying to build wealth and a legacy, and we work alongside them to make it happen.”
The Outcomes
Patrick emphasizes that their approach benefits the brand, franchisees, and the marketplace as a whole.
“When we have a high-quality franchisee who is fully supported by ownership – both financially and otherwise – they perform better, which in turn strengthens the brand,” he explains. “It just makes sense. Our franchisees know we are fully aligned and committed to achieving success together.”
This mutual support and alignment have had a significant impact. Patrick notes that many current franchisees have opted to purchase additional units (12 additional units signed by existing franchisees just last month), which he says speaks volumes about the trust and confidence within the network.
“When we reopened the franchise opportunity recently, it was the existing franchisees who were first in line,” he says. “This level of enthusiasm is great for the brand because it means experienced owners will be at the helm of new locations moving forward.”
To date, 12 additional units have been sold to existing franchisees, with another 35 to 40 in the pipeline.
Building the Foundation
Patrick highlights the importance of building solid relationships with prospective franchisees. He describes a thorough, step-by-step process where both parties evaluate each other to ensure a good fit.
“When we have an interested potential franchisee, we conduct a series of meetings during which we get to know each other,” he explains. “We assess their capabilities, discuss our expectations, and ensure there’s synergy. It’s essential that potential franchisees fully understand what they are committing to.” “We want to be very diligent in our franchisee selection both for their own protection as well as to protect the system as a whole.”
By taking the time to foster strong relationships and maintain open communication, Sweat440 ensures that new franchisees are well-prepared and aligned with the brand’s mission and values from the outset. He says this commitment to relationship-building lays the foundation for long-term success.
Further, Sweat440 is heavily involved in real estate decisions, always having the final say in location choices.
“While we rely on the franchisee to have local knowledge, we layer in demographic data and analysis to make sure we don’t let franchisees walk into poor decisions,” he says. “We work to minimize the risk by using analytics as much as possible.”
As the duo moves forward with their model, they do intend to speed things up, looking to double in size by 2025.
“Beyond that, I’d like to see fifty to 100 units per year for the next three to five years,” says Patrick. “We have been very patient, and believe that the market has stabilized, our model is solid and we are ready for measured growth.”