Inside Pvolve Franchising: A Step-By-Step Explanation of the Brand’s Growth
Partnership
Sponsored By Pvolve
Pvolve executives and franchisees explain the keys to the brand’s impressive franchising success
It’s getting more and more difficult to find corners of the country where functional fitness doesn’t have a market, in large part due to Pvolve. With 18 open locations and over 50 studios sold, all coming a little over a year since the brand launched its first franchise location in San Diego, Pvolve’s rapid growth is undeniable and unparalleled.
But just because this task of initial growth was accomplished in such a short period doesn’t mean it was simple or easy. Pvolve not only needed to pass a number of pre-launch tests during its initial franchise rollout stage, but several others mid-flight as the brand progressed to reach the heights it’s at today.
Achieving Liftoff
It doesn’t take long for those partaking in functional fitness to understand its benefits. The modality helps individuals improve their physique, as well as their mobility, strength, and balance to enhance everyday life. However, a new-to-market fitness concept with unique equipment you’ve never seen before isn’t easily grasped.
“In our earlier days, as an emerging brand, one of the biggest initial challenges in new markets during presale was low brand awareness,” said Jill Brand, Head of Brand at Pvolve. “Very few people had heard of Pvolve, and although the unique fitness modality was driving leads, these individuals weren’t ready to commit to buying a membership for a workout they’d never heard of or tried.”
The message was clear — people needed to experience the workout firsthand. To that end, the brand designed a robust presale marketing approach that educates the market and drives consumers to free trial classes as a way to lay the foundation first before trying to acquire new members. What’s more, the team moved away from a digital-first approach to an aggressive guerrilla strategy.
“Rather than relying solely on digital marketing, franchisees are encouraged to actively connect with the community by participating in local events, collaborating with neighboring wellness businesses, and using those as opportunities to drive interest in trialing a class” said Brand. “These in-person strategies are essential to integrating Pvolve into the community and raising awareness for the workout and new studio opening.”
In the time since its first round of franchisees launched, Pvolve has rounded these practices into a standard operating procedure for pop-ups that helps reel in memberships before satellite doors open. Pvolve HQ works with franchisees from the jump to help them better understand their markets and then launch customized presale campaigns, showcase the brand’s distinct fitness method and encourage more local engagement.
“We love the challenge of going into a new market that may not have otherwise heard of our method yet,” said Brand. “Our main goal is to educate our customers on our incredible method, how it’s different from everything else out there, and get prospective members to try a class and see for themselves.”
“Pvolve was an incredible partner throughout our presale journey,” added Caitlin Pettitt, Owner of Pvolve’s North Scottsdale location. “From providing comprehensive execution guides and best practice recommendations to offering hands-on support every day, their team was truly by our side. Weekly touch base meetings ensured we were always aligned and on track, helping us navigate each step with confidence. Thanks to their expertise, we feel fully prepared for a seamless and successful studio launch!”
Increasing Altitude
Pvolve doesn’t just send its franchisees off into the horizon after that initial stage either. It’s a good thing too, as the obstacles franchisees need to surpass once they get off the ground can be just as tricky to navigate.
“The online/offline approach to marketing — combining digital marketing with active community engagement — establishes a strong foundation for long-term growth,” said Brand. “This early success creates momentum, but once your doors are open, you need to make sure you’re also focusing on member retention as well.”
Pvolve has resources available to franchise owners to support retention efforts, including exclusive member events, workout challenges, and brand partnerships that include special experiences and gifting. These all provide ongoing value, help reinforce members’ commitment, and encourage referrals.
Updates from the Stratosphere
Today, Pvolve is proud to report that its franchise locations are experiencing growth as the network itself continues to expand as well. The brand credits this to its strategic support and tailored sales and marketing approaches, backed by its best-in-class studio operations.
“This comprehensive approach to marketing, sales and in-studio experience establishes a foundational lead and member base for ongoing member acquisition and retention,” said Brand. “We continue to see a steady increase in memberships, with monthly retention rates exceeding industry averages.”
These positive takeaways are further supported by member feedback, which often includes the specific mentioning of Pvolve’s core principles when it comes to franchising.
“Member feedback highlights their appreciation for the welcoming atmosphere and the transformative benefits of the Pvolve method, often noting that the community-first focus sets Pvolve apart from other fitness options,” Brand concluded.
Boston-area fitness entrepreneurs and any functional fitness consumers in the area will be the next ones to benefit from Pvolve’s franchising methodology. It was confirmed to Athletech News that in the coming year, the state will welcome its first Pvolve location in either Wellesley, Needham, Newton, or Brookline. This is just behind a Santa Monica location, which opened in September, and a North Scottsdale one in November.
This article originally appeared in ATN’s Fitness & Wellness Franchise Outlook Report, which explores the essential questions that can help determine if a franchise aligns with your personal and professional aspirations. Download the free report.