Scaling Made Simple: The Role of ClubReady in Boutique Fitness Growth
Partnership
Sponsored By ClubReady
How ClubReady’s streamlined technology and automation empower boutique fitness studios to simplify operations and scale effectively
With 17 years under his belt, Brian Holmes is no stranger to franchising. Having owned and operated 19 Liberty Tax Service locations from 2006 through 2019, he developed a deep understanding of the challenges and complexities that come with scaling businesses.
After his success in the financial services sector, Holmes transitioned into the wellness space, becoming a franchisee for Club Pilates in 2016. He now owns and operates six successful locations with the seventh on the way, leveraging his franchising expertise to grow within the uber competitive boutique fitness industry.
Interestingly, Holmes is also the Co-Founder of digital marketing agency Franchise Ramp, as well as the newly launched AI Front Desk, giving him an even broader and deeper perspective on both the franchising and the tech industries.
Athletech News sat down with Holmes to get his thoughts on how technology has helped fuel his success and how he looks to ClubReady to help him scale Club Pilates within the fitness industry.
Operational Efficiency & Expansion
First, Holmes explains that transitioning from one to three locations is particularly challenging, but once the processes and systems are in place, growing beyond that point becomes much easier.
“Complexity is the enemy of scaling, so the software you choose to drive your operations and marketing needs to be a single solution — removing the need to juggle multiple platforms. It also has to be intuitive and easy to use, ensuring efficiency and consistency at every level.”
This is where ClubReady comes in for him.
I run my entire $6 million — and growing — business using just ClubReady, Gmail and QuickBooks,” he says. “That’s all the tech I need because it’s robust enough to cover all my operations and easily replicate them across locations. To scale, you need a sustainable foundation that streamlines logistics and operations and that’s repeatable.”
To this end, he highlights an interesting nuance, saying, “The key is that ClubReady allows us to focus on execution, not the tools needed to do the execution.”
When asked how he uses ClubReady on a day-to-day basis to achieve success, he emphasizes several key aspects, the first being visibility.
“The platform gives us clear insight into key processes, ensuring the team stays accountable,” he explains. “A perfect example of this is ClubReady Connect, which seamlessly manages prospects as they move through the sales funnel to conversion. With ClubReady Connect automating the communication and daily task assignments, each staff member knows exactly what they need to do to execute the sales process. It’s all laid out clearly, allowing us to engage with prospects efficiently and consistently while maintaining focus on the right tasks.”
Automation for the Win
Holmes adds that automation plays a pivotal role not just in sales but across all facets of the business.
“Member management is a crucial component in keeping the business running smoothly and there are so many tedious steps,” says Holmes. “ClubReady automates all of it from agreements to billing to renewals to fraud protection and more, ensuring we don’t run into member issues.”
Alongside member tasks and prospect management, Holmes says he relies heavily on ClubReady to strategically develop class schedules and optimize the overall fitness offerings for members.
“I can see at a glance what classes and instructors are performing, within what time slots, and can pivot and adjust fluidly,” he says. “Without automation, this becomes an overwhelming puzzle that can sometimes be unsolvable, but with ClubReady it takes just minutes.”
Holmes also uses the reporting features daily to gain insights into the performance of each of his locations and to make data-driven decisions that guide his business toward success.
“Having clear, real-time data on everything from revenue to class attendance helps us stay ahead of the game,” Holmes explains. “With the ability to access this information at any time, I can quickly see what’s working, where we need to improve, and how we can capitalize on new opportunities.”
Taking reporting a step further, one standout feature is iKizmet, which integrates with ClubReady to provide an intuitive dashboard that delivers instant visualizations of key performance indicators (KPIs). With automated data dashboards, Holmes and his team start each day with an up-to-date overview of revenue, attendance, marketing, and membership metrics.
“The ability to see all our key metrics in one place is invaluable,” says Holmes. “It lets us focus on the right areas and adjust our strategies quickly, ensuring that we’re always driving the business forward.”
In addition to business performance tracking, Holmes uses ClubReady’s analytics tools to enhance marketing and retention efforts. By focusing on data-driven insights, his team can identify opportunities to convert new members into loyal regulars.
“We can see when a client might need a nudge to keep them engaged and come back,” he adds. “This proactive approach not only helps us boost retention but also keeps our classes full and our clients happy.”
Leveraging this data at every level of the business ensures that Holmes can scale effectively while maintaining a high standard of service across all his locations.
When it comes to acquisition and retention, Holmes again stresses the importance of visibility and accountability in driving success.
“In today’s competitive boutique fitness industry, with so much expansion and growth, you have to excel at sales,” he says. “If you don’t know what your staff is doing, it’s nearly impossible to stay ahead. Most people don’t love cold outreach or sales, so having visibility through ClubReady allows us to track and guide these processes, which is a huge part of why we’ve been successful.”
As for the future, Holmes is optimistic about growth. “I’ve been in brick-and-mortar retail for almost 20 years, and I’m open to acquiring more locations,” he says. “With all the processes in place, scaling is much easier. ClubReady will definitely be the foundation for any future ventures I take on.”
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.