Streamlining Recovery: How ClubReady Helps Scale Holistic Wellness Brands
Partnership
Sponsored By ClubReady
ClubReady’s platform supports holistic wellness brands like Stretch Zone, enabling seamless scaling without sacrificing customer experience
If you own a service-based wellness brand, member satisfaction is non-negotiable. In a world where consumers seek wellness and recovery more than ever, flawless, personalized service and attention is the key to long-term success.
This member-first focus extends across the entire customer lifecycle. From the initial touchpoint as a prospect, through the sales funnel, to signing them on as members, each stage requires attention to detail. And it doesn’t end there – ongoing processes such as billing, class scheduling, payments and communication must be consistently excellent. Staff members at every level need to deliver a cohesive experience, ensuring that every member interaction reflects the brand’s commitment to quality. In short, it needs to be a white-glove experience from start to finish.
The challenge then becomes how to replicate it. How does such a member-centric brand maintain this level of personalized service while scaling? How does it open to franchising without disrupting the flawless operations?
We can look to Stretch Zone as a pristine example. In eight years, Stretch Zone has grown from three locations to an impressive 400+.
Tech and fitness industry veteran and CIO for Stretch Zone, Keith Trawick says ClubReady has been a key component in the brand’s success.
“ClubReady’s strengths lie in its roots, which were built around supporting service-based, one-on-one interactions,” he explains. “From the beginning, the platform was developed with specific goals in mind — to streamline the operational processes for boutique fitness and wellness providers while enhancing the client experience, and it is absolutely what sets the platform apart.”
Supporting Franchisees & Staff from the Top Down
Trawick — who has decades of experience in the fitness industry, including roles at major brands like David Barton, Crunch and ABC Fitness — knows the importance of choosing the right platform to support an aggressive yet long-term franchise model.
“ClubReady is one of the only platforms that truly focuses on the franchise model,” he explains. “Its built-in systems, including corporate-led processes for managing franchise fees, and franchise operations make it incredibly easy to scale without losing operational efficiency. ClubReady has done a tremendous job of making things simple across the board, which is one of the hardest things to do when it comes to technology.”
These smart processes also extend to staff training and management.
“It’s critical to get employees trained quickly and also trained to operate under the same procedures — a standardized system — regardless of location,” he explains. “The platform lays everything out for the staff, so they always know what to do next. Everyone is working from the same playbook, which ensures a consistent experience for members across all locations.”
Driving Leads to Conversion
As operational efficiency and consistency are key to scaling a brand, it’s even more important to ensure a steady flow of new members. ClubReady also excels in supporting businesses through lead management, helping brands like Stretch Zone seamlessly convert prospects into paying members.
Trawick explains, “ClubReady is positioned to support us from the very beginning of the customer journey. It starts at the prospect level, managing automations around how we communicate, whether through email or text follow-ups. From the initial contact through agreement and renewals, the platform helps us manage customer support seamlessly – resulting in enhanced member experience.”
Features like automated lead nurturing and customized sales presentations help guide prospects through the funnel, while lead capture tools — both online and in-person — ensure all leads are captured and acted on immediately.
Maintaining Brand Integrity with Consistency
Another key element in managing a rapidly expanding brand like Stretch Zone is ensuring consistency in branding and communication across all locations.
Trawick draws a comparison: “Think of McDonald’s; no matter where you go, a Big Mac is a Big Mac,” he says. “ClubReady’s ability to manage configurations like membership packages and communications with stores and propagate them throughout all locations is incredibly helpful for managing brand consistency. It gives us the confidence that our message, communication and policies are the same across the board.”
In this same vein, Trawick says one of the standout features is ClubReady’s automation capabilities.
“For me, the number one feature is what ClubReady calls automations. It allows us to set up rules in the system, and the system executes them. Whether it’s sending a birthday email or setting up more complex workflows — like triggering activities when a member purchases a package it’s all handled automatically.”
By automating these processes, Stretch Zone can reduce operational costs and increase consistency. Trawick notes that this helps the brand maintain its high standards while growing efficiently.
Balancing Centralization and Flexibility
While maintaining consistency is crucial, so is allowing franchisees some degree of creativity and control over their own locations. Trawick explains that ClubReady offers flexibility within its centralized framework.
“One of the platform’s great features is that it allows corporate to give franchisees the ability to manage certain aspects of their business,” he explains. “For example, franchisees can create their own email blasts, follow up on promotions, or offer custom discounts. Having that level of flexibility — the ‘either or’ is incredibly valuable.”
As Stretch Zone continues to grow, Trawick acknowledges the critical role ClubReady plays in managing that growth without sacrificing the member experience.
“ClubReady has been in the business for 15 years, and as companies reach a certain size, it’s natural for the client to become just a number, with processes becoming overly streamlined,” he says. “But ClubReady has done an excellent job of maintaining deep relationships. The executive team is responsive and involved, which is comforting. You don’t get lost in the shuffle.”