From Support to Scale: The Next Chapter in the Sweat440 Franchise Growth Story
Partnership
Sponsored By Sweat440
Sweat440 and its unique approach to franchising over the past handful of years has the brand surging around the corner of 2025
Sweat440 is no stranger to the story of the tortoise and the hare. While the high-intensity boutique fitness brand might have its members bouncing around like spring rabbits during workouts, it prefers a more strategic — steady approach when it comes to franchising, championed by the aforementioned reptilia.
Coming out of the COVID-19 pandemic, Sweat440 made waves after stopping dead in its tracks with franchise sales. It was a move that required both patience and foresight.
“We took a good hard look at where we were and realized that to truly help our franchisees succeed, we needed to strengthen our corporate operations first,” recalled Matt Miller, Sweat440 Chief Brand Officer. “So, we made the tough decision to pause franchise sales for a bit. It wasn’t an easy choice, because we had no shortage of interest, but we knew it was the right one.”
With the time freed up by the pause, Sweat440 upgraded its in-studio training and support systems, acquired a marketing company to oversee new openings and brought in a new VP of Operations. These efforts collectively helped the brand better position itself for future success.
The time is now, however, for Sweat440 to put its foot back on the gas. As the brand restarts its franchise sales, it’s beginning to reap additional rewards of its patience and strategic labor.
Inside the Restart
In the time since Sweat440’s restart, the brand has partnered with a national commercial real estate company that makes site selections a smooth and swift process. Miller called it a “huge help” when trying to get new studios up and running.
Sweat440 also teamed up with a project management company to lower costs and speed up opening processes. The brand brought in a national architect to ensure all new builds meet brand standards as well.
“Since we started selling franchises again, we’ve made some significant updates to help our operators thrive,” said Miller. “These partnerships, along with our robust training and marketing support, are making a real difference for both our existing and new franchisees.”
That comprehensive training takes place in-person for all franchisees and their studio managers. They’re supported as well with a fully designed support library and communications channel made available to them. Sweat440 also offers advanced analytics and performance tracking tools that give franchisees valuable insights into their business metrics.
“This data-driven approach helps them make informed decisions as they grow as well as to manage their teams,” said Miller. “We consistently analyze performance and quickly identify opportunities and then we know where to aim our efforts to achieve maximum success.”
Results Thus Far
There’s no shortage of evidence illustrating these efforts as profitable ones for Sweat440. Existing franchisees have been eager to open new locations following the restart, which the brand sees as a significant indicator of franchising success.
Sweat440 reports that one current franchise group has added an additional 12 units in the wake of the restart. Another has committed to an additional 27 units. Membership sales and retention rates have been on the rise as well.
“It’s really inspiring to see them so confident in the brand that they’re hungry to expand further,” said Miller. “After we enhanced our support systems, reporting and analytics and marketing strategies, several franchisees saw significant boosts in membership and retention rates. Their enthusiasm to sign on for additional studios is the greatest testament to how effective our refinements have been.”
Down the Pipeline
Exciting as it is for Sweat440 to see this much advancement out of the restart, the brand remains committed to the steadfast franchising approach that put it in this position to succeed in the first place.
“We’re really excited about the future, but we’re also committed to growing responsibly,” said Miller. “Our plan is to continue providing top-notch education and support to our franchisees, ensuring that each new studio is set up for success.”
“By focusing on quality over quantity, we believe we can maintain the momentum we’ve built while staying true to our core values and mission,” said Miller. “It’s all about finding that sweet spot between expanding our reach and making sure each franchisee feels supported and empowered.”
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.