Guide To Franchising Your Business: Q&A With Kirk Bowyer, Mini Athletics

Mini Athletics is a U.K. children’s sports education franchise that was founded in 2016 by Kirk Bowyer and his wife, Claire. The program offers a unique blend of track and field activities designed to engage young children in imaginative, physical play, setting it apart from traditional sports classes. Initially launched in Cambridge, Mini Athletics quickly gained popularity, leading to its expansion across the U.K. and into international markets, including Dubai and Ireland. Today, the franchise continues to grow, with plans to bring its innovative approach to children’s athletics to the United States.

To help demystify the process of franchising a business, 1851 Franchise spoke with Bowyer about his journey to franchising and his advice for others looking to follow a similar path.

A transcript of Bowyer’s interview with 1851 has been provided below. It has been edited for clarity, brevity and style.

1851 Franchise: How did Mini Athletics come to be, and what led you to consider franchising?

Kirk Bowyer: Mini Athletics was formed in the U.K. in 2016. Before that, I was a sports scientist and athletic trainer, working with athletes in sports like tennis, soccer and motor racing. My career shifted when my son was born in 2014. When he turned two, I took him to his first sports class, which happened to be a soccer class. He was more interested in running, jumping and throwing things than learning the intricacies of soccer. That sparked the idea for Mini Athletics — a program focused on a more imaginative, track-and-field-like environment for young children. My wife Claire, who was an elementary school teacher, and I launched the first classes in Cambridge, and it took off from there. We realized we had tapped into a market that wasn’t being served in the U.K.

About six months in, we decided we wanted to expand. We loved the idea of franchising because we knew we had a replicable model and wanted to work with others who were as passionate as we were. We sold our first franchise about a year after starting and slowly expanded across the U.K., then into different countries like Dubai and Ireland. We’ve always wanted to bring Mini Athletics to the U.S. because we know there’s nothing like it in the franchise market there.

1851: What advice would you give to someone thinking about franchising their business?

Bowyer: Step one is proving the model. That’s something many people overlook, but it’s crucial. You need to iron out any issues and make sure you have a replicable business model. That’s ethical franchising. Once that’s in place, the next step is to find a great lawyer and form the Franchise Disclosure Document (FDD). We did that, and the rest is history.

1851: Were there any challenges you had to overcome in the franchising process?

Bowyer: We’re still at the beginning of our journey in franchising in the U.S., so we’ve had to navigate some challenges. For example, we don’t work with brokers; everything is handled internally — marketing, social media, etc. We’ve been cautious about who we partner with, especially FSOs (Franchise Sales Organizations). We’ve avoided a lot of sharks in that world. It’s a red flag when an FSO comes to you, without looking at any figures or the business model, and says they’re going to double your initial franchise fee just so they can take a bigger cut. That doesn’t make sense to me. We want our franchisees to have the best possible start.

1851: What do you look for in potential franchisees?

Bowyer: We want franchisees who are passionate about what they do. It’s not just about owning a business; it’s about caring deeply about the mission. We want to ensure that every child who experiences our program has an amazing time. That’s our mission. So, first and foremost, we look for people who share that passion and our values. We also use psychometric testing to ensure potential franchisees have the characteristics that make a good business owner — hardworking, entrepreneurial, creative but also willing to take and use support.

1851: What’s one thing you wish you knew about the franchise process before you started?

Bowyer: In the beginning, there’s a tendency to try and save money by cutting corners, especially on advice. But remember, you’re not an expert in all areas. It’s tempting to think you can adapt and handle things yourself, but you need to get the right talent in place. That means investing in the right areas. Eight years ago, we didn’t do that very well, and we learned the hard way. You’ll thank yourself later for making those investments upfront.

Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.