Knowing Your Audience: Burn Boot Camp Finds Value in Focusing on Women as Core Members

Burn Boot Camp welcomes all kinds of members, but the brand is especially focused on the health and well-being of women, and this philosophy influences leadership’s every decision.

The brand’s focus on women stems from founder and CEO Devan Kline’s days as a traveling baseball player. While staying with a host family, he took the time to assist his host mother with her overall fitness, health, and nutrition. What resulted was a physical and personal transformation that positively impacted the entire family.

“Devan saw these changes firsthand; his host mother had more energy, was preparing healthier meals for the family, and the children saw a growing confidence in their mom,” Burn Boot Camp co-founder and Devan’s wife Morgan Kline said. “Fast forward to the days when he was starting this business, he realized that if he wanted to inspire true change in generations to come, that change would have to start with the woman of the family.”

Of course, the brand’s focus on women extends to all women, not just mothers.

“Our philosophy has been on how we can change a woman’s life so that she can then have a positive impact on the people around her,” Kline said. “It’s about providing that empowering feeling to women that isn’t often a focus at a co-ed gym.”

With over 225 locations nationwide and 200 more in development, Burn Boot Camp is quickly becoming a premier destination for women who want to get in the best shape possible and have fun while doing so. With different camp focuses every week, Burn Boot Camp members never attend the same camp twice. The brand also prides itself on offering its members a close-knit, supportive, and inclusive community.

Eliminating a common barrier many women face when scheduling workouts, the brand offers complimentary childwatch to trial members and full-time members. There’s also the added flexibility of not having to sign up for camps in advance. Members come when they want to and are able to, and if they do need to miss a scheduled camp, they can join a later camp without a problem.

Burn Boot Camp strives to be a place where anyone can take part in an exciting workout, regardless of their fitness level.

“If, for example, you haven’t worked out in several years or you just had a baby, chances are you may not feel entirely confident stepping out of your comfort zone,” Kline said. “By coming to Burn Boot Camp, you’re surrounded by the right people who are not judging you, and it’s going to help you in your journey.”

Burn Boot Camp’s focus on women helps the brand stand out as a franchise opportunity. It is notable that 75% of the brand’s Franchise Partners started off as members.

“That’s really a testament to how strong our community is and how much value we’re bringing to our clients,” Kline said. “These Franchise Partners have experienced their own transformation and they want to bring that to their communities.”

One member-turned-Franchise Partner is Carie Perham. Perham owns two Burn Boot Camp franchises in Arizona: one in Chandler, which opened in January 2018, and another in Gilbert, which opened in July 2019. Perham had her own life-changing experiences with Burn Boot Camp.

“Burn Boot Camp really has a way of encouraging and inspiring and empowering women,” Perham said. “For me, personally, working out at Burn Boot Camp gave me more than just muscle. It gave me passion. I think women over time, through marriage or childbirth or other life changes, can lose confidence in themselves. Burn Boot Camp provides the environment to excel and help them realize they are beautiful and capable of anything.”

The brand’s focus on women has helped Perham as a Franchise Partner.

“I can relate to our members and understand their needs,” Perham said. “I enjoy providing that safe environment where they can excel. Burn Boot Camp truly provides a judgment-free zone for all ages and stages.”

Burn Boot Camp Franchise Partner Holly Strickland, who opened the brand’s first Florida franchise in Naples in 2015, noted that her location’s members are 100% female. This often proves to be a huge draw when attracting new members.

“For us, it really works out well because people know that whatever time they come, they’ll be with a group of women,” Strickland said.

Strickland loves the brand’s focus on women and how the workouts cater to women of all fitness levels.

“The coolest part about our workouts and our brand is that anybody can do it,” Strickland said. “When people hear the term ‘boot camp’ they often get intimidated, but at Burn Boot Camp, women from 17 to 70, for example, can work out next to each other and not feel intimidated. That’s a good thing, both for members and Franchise Partners.”

The startup costs for a Burn Boot Camp franchise range from $148,830 to $353,150. The franchise fee for one unit is $40,000 and $100,000 for a triple unit deal. To learn more about franchising with Burn Boot Camp, visit https://franchise.burnbootcamp.com/.