REGYMEN Fitness Aggressively Targeting Dallas Market and Surrounding Areas

REGYMEN Fitness, an emerging fitness franchise, has major growth plans for 2019, and the brand is aggressively targeting the Dallas market. 

The Baton Rouge-based business plans to open 18 to 22 units in Dallas and is specifically focusing on the city’s more suburban areas.

“Dallas has a large population of our target consumer,” REGYMEN Fitness’ head of franchise development Nick Binnings said. “It’s a great market and we are developing a strategy to build it out so that we can maximum the number of studios and create brand awareness.” 

The concept has already broken ground in Texas. The first REGYMEN Fitness** franchisee is developing multiple units in Austin, with the first location opening in November. 

“Our goal is to be the first name that comes to mind when potential franchisees and potential studio members think about group fitness,” REGYMEN Fitness President Tom O’Keefe said. 

In terms of its Dallas-area expansion, REGYMEN Fitness is specifically focusing on suburban areas to start. The team is eyeing real estate and franchise partners in Southlake, Grapevine, Highland Village, Plano, Carrollton, University Park, and Preston Hollow among other areas across Dallas.

All of these locations contain the target demographics for the brand.

“We are going after the suburban markets to start with and after getting some units in, we’ll work our way into the core of Dallas,” Binnings said. “A large percentage of our customers are in that middle and higher-income bracket. We have a lot of young and established families who have expressed interest in our brand, as well as a lot of professionals, and they live in those areas.” 

A typical REGYMEN Fitness studio hires between eight to 18 employees. Binnings estimates the Dallas-area expansion will generate approximately 300 jobs. 

Binnings said that REGYMEN Fitness is currently speaking with two qualified franchise groups in the Dallas market and expects to sign its first multi-unit agreement sometime in 2019. 

“Next year, our goal is to have a couple of multi-unit operators in the Dallas market, find real estate and go from there,” Binnings said. 

He describes the ideal REGYMEN Fitness franchisee as being an entrepreneur with experience in the fitness segment and having experience operating multi-unit franchises or retail stores. As a young brand, it’s crucial that REGYMEN Fitness find franchisees who have both business savvy and experience in the fitness sector. 

“We’re looking for experienced operators, and if they don’t have the fitness background they can bring on an operating partner who does,” Binnings said.

REGYMEN Fitness offers incentives for veterans and multi-unit owners. Veterans, for one, receive a 20 percent discount on the franchise fee. Multi-unit operators who sign with the brand before March 31 will pay a franchise fee of $29,500. After March 31, the franchise fee for multi-unit operators goes up to $39,500. 

“We’re targeting the Dallas and Houston markets now and will work our way strategically growing across and then outward from the Southeast,” Binnings said. “We want people to see that we’ve thought this through and that we’re not just another flash in the pan.” 

For more information about franchising with REGYMEN Fitness, visit https://www.regymenfitness.com/franchising/.