Why Small Markets Mean Big Returns for Franchisees

Smaller communities can often be the ideal markets for a franchise to establish itself. And according to Fit for You Franchising CEO Jason Markowicz, immediate success can be found by providing a premier service unlike anything else in the area, something the fitness franchise consultancy’s concepts Fitness Premier 24/7 Clubs and fitWAVE have mastered.

“News can travel quickly in these smaller markets, and franchises often expect to get off to a fast start,” Markowicz said. “You can build a business in a short period of time and create serious energy within a community, and it pairs extremely well if the market for a certain franchise is strong, too.”

Both Fitness Premier 24/7 Clubs and fitWAVE got their starts in small towns in Illinois and are quickly growing in the Midwest. Markowicz sees distinct advantages to franchising in smaller markets, using both Fitness Premier and fitWAVE as examples of brands that have gained serious traction in smaller cities and towns.

Eric Greenhill, a Fitness Premier franchisee, says he saw investment opportunities throughout Illinois and Indiana that would be successful from their first day in business. “There really is a market for fitness in all communities, and it doesn’t have to be in an urban center for an investment to pay off,” he said.

“Smaller communities are able to foster unique communication advantages between people unlike crowded metropolitan areas,” Greenhill said. For franchisees, this means that word of mouth can be used as a strong marketing tool. “There often isn’t a need for expensive marketing campaigns in smaller communities, and franchises can instead spend their money investing in their actual locations and the people who frequent their business,” Greenhill added.

Franchises in smaller towns are able to hire local employees, keeping money in these small areas, Greenhill says. This can boost customer loyalty, which can further develop some positive brand recognition. If customer needs are fulfilled on a daily, weekly and monthly basis, a franchise can find themselves retaining a large quantity of dedicated clients and establishing a sustainable business practice for years to come. This could be most important in underserved areas, where loyalty can be quickly achieved.

Markowicz speaks well on the sustained success Fit for You Franchising has seen while embracing this model. “Especially in a fitness industry where many people look for a sense of community, we’ve really been able to foster that experience for a lot of people in smaller markets.” The brand’s business model has continued to succeed in these once-underserved areas, and its investment possibilities have continued to grow under a proven system.

About Fit For You Franchising: 

Fit For You Franchising is a franchisee-first franchisor and franchisee consultancy. It is the franchisor behind low-cost group-fitness franchise fitWAVE as well as Fitness Premier 24/7 Clubs, a larger-box fitness brand. As a franchisee consultancy, Fit For You offers guidance for future franchisees on finding the best fit for their personal and financial goals. Fit For You is run by Jason Markowicz, a former multi-unit franchise owner of Massage Envy and current developer of Prose Nails, a membership-based nail salon. For more information, visit https://fitforyoufranchising.com/