A Conversation With: Joshua Jacobs, CEO of TGA Premier Sports

The coronavirus continues to have dire effects on businesses across the country, and the franchise industry is no exception. Franchisors across segments are strategizing new ways to support their franchisees, keep customers satisfied, help local communities and come out stronger on the other side of this crisis.

To that end, 1851 Franchise publisher Nick Powills and Charles Internicola, founder and partner of the Internicola Law* Firm, are covering the coronavirus and its impact on businesses through our A Conversation With webinar series.

In today’s afternoon webinar, Powills and Internicola spoke with TGA Premier Sports CEO and founder Joshua Jacobs about how his brand is navigating the crisis. 

Here are some of the key insights from their discussion.

Changing Consumer Demand

All brands have had to navigate this crisis in their own way. Since TGA Premier Sports has been unable to run in-person programs, the brand pivoted to an online platform and offered six weeks of digital programming.

Now, brands need to look at how they can appeal to a changing consumer demand to emerge stronger in the new normal. TGA Premier Sports has prioritized individualistic sports such as tennis and golf which promote social distancing. The unique circumstances of this crisis are bringing many people to try new activities for the first time. 

Digital services may disrupt some businesses and complement others. Anytime there is a fundamental change in the world, there is an opportunity for new and innovative concepts. For example, e-sports paved its way over the past decade and changed the industry completely.

A Reopening Mindset

Leaders can't be scared to expand the brand’s horizon when they see opportunity. Franchisors need to work with franchisees and show alternative pathways and business opportunities to be able to service more customers with a unique offering.

As a leader, it is important to have stable emotions and be a steady shoulder to lean on for franchisees. Moving forward, franchisors need to involve franchisees in the reopening conversation and make sure that everyone feels in the loop.

New Franchise Development 

Some brands have had to pause franchise development in order to create a stronger narrative around how the company will change after the crisis. Overall, an increased interest in the franchising industry may create new opportunities for emerging brands to bring services to new customers and move their business forward in ways they never previously imagined.

Right now, slow and steady wins the race. This situation can change on a dime, so it is important that franchisors are patient, nimble and willing to work with franchisees and customers to adapt to local needs.  

There is certainly going to be an increased value proposition for home-based businesses, especially since the investment level is significantly less than brick and mortar. For those candidates looking for franchise opportunities, it is important to evaluate how the brand will fit in with the new normal.