A couple of years ago a good friend, who happens to be a banker from New York, said to me, “Steve, the thing that people like about HOTWORX is the fact that it checks off all of the boxes.” I had never really thought about it that way until he said it. When we began to design the concept of the HOTWORX franchise, we did set out to provide convenience in every possible way for our customers including the physical facility of the locations, the layout, the workouts offered and the technology used to drive them.
The first thing considered was what would constitute the appropriate location development strategy of where franchise studios would be built to service members in a “convenient” manner. The boutique layout and the reasonable membership pricing made opportunity for HOTWORX to be located in small town America as well as big city America. Today there are locations in remote towns like Seminole, TX with a population just over 7k and there are also locations open in New York City. Seems like daily we get request for locations to open in places that I have never heard of because people want the convenience of a HOTWORX in their neighborhood.
No doubt about it, the HOTWORX franchise is a neighborhood business! Every viable neighborhood deserves to have the HOTWORX 3D Training Method made available 24/7 for customers because that is what they demand! They want proximity convenience.
In business development terms this is known as opening the white space. White space is the total available, viable markets that can be developed by any given brick and mortar business. Different brands have different white space opportunity, and HOTWORX has more white space opportunity than most brands.
When markets in the white space are fully developed for a brand then it has the lifting of all boats effect. Take for example Starbucks which has over 16,000 U.S. locations, or Subway with more than 20,000 U.S. locations and for a fitness example, one big box chain Planet Fitness has over 2,000 U.S. health clubs. For those companies the branding works to raise awareness in the minds of all existing and potential customers. This increased power of convenience adds to the popularity of the brand, and to the success of the franchise locations.
Beyond the location convenience there is operational convenience. With the HOTWORX method of serving up world class virtual workouts through booking with the Burn Off App, customers are provided with the convenience of knowing that no matter if they are scheduling a workout in a small town or a big city, they will get the same level of workout professionalism delivered to them virtually on the screen, on time, and on method point every time.
Along with the location and operational convenience, there is the convenience of 12 different infrared workout types and two functional workouts to choose from. The convenience of access to over 1700 individual workout sessions for each 24 hour day driven by technology is boutique fitness best in class for capacity and variety. There is no waiting for a workout at HOTWORX, and no fee if a customer shows up late. Most big box health clubs can’t match that!
Discover the power of fitness convenience!