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As the doors to fitness clubs started to re-open, people around the globe began to take a hard look at their own health – mentally and physically. They started to become more in tune with a holistic approach to health.
At about the same time, the Snap Fitness team was asked to define who they were. Seeing an opportunity to talk to the millions of people who are re-evaluating their lives, the team set out to redefine its purpose and make strides in a saturated fitness market.
The market is largely homogenized, and celebrates a physical, transformational result versus a holistic approach to overall health. For many of the people who don’t belong to gyms, the standard approach can be terrifying.
A new mission
Third-party research and interviews with current and former members and franchisees led the team to discover that Snap Fitness needed to be all about an experience, about feeling good rather than just looking good.
That led to a new and improved mission – to help people create positive lifestyle habits that make them feel fantastic. Snap Fitness is now championing this mindset with members and franchisees on their journey to feeling good again.
“[We’re] differentiating ourselves with our messaging and focusing less on the physical and more on the feel,” said Matt Rhodes, a multi-club Snap Fitness owner and member of the company’s franchisee advisory council.
“This is a huge untapped market. People have a need for feeling good, and I think that’s a huge opportunity that we have in front of us.”
Snap Fitness strives to be the most open, inclusive, empathetic and supportive experience regardless of a member’s level.
A new look and feel
The brand debuted its refreshed logo and updated website in July, and clubs are already starting to modernize and update across the world. The goal is for all existing clubs to be fully updated by the end of 2023.
“We have the best franchise champion team in the world for franchisees”
“A brand repositioning of this magnitude – especially on a global scale – does not happen overnight,” said Ty Menzies, global CEO for Lift Brands, the Snap Fitness parent company.
“This effort is going to take a few years for a majority of clubs to sport the new look. The most important thing is that we make some noise with our new messaging and own it. We’re excited about where this will take us across the world.”
The new look sports more welcoming and positive messaging in clubs, lighter wood finishes and more casual seating options. Club floor plans also include wall mural options and ‘good mood’ messaging for members.
“We want to create a vibrant space where people actually want to spend time,” said Rose Minar, chief marketing officer for Lift Brands.
“The clubs are accessible and have easy-to-use equipment and clear guidance. We want to create a space that’s enjoyable, and members leave feeling great.”
“We want to create a vibrant space where people actually want to spend time”
Brand-new possibilities
From a franchisee perspective, the new brand direction opens up a number of possibilities. It allows us to expand our footprint into more urban locations with our existing franchisee base, while also attracting new single-unit and multi-unit franchisees to the system. Franchisees can expect assistance with finances, sourcing property, recruitment and training, presales and launch and ongoing growth opportunities.
“A brand repositioning of this magnitude – especially on a global scale – does not happen overnight”
“It’s a great time to be a member of the Snap Fitness family,” said Menzies.
“We have the best franchise champion team in the world for franchisees. From a business perspective, we have a ‘ONETEAM’ mentality to ensure they feel supported and excited about the brand.”
All in all, the new Snap Fitness is based on a new view of health and fitness at a time when people needed it most.
“This approach is so important,” said Rhodes. “It’s the future. It’s our future.”
Lift Brands is a leading innovator in the fitness industry as the parent brand to Snap Fitness and Fitness On Demand, and is a minority partner in the 9Round global franchise and functional-based fitness brand Fitstop. Lift Brands delivers results through the most rewarding fitness experiences in the world, changing lives daily. For more information on Lift Brands, please visit www.liftbrands.com or LinkedIn.
AT A GLANCE SNAP FITNESS
Established: 2003
Number of units: Over 1,000
Location of units: 20+ countries (open or committed)
Investment range:
• Single unit: $350,000 – $750,000 (varies by country)
• Master franchise: $2m – $5m
Minimum required capital:
• Single unit: $75,000+ (varies by country)
• Master franchise: $2m
Contact: Adam Biedenbender, abiedenbender@liftbrands.com snapfitness.com/us/why-franchise-withsnap-fitness
