The international expansion of Massage Envy is part of a year deal between the US brand and Collective Wellness Group, announced in May, that could see as many as Massage Envy outlets open across Australia.
In the US alone, there are more than Massage Envy locations frequented by over 1. Similar to Anytime Fitness, Massage Envy operates on a membership model but instead of giving members access to a gym, it offers customers affordable access to massage and facials. Free treatments and special offers are also provided for referrals.
McDonell says he decided to bring the concept to his home country after becoming a Massage Envy member himself while travelling in the US. The secret to developing a franchise network comes down to finding a gap in the market and resolving it with a highly scalable, multipliable solution that creates new value for customers, McDonell says. McDonell says Anytime Fitness found success by taking its affordable gym establishments into outer suburbs and Massahe towns.
Before breaking out and setting up multiple franchises, the first franchise in a network Bundaberg call girls service to be set up well with the right infrastructure, manuals and processes in place to make it as easy as possible to redo, McDonell says. McDonell also recommends using Ausgralia and data to help inform decisions about where to set Free rent to own homes in Darwin new sites.
McDonell says the biggest challenges with Massage Envy has been localising the US-originated franchise system, finding the best sites and then building them.
When bringing in a franchise from overseas, he says it can take longer than planned to localise systems. Because of the cost of importing fixtures and fittings, the Austrapia have spent time finding high-quality local suppliers and designers, while also ensuring they meet building regulations.
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After setting up the first eight to 12 franchises, McDonell says the rollout of new franchises should start to Austrralia quite rapidly so having the right marketing team and franchise model in place is critical. When choosing franchisees Gay in Quakers Hill grow the Massage Envy network, McDonell will be searching for experienced businesspeople.
This means franchisees must be capable of driving sales revenue, managing teams and providing great customer service. Dinushi Dias is a freelance journalist and a former StartupSmart reporter and multimedia content producer. SmartCompany is the leading online publication in Australia for free news, information and resources catering to Australia's entrepreneurs, small and medium business owners and business managers.
Monday to Friday, SmartCompany. Dinushi Dias Dinushi Dias is a freelance journalist and a former StartupSmart reporter and multimedia content producer.
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