- Julie Cartwright joined P.volve as president in 2017 to help grow the fitness brand.
- P.volve has three existing locations and plans to open 250 franchise spots in the next four years.
- President Julie Cartwright shares the ways P.volve supports franchisees.
Patented training equipment, low-impact exercises, and the board of certified doctors creating safe workouts draw clients from around the globe to P.volve. The boutique fitness studio was founded by Rachel Katzman in 2017 in an effort to share the fitness regimen she and her fitness trainer, Stephen Pasterino, had created.
The first studio opened in New York, followed by the launch of P.volve's digital-service model, which allows clients to take P.volve classes virtually. Today classes range from 10 to 80 minutes and can be completed online or in one of P.volve's three locations in New York City, Los Angeles, and Chicago.
While the business has grown to more than 1 million lifetime users and 170,000 Instagram followers, its leadership is also aiming to open 250 additional studios around the country by 2025. P.volve's new method of growth: franchising.
"We knew that we were going to hold onto our very small studio in New York," said P.volve President Julie Cartwright who joined the company shortly after launch. She noted that it was an important location even as the business expands. "We also knew that we needed to have a digital footprint to provide access globally."
While the COVID-19 pandemic caused the gym, health, and fitness clubs to shrink in 2020, the market is expected to increase by 4.7% by the end of this year, according to the market analyst IBISWorld. The company also expects future growth: It's forecasting between 350 and 400 new members, with the average monthly membership cost of $260, at each additional brick-and-mortar location, Cartwright said.
Cartwright shared with Insider the three ways P.volve will help franchisees scale their studios.
Franchisees get a ready-made catalog of content
P.volve's leadership discussed franchising from the beginning, Cartwright said. "The advantage of buying into a franchise with us is we have this really rich library of very high-quality produced content," Cartwright said.
The streamlined content — created from P.volve's board of doctors, fitness experts, and business executives — is an incredibly valuable feature, she said. The consistency of the workouts bolsters the value of the membership regardless of the franchise owner or location, she said.
But Cartwright added that customers won't solely rely on P.volve's digital content. "There are days when you need that motivation of going into the studio," she said.
Data shows where the customers are
When P.volve looks to expand, it relies on data, Cartwright said. "We know exactly where our tens of thousands of streamers are located," she added. "So we know that we've got penetration in certain cities."
Based on this data, P.volve's first two franchise locations were sold in Nashville, Tennessee, and San Diego, which will be finalized in the next few months. Miami, Dallas, and Denver are other cities being considered.
Regardless of the studio's location, P.volve's brand and messaging will be carried throughout. In order to strengthen the community, P.volve will continue to lean on two strategies, Cartwright said. The first is to ensure members' voices are amplified so they feel comfortable communicating their goals. The second is to work with local businesses, charities, and events so local residents see P.volve's place in the community.
"It's really just about authentically building upon the member base and giving them the support that they need to continue to practice the method," she said.
Training and certification are also included
Finding quality franchise owners is the next step in strengthening the P.volve brand, Cartwright said. While P.volve is a fitness business, franchisees do not have to be previously certified to teach fitness classes. P.volve's onboarding process includes those certifications as well as learning how to run the studio and market locally.
The application process includes visiting the company's franchise website, signing up, and clarifying that you have more than $250,000 liquid capital available. After that, P.volve reviews the application and connects qualifying franchise owners with the team.
Aside from the initial financial check, it is a very hands-on approach, Cartwright said. "Potential owners will meet everybody from the head of supply chain to the head of marketing, to me, and the cofounders," she added. "We're just getting to know each other because franchising has to be a two-way trust."
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