How 9Round Plans to Grow Its Franchise Business Worldwide
Speaking with World Franchise Associates, Heather Hudson, CEO of 9Round Franchising, discusses the brand’s international franchise approach, operating model, partner priorities, and expansion plans.
How long have you been in your current position and what are your key responsibilities?
One year as CEO, 17 years as COO previously. As CEO: collaborating with my amazing team to provide support, marketing strategy, operational best practices – always trying to keep it as simple as possible. I also spend a lot of time, almost daily, in our corporate studio working, training members and prospects.
Overall, how long have you been involved in franchising?
18 years.
What do you like most about your job?
I love seeing people find their power whether from the actual workout itself or as a business owner of a 9R franchise.
What is the most challenging aspect of your job?
With as much tech is now involved in our studios being 24/7 it’s a huge undertaking keeping all the platforms ‘talking’ to each other. Who knew that in order to deliver punches and kicks, I.T. would be such an integral part? Pairing that with how quickly SEO and GEO are being affected by AI, it’s a constant whirlwind in the IT department.
What is it like to work with franchisees from different countries and cultures?
Amazing! We like to say that fitness is the universal language, and I can verify that to be true. We are really blessed to be in 13 countries and have so many amazing cultures representing the 9Round workouts. It’s been great for me and my husband to interact with our master developers — it’s been an invaluable part of the experience.There’s something really special about knowing people in so many countries are being empowered by the 9Round workout. We love it.
What is the main reason you are considering expanding your international footprint?
Expand on our proven success internationally utilizing the support tools we have developed for our international franchisees. Diversified income streams coming from growing economies internationally.
What is unique or special about your brand’s products and services?
30 min. circuit format. Full body every time. Workout changes every day. Now 24/7! Tech allows demonstrative videos and voice instruction 24/7 so you can experience the circuit in two ways: with a trainer during ‘trainer led hours’ and a trainer will correct form, hold striking targets, etc. or solo “self-guided” times. Circuit allows people to literally come in – never an appointment/class time, and get in within about 3 minutes and out in 30. We’ve done that for 18 years, but now you add in the fact that you can do that 24/7 and it’s a game changer.
Why do you think you are successful internationally?
No matter what the culture, everyone is busy and needs a quick full body workout that also happens to be perfect for relieving stress. Our tech is plug and play for any country. And, being 18 year old brand, we are a mature franchise system, so we have all the support needed to source for the buildout, as well as an international distribution center with wholesale for our masters – we make sure the development schedule is extremely doable for the size and population of the territory and we structure the ongoing fees very favorably for the master – so that the economics work for everyone.
What are the priority countries/territories you are looking to develop?
Rather than looking at specific countries, the most important factor for us is identifying potential Master Franchisee or Area Development Partners with the experience, ability and operational capacity to develop 9Round in their country. It’s all about the people, we look for candidates who will share our vision and passion for our brand. Having said that we regard SE Asia as a priority, particularly The Philippines, Indonesia and Malaysia. We are also targeting Central and Eastern Europe (CEE).
Why have you identified these countries and/territories as a top priority?
SE Asia because of the younger demographic and economic growth. CEE due to the rapidly expanding boutique fitness market and the cultural acceptance of boxing as a mainstream activity and training method. Also, Northern India, building on the success of our franchise partners in the South – they’re doing fantastic.
How long does it typically take to finalise an agreement once you find a qualified and capable master franchisee or area developer for a new market?
We turn agreements around as quickly as is practical. The actual timeframe depends on the legalities of the country itself, but 2–4 months is typical.
Once you finalise an agreement, how long does it take for the market entry planning before you launch the business in a new market?
We aim for six months, however we understand that there can be holdups in site selection and buildout. Our development schedules are reasonable and agreed upon, so there’s usually no friction in opening within the time planned.
Any advice you can share with parties who are interested in getting into franchising by acquiring rights for a local or international franchise?
Have solid domestic operations buttoned up for a few years first and then be ready for the mental flexibility required to engineer your brand for each country’s needs. Not saying you change the model in each country, definitely have a firm identity and that will determine what operational and design elements cannot be changed, ever, no matter what the territory. From there, the things that should be fluid within each territory will reveal themselves. Also Relationships is the name of this game. Have a great relationship with your broker and each of your masters or you’ll find it much less enjoyable. Trust is so important – both ways.Is this conversation helpful so far?
To know more about Angel-in-us Coffee, click: https://worldfranchisecentre.com/franchise/9round-kickboxing-fitness/
