Belgravia Health and Fitness' Ian Jensen-Muir reflects on fitness’ changing franchising landscape

Having presented at a series of fitness industry conferences around the world this year, Ian Jensen-Muir, Chief Executive of Belgravia Health & Fitness has shared his personal insights on franchising in a changing market.

Jensen-Muir, who presented at Beyond Activ Singapore in June after having attended FIBO 2024 in Germany in April, will also be part of a panel on ‘Optimising Investor, Franchisee and Stakeholder Management and Performance’ at Beyond Active Asia Pacific in Sydney next month, told Australasian Leisure Management “as I reflect on my recent experiences at FIBO 2024 and Beyond Activ in Singapore, I’m reminded of the tremendous momentum building within the health and fitness industry globally.

“FIBO provided a fantastic glimpse into the latest trends and technologies that are redefining fitness and wellness, while Beyond Activ offered an equally engaging platform for discussion around franchising and growth strategies.

“I had the privilege of joining the expert panel on ‘New Concepts, New Systems, New Markets, New Innovation’ in Singapore, where we delved into how franchisors are rethinking growth for an evolving market.”

During the Singapore panel, Jensen-Muir (pictured above) shared insights into emerging opportunities for franchisors, particularly in markets that show untapped potential.

“At Belgravia Health & Fitness, we’re continuously adapting to meet the demands of these new markets, informed by a strategy that’s both dynamic and forward-thinking.”

1. Adaptation of Business Model
In today’s diverse markets, a ‘one-size-fits-all’ approach is no longer viable. We’re adapting our business models to better fit local preferences and infrastructure, ensuring our offerings align with the unique needs of each region.

2. Partnering with Experts
Entering new markets requires more than just enthusiasm. By partnering with specialists in property, digital transformation, and data, we’re able to leverage unique insights and ensure a solid foundation for growth.

3. Data-Driven Decisions
Leveraging data analytics and business intelligence tools, we identify emerging trends, pinpoint opportunities, and quickly address any areas for improvement. This data-centric approach allows us to remain agile and responsive to changing market conditions.

4. Aggressive Marketing Campaigns
To establish a presence in these markets, we’re embracing bold, targeted marketing campaigns that drive awareness and engagement. This approach ensures that our brand resonates and leaves a lasting impression.

5. Continuous Evaluation and Adaptation
Success in any new market requires ongoing refinement. By continuously assessing and refining our strategies, we ensure that we remain aligned with market shifts and consumer demands.

Jensen-Muir went on to say “the opportunity to connect with other industry leaders at Beyond Activ was invaluable, and I look forward to sharing more insights at Beyond Activ Sydney this December.

“The conversations in Singapore underscored the importance of collaboration, adaptability, and innovation as franchisors position themselves for growth in the face of an evolving industry landscape. 

“The future is full of promise, and I’m excited to see how our shared strategies will continue to reshape the health and fitness industry worldwide.”

Ian Jensen-Muir
As Chief Excutive of Belgravia Health & Fitness, Ian Jensen-Muir leads the growth and success of over 100 franchise locations across several leading fitness and wellness brands, including Genesis Health + Fitness, Ninja Parc, JUMP! Swim Schools and Pursuit. 

His leadership focuses on delivering exceptional fitness experiences and expanding access to health and wellness services through strategic franchise growth.

Beyond Active Asia Pacific
Beyond Activ’s Asia-Pacific Festival is being held at Sydney's Sofitel Wentworth from 2nd to 4th December.

Click here for more information in the Australasian Leisure Management industry Calendar.