Smart design software helps 12RND Fitness go the distance

High intensity group workout franchise 12 Round Fitness business is on track to have more than 50 gyms operating in Australia and overseas in the next 18 months.

Starting out in Brisbane in 2014, 12 Round Fitness (12RND) has since opened a further eight franchises in Brisbane, Sunshine Coast, Gold Coast, Sydney’s Bondi Beach and Newcastle.

12 Round Fitness founder Tim West is aware that his aggressive expansion plans present a few challenges, explaining “because we are a reasonably new brand in a crowded fitness market, building a strong identity is crucial. I knew I couldn’t afford for any material not to be on brand.”

Protective of his brand, West comments “working with a high profile brand ambassador as well, I wanted to give him the guarantee that his image would be used on his terms.”

To ensure collateral could be produced quickly while staying on brand, West partnered with brand automation and marketing production cloud software Outfit to digitise his brand guidelines.

Rather than using design software to turn a banner into an A4 page for example, Outfit allows users to produce collateral online at the click of the button, ensuring it is always on brand and to specs.

Rather than having to hire extra head office staff to manage design requests and produce collateral needed by franchisees, West is empowering his franchisees to produce their own collateral as and when needed.

He adds “Outfit gives me and my investors the confidence that any collateral produced is done according to our brand guidelines, while giving franchisees the ability to produce tailored collateral in a few clicks.

“It also means we can on-board franchisees much quicker, they’re not at the mercy of a marketing department struggling to keep up with design requests.”

The use of Outfit has also enabled West to keep the 12 Round Fitness head office team very lean – opening his current clubs with just three staff.

Outfit is used by a range of franchises, as well as large corporates and leading universities.

Outfit founder Bruce Stronge said there has never been greater demand for on-brand visual content, advising “being able to produce the right visuals, on¬brand, in a short period of time has become essential for franchisees.

“Rather than throwing more resources - designers and Photoshop licences - to cater for the ever-growing need for marketing materials, Outfit helped 12 Round Fitness keep its head office team lean and empower each franchisee to create their own local on brand materials.”

Based around functional strength, conditioning and sports-based cardio activities, 12 Round Fitness’ workouts have been designed by professional athletes and trainers to help members reach and then ‘smash’ their fitness goals.

With a new round starting in each every three minutes, 12 Round Fitness members don’t need to book in, as a new ‘round’ is always coming up.

For more information on 12 Round Fitness go to 12rnd.com.au

Click here for more information on Outfit.

Images: Tim West (top) and 12 Round Fitness' franchised clubs (middle and below).

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