Snap Fitness looks to ongoing innovation to drive future growth

Ty Menzies, Global Chief Executive at leading international fitness franchise business Lift Brands, has shared his thoughts on the challenge that the operator of brands including Snap Fitness and Fitness On Demand faces in “breathing fresh air into an already proven brand without alienating a loyal customer base or losing market share”.

Writing on social media, Menzies, who is responsible for more than 2500 clubs and 1.5 million members worldwide, advises of the importance of not losing sight on the end goal: continuing to drive and maintain growth, knowing the customer and innovating while staying true to a brand’s roots.

Menzies (pictured below) writes: Snap Fitness first launched as an industry innovator in 2003. Since then, we’ve continued to evolve sustainably along with key fitness trends to provide results for ‘every body’, delivering top-tier support for franchisees and members alike. Here’s how we did it.

Fit for the Future
Globally, our presence expands to more than 20 countries, with 640+ gyms in the United States and Canada, 85 units in the United Kingdom and 300 units in Asia Pacific. Our global membership base continues to grow due to is over 1 million strong because of the movement Snap Fitness has built around its inclusive fitness environment, creating a more positive workout experience for all.

While many fitness concepts target the competitive urban and suburban landscape, in North America specifically, we’ve positioned ourselves to deepen our stronghold on often rural markets that other large fitness brands tend to miss, while expanding our presence in suburban and urban areas. And, through our competitive analysis and population dynamics, including 24/7 access, premium equipment and value-added technology, we set franchise owners up for success in areas we know they can thrive.

This strategy positions us as the leading fitness facility in any area that we enter, fostering high membership and open white space for growth.

Building an Inclusive Fitness Community
Our brand ethos focuses on how working out makes you feel versus how you look, which has been a guiding light for our innovation in every aspect of the company – energizing our operations, marketing, design and growth plans worldwide.

This unique mindset is part of what differentiates us from the competition. The key with brick-and-mortar concepts like ours is around the community established in those four walls. People want human interaction and to feel like they’re part of something bigger than themselves. And so, for us, it's been about progressing to become a stronger partner for our members and to ensure that we're driving results for them through mood-lifting functional, cardio, strength and group training, while building a strong, accessible community.

Keep Moving Forward
The fitness space moves with trends, and it moves pretty fast. This era of fitness is driven by constantly evolving consumer preferences and technology, and if gym concepts are not meeting those trends and innovating quickly, they may just be left behind.

That’s why we pivoted to develop a new gym prototype, currently in development within selected U.S. regions and already highly successful in our UK, Australia & New Zealand markets. This new format nearly doubles the size of our original Snap Fitness spaces at 6,000 to 8,000 feet², shaping into a flexible real estate format that fosters growth in suburban and rural markets. However, we remain true to our roots by offering competitive yet profitable membership pricing.

Additionally, we made several enhancements to existing facilities to prepare for this new chapter. Our locations have been outfitted with state-of-the-art cardio machines, improved weightlifting areas, a functional fitness zone, group class spaces and access to personal trainers to compete with popular boutique studios. We’ve also just launched a new member app, the Snap App, that provides a customised user experience based on personalized goals.

At Snap Fitness, our mission has always been to be known as the most inclusive and supportive fitness experience - for everyone at every level of expertise. As we modernize for the future, we remain dedicated to our roots to make our members feel fantastic by helping them create positive lifestyle habits that last.