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Name: Heidi Neville
Title: Multi-Franchise Owner/Area Developer
Brands: Prime IV Hydration & Wellness
Units: Nine. Oversees 16 units in Utah as an area developer.
Years in franchising: 5½
I chose a service brand because I have a passion for connecting with people in a meaningful way. When you work with a service brand, it gives you many opportunities to connect with others and help them with their goals. I find that very rewarding.
I was the first franchisee of Prime IV Hydration & Wellness. When I met the CEO, Amy Neary, she had just one location, but I immediately fell in love with her vision and the concept of IV therapy. Prime IV had everything I was looking for in a business: purpose, innovation, and scalability. From the start, I knew it would be a home run. I told Amy that if she ever decided to franchise, I’d be her first, and I kept that promise. Just six months later, on March 20, 2020, we opened our doors at the outset of the pandemic, while most businesses were closing theirs.
Franchising a service brand like Prime IV, a spa, requires a blend of entrepreneurial, leadership, operational, and people-oriented skills. Unlike product or retail franchises, service brands depend heavily on experience delivery, team performance, and relationship-driven marketing. It requires hiring A-players and creating an environment of accountability, connection, and service. I have developed three pillars that I teach my teams:
I also like to align my teams with my vision and hopefully help them develop the same vision by continually sharing it.
The main advantages that stand out to me are that service brands can easily create predictable, repeatable income through recurring visits with memberships and packages. Service brands create transformational impact. You’re improving people’s health, confidence, and wellbeing, not just selling a product. It’s easier to personalize and create a “wow” factor in a service-based business rather than in retail. Service quality, culture, and consistency become your competitive edge.
In order to run multiple franchises successfully, you need to be able to shift from managing to leading. Build clear systems and protocols so each location operates consistently without you. Hire strong managers, give them accountability. Keep communication tight with weekly meetings with each head manager and share performance KPI’s. Focus on brand consistency, culture, and data-driven decisions. Developing leaders and refined systems are what I have found to be the most important.
Some of the most effective ways I’ve marketed and promoted my businesses have been through community partnerships, social media campaigns, and local engagement. I collaborate with gyms and corporate offices to host wellness events and offer complimentary services that create lasting connections. Consistent, authentic content on Instagram and Facebook helps build brand trust and showcase real results. I also use local sponsorships and email and SMS marketing to keep clients engaged and drive repeat visits. Partnering with influencers and securing media features to expand visibility. Optimizing Google listings and ensuring we have people consistently review our business ensures we rank high in local searches. Ultimately, blending community involvement with strong digital presence and consistent branding has been key to sustainable growth.
If you’re considering a service brand, focus on people, process, and purpose. Success comes from delivering a consistent, high-quality experience through strong systems and well-trained teams. Choose a service you truly believe in, build clear procedures, and lead with authenticity. In a service brand, you’re not just selling a product; you’re creating an experience that builds trust, loyalty, and lasting growth.