Stories from the Covid-19 Front Lines: TruFusion CEO on Franchise Development
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Stories from the Covid-19 Front Lines: TruFusion CEO on Franchise Development

Stories from the Covid-19 Front Lines: TruFusion CEO on Franchise Development

We asked Mike Borden, CEO & Co-Founder of TruFusion, how Covid-19 has changed his company’s franchise development strategy. Here’s what he had to say.

As we prepared for 2020, like most companies across the globe, there was no way we could have predicted what was to come. As a fitness and yoga concept that offers an extensive variety of boutique-style classes all under one roof, TruFusion was designed to provide an in-person experience. But once Covid-19 forced the fitness industry to temporarily close locations, we needed to take immediate action to support our franchisees. First, we created online resources to help franchisees maintain member engagement. And then, to prepare for reopening, we implemented new protocols and procedures systemwide so each location could safely reopen.

We’re extremely grateful that our franchise development strategy is one component of our business that has been able to remain consistent amid the pandemic. We have dozens of locations currently in development across the United States and many additional agreements currently in the site selection process. With a strong pipeline already in place, we envisioned 2020 as an opportunity to execute new avenues that would fuel our franchise development momentum, including launching a new prototype and bringing on board a new addition to our franchise development team.

TruFusion’s flagship studios are between 10,000 and 14,000 square feet, which includes 4 to 5 state-of-the-art fitness and yoga rooms. The site selection process for such a large footprint takes some time. The new prototype we recently rolled out consists of 2 to 3 rooms and totals of 4,500 to 7,500 square feet. With a smaller footprint, the new studios will provide the same offerings as traditional locations, but with the flexibility of additional real estate options for new and existing franchisees to explore. This new option allows us to grow more rapidly.

In alignment with the smaller prototype, we recently tapped seasoned industry expert Brandon Campbell to spearhead the brand’s franchise efforts as the director of franchise development. Having a new dedicated and experienced individual on our executive team to focus on our franchise development growth will be an asset as we continue to forge ahead.

By executing these initiatives and being an ideal option for consumers looking to experience a variety of boutique fitness classes for one cost under one roof, we’re primed to continue on the path we planned for 2020. As we look toward Q3 and Q4 with new openings on the horizon in key markets – including Denver, West Hollywood, San Francisco, Houston, San Antonio, and Ballard, Washington – we’re optimistic about the future and are looking forward to having our members back in the studio at full capacity when the time is right.

Published: August 4th, 2020

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