From Firefighter to Fitness Together Franchise Owner: Michael Stevens on Building a Lasting Wellness Business

Before Michael Stevens became a Fitness Together franchisee, he ran into burning buildings. As a firefighter and EMT, he learned early the value of responsibility, trust, and showing up when it counts. That same commitment to service runs through everything he has built since—three studios in Rhode Island, Massachusetts, and Maryland, backed by WellBiz Brands, the leading beauty and wellness franchisor platform behind Fitness Together.

Stevens’ road to franchising was anything but direct. After the fire service came an MBA and leadership roles in marketing and sales with various startups. He loved the startup life, but kept coming back to the same question.

“If I was going to work this hard to help build a business, I’d rather invest that time and energy into my own,” he says.

He landed on franchising and WellBiz Brands’ established infrastructure. Fitness Together stood out for its simplicity, “we sell one service and do it well,” says Stevens. But the membership-based model is about more than just selling workouts.

“Fitness Together is relationship-based—helping clients build strength, confidence, and consistency in a private, personalized setting,” Stevens says. “That felt like a business I could believe in long-term."

A System Built on People, Not Just Processes

Strong onboarding, training, and a supportive franchise culture gave Stevens a fast start.

“There was never a shortage of owners willing to hop on a phone call to show how to run a report, implement a new process, or just provide some support,” he recalls.

The culture of peer support, Stevens says, is matched by ongoing operational guidance and a corporate team that treats franchisees like partners.

“The C-suite is great to work with. They listen, they own their mistakes, and work smart and hard,” Stevens says.

Growth with Purpose

Growth came quickly. Just eight months into his first studio, Stevens had a reliable team in place, solid systems running, and a realization that his 40-hour work weeks had quietly become 10, freeing him up to expand. He says he remains open to adding locations when the moment, market and opportunity are right.

Today, Stevens spends less time in the weeds and more time developing people, delivering excellent client experiences, and boosting the bottom-line health of each studio.

“Hiring people you can trust and rely on and allowing them to make decisions—and mistakes—is a must to be a successful multi-unit operator,” he says.

The tools he leans on most are the ones that show him what’s happening inside each business, data that includes financial reporting, performance metrics, lead tracking, client retention data, and team reviews.

“The biggest strategic benefit has been the ability to grow within a focused brand while still having access to the resources and perspective of a larger wellness organization,” Stevens says.

The Advice Stevens Gives Every Prospective Franchisee

Every franchise owner faces challenges, and Stevens is candid about his.

Staffing, trainer turnover, and navigating rate increases with long-term clients are the biggest hurdles he’s faced.

WellBiz provides hiring software to efficiently manage job postings and applications, while targeted marketing support helps bring in new clients at current rates, reducing dependence on legacy pricing.

“The business model works very, very well for retaining clients for a very long time,” Stevens says. “Having the marketing resources to keep new clients coming in at current rates has been a huge help.”

For anyone considering the leap, Stevens keeps it direct: a franchise is not a sure thing. It is a model, a brand, and a support system — and then the hard work begins.

“Choose a business you can stay connected to beyond the numbers,” he says. “Profitability matters, of course. But you are going to spend a lot of time building this business, solving problems, and leading people. It helps if the mission actually means something to you.”

The beauty and wellness industry is thriving. For motivated entrepreneurs, the opportunity to build something of your own — with the support of proven brands with strong demand behind you — is real. Explore franchise opportunities with the WellBiz Brands portfolio, including Fitness Together, Elements Massage, Drybar, Amazing Lash Studio, and Radiant Waxing. Get started today at wellbizbrands.com.

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Fitness Together
Fitness Together is the premier, private-suite personal training studio offering clients a custom fitness and nutrition experience. Learn More