GF Issue 54

Finalist spotlight: KX PILATES Community, Connection, Kaizen: the best fitness nominee believes high quality is the key to long term gains Once clients are onboarded, KX Pilates then homes in on delivering a consistent high-quality experience to maximize client lifetime. Its approach is guided by three key principles: 1. Ensuring the KX workout is delivered to guidelines and is a brand-specific experience by using the KXFormer’s unique features. 2. Prioritizing the training of qualified KX trainers by continuously investing in the KX Training Academy so all staff have the knowledge to provide a high-quality service. 3. Building a sense of community among clients so their experience of the studio goes beyond just the workout. So far, the ‘always-on’ marketing approach has proven beneficial for the franchise network, and it has been combined with localized initiatives for additional impact. “Collaborating with local partners enables franchisees to enhance their offerings, ensuring a consistent yet localized experience across all studios,” says Selina. “This concerted effort, along with the support from KX national marketing campaigns has helped drive a notable 14% growth in revenue year-on-year.” The Pilates franchise uses high- intensity interval training (HIIT) and reformer machines to add resistance and target muscle groups during workouts. Classes are small to retain a boutique studio setting, ensuring individualized attention and personalized results for clients. The philosophy of Kaizen – the idea of changing lives for the better through small and continuous improvement – sits at the heart of the brand. In keeping with this, the business aims to be humble and genuine in its approach to form long-lasting relationships with clients and franchise partners. The fitness industry has been experiencing an uptick in demand over the past few years. However, growing competition in this space brings challenges such as client attraction and retention, changing consumer demands, and a move towards value services rather than convenience. Fully aware of these hurdles, KX Pilates has curated a business strategy that directly responds to these difficulties in order to achieve sustainable growth. “KX is prioritizing differentiation through the quality of its workout offerings and service,” says Selina Bridge, CEO. As part of this strategy, the business has divided its efforts into two areas of focus: acquisition and retention. Initially, clients are attracted to the brand via an ongoing omnichannel campaign which comprises tailored messaging directed at specific target groups. This involves content such as a run-down of the benefits of KX Pilates, but it also leans into its long-established reputation by using real life clients and trainers to advocate within the campaign. Ambassador relationships with athletes and influencers who regularly attend the studio have also been key. “With over 14 years of leading the market, KX gives potential clients confidence in its product expertise, training, and overall client experience,” says Selina. Established: 2010 Number of franchised outlets: 100+ Location of units: 6 countries Investment range: $350,000 - $500,000 AUD Minimum required capital: $55,000 AUD Contact: Harry Stoubos harry.stoubos@kx.com.au kxpilates.com/au Having seen this success on the ground, KX Pilates now plans to expand the brand further internationally, with master franchisees in New Zealand, Singapore, Indonesia, and Jakarta all currently opening new locations. “In addition to this, KX is also setting sights on the USA with the first steps taken in launching an on-demand at-home workout offering to the market in 2023,” says Selina. “KX hopes to launch its first master franchise partnership for the USA later in 2024.” SPOTL IGHT: KX PI LATES 64 GLOBAL FRANCHISE | ISSUE 8.2