Global Franchise 9.3

Building a wellness franchise that connects with customers “Bl ushington’s journey took a significant turn when we transitioned to a franchise model after COVID. I’ve always believed in the power of surrounding myself with experts who can help guide our growth, which led to the creation of our National Advisory Board. For example, Jessica Bruner, with over 20 years in commercial real estate, advises us on finding prime locations and Joanna Mize, founder of Snippets, a children’s hair franchise, brings invaluable franchising expertise. These women are so important to Blushington’s growth, and I’m grateful for the strategic pillars they provide. Our franchising journey officially began in January 2023. Before that, we spent years building a solid operational foundation, and nowwe’re blending that experience with the energy of being an emerging franchisor. We’re focusing our expansion on the Southeast and Southwest of the U.S., particularly Texas, Florida, the Carolinas, and Georgia. These regions meet three crucial criteria: high consumer spending on wellness and beauty, favorable real estate and labor costs, and strong, growth-friendly economies. Just this morning, we announced two new locations in Houston, Texas, and we’re excited about growth in these regions. The beauty and wellness sectors have been democratized – what was once reserved for the wealthy is now available to everyone. But even with this shift, high standards are non-negotiable. Personalization and luxury are no longer just nice-to- haves. They’re expectations. We’ve always emphasized Sander van den Born underscores how technology is enhancing member experiences: “Tools like Anytime’s Evolt body scan are helping keep members on track by integrating data into apps and trainer programs. These technologies not only enhance the member experience but also set us apart from competitors. For example, tracking muscle mass and fat loss through advanced scanning tools is something few others offer.” John Teza also points to how technology enhances both the guest experience and operational efficiency: “From advanced skincare equipment to digital booking platforms and mobile apps, technology is enabling us to deliver better results and streamline operations. At Hand & Stone, it’s all about delivering personalized services while making the process seamless for our clients,” he explains. In boutique fitness, JadeWinter emphasizes the importance of tech to scaling operations while maintaining a personal touch. “Our video-based instruction allows clients to receive world-class guidance with every class,” she says. “This hybrid model, paired with on-site instructors offering personalized support, delivers the best of both worlds – consistent, precise instruction and real human connection.” Challenges and opportunities As the sector grows, an increasing number of wellness franchises are looking to expand internationally. While this presents exciting opportunities for some, it also brings unique challenges. “The U.S. has been our foundation for 22 years, but our first international market was Australia, which now boasts nearly 600 units. Japan is another mature market for us, with over 1,000 units,” reveals Anderson. “Southeast Asia is experiencing extraordinary growth. The region has great labor models, an unparalleled service culture, and improving economics, making franchise investments more feasible. The Middle East, in particular Saudi Arabia, is another area of focus for us in 2025, as government- backed initiatives are promoting health and wellness.” Sander van den Born sees similar potential in other global territories. “Eastern Europe is key for us, complementing our strong presence inWestern Europe. Latin America also offers significant opportunities, particularly in Mexico and Colombia, where we have a presence but there’s room to expand,” he reveals. However, successful expansion Blushington, the express luxury beauty concept dedicated to making A-List beauty services accessible to all customers, is disrupting the U.S. beauty industry with its franchise model. CEONatasha Cornstein explains why: 44 GLOBAL FRANCHISE Issue 9.3