Are you ready to accelerate your business and make 2021 a bumper year? Tim West, MD at fitness brand 12RND, shares his plans for the year ahead.
1. Accelerate growth
Coming into 2021, we are primed for accelerated growth, and we anticipate this will be our strongest year ever. As the market re-emerges following the initial shock of the Covid-19 crisis, we are seeing interest for our franchise opportunities growing dramatically, in both new and existing markets.
Off the back of the surge in interest we’ve experienced recently, our current pipeline means that we’re on track to open a new club every seven days, on average, next year, somewhere in the world. Given this immense opportunity, we have set a goal to open in three additional international markets and maintain this pace for our existing markets the entire year ahead.
2. Ongoing innovation
This year, we saw that innovation was essential to our evolution, but also our survival. In 2021, we intend to build upon the platforms that we have launched and continue to improve and enhance our support and offering to franchisees, and our experience for members.
The introduction of our Train: On Demand App, Coaching Screens and an internal Performance Hub are the initial stages of our Smart Club Program which has become our internal mandate, guiding our team towards ongoing growth. The crux of this program is to seek and identify opportunities to innovate that will guarantee our position at the forefront of this industry.
Before we introduce or make decisions the final step of our process is to ask ourselves, “could this be simplified?”
The simplification of processes creates more time for our franchisees to focus on the most important aspects of their business, and importantly, the aspects they enjoy. This is absolutely crucial for us to ensure that our franchisees feel rewarded within their business and that they can concentrate on offering great value to their member community.
Amplification then comes into play through our brand. We take leadership in amplifying our brand, educating a wider audience about what differentiates our offering from our competitors and what makes us special.
To date, a substantial amount of our growth has been organic, driven by the advocacy of our franchisees, coaches, members and wider community.
In the past couple of years, we’ve been building up a strong brand foundation for both 12RND Fitness and UBX Training to establish confidently who we are to our market.
Now, as we grow, we benefit from scale where we have the capacity to continue generating greater impact, and as we are confident that other areas of our business are performing well (such as club operations, innovation, and the success of franchisees and members), we are ready to extend our reach to untapped markets.
My personal goals for 2021
1. Maintain and build upon positive routines
I believe that routines create freedom; having consistency in the activities of my day creates efficiencies and gives me time to be creative. Although this is something I’ve been working on for some time, it’s an effort to continually refine, and also in a way that best suits not just me but also the people around me.
2. Get more comfortable being uncomfortable
Most of my greatest successes have happened because I’ve been willing to step outside my comfort zone, and I want to challenge my team to do the same. If you get too used to where you are, then you limit your opportunities, and so I push myself to feel uncomfortable in order to ensure that our business continues to grow.
The more comfortable we get being uncomfortable will inevitably create opportunities for personal and professional growth.
3. Be more reflective
This year, we made a lot of decisions that had “crisis-proofed” our business, but on reflection, one of the major takeaways was the importance of communication. Our aim throughout the uncertainty, was to always be a source of information and truth for our network.
What we found was, not only did this allow us to take the lead in keeping our franchise network ahead of the constant changes and challenges we were up against, it helped to reduce anxiety, and instill confidence and reassurance.
So my goal in the new year is to be more reflective, and look back on every experience to ensure that every time we look forward, we are taking into consideration the lessons of the past.