LTYB ready to ramp up business in 2022

By Sarah Stowe | 03 Nov 2021 View comments

Listen To Your Body is primed to ramp up its planned expansion next year, after a challenging few months for the gym chain.

Founder and CEO Ben Fletcher told Inside Franchise Business Executive “It’s been tough, but being able to do outdoor training has meant franchisees have enough fuel in the tank to get by.

“All franchisees did really well and in Melbourne we feel positive about the amount of interest and enquiries from potential members saying ‘I just need to get fit’.”

A month long campaign yielded good results, Fletcher reported, with an outstanding week in Geelong that smashed all records.

While membership enquiries are up, lead generation hasn’t yet ramped up. So Fletcher has used the time to double down on systems and  sales processes, and has teamed up with a marketing agency.

Despite lockdowns the business opened six new outlets and has signed Adelaide and Perth franchisees for early 2022 openings.

LTYB is also trialling in its corporate-owned gyms a new functional solutions program 18 months in the making, which is set to launch early next year. Fletcher believes this will be a game changer for the business, which is also undergoing a studio redesign.

It is the work done before Christmas that will pay off in franchise recruitment in early 2022, he predicts.

“We will be able to ramp up in November. We are planting the seeds for next year. February and March will be happy hunting grounds,” he said.

Andrew Frazer, the brand’s ex- GM and a current franchisee, is now working with Fletcher in a franchise recruitment role.

“I’ve put on PA full time and I am advertising for a marketing coordinator, and I will be looking for an operations person first quarter,” Fletcher said. “We are planning for growth, we are super keen.”