AusLeisure

24/7 express fitness operator Jetts Fitness has upgraded its 2009 footprint projection by 40% by announcing a further 20 scheduled club openings in 2009.

As Managing Director Brendon Levenson, explains, "our 2009 end of year goal of 50 clubs in operation has been adjusted due to strong uptake in territory sales and multi-club growth through existing store owners."

The chain, which has its headquarters on the Sunshine Coast began franchising in 2007, and has eight clubs in operation in Queensland and Western Australia, with a further 22 sites secured or under negotiation. The group is securing on average 10-15 territories per month across Australia.

The franchise system, is the brain child of Brendon Levenson and Mark Stocks, who identified a need in the Australian market for a high value, easy access fitness offer to meet the need of time starved consumers.

Characterised by the use of a proprietary 24/7 access system, Jetts Fitness clubs can be accessed by members at any time, day or night, even when the club is unattended by staff. 24 hour video surveillance and emergency assistance stations within each club provide a safe, convenient environment for all members.

Levenson adds "what we have created is the ultimate exercise experience for todayâs market â Never closed, with easy, close to home access, no crowds, no contracts and memberships at half the rate of traditional operators."

Research conducted by the group prior to launch indicated that many members at other clubs simply did not have time to use pools, steam rooms and the other premium facilities that members pay for but never use. On top of that, lengthy contracts and high pricing points created barriers to entry, limiting penetration rates and membership uptake in most metro and suburban markets across the country.

As Levenson continues, "what we provide is the equipment that most people use on a regular basis, such as resistance machines, treadmills, bikes, cross trainers and free weights. The club atmosphere is fresh and in line with market expectations, creating a truly enjoyable and valuable exercise experience."

Jetts claim an optimum membership point of 3.5 members per metre2 - well above industry norms.

Stocks states "the business model was created from the ground up with a heavy focus on return on capital and streamlined operating costs, which ultimately leads to quick break even and fast expansion for multi âsite operators.

"We have taken the corporate programs we developed for these corporations and applied them to our small business model. Our franchisee training programs focus on delivering strong commercial results, which is the main reason franchisees seek us out initially. Our goal as a franchisor is to drive their business to a point were they can choose to keep their day job because they want to, not because they have to. Freedom is what they are buying, and that is what we aim to deliver through our franchise offer."

Commercial performance is what seems to be driving new franchise sales, with all existing clubs hitting break even within 3 months, the most recent club in Canningvale, WA hitting the important mark on opening day.

Levenson concludes "the majority of new club openings are coming as referrals from existing club owners, as well as multi unit franchisees quickly looking to move on second and third sites. Our first franchisee is opening their 3rd club within 12 months of first club opening."

Jetts Fitness has a goal to open 500 clubs across Asia Pacific, with clubs in Australia, New Zealand, Singapore, Hong Kong, India and China part of their 2009 growth strategy.

For more information, call 1300 JETTS 247, www.jetts.com.au

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