Franchise Model - the muscle behind BODYTEC® SA
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| Boris Leyck |
When Boris and Sandra Leyck launched their first BODYTEC®* studio in South Africa in 2011, Electro Muscular Stimulation (EMS) used in day-to-day strength training was a relatively new concept, and BODYTEC® was the first studio of its kind in the country. Now, almost four years on, the fitness solution that promises leaner, stronger figures from a mere 20 minute workout a week has grown from strength to strength, and the company has grown rapidly through a robust and successful franchise model.
“While we were aware of the success of similar concepts overseas, nothing could prepare us for just how well BODYTEC® would take off in South Africa,” says BODYTEC® SA founder, Boris Leyck, who was instrumental in identifying the opportunity for a sustainable franchise model and bringing the international technology to a burgeoning marketplace.
“The business took off fairly rapidly, and we had to adjust our plans for expansion to keep up with the demand. The franchise model has been an integral part of BODYTEC’s overall success. From the very beginning BODYTEC® was inundated with franchise enquiries from around the country, and we now have 21 studios operating across the country,” says Leyck.
BODYTEC® works very closely with their franchise partners to ensure the integrity of the brand is always at the centre of each and every studio.
Furthermore, in order to ensure that BODYTEC® was in line with South Africa’s franchise regulations, Leyck aligned with the Franchise Association of South Africa (FASA) in 2012. “We received valuable support and assistance from FASA which has and continues to contribute to our dramatic growth trajectory. As a result of their guidance BODYTEC® were nominated as a finalist in the FASA Awards Newcomer Franchisor of the Year for 2014”, says Leyck.
In order to maintain the high standards which consumers have come to expect, BODYTEC ®offers existing franchise owners preference when it comes to operating new studios as they already come with extensive experience in running their own profitable studios.
Of the 21 studios currently in operation, seven are secondary businesses owned by existing franchise partners- a testament to the passionate network of BODYTEC® entrepreneurs who continue to grow with the brand.
The advantage of the BODYTEC® franchise model compared to traditional fast food or petrol station operations, lies in the lack of huge inventories or stock management challenges. BODYTEC® offers a service to consumers wanting to look and feel better. As a result, the business environment is a positive and exciting space where clients and studio owners work towards achieving wellness goals which reflect in the general atmosphere.
BODYTEC® estimates it will double the brand’s footprint over the next 1.5 years, “Thanks to our franchise model, we are currently the third largest dedicated EMS provider in the world behind similar German and Austrian concepts and look forward to taking even greater strides as we expand into three more provinces over the next year,” Leyck concludes.
For more information on BODYTEC®, or to become a franchise owner, visit www.bodytec.co.za
*BODYTEC® combines personal training with EMS to visibly and effectively reduce fat content and weight whilst gently defining muscles and increasing physical strength and endurance. During each 20-minute session, muscles are stimulated by electrodes connected to a training jacket. Each session leads to a new level of physical strength, endurance and higher speeds of performance.
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