Franchising With Multiple Brands: A Franchisee's Perspective | International Franchise Association

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Franchising With Multiple Brands: A Franchisee's Perspective

 

Why stop at just one franchise? Tips from a three-time wellness franchisee.

 

By Mary Hanula

 

Many people become involved in franchising after seeing firsthand how much a business can thrive when it is operated by the right people. That is what franchisee Stephanie Young saw within the franchise of Massage Envy. It all started when a good friend of hers asked her to be the Director of Operations. “He was opening his first one, and then we quickly opened a second one, and then we quickly opened a third and fourth and fifth one,” said Young. As she became more involved with the operations aspect of the business, she had to ask herself a question: “Why am I building somebody else’s kingdom when I now have the knowledge to do this myself?”

 

Franchise 2: Orangetheory

Once Young realized she had enough knowledge of the franchising model, she used her experience to become a devoted franchisee. Young had attended an Orangetheory fitness class while at a conference, and she vowed to become part of the project if it ever came to her town. Low and behold, she eventually saw an orange bike pop up in her hometown of Columbus, Ohio. With Orangetheory having the trademark marketing tactic of putting orange bikes throughout new locations, Young saw it and knew that a new franchise opportunity was calling her name.

 

 

 

Young went on to meet with the owner and eventually got asked to be the Area Developer. Fast forward to a few years later and she now owns three Orangetheory locations. Young also helped open 14 other locations in her region, with her husband and her buying all the rights to Columbus, parts of Toledo, Ohio, and some areas in West Virginia. A great way to becoming involved with a franchise is to be interested in what it represents and offers. Clearly, Young did this with Massage Envy and Orangetheory. Then, she decided to embody the “third times a charm” mantra.

 

Franchise 3: Namaste Nail Sanctuary

Taking her experience from two franchises, she recently opened a Namaste Nail Sanctuary. There is currently only one location open in the U.S. The franchise reached out to Young due to her experience with franchise development and asked if she would be interested in opening a location. She eventually said yes. Young said there were originally things holding her back from adding another franchise to her plate, and she would convince herself that she was too busy. However, as a mom with two kids who is constantly running around, Young took a tip from her favorite downtime activity, which was getting her nails done. By looking at her own negative experiences as a customer within the nail industry, she wanted to make a change and create a positive experience for consumers like herself.

 

 

Namaste Nail Sanctuary offers a place to relax and rejuvenate, incorporating light-therapy glasses and guided meditation. “If you can just disconnect and not have to talk to your nail artist or anyone else – especially because you’re not allowed to be on your phone inside – for me, that’s like killing two birds with one stone,” said Young. The immersive experience was one that impressed Young.

 

Presale Model

By using her skills from two other franchises, she already knows two of the biggest strategies she needs to implement at Namaste Nails Sanctuary. “It would be the presale model. There will be local events, guerilla marketing out on streets and in neighborhoods, and a lot of direct mail that tells people we’re coming soon,” said Young. She also states that the presale model she learned to use from past franchises is something that will certainly be showing in her marketing. By offering people memberships before the location opens, the franchise can be generating revenue and be busy the first day it opens.

 

Tips for New Franchisees

For anyone seeking advice as to why they should get into franchising, Young had a few key things to say: “I remember the conversations with my husband when we were looking at Orangetheory, and he would say: What if it’s a fad?” Then Young would reply, “What if it’s not?” She explains how once you get involved with franchising, everything is turnkey and already done for you. “This will benefit young entrepreneurs enormously when they are trying to develop a business. They have the advantage of one already being laid out for them that they can take and efficiently operate.”

 

Young is excited for her continued journey with franchising, and urges others to start their own path using the model. “Everything is there. If you really want to own a business, franchising is the way to go.”

 

Mary Hanula is a writer for franchise.org and Associate Editor of IFA's Franchising World magazine. She is a recent graduate of Christopher Newport University, where she studied English along with Civic Engagement and Social Entrepreneurship.