Evolution Wellness reveals plans for fierce expansion

The story began in 2017 following the coming together of two of Southeast Asia’s best-known fitness brands – Celebrity Fitness and Fitness First – to form one of the largest, wholly-owned fitness club networks in the region. Evolution Wellness is a company known for its diverse portfolio of fitness and wellness brands. They currently operate in over 170 properties across 6 countries with over 6000 employees. In this interview with Nad Myan (Director of Growth & Innovation, Evolution Wellness), reveals his plans for fierce expansion of the company with their latest fitness franchise brands Go Fit and Fire Fitness.

1. How did you enter in the franchise business?

Having created and operated successful brands in our industry, Evolution Wellness have been approached a number of times by investors and entrepreneurs wanting to open their own fitness business and benefit from a proven business model with the resources and experience to provide support across all aspects.
For this reason, we took the strategic decision to launch two brands that offer the best opportunities.

2. Where and how did the idea of your concept come from?

The team at Evolution Wellness have owned and operated the most successful fitness facilities across south east Asia for 20 years, with experience that spans the world. Our knowledge and expertise in the industry enabled us to create concepts that we can confidently claim occupy the largest growth segments of the fitness industry.

3. What inspired the brand name?

GoFit was selected to represent the simplicity of consumer access, the broad range of facilities and a 24 hour operating model.
For FIRE, the name was created as a reflection of the burn achieved through participation of any of the unique programs and studio types

4. What makes your brand different from your competitors?

We have 2 licensed brands that both have a distinctive number of USP’s that differentiates us from other brands.
GoFit, is built on the foundation of technology that provides a modern, seamless experience to our members whilst ensuring that investors benefit from ease of low-cost operations enabled by remote management and in-club cost saving initiatives.
FIRE is the most unique boutique brand as it speaks to the widest audience of those considering any number of studio types as we offer solutions for boxing, cycling, hiit, barre and strength training concepts.

5. What are the essential qualities that you look for in a franchisee?

Trust – recognizing the benefits of creating a business with a team of experienced professionals.
Fitness Advocates – believing in the industry and the wide range of benefits that exercise can bring.
Financial Resources – and business acumen that will support the success of the location
Entrepreneurs – a spirit to develop your own, thriving business model and those looking to diversify their existing portfolios.

6. How long does it take, in an average, for your franchisee to realize their investment?

Both brands typically achieve breakeven at opening (given a successfully pre-opening campaign) and offer an ROI in a two – two and a half year period.

7. What was the major challenge you faced in your career, and how did you overcome it?

Launching fitness as an industry in emerging markets is always a challenge as you are not only educating the target audience, but it is also essential to educate and build a local talent pool to operate your clubs.
Entering new markets with a diverse, experienced team whose objective is to educate and mentor is the best route to success.

7.1. What is your best achievement?

There have been many things that stand out as particularly proud moments over the years, most recently that would have to be the creation and successful launch of GoFit as a brand new HVLP concept (in a market that only offered the traditional gym model), from concept to opening in under 6 months.

8. How does your business day start?

In the gym.
I am a strong advocator of the benefits of regular exercise and routine. Whether I am travelling or not, my day starts with a 6am workout – it is the perfect setup to a work day that allows for focus, clarity and energy throughout the day and the feel good factor of endorphins helps too.

9. What was your best moment throughout your franchise career?

Securing deals through the most challenging period of the global pandemic. The achievement underpinned the quality and value of our propositions.

10. Where do you see your brand in the next 5 years?

We have global aspirations for both brands and foresee presence in every continent. What we have to offer is so unique and broad in scope that we can cater to almost all needs, regardless of particular sensibilities.
GoFit changes the HVLP industry as it not only offers low membership prices, it has also been structured to require the lowest operational costs of any other brand in this segment.
FIRE’s range of solutions and programming sets the new standard in boutique studios.
As we begin to grow, we are confident that these attributes will attract partners around the world

11. Any tips you want to impart to our readers who want to be in the franchise industry?

It takes time to build a solid business that can be scaled successfully. If you have aspirations to franchise in the future, start your business as you mean to go on – understand the structure you will need to establish as you grow and ensure you have the right resources to make it happen.

Get to know who are the industry key players, visit our Interview of the Week page.

To stay updated, visit our Franchise News section.

To learn more, visit our Franchising Tips section.