Questions about Site Selection in Franchising? Fit For You’s Jason Markowicz Has Answers

In an ever-changing real estate landscape, it can be tough for franchises to pick locations to set up shop. Tried-and-true solutions are being met with new strategies, as Fit For You Franchising’s Jason Markowicz has shown while the brand helps a number of fitness brands achieve franchising goals.

“A lot of research should go into prospective real estate,” Markowicz said. “This is often one of the biggest decisions in franchising.”

Markowicz encourages all prospective franchisees to research a number of possibilities and potential outcomes for their business at a target location, and to recognize there are abounding possibilities that can come out of a desired location. “While it can be a burden to find a great location, it can also set up some of the most fulfilling outcomes in the franchising space,” he said.

One of the brands Markowicz works with is Fitness Premier 24/7 Clubs. They’ve established a series of franchise locations in smaller communities where there was previously a shortage of gyms or quality fitness programs. This niche market has helped the fitness franchise and Markowicz’s team develop a strong reputation while helping to develop a business model for future brand growth.

Under this model, Markowicz suggests all prospective franchises research the demographics that are the best conditions for immediate growth, but also not to rule out certain locations with other, more unique advantages like foot traffic or vehicle accessibility. “It’s important to identify some non-negotiables when picking a location within a target market, but a lot of businesses are able to be flexible under some provisions,” he added.

“One of our ongoing strategies is to identify how big the need is for fitness in our markets. We’re able to create a unique advantage if we can enter an untapped market,” he said.

“Each franchise has its own rules and regulations when it comes to choosing real estate,” Markowicz said. “The information you need to know will be spelled out in the franchise disclosure document, and it is often easier to review this information with your franchisor than combing through the 100-plus page document on your own.”

Many franchisors have already completed market research, since it is a necessary part of establishing a franchise model. It is in a franchisor’s best interest to monitor the demographics of ideal locations and pass those insights along to franchisees, which is part of why franchising comes with unique benefits when compared to an independent business endeavor.

“Reputable franchisors will be able to tell you how a business has performed in different areas,” Markowicz said. He added that a more established brand will have a more thorough understanding for site selection, but an emerging brand can sometimes exceed expectations when satisfying new, increased demand.

“A lot of this research takes place before a lot of businesses are even made available to franchisees. In most cases, the homework has already been done,” Markowicz added.

Sometimes a franchisor will look to veto a site. This can be met with occasional pushback from a franchisee, so it’s important to make sure each side acknowledges the needs of the other and works to find a solution that helps everybody involved.

“Sometimes it’s hard for a franchisor to tell an excited franchisee no, but it can be an essential part of site selection,” Markowicz said.

He suggests franchisees identify their needs and wants in a location, both from a business perspective and from a personal standpoint. “There might be a great location 100 miles away from a franchisee’s home, but a commute like that can really tear down a franchisee’s enthusiasm over time,” he said.

Markowicz also said it is important for both parties to be excited about an eventual franchise location, since this is a place where a lot of time and commitment will be invested. “Finalizing real estate should be fun, after all. Communicating needs is an important part of making sure that site selection is as fulfilling of an endeavor as it is meant to be.”

Fit For You Franchising is a franchisee-first franchisor and franchisee consultancy. It is the franchisor behind low-cost group-fitness franchise fitWAVE as well as Fitness Premier 24/7 Clubs, a larger-box fitness brand. As a franchisee consultancy, Fit For You offers guidance for future franchisees on finding the best fit for their personal and financial goals. Fit For You is run by Jason Markowicz, a former multi-unit franchise owner of Massage Envy and current developer of Prose Nails, a membership-based nail salon. For more information, visit