The Exercise Coach Makes Fitness Easier for Older Adults

The Exercise Coach helps clients ages 50 and older maximize their quality of life through short, one-on-one, twice-weekly sessions. “Most of our focus is on building strength and lean muscle mass,” says Chris Miles, director of franchise development at Franchise FastLane, which has been shepherding The Exercise Coach’s growth since 2017. “Our members experience less pain in joints, better health markers, better sleep and better recovery from their everyday activities. The mission of The Exercise Coach is to change the way people age through strength training.”

The franchise has experienced significant growth since starting with one location in Lake Zurich, Ill., in 2000. The brand began franchising in 2010, growing to 41 locations before partnering with Franchise FastLane. With assistance from Franchise FastLane’s development team, The Exercise Coach now has 227 open locations and more than 330 sold.

The franchise has a try-before-you-buy business model. During a potential member’s first visit, the customer receives two free sessions before being presented with a membership option. The process starts with learning the client’s fitness history, objectives and physical limitations that might affect their workout programs. Next, the Exerbotics equipment assesses the individual’s current strength level.

Customized fitness programs

“We use the Exerbotics data from the clients’ workouts to customize their programs based on their goals and strength,” Miles says. “No two members will follow the same program during their two 20-minute sessions per week. During each session, coaches set up members on equipment and assist them in putting forth their best effort.”

Members also can enroll in The Exercise Coach’s two new Strength+ offerings, the Assisted Stretch and Balance and Brain Programs. “Strength+ has completely transformed current studios’ performance numbers,” he says. “Assisted Stretch helps clients with flexibility, mobility and range of motion for exercise along with aiding recovery. The Balance and Brain Program helps with fall prevention and balance; it also improves cognitive function and the neuro connection between body and brain. These programs have become customer favorites.”

The Exercise Coach franchise is robust and proven, Miles says, with some of its locations open for more than 20 years. “Monthly memberships drive a majority of each location’s revenue. Owners also sell retail items and supplements in their studios, which require 2,000 or fewer square feet. On average, studios work with 70 to 100 members per day. Most coaches start on a part-time basis and are certified in-house. They do not need prior certifications or experience.”

Franchise support and model

Franchisees are hands-on for the first few months after launch but then can pivot to a semi-absentee model. “Support is vast,” Miles says. A launch manager assists with their real estate search, lease negotiation, finding and vetting contractors for the buildout, managing the buildout process, ordering equipment, designing the floor plan, hiring and training employees, and how to best utilize headquarters’ extensive marketing support.

“Franchisees don’t have to do any of their own marketing unless they just want to. Most rely on the company’s campaigns for all of their business,” he says. Sustained support includes weekly meetings and assessments with franchise leadership.

• Leadership skills. “They must be able to motivate, develop and lead a team,” Miles says. “This is the most important skillset needed.”

• A go-getter attitude. “They should be willing to do whatever it takes to be successful – someone who wants to get behind a brand and is mission-driven first but also wants to drive profits.”

• Commitment. They must be very involved during the first 90 days after launch, Miles says. “This will ensure that their business is off to a good start and will run smoothly.”