Body Street
BodyStreet is a German fitness franchise specializing in Electro Muscle Stimulation (EMS) training.
Body Street launched its operations in the UK in 2014.
Mark and his team secured the master rights in June 2016, opening their first studio a month later. Over 18 months, they proved the success of the German model in the UK before scaling through franchising.
Mark holland
Mark Holland is a master franchisee for Body Street in the UK and Ireland.
His primary goal is to support franchisees in achieving their business objectives, whether through marketing assistance or operational guidance. With a mission to foster sustainable growth, Mark ensures that each franchisee has the tools they need to thrive.
The challenge
The COVID-19 pandemic brought significant uncertainty to the franchise sector, particularly for businesses like Body Street, which operates “construction-based” franchises. This type of franchise requires substantial investment upfront, making it critical to ensure the profitability of new locations. Franchisees were understandably cautious about where and how they invested, which increased the pressure on me to deliver credible, data-backed territory analyses.
As Body Street expanded during this turbulent period, I faced a key challenge: ensuring that new territories were credible and viable. Our business model guarantees franchisees break-even within six months, which means every territory needs to meet strict demographic and geographic requirements. To address this, I needed a solution that could:
- Assess whether territories had the right population size and demographics.
- Avoid conflicts between existing and new franchisees.
- Simplify a traditionally time-consuming and complex process.
I tried several solutions from the UK and the US, but they were either too expensive or overly complex. That’s when I discovered Smappen. Its ease of use, flexibility, and cost-effectiveness immediately stood out to me.
The solution
Evaluating and approving new territories
When a potential franchisee approaches me about opening a new Body Street studio, I follow a clear process with Smappen:
- Initial Assessment: I start by analyzing the proposed territory using Smappen. I review key demographic data, including population size, income levels, and density of the target customer base.
- Competitor Analysis: I use Smappen to identify competitors and nearby Body Street studios to ensure there’s no market overlap.
- Territory Design: Once I confirm the area’s viability, I map out precise boundaries with Smappen’s customizable tools.
- Report Generation: Finally, I create a detailed report summarizing my findings, which the potential franchisee can use to strengthen their business plan or funding proposal.
This workflow ensures that every new studio is set up in a carefully analyzed, well-supported area, minimizing risks for both the franchisee and the network.
Resolving a territory dispute
One unique challenge I handled involved a potential new franchisee whose proposed studio was near an existing franchise. The existing franchisee worried about market cannibalization. To address this, I:
- Mapped customer data: Using Smappen, I overlaid the existing franchise’s customer base with the proposed territory.
- Visualized territory impact: The Smappen map clearly showed that the new studio would mainly attract customers from untapped areas, alleviating fears of competition.
Thanks to these insights, I was able to mediate a resolution that satisfied both parties, paving the way for continued growth.
Customizing Mapping by Region
Every area is different, and Smappen allows me to adapt. For instance, in metropolitan areas like London, where travel times can vary significantly, I tailor my approach using travel times, distances, and postcodes. This flexibility is invaluable.
The results
Smappen has delivered significant benefits for me and the Body Street network:
- Efficiency: I can generate detailed maps and reports in seconds without needing specialized training.
- Flexibility: The customizable mapping tools let me adapt to the unique needs of each territory.
- Conflict Resolution: By visualizing customer and territory data, I can quickly address and resolve disputes.
- Franchisee Support: The reports I generate help franchisees make informed decisions and secure funding more easily.
Smappen according to Mark
"For me, Smappen’s simplicity is what sets it apart. There are a lot of products out there that almost require a degree in geographical information systems. With Smappen, I don’t need that. It’s so simple yet incredibly comprehensive. The platform’s user-friendly design and robust functionality make it an indispensable tool for Body Street’s continued growth.”
Mark Holland
Master franchisee UK & Ireland at BodyStreet
