Snap Fitness is giving its fitness facilities a new look for the new year. Chanhassen, MN-based Snap Fitness, which has more than 2,000 clubs worldwide, is giving its franchisees the opportunity to redesign their clubs with a "modern, sleek, aesthetic update," the company announced.
The all-access key card club franchisees can choose from select custom wall options featuring hundreds of Snap Nation members. They can opt for either a full-color collage or a collage of an American flag that can be customized with images of members or employees.
The company studied both domestic and international club redesigns, and after many reiterations, came up with a design that represents "America's brand," says Steele Smiley, chief officer of Lift Brands, which owns Snap Fitness.
"We invented the 24/7 model, and in our day, the design was cutting edge and way ahead of its time," he says. "When I came on board about a year-and-a-half ago, we realized that we had the opportunity to refresh the design for the next 10 years, and we think we nailed it."
The company's flagship club location in Chanhassen, MN, will be the first to undergo the change, and then national and international vendors will help to install the new graphics in Snap Fitness locations worldwide.
During the first day that the redesign was announced, Smiley says the response from the franchisees was overwhelmingly positive. In fact, he received about 100 phone calls from franchisees interested in redesigning their facilities. He says it will take time to roll out the new designs worldwide, and the company is working with the franchisees one by one.
All of the existing franchises will receive an incentive package to upgrade their clubs, and the new franchisees that come into the system will feature the new design.
"We will be able to put forth unique graphics, which will give an individual flair to each club," Smiley says. "What better way to make your members connected to a club than to put them up on the wall? We are excited about that opportunity, and we think it will be a game changer for the industry."
The inspiration for the custom graphics came from the members, who were looking for each Snap Fitness location to have an individual spin and custom experience.
"The blessing and the problem with a franchise system is that you want them to behave the same way operationally, but you don't need them to be identical and all feature the same image," Smiley says. "We are trying to give each one its own personality."