OPERATOR PERSPECTIVE
Is franchising the way forward? Although we now have a joint venture with Barry’s and North Castle Partners (see page 32), in essence we’re still a franchisee in that we’ve taken someone else’s brand and operated it. We went in early, of course, signing with the original founders when Barry’s was still a small company. We’ve been part of the evolution and growth of the brand, and I imagine our experience has therefore been a bit different from those who might sign up with a big international franchise now. There’s so much noise out there now – so many different brands in the sector. However, I do see franchising as a good model for boutique fitness, allowing a company like Barry’s to harness the knowledge of local people to expand its brand and, in the early days especially, brand awareness. I think opening in the UK also helped open the door to other markets; many of those who opened Barry’s elsewhere first experienced it with us in London. So, franchising can be a hugely powerful way to get your brand out there, provided you have the right partners who take on the brand as if it were their own. Beyond that, I believe success in the boutique segment comes down primarily to product and authenticity. Barry’s has just celebrated its 25th anniversary, and throughout that time, it’s been true to its brand. It knows what it does, it believes in itself – led by the heart as much as the head – and it has a product that works, that you can do multiple times a week. For me, fitness is cyclical. Reformer pilates might be booming at the moment, but I believe anyone who specialises will always have a very strong proposition. That’s what boutique is – being specific and consistently doing what you do brilliantly – and it’s very difficult to challenge that.
Boutique is being specific and consistently doing what you do brilliantly, and it’s very difficult to challenge that.
54
LONDON BOUTIQUE STUDIO REPORT 2023
Made with FlippingBook flipbook maker