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Gym and Fitness Franchises: Sample Objectives and Key Results (OKR)

March 1, 2021
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In 2018, the worldwide fitness industry saw membership grow to a record-high 183 million users, revenue totaling an estimated $94 billion, and club count exceeding 210,000 facilities, according to the IHRSA Global Report. As the global landscape shifts, we will continue to see gyms making a meaningful contribution to the economy.

OKRs For Gym & Fitness Franchises

Objective: Increase franchisee revenue.

KRs:

  • Grow membership by 10%.
  • Grow inbound leads by 20% from online sources.
  • Book trial with 40% of inbounds.
  • Get sales conversion rate to 80%.

Initiatives:

  • Create Facebook campaign with agency.
  • Put front desk staff through sales training provided by head office.
  • Perform monthly review of leads vs. trials on FranConnect scorecard.
  • Work on lead quality of PPC (pay-per-click) and display campaigns together with agency.
Objective: Increase profitability through marketing efficiencies.

KRs:

  • Make cost per lead $50.
  • Have a member retention rate of 70% (existing clients at the end of the period/existing clients at the beginning of the period).
  • Increase community marketing leads by 20%.
  • Increase leads from signage by 10%.

Initiatives:

  • Work with property management group to have an attention-grabbing sign out front.
  • Participate in local wellness expo.
  • Host benchmark workout session with members for ongoing performance improvement.
  • Place “first week free” flyers at businesses in the same plaza.
Objective: Delight our customers.

KRs:

  • Maintain a Net Promoter Score (NPS) of 50.
  • Increase member engagement in group fitness by 10%.
  • Put 90% of members through the outstanding onboarding program released by head office.
  • Expand social media engagement by 50%.

Initiatives:

  • Host one customer appreciation event.
  • Perform quarterly analysis of NPS with team on FranConnect.
  • Ask staff to post pictures on social media of members reaching milestones on a monthly basis.
  • Engage in seasonal giveaway campaigns of branded merchandise with social media component.

Hopefully these sample objectives and key results have helped you out. Do you want to take it a step further? Learn more about strategy and gym and fitness franchises by checking out the following:

About Objectives and Key Results in Franchising
How to be a Collaborative Franchise Business Coach (FBC)