NATIONS YOUNGEST FEMALE FRANCHISOR FLEXES MUSCLE IN WOMENS FITNESS INDUSTRY

Backed by prominent capital investors and managed by some of the nation’s most knowledgeable Franchise experts, a determined and charismatic 24-year-old female franchisor is well on her way to securing the No. 2 slot in the growing women’s fitness market.

Liberty Harper, who, according to the International franchise Association is the nation’s youngest female franchisor, is turning heads and making news in multiple circles since first founding Liberty Fitness in 2002. Liberty Fitness is the first women’s fitness concept that addresses “total body” wellness, including a 30-minute circuit training workout featuring six-level, adjustable hydraulic strength training, cardiovascular equipment, personal trainers and nutritional and health education. With 55 locations open in 16 states, and an additional 12 Franchises sold, Liberty Fitness is poised to open 1,500 units in the next five years and grab a significant share of the high-growth women’s fitness industry.

As testament to its promising future, Liberty Fitness was recently acquired by Process Peak Capital™ and Concentric Equity Partners™, respected equity and management firms that provide financial backing and operating expertise to support and accelerate growth of aspiring franchise concepts. Jeff Stevens, CEO of Liberty Fitness Holdings, LLC, cited several factors that differentiate Liberty Fitness in the marketplace:

• Proprietary, six-level adjustable hydraulic equipment that challenges any woman regardless of her fitness goals.
• Fun fitness “extras,” such as Pilates and Yoga classes, specially designed fitness hula hoops and other accessories that supplement the 30-minute workout experience are offered at many Liberty Fitness locations, and will be offered system-wide in the near future.
• All franchise owners/managers are trained by a Certified ACE (American Council on Exercise) trainer.
• Personal trainers support each member to help reach their fitness goals.  
• Each center is approximately 1,500-2,500 feet, which is larger than most competitors, creating an inviting atmosphere that allows plentiful space for fitness “extras” while others use the circuit training equipment.

Pioneering the `Total Body’ Concept
“ We are thriving, and will continue to thrive, because we fill a gap between full-service co-ed gyms and 30-minute circuit training facilities,” said Liberty Harper, founder and corporate trainer for Liberty Fitness.  “Liberty Fitness is the first in our industry to supplement the 30-minute workout and to address total-body wellness, and make exercise fun and beneficial for women regardless of their fitness goals.”

Liberty Harper has extensive fitness experience, having worked in 16 different gyms in her career in various capacities, learning all the do’s and don’ts of how to operate a women’s fitness franchise. With the help and support of her family, Liberty Harper decided to open her own women’s fitness center, vowing to provide the best franchisee support and the industry’s most comprehensive and personal fitness program for her members.  Harper has been an ACE Certified Personal Trainer since the age of 17.

“Most women, myself included, are intimidated by the workout environments in co-ed gyms,” Harper said. “I also saw that many women were not getting the emotional, mental and physical benefits that they should from working out for 30 minutes or longer. Many were reaching an exercise plateau or finding themselves bored with the same exercise routine.”

With the six-level adjustable hydraulic equipment that was custom designed exclusively for Liberty Fitness by Liberty Harper and a team of experts, women can gradually progress the difficulty of their workouts and continually challenge themselves – it’s virtually impossible to reach a plateau. In addition, personal trainers support each member to reach their goals, thus adding a more “personal touch” to the 30-minute workout experience.

“At Liberty Fitness Centers, every one of our members is nurtured by a certified personal trainer who not only looks after her body, but encourages her positive mental attitude,” Harper said. “We take every step possible to support members with a focus on exercise, nutrition and wellness.”    

On the nutritional front, Liberty Fitness is in the final stages of testing an interactive website designed to track health and fitness progress, as well as provide members access to a substantial library of information on nutrition related topics. Liberty Fitness is the only 30-minute women's fitness concept to have such a product, which allows members to measure results of both diet and exercise, track progress, and see how nutrition and exercise work together to maintain a healthy lifestyle with access to a registered dietician, nutritional information, a meal planner and a recipe analyzer.

A ripe market
With women representing 50.8 percent of the U.S. population, the market for women's fitness services and products has never been larger and continues to grow. A few additional statistics that support the need for the Liberty Fitness concept:

• Nearly 65 percent of Americans recognize the importance of fitness, but don’t get enough exercise. (International Health, Racquet and Sportsclub Association) This study also showed that a large share of this group are overweight, self-conscious and intimidated by the idea of working out publicly in health clubs.
• A female baby boomer’s estimated annual spending on youth enhancing products is $29,200. (American Demographics)
• The average woman’s dress size in American increased from size 8 in 1985 to a size 14 in 2004. (U.S. Centers for Disease Control and Prevention)

'Equipping’ franchise owners
Liberty Fitness Franchise owners receive the custom-designed six-level adjustable hydraulic equipment, Proprietary Membership Tracking Software and a Local Center Marketing Kit. They receive extensive training on all business systems, plus support from a fitness professional who works on-site during the first few opening days. Ongoing support includes turn-key marketing materials via a corporate web site, annual conventions, advanced training seminars and a corporate representative to help them sustain and monitor growth. The franchise fee to open a Liberty Fitness Center is $36,000 and $90,000 for three locations.

“Right now there’s no clear No. 2  in the women’s fitness industry, and Liberty Fitness has all of the tools necessary to fill that slot,” said Mark Franklin, Senior VP of Sales and Marketing for Liberty Fitness, who has held high-level positions with franchise industry leaders including Money Mailer, SuperCoups and Molly Maids, among others.  “Our proprietary equipment, personal training program and our unique approach to women’s health and fitness has already put us a step above the competition.”