How Blink Fitness Sustains Growth
Blink Fitness, a quickly growing company offering high-value, low-price (HVLP) fitness facilities, is continuing its rapid growth into 2018.
Blink has signed three development agreements for 18 gyms across major metropolitan areas. It’s expected to open five gyms in the New York metro area, three gyms in the Boston area and 10 gyms throughout numerous markets in Virginia, with the first facility in each market to open in 2018. Blink also has more corporate-owned locations slated to open in 2018.
These three development agreements are an addition to the four agreements that Blink has signed over the past year. Among those four agreements, 23 new franchise commitments are represented.
The company operates behind a core philosophy — Mood Above Muscle. This idea emphasizes the positive feelings members get from working out, rather than only the physical benefits.
“Blink, from a branding perspective, has a philosophy about ‘Mood Above Muscle,’” said Patricia Perry, the vice president of franchise development at Blink Fitness. “The brand really focuses on how working out makes you feel instead of how it makes you look. And that’s what has led all our strategies from a growth perspective and marketing perspective — we really focus on that concept.”
This philosophy has helped Blink set itself apart from the competition, and is attributable to its rapid growth in such a short amount of time. Since 2011, the company has opened almost 60 locations across New York, New Jersey and Pennsylvania.
The company has set itself up for sustainable success, and it starts with the leadership in place. “Blink has a really strong foundation and they have a great leadership team with varied experience,” said Perry. “They have a solid brand and a strong business model. All of those things have helped me be successful in my role.”
Perry was hired at Blink Fitness roughly a year ago, and in that time, she has implemented key strategies and initiatives that have helped the company reach its goals.
“We’ve been very intentional about growth,” said Perry. “We’re very particular about our franchisees because we want to make sure the people we bring in are right for the system and are going to be set up for success. So we’ve decided that we’re not rushing to grow, but we want to be really thoughtful and plan the way that we’re growing the brand.”
Blink’s business model is the primary reason for its growth. The facilities fall into the HVLP category, and that style is very popular in metropolitan areas like New York and Boston.
Blink Fitness is becoming a leader in the HVLP segment by giving members an exceptional gym experience in very highly populated areas of the country.
“Blink is challenging the HVLP segment because we’re providing a luxury experience at a valued price,” said Perry. “We aim to create a luxury experience that anyone could come in and enjoy, whether you’re a first timer to fitness or you’re [more experienced]. We’re very intentional about intangibles and focused on the club design. We’re focused on cleanliness, having updated gym equipment, and an extremely friendly staff.”
This business model has been attracting a lot of attention from potential franchisees, which will only lead to further growth.
According to Perry, Blink Fitness is currently targeting new clubs in Texas, Florida and New England. And any potential franchisee who fits into the company’s model and buys into the philosophy of Mood Above Muscle is a welcome addition to Blink Fitness.
That is how continual growth is sustained.
“We are getting a lot of interest in the brand, people are seeing the [locations] that we’re opening, and always wanting to learn more about the opportunities,” said Perry. “That really has been exciting to be a part of.”