Since its inception, Iron 24 Fitness + Recovery has been on a mission to provide gym ownership opportunities for aspiring entrepreneurs who want to run a streamlined, accessible fitness facility. The franchise is designed with simplicity and convenience in mind, offering clean and functional spaces that require minimal staffing. When looking for a fitness equipment partner, the Iron 24 team turned to Matrix Fitness for its variety and top-quality offerings. As a result, members have a streamlined and engaging experience without unnecessary complexity.
“Iron 24 was built as a franchise for the average entrepreneur who’s always wanted to open their own gym,” explained Marty Flanagan, the vice president of brand growth at Iron 24. “We build spaces that are clean, functional, convenient and easy access — all those typical parts — but we don’t require staff. Some of our locations are staffed, some of them aren’t. We as a franchise don’t require it.”
Here, Flanagan shares more about Iron 24’s partnership with Matrix, how great exercise equipment adds value to membership and ROI franchisees are seeing.
Describe the evolution of Iron 24 since its inception.
We want to make it very easy for our members. When our members come in, they just have an app. They push the button on the app, the door opens, they come in and have full access to anything regarding fitness and recovery. Our facilities are not meant to have thousands and thousands of members. We’re meant to be very focused and very specific on what we offer. We’re not trying to be classes and everything else. We’re focused on just having the best possible equipment we can have in that space along with a variety of recovery options and what the owner wants as well.
How has a partnership with Matrix Fitness been beneficial during this growth?
Matrix has been able to obviously deliver on time, which is really important, but also provide the quality of equipment options. It’s a one-stop-shop. You don’t need to go anywhere else. They have a good variety so you’re able to mix and match, even different levels of machines. Matrix also has a lot of user-friendly parts to it. It’s very attractive and looks very nice.
Why should other gym operators consider working with Matrix Fitness?
They do really well working with other vendors. They don’t get offended or defensive when you consider supplemental equipment from other vendors. Matrix doesn’t try to talk you out of it. They allow you to work your vision and choose equipment that complements your space. The biggest thing for me with Matrix is they always put the owner first. They put the owner before their needs and anybody else. They focus on what that owner wants, what is their dream, what do they want to put together? And that’s really the underlying attitude Matrix has and it stands out.
If you were to give advice to other business owners, what would it be?
Understand and know your boundaries and the rules the franchise sets up. Once you fully understand the boundaries and the rules of the business model, then you start to build what your passion has been or what you’re striving for with your fitness center experience.
Most folks come in with these grandiose ideas and this passion. Passion can be a blinder over logic. People make decisions that are financially irresponsible based on their passion. So, when I always give advice what I tell folks is understand the basics and the fundamentals. Once you do that — and you have your foundation — then you start to build on your personal brand, experience and what you’re striving for internally within your business.
