Ty Menzies grew up in the small business world. His parents were restaurateurs, so he saw firsthand what it meant working for yourself, working in your business and seeing people go through the trials and tribulations of owning a business.
As he progressed through his college and school days, he became passionate about health and wellness and naturally stepped into the world of personal training. As his passion grew, he decided he wanted to own a gym.
“The experience of growing up within a small business, the love of helping people achieve great things, and health and fitness, it all just went hand in hand,” said Menzies. “So quite early on, I was fortunate to buy into my first franchise gym just before my 21st birthday in Australia.”
Menzies ended up with three locations of EFM Health Clubs and two independent 24/7 gyms. In 2014, he sold all the gyms and was ready to move on to a different industry, but instead was approached by Snap Fitness to run the business for them across Australia.
Since its launch in 2003, Snap Fitness has grown from a small, accessible gym concept into a global fitness brand with more than 1,000 locations across 18 countries. Snap Fitness has consistently evolved to meet the changing needs of its franchisees and members, incorporating advanced fitness technology, expanding its franchise system, and focusing on holistic wellness to stay at the forefront of the fitness industry.
In 2018, Lift Brands purchased back the Snap Fitness master franchise rights for Australia and New Zealand, and Menzies became the CEO of the Asia-Pacific region for Lift Brands.
Then, in the heart of the COVID-19 pandemic — May 2020 — Menzies stepped into his current role, the global CEO of Lift Brands.
“My first few months were definitely a baptism by fire trying to run a global business — over 1,600 locations at that time — that had just been shut down,” said Menzies. “Trying to navigate that from my kitchen table in Brisbane, Australia, was certainly a difficult experience, but we got through it.”
Over the last four years, the business has grown significantly with Menzies at the reins.
“We’re now in a really unique spot where Lift Brands directly owns the Snap Fitness business for the U.S., Canada, Australia, New Zealand, UK, Ireland, and soon to be the Middle East, which none of our competitors can say that. They may be bigger than us in terms of units, but in terms of direct ownership of regions and direct support for our franchisees, we don’t have masters in those regions.”
Managing a large, global brand is no easy feat, but Menzies said Snap Fitness has thrived in recent years due to strategic planning, active listening and empowering leadership.
He said a key to their success has been gathering feedback from franchisees through advisory councils and global product groups, which facilitated strategic discussions and ensured franchisees’ voices were heard. He also emphasized the importance of understanding cultural differences in the diverse markets they serve.
“The consumer in the fitness industry is very homogeneous, whether you be in the U.S., the UK or Australia,” explained Menzies. “Us as human beings and people want the same things at the end of the day. What makes us happy is pretty similar across the board, and in terms of what they want in a health and fitness club, it’s fairly similar as well. That’s straightforward, but there are definitely cultural differences and anomalies you need to think about. I think it’s critical as a leader if you’re running a global business, to really understand those and spend time in your markets.”
In doing so, Snap Fitness has better understood not only the markets they serve, but the members’ needs as well.
Because of this, Snap Fitness seized the opportunity during the COVID-19 pandemic to reposition the brand and become an early adopter of holistic fitness with its ‘For the Feeling’ initiative. This pivot ensured Snap Fitness maintained its alignment with rapidly changing needs and stayed ahead of the curve.
“The ‘For the Feeling’ initiative was launched to align with the evolving mindset of modern gym goers who view physical fitness as just one important element of overall wellness,” said Menzies. “We were one of the first franchises in the industry to place a focus on mental and emotional well-being, and the repositioning of our brand has resonated strongly with members and franchisees.”
According to Rose Minar, the chief marketing and experience officer, the vision was to elevate Snap Fitness on a global scale, positioning them as a formidable competitor across all markets and catalyzing exponential growth in both member acquisition and franchise sales. The brand set out with three primary objectives:
1. Gain a deeper understanding of existing members and future target audiences.
2. Redefine brand identity, values and unique value proposition.
3. Craft a compelling member experience that emphasizes distinction, value, choice and retention.
Minar said they focused on several key areas they believe will significantly impact both member retention and acquisition including breaking down barriers to entry, enhancing relevance and appeal to a broader audience, and creating an inclusive, supportive and holistic experience centered around their new ethos.
“Every aspect of our brand, from our creative expression and go-to-market strategy to the redesign of our clubs, was reimagined to align with this vision,” said Minar. “We’ve seen particularly positive responses to our more inclusive club designs and our focus on how fitness makes people feel, rather than just physical results.”
Throughout the repositioning process, Snap Fitness faced minimal significant challenges. This smooth transition was largely due to its highly collaborative global approach. Minar explained they actively engaged their dedicated Global Franchise Advisory Council throughout the journey, continuously gathering feedback and ensuring alignment at every step.
And it’s clear the hard work has paid off.
In the past year alone, Snap Fitness has remodeled 96 gyms, opened 32 new gyms and sold 78 new territories, showcasing the continued expansion and appeal of the Snap Fitness brand across diverse markets.
“The impact has been remarkable,” said Minar. “We strategically deployed NPS tools to amplify our members’ voices, and the feedback has been invaluable. Our extensive research validated that consumers are seeking a more inclusive environment, one that prioritizes how they feel over just physical results.”
Additionally, during the past year Snap Fitness has witnessed an average membership growth of 22% across its global footprint, compared to the industry average of 15% reported in the Health and Fitness Association’s 2023 Global Report.
The Snap App has been a critical component of the success, experiencing a 198% increase in the use of its bookings and on-demand content, alongside a 115% rise in user engagement year-on-year.
“What sets Snap Fitness apart is its commitment to holistic wellness, inclusivity and innovation,” said Menzies. “Snap App is a prime example, offering personalized experiences that cater to both mental and physical well-being. This focus on the entire well-being journey, combined with a flexible and supportive franchise model, distinguishes Snap Fitness in a crowded market.”
While Snap Fitness has gone through big changes in recent years, it’s clear they aren’t slowing down as they move forward. The brand has its eyes locked on the future, looking to make an even larger impact and bring feel-good fitness to more communities.
“We view our brand as an ever-evolving entity,” said Minar. “The recent repositioning marks just the beginning of our ongoing journey to enhance our offerings for both members and franchisees. By consistently leveraging insights and data, we’re continually refining and expanding our product offerings, member experiences and digital solutions.”
