Fitness franchise P.volve has announced ambitious growth plans for Canada, targeting the markets of Toronto, Vancouver, Calgary, Montreal, and Edmonton.
These territories that already represent the brand’s top five markets in terms of digital members.
In Toronto alone, P.volve has earned more than 1500 users over the past year. RJ Krone, P.volve’s vice president of studio and franchise operations, says their company research predicts continued growth throughout the country.
“There are different pockets of the U.S., the U.K., and Canada where we’ve been established for years but we continue to see substantial room for growth,” he said. “Demand for our services is increasing sharply in Canada, and we are prepared to meet that demand.”
The fitness franchise’s hybrid model combines a global, on-demand platform and an in-person, studio experience.
P.volve already has awarded its first new location in Canada, said Alex Puccillo, the company’s director of franchise development. “Our first franchise agreement was executed the first week of this year,” he said.
As the brand seeks more partners throughout the country, P.volve will continue to host ‘discovery days’—including virtual events, when necessary—allowing prospective franchisees to meet the corporate team and experience an introduction to the brand’s operational model.
“We’ve managed to create a virtual discovery day that is nearly as hands-on as the in-person event,” explained Krone. “It’s not just going through a PowerPoint presentation and telling them more about our company.”
P.volve kicks the ‘discovery day’ off with a virtual workout over Zoom led by a company trainer and incorporates stretch and movement breaks throughout the day.
“We’re getting to know the candidates, answering all their questions, and showing them exactly what makes P.volve special. That experience builds a level of trust that is core to our model; our franchisees need to know we have their back,” said Krone.
The brand is leveraging its social media following to attract new franchisee candidates.
“Our strong digital and social media presence paired with the research we’ve done on other boutiques, we feel that 100-plus studios in all 10 Canadian provinces is well within our reach,” said Puccillo.