Wednesday, July 8, 2009
The Future of Fitness Franchising
Inside Diversified Health and Fitness, Roger Wittenberns has a master plan to redefine the fitness franchising industry.
Ft. Lauderdale – The past 25 years has been a roller coaster ride of club expansions, market segmenting, acquisitions and branding. Should it come as no surprise that the next 25 years may be defined by a company called Diversified Health and Fitness?
Diversified Health and Fitness is the brainchild of Roger Wittenberns. Since Roger’s first introduction to club management with the Jack LaLanne chain, he’s been a man with vision, always looking outside the box. He was one of the first to recognize that women would frequent a coed club, if there were special hours, areas and childcare to accommodate them. That idea led to his creation of the Lady of America franchise chain.
Selling LOA--the second largest women’s only franchise chain--in 2006 gave Roger a well earned break to enjoy his sprawling Miami manse and teenage children. The years in between have seen a major shift in women’s only health clubs and a surge in non-traditional health club offerings including Botox treatments and manicures to fight an overcrowded market.
It’s also seen hundreds of women’s franchise clubs fail either because of the competition, the lack of corporate sales support, the down-turned economy or a combination of all. Roger is betting that when the dust settles the competition will have thinned and creates the opportunity for a new franchise super-giant with a mix of brands: Diversified Health and Fitness.
Defining the Change
“The landscape will continue to change,” says Roger from his Ft. Lauderdale corporate offices. “Right now the recession is reality, and franchise sales have slowed because credit is hard to get and a lot of equity has evaporated. Real estate has taken a big turn. Back in the 80s during the savings and loan crisis they were offering a year free rent and free build outs. In just the last six months we’re starting to see some of those deals return to the negotiation tables, but it’s too early to say.
“Right now we know new sales are flat and by the time you fly someone in, go through the presentation, negotiate a lease and set up financing it just doesn’t make sense,” says Roger. “So we’re approaching it differently. We’re buying up existing locations that are already open and operating, but need to increase membership sales.”
As of this writing, Diversified Health and Fitness has purchased 12 brands that represent nearly 300 locations, mostly in the U.S. Negotiations are under way for the acquisition of two more brands. Fit Zone, Rejuvenate, and the Zoo Co-ed clubs are presently all under the umbrella of Diversified.
With his 35 years experience as a franchisor, and having developed one of the best sales support team in the business, Roger is confident he can increase those memberships, and capitalize on the clubs’ strengths while minimizing their weaknesses.
Does that mean their franchisees will be bought out and replaced?
“Not at all,” says Roger, “I’ve learned not to prejudge people. I had some of the best-looking, well-educated people who turn out to be the most difficult to educate of day-to-day operations, and I've met other folks that are all ears and eyes, not well capitalized, but willing to roll up their sleeves and do all that it takes.”
Will he eventually bring all his clubs under one brand name? “Not likely,” says the franchise leader. “Like our company name reflects, clubs will remain diversified. We have no problem juggling a variety of brands. It’s like Auto Nation, that company purchased 100s of different cars from Toyotas, to Lexus to Hummers and at the end of the day they’re still selling cars.
No matter what the club brand, it’s still the same business. Getting memberships and selling health. Helping people feel better and look better. If we can teach the franchisees to do that, they’ll all be successful.
Diversified Health and Fitness - The Future of Fitness Franchising
Tuesday, June 9, 2009
Franchise expo gathers industry leaders
Franchise expo gathers industry leaders in South Florida
Sarah Dussault, Sun Sentinel - May 29, 2009
Chuck Cavuoto, Executive Vice President of Diversified Health & Fitness, (back left) watches as Dan Hicks, Vice President of Francise Sales, (center) adjusts the banner light at their booth during setup the day before the Franchise & Business Opportunities Expo in Exhibit Hall C at the Broward Convention Center on Friday. Diversified Health & Fitness is raffling a free franchise this weekend at the Expo. They are also offering a 1-year free membership to Zoo Health Club during a drawing at 2 p.m. on Saturday and Sunday. There are Zoo Health Clubs in Fort Lauderdale, Boynton Beach and Royal Palm Beach.
Wednesday, May 13, 2009
Diversified Health And Fitness To Give Away Free Fitness Franchises
Diversified Health and Fitness Inc. To Give Away Two Franchises At The Franchise & Business Opportunities Expo In Ft. Lauderdale, Florida On May 30 and 31, 2009.
May 12, 2009
Diversified Health & Fitness, Inc., a franchisor of multiple brands of fitness and health clubs, today announced that it will give away an unprecedented two coed Zoo Health Club franchises at the Franchise & Business Opportunities Expo at the Fort Lauderdale Convention Center.
“We expect this give-away to draw a lot of attention at the show,” said Diversified’s CEO, Roger Wittenberns. “We will be giving away one fitness franchise at 2:00pm at booth 401 on each of Saturday, May 30th and another on Sunday, May 31st.”
To be eligible for the fitness franchise giveaway, interested parties only need visit booth 401. Details will be available from Diversified representatives.
Diversified is a franchisor of a suite of integrated fitness franchise brands, including The Zoo Health Club, Rejuvenate Health Fitness and Medspa, Sedona Fitness For Women, ShapeXpress, Fit For Her, Liberty Fitness, FitZone, Access Fitness, The Blitz, Ultimate Woman, Butterfly Life, and 123 Fit. In less than two years, Diversified, chaired by health club veteran Roger Wittenberns, has grown exponentially from one club to over two hundred franchised health clubs across the globe.
Diversified will give away two Zoo Health Clubs, a popular twenty-four-hour-a-day family fitness concept, founded over thirty years ago on Ft. Lauderdale Beach. The Zoo offers its members the best in cardio and weight training equipment in a clean, safe and family friendly environment with 24 hour keycard access.
“This will be a great opportunity for our contest winners” said Roger Wittenberns. “Get to the convention early to learn more about this once-in-a-lifetime chance to own your own business.”
Tickets to the show are $8 each, but free guest passes are available from Dan Hicks at 954-449-4700.
For more information about this release or to schedule an interview, please contact Andrew Barnett at 800-988-4712 or by e-mail at Andrew@diversifiedhf.com
May 12, 2009
Diversified Health & Fitness, Inc., a franchisor of multiple brands of fitness and health clubs, today announced that it will give away an unprecedented two coed Zoo Health Club franchises at the Franchise & Business Opportunities Expo at the Fort Lauderdale Convention Center.
“We expect this give-away to draw a lot of attention at the show,” said Diversified’s CEO, Roger Wittenberns. “We will be giving away one fitness franchise at 2:00pm at booth 401 on each of Saturday, May 30th and another on Sunday, May 31st.”
To be eligible for the fitness franchise giveaway, interested parties only need visit booth 401. Details will be available from Diversified representatives.
Diversified is a franchisor of a suite of integrated fitness franchise brands, including The Zoo Health Club, Rejuvenate Health Fitness and Medspa, Sedona Fitness For Women, ShapeXpress, Fit For Her, Liberty Fitness, FitZone, Access Fitness, The Blitz, Ultimate Woman, Butterfly Life, and 123 Fit. In less than two years, Diversified, chaired by health club veteran Roger Wittenberns, has grown exponentially from one club to over two hundred franchised health clubs across the globe.
Diversified will give away two Zoo Health Clubs, a popular twenty-four-hour-a-day family fitness concept, founded over thirty years ago on Ft. Lauderdale Beach. The Zoo offers its members the best in cardio and weight training equipment in a clean, safe and family friendly environment with 24 hour keycard access.
“This will be a great opportunity for our contest winners” said Roger Wittenberns. “Get to the convention early to learn more about this once-in-a-lifetime chance to own your own business.”
Tickets to the show are $8 each, but free guest passes are available from Dan Hicks at 954-449-4700.
For more information about this release or to schedule an interview, please contact Andrew Barnett at 800-988-4712 or by e-mail at Andrew@diversifiedhf.com
Wednesday, April 22, 2009
Diversified Health And Fitness Acquires 123 Fit From Quizno’s Franchise Founder
123 Fit, a Health Club Franchisor, Has Been Acquired By Diversified Health & Fitness, Inc. of Ft. Lauderdale, Florida
April 9, 2009
Diversified Health & Fitness, Inc., chaired by fitness industry pioneer, Roger Wittenberns, announced today that it has closed on its acquisition of 123 Fit, a coed health club franchisor with locations nationwide. 123 Fit was created by Quizno’s founder Rick Schaden who is leaving the health club business to take the reins of his food service company.
The acquisition increases Diversified’s holdings by 21 health club franchise contracts, giving the company a broader presence in the United States. Diversified’s current portfolio of 228 clubs nationally and internationally will be increased to 249 clubs.
The transaction was structured as an asset purchase and included franchise agreements, FDD registrations, area developer agreements, manuals, trade names and other intellectual property.
“I have every confidence that Diversified will bring support and health club expertise to our family of 123 Fit franchisees” said Rick Schaden, CEO of 123 Fit.
Diversified Chief Executive Officer, Roger Wittenberns, said “we are pleased to be taking in a strong chain developed by franchise industry experts. The 123 Fit acquisition will add yet another dimension to our portfolio and increase our share of the coed fitness market.”
Diversified Health and Fitness, Inc. is a franchise holding company for multiple fitness franchise concepts. The company was founded in 2007 and is the brainchild of thirty-six year industry expert Roger Wittenberns.
For more information about this release or to schedule an interview, please contact Andrew Barnett at 800-988-4712 or by e-mail at Andrew@diversifiedhf.com
April 9, 2009
Diversified Health & Fitness, Inc., chaired by fitness industry pioneer, Roger Wittenberns, announced today that it has closed on its acquisition of 123 Fit, a coed health club franchisor with locations nationwide. 123 Fit was created by Quizno’s founder Rick Schaden who is leaving the health club business to take the reins of his food service company.
The acquisition increases Diversified’s holdings by 21 health club franchise contracts, giving the company a broader presence in the United States. Diversified’s current portfolio of 228 clubs nationally and internationally will be increased to 249 clubs.
The transaction was structured as an asset purchase and included franchise agreements, FDD registrations, area developer agreements, manuals, trade names and other intellectual property.
“I have every confidence that Diversified will bring support and health club expertise to our family of 123 Fit franchisees” said Rick Schaden, CEO of 123 Fit.
Diversified Chief Executive Officer, Roger Wittenberns, said “we are pleased to be taking in a strong chain developed by franchise industry experts. The 123 Fit acquisition will add yet another dimension to our portfolio and increase our share of the coed fitness market.”
Diversified Health and Fitness, Inc. is a franchise holding company for multiple fitness franchise concepts. The company was founded in 2007 and is the brainchild of thirty-six year industry expert Roger Wittenberns.
For more information about this release or to schedule an interview, please contact Andrew Barnett at 800-988-4712 or by e-mail at Andrew@diversifiedhf.com
Monday, March 30, 2009
DIVERSIFIED HEALTH AND FITNESS ACQUIRES BUTTERFLY LIFE
Thursday, March 12, 2009
Diversified Health & Fitness, Inc., chaired by fitness industry pioneer, Roger Wittenberns, announced today that it has acquired the assets of Butterfly Fitness, Inc., a franchising company engaged in marketing and servicing women-only health club franchises.
Diversified’s franchise portfolio currently consist of approximately 150 fitness clubs in 40 states and three countries and over 500 active licenses to build new clubs. The Butterfly acquisition will push Diversified’s holdings to nearly 200 clubs and will dramatically increase its market share in the women’s fitness club franchise business.
This acquisition has also allowed Diversified to enter the Japanese market with 6 locations. The Japanese market is one of the fastest growing fitness markets in the world
The asset purchase included the acquisition of Butterfly’s franchise agreements, FDD registrations, area developer agreements, manuals, trade names and other intellectual property.
“Diversified will bring much needed corporate support and marketing and operational experience to our franchisees,” said Mark Golob, CEO of Butterfly. “This is a great opportunity to reinvigorate one of the best brand names in women’s fitness.”
Diversified Chief Executive Officer, Roger Wittenberns, said “This is a great step forward for Diversified and for Butterfly. We welcome our new franchise partners to our family and we are excited to bring our experience and knowledge to such a promising organization.”
Diversified Health and Fitness, Inc. is a franchise holding company for multiple fitness franchise concepts. The company was founded in 2007 and is the brainchild of thirty-seven year industry expert Roger Wittenberns.
For more information about this release or to schedule an interview, please contact Andrew Barnett at 800-988-4712 or by e-mail at Andrew@diversifiedhf.com
Thursday, February 19, 2009
DIVERSIFIED HEALTH & FITNESS ACQUIRES 17 ADDITIONAL FRANCHISE ASSETS
Fit For Her, Inc., a Multi-State Chain of Fitness Club Franchises, to be Acquired By Diversified Health & Fitness, Inc. of Deerfield Beach, Florida
Contact: Andrew Barnett
Tel: 800 988-4712
Fax: 954 794-0296
E-mail: Andrew@diversifiedhf.com
Diversified Health & Fitness, Inc., chaired by fitness industry pioneer, Roger Wittenberns, announced today that it will be acquiring the assets of Fit For Her, Inc., a franchise branding company engaged in selling and marketing women’s health club franchises in the Midwest.
Diversified’s franchise portfolio currently consist of 79 fitness clubs in 30 states and over 500 active licenses to build new clubs. The Fit For Her acquisition will push Diversified’s holdings to 96 clubs and will increase its market share in the women’s fitness club franchise arena.
In an asset purchase, Diversified will acquire all of the assets of Fit For Her including franchise agreements, UFOC registrations, area developer agreements, manuals, trade names and other intellectual property.
“This is exactly what our franchisees need to take their health clubs to the next level,” said Darrel Schoolfield, CEO of Fit For Her. “Diversified is an excellent synergy for our franchise partners and we expect to see great things once a group of seasoned health club professionals and franchisors take the reigns.”
Diversified Chief Executive Officer, Roger Wittenberns, said “Fit For Her is a premium brand and we are pleased to welcome our new partners on board. This acquisition will increase our holdings to nearly 100 clubs, making us one of the largest players in the health club franchising business. The sky is the limit for Diversified, and we intend to make Fit For Her a shining star in our portfolio.”
“The Fit For Her addition will add a new an exciting dimension to our family of brands”, said Andrew Barnett, Vice President of Diversified. “We have the opportunity to bring our 100 years of fitness, retail and brand development experience to a solid and growing foundation of franchisees.”
Diversified Health and Fitness, Inc. is a franchise holding company for multiple fitness franchise concepts. The company was founded in 2007 and is the brainchild of thirty-six year industry expert Roger Wittenberns.
For more information about this release or to schedule an interview, please contact Andrew Barnett at 800-988-4712 or by e-mail at Andrew@diversifiedhf.com
DIVERSIFIED HEALTH & FITNESS TO EXPAND FITNESS FRANCHISE HOLDINGS
ShapeXpress, Inc., a Multi-State Chain of Fitness Clubs, to be Acquired By Diversified Health & Fitness, Inc. of Deerfield Beach, Florida
Contact: Andrew Barnett
Tel: 800 988-4712
Fax: 954 794-0296
E-mail: Andrew@diversifiedhf.com
Diversified Health & Fitness, Inc., chaired by fitness industry pioneer, Roger Wittenberns, announced today that it will be acquiring ShapeXpress, Inc., a holding company engaged in franchising ShapeXpress health clubs and the ultra-high end Sedona Fitness for Women brand.
The move comes on the heels of its most recent acquisition of Liberty Fitness Holdings, LLC. After the acquisition, Diversified’s franchise portfolio will consist of 79 fitness clubs in 30 states and over 500 active licenses to build new clubs. ShapeXpress was recently inducted into the prestigious list of Entrepreneur Magazine’s “Hot Franchises” and has grown rapidly since its founding in 2002.
In an asset purchase, Diversified will acquire all of the assets associated with ShapeXpress, including, but not limited to, franchise agreements, UFOC registrations, area developer agreements, manuals, trade names and other intellectual property.
“This move will allow our brands to grow exponentially,” said Linden Wood, CEO of ShapeXpress. “We are excited to watch Diversified’s expert team of industry professionals take this company and its franchise partners to new heights.”
Diversified Chief Executive Officer, Roger Wittenberns, said “We believe the ShapeXpress acquisition gives our firm many competitive advantages. In the women’s-only fitness arena, we found that the great majority of clubs were small and one dimensional, failing to provide the full line of services and fitness programs that women today want and expect. ShapeXpress and Sedona clubs are designed to allow for a full service fitness facility with many different services and programs to meet the needs of today’s women.”
“The ShapeXpress addition will complement our current operations extremely well”, said Andrew Barnett, Executive Vice President of Diversified. “We have the opportunity to bring our 100 years of fitness, retail and brand development experience to a solid and growing foundation of franchisees. This match will increase their profit potential and add generously to Diversified’s bottom-line.”
Diversified Health and Fitness, Inc. is a franchise holding company for multiple fitness franchise concepts. The company was founded in 2007 and is the brainchild of thirty-five year industry expert Roger Wittenberns.
For more information about this release or to schedule an interview, please contact Andrew Barnett at 800-988-4712 or by e-mail at Andrew@diversifiedhf.com
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