How Reina Ray Fitness Grew Revenue 174% by Exiting a Franchise and Rebuilding as an Independent Studio
Barre Studio Franchise
Revenue Growth After Rebrand
Franchise-to-Independent Owner
Fitness Studio Rebranding & Consulting
FRANCHISE EXIT TO INDEPENDENT REBRAND
Telomere partnered with Reina Ray Fitness to guide its owner, the mother-daughter team Marielle Kraft and Angel Pelayo, through a full rebrand into an independent studio by building a new brand identity, website, membership structure, and marketing plan for this barre and personal training studio.
174%
revenue growth within the first year of going independent
100%
of the existing member base retained through the rebrand and platform migration
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new revenue stream added through a launched personal training service
the telomere effect
Our Strategy to Rebuild Reina Ray Fitness as an Independent Brand
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The Challenge: Leaving an Underperforming Franchise to Build an Independent Barre Studio
Marielle came to Telomere Consulting feeling overwhelmed and stressed about finances. She was committed to a franchise business that was under-performing and needed new solutions, including a revised pricing model that reflected her client’s needs. The challenge was that she didn’t have the support of the franchisor and was desperately needing to make major changes, from the services she offered to the marketing strategies she employed. The challenge increased when she ultimately decided to leave the franchise and needed our team’s support in everything from creating a new brand identity and building a website to mapping out her marketing needs, structuring her new services and expanding into new markets.
The Strategy: Full Rebrand, New Membership Model, and Expanded Services
We helped Marielle bring her vision of Reina Ray Fitness to life. We designed a new brand identity, developed an omnichannel marketing plan, created the branding and logos, and designed and launched a new website reflecting her vision and her new direction. The focus was on driving memberships, so we implemented new tiers of memberships with lower commitments to ensure clients felt no obstacles when joining. Marielle also expanded her offerings with a new PT service and launched a teacher training.
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The Results: 174% Revenue Growth in Under a Year as an Independent Studio
Marielle was able to create her new brand, move to a new software platform, and launch her new offerings all while keeping her existing member base. Reina Ray Fitness nearly tripled their revenue within the first year of implementing all of their new strategies and is about to launch their first teacher training program. We are so excited to see what else is in the future for Marielle and Reina Ray Fitness.
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