Franchise Chatter Exclusive: Q&A Interview with Lisa Druxman, CEO of Stroller Strides, a Low Cost Fitness Franchise Catering to Moms

(Ambrosio’s note:  This is an inspiring story of an entrepreneur who brought life to a completely original concept that addresses a real need she herself once had.  Lisa Druxman can teach us a thing or two about thinking out of the box!  With so many fitness franchise concepts competing for our attention, Stroller Strides truly stands out for its focus on moms and its emphasis on the social aspects of working out.)

Lisa Druxman, CEO of Stroller Strides, earned her Master’s Degree in Psychology, with an emphasis in exercise adherence and weight control, from San Diego State University. Before starting Stroller Strides, she was the manager at a very high-end fitness club in La Jolla, CA. Lisa is a certified Group Fitness Instructor and Personal Trainer. She created the weight management program, L.E.A.N. (Learn Eating Awareness and Nutrition) which is also the name of her book, Lean Mommy: Bond with Your Baby and Get Fit with the Stroller Strides(R) Program.

Franchise Chatter (FC):  Can you tell us the story of how Stroller Strides got its start?

Lisa Druxman (LD):  Stroller Strides was one of those “Aha!” moments in my life.

I was a new mom on maternity leave and every moment was precious to me. I loved working in the fitness industry but did not want to go back to work full time in a traditional capacity. Unfortunately, I could not afford to be a stay-at-home mom.

So while working out with my son, I realized that I could help other moms get back into shape if I put a class together. This would help me too because I did not know any new moms and was looking for a way to connect.

I came up with the name on that very walk. I started with just a few moms in my local neighborhood and word soon spread, and we grew quickly from there.

FC:  For those unfamiliar, please tell us about the different fitness programs that you offer and how they differ from other fitness programs available to moms.

LD:  We offer 2 different programs in the franchise and a 3rd that is available as an instructor certificate.

• Fit4Baby (part of the franchise) is a program designed to strengthen the body for all the changes it will experience during pregnancy. The class includes cardio, strength, flexibility and balance training. Fit4Baby is designed to accommodate all stages of pregnancy and various fitness levels. These classes are for moms only.

• Stroller Strides (part of the franchise) is a total fitness program that moms can do with their babies. It includes power walking and intervals of strength and body toning exercises using exercise tubing, the stroller and the environment. It also provides moms with the opportunity to meet other moms, engage in playgroups with their babies, and to form lasting friendships. We are giving moms the “Strength for Motherhood!”

• Body Back (instructor certificate program) is a results-based workout designed specifically for moms. Whether they just had a baby or had a baby twenty years ago, it will help any mom get her body back. Most importantly, it will help moms unlock their personal possibilities in an inspiring and powerful environment. Our Body Back clients experience targeted high-intensity workouts, inspiration and motivation in every class. We offer 2 workouts per week in a small group format, a meal plan and food diary, before and after assessments and measurements, online coaching and support. These classes are for moms only as well.  Body Back is not part of the Stroller Strides franchise purchase. This is an extra instructor certification that anyone can take. However, our franchisees have found that it is a great complement to their franchise.

Our programs target women in all stages of motherhood. I think the support and sense of community our members receive is one thing that is so special about all of our programs. And, all of our programs work!

FC:  What kind of results and benefits can your clients expect to see after taking any of your programs?

LD:  Fit4Baby helps pregnant women increase their chances of having a healthy pregnancy and a healthy baby. Classes can help reduce many of the maternal aches and pains, increase energy during pregnancy and it can even help speed up labor, delivery and the recovery process!

Stroller Strides is such a great complement to our Fit4Baby classes because you can work out with your baby by your side. Stroller Strides not only helps you lose the baby weight, but the other benefits are that Mom has the opportunity to meet other moms, engage in playgroups with their children and form great friendships.

Body Back is a results-based program. This is such an amazing program because it truly gives Mom the attention she deserves. Our classes are high-intensity workouts, so if you follow my plan 100%, you WILL see results. Not only will participants see pounds and inches melt away, we are seeing dramatic increases in strength, posture and endurance.

FC:  Please describe the business model for your franchise.  How do your franchisees make money?

LD:  We offer a low cost, turn-key business that will allow you to work from home and still make a contribution to your family and your community.

Our franchisee will charge and teach Stroller Strides classes in her community. We have many different areas where the franchisee can earn income. She can sell Stroller Strides classes, sell ad spots on her local page of the Stroller Strides website, she can offer Fit4Baby classes, L.E.A.N. classes, and sell Stroller Strides retail as well. We really have tried to create many different areas where the franchisee can earn income.

FC:  Can you describe the ideal franchisee for Stroller Strides?

LD:  We are looking for people who have a passion for fitness and motherhood! We provide a career that is supportive of motherhood so we look for people who have that same goal.

FC:  What are some demographic characteristics that make for a good Stroller Strides franchise territory?

LD:  We run a demographic analysis report on all potential zip codes that will make up a territory. We have certain benchmarks that need to be met as far as population, income and age of population go. Obviously, you want to have enough people with a certain yearly income so that they can afford fitness classes. You also want stroller-aged children. We take great care in making sure that these aspects are met or we won’t sell that territory. We want our franchisees to be successful.

FC:  What specific steps do your most successful franchisees take in order to build and grow their respective businesses? 

LD:  The first thing would be to use the tools we give them. We truly offer all the tools, resources and support they need to be successful. The rest is up to them. Getting out into their community and marketing their business is really the first step to becoming successful, but they have to maintain that passion and commitment. Also, to reach out to the corporate team when they need help. That’s what my team is there for.

FC:  Can you tell us a bit about the initial investment and ongoing expenses to run a Stroller Strides franchise?  What is the profit potential for your franchise?

LD:  We offer 3 different plan sizes. You can expect the initial investment to range from $3,799 to $6,149, depending on what plan size you purchase. The first 3 months of your 3 year agreement are free. After that you pay a flat monthly fee to Stroller Strides, LLC. The monthly fees are $170, $280 or $390.

People purchase the business for different reasons so they earn very different revenues.

FC:  What are your goals for Stroller Strides in the next few years and how do you plan to grow your business?

LD:  We just celebrated our 10th year anniversary August this year and Stroller Strides has been recognized as one of the Top 100 Franchises in the USA! So, we are thrilled to be going strong after 10 years. We are looking at a larger business model for the coming year, but the plans are still in the making. We hope to reveal this new model in 2012 along with other very exciting opportunities. Our future looks very bright!

FC:  Is there anything else you wish to share about Stroller Strides?

If you have any interest in our Stroller Strides Franchise for Moms, please contact our sales team (franchise@strollerstrides.net) as they can provide a very thorough live web presentation to help with your questions. We are looking for people who have a passion for fitness, motherhood and life!