Fitness Files: John Rotche Packs a Punch as President of Rapidly Growing TITLE Boxing Club (Part 2)

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This post is the second of two parts. To read Part 1, please click here.

Rotche said one of the benefits of signing on as a franchise partner is the connection to a heavyweight brand like TITLE, the leading supplier of boxing apparel and equipment, which provides a built-in customer base. The franchise has access to TITLE Boxing Company’s database of customers who are notified by email whenever a new club is opening in their area.

Because they are first targeting consumers familiar with the TITLE brand, Rotche says they are “home growing” memberships in individual markets. “They are current kickboxers or boxers who move from working out in their basements to working out in a club.”

Each club also has retail space for TITLE merchandise, which creates an additional revenue stream for the operator.

Attracting New Franchisees

TITLE Boxing Club is working with leading franchise consultants and also enjoys organic lead generation for new franchisees through its membership, Rotche said. It is also working with the Professional Athlete Franchise Initiative to attract athletes to the concept. Former St. Louis Rams and Chicago Bears player Orlando Pace is an investor with about a dozen clubs.

TITLE Boxing Club offers a week of training to new franchisees where they learn about product, marketing, operations, technology, and finance at the company headquarters in Kansas City, Kan.

Once a new club is ready to open, Rotche said there is a “huge public relations effort” to create a “splash” in the market. They also launch special in-club promotions to attract members, including rewards for current members who bring in new members. The company is also considering instituting a gift card program to attract new members.

But local marketing is “really where the magic is created,” Rotche said.