As the Birmingham, Alabama-based fitness concept looks to add 10 locations inside the perimeter, ‘scaling people is the biggest challenge.’
Iron Tribe Fitness, a Birmingham, Alabama-based fitness concept that offers group-style personal training, has aggressive expansion plans inside Atlanta’s perimeter.
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The company could add as many as ten additional locations in the next four years, Matt White, VP of expansion at Iron Tribe Fitness, told What Now Atlanta (WNA) in an interview Monday.
Iron Tribe Fitness entered the market in 2013 and already has two Atlanta gyms: one is situated in the Ford Factory Lofts in Old Fourth Ward and the newest, which opened its doors in July, is on Howell Mill Road in West Midtown.
As White’s team looks for the third Atlanta location for Iron Tribe Fitness in Vinings, Smyrna, or Decatur (maybe all three), there are several factors being taken into consideration, but “visibility” isn’t one of them.
“Iron Tribe doesn’t need to be in a great location. One of our top locations is very profitable, and you can’t even see the gym from the road.”
But in a market like Atlanta where the brand awareness is growing, ideal locations have tons of visibility and is freestanding, according to White. Other factors include 15 or more parking spaces, 3,000 to 3,500 square feet, and an area for members to run.
White recently moved to Atlanta from Birmingham to focus on the company’s corporate growth inside the perimeter.
“We’ve seen that we can execute the market for our corporate stores at a very high level, but we’re maxed-out in Birmingham.”
Iron Tribe Fitness began franchising in 2012 with a vision of “300 units nationwide” and is focusing on corporate growth in Atlanta.
Iron Tribe Fitness has to be very selective with whom the company sells a franchise, according to White.
“A franchisee has to have a sphere of influence in the area where they want to open a gym.”
Finding the right franchisee is equally as challenging as finding the right staffers at the corporate stores, according to White.
“Scaling people has been our biggest challenge.The key to our growth revolves around our coaches and managers who deliver the high-touch personal experience in the small group setting.”
Where should Iron Tribe Fitness open next? Leave your thoughts in the comments…
8 Responses
Yes I am waiting on you’ll to open and I like the location and the ideal of month to month payment system and no contract
Management at Greenbriar Mall said it will open in August. It seem to be almost complete as of this morning.
I am waiting for it to open I think it will do very well at this location.
So am I it’s very convenient for me ?
YES I JUST JOIN GOOD LOCATION NOT EXPENSIVE GOOD COLORS.
I think PF will do very well at the Greenbrier Mall area. I am looking forward to the day it opens!!!
Does anyone the the official date for the Grand Opening?
it’s opened yesterday, I’ve been trying to get out there to check it out.