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Martin Balcaitis cut his franchise marketing teeth at food & beverage brands such as Krispy Kreme and Denny’s, where he spent 15 years before shifting gears and signing on as CMO for StretchLab, a boutique fitness franchise that offers one-on-one assisted stretching services. “Flexologists” (professionals who stretch people’s muscles) work closely with each client to determine their level of activity and body needs and what each client is training for. The results are increased flexibility and range of motion. Elite athletes have known about this for years, says Balcaitis. Now StretchLab is trying to bring it to the masses.

“Sure, going from food to fitness was different,” he says, “but only strategy and tactics are different. Marketing is the same.” As CMO of the 5-year-old brand, Balcaitis says he is trying to inspire trial visits to educate people about the value of stretching, and to make sure they have a great experience. This educational component is key for StretchLab’s growth. Here’s a brief preview of his upcoming Q&A in Franchise Update magazine. …


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Name: Matt and Kamille McCollum

Title: CEO and President

Brand: Bodybar Pilates

How has Covid-19 affected your brand?

The onset of Covid-19 provided us with the opportunity to expand our value proposition to our franchise partners and clients by offering Bodybar Live!, …


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Name: Eric Little
Title: Chief Development Officer
Brand: Right At Home
Segment: Senior Care
Units: 600+
Locations: U.S., U.K., Canada, Australia, Ireland, Netherlands, Japan, China

What are you doing differently with your marketing program as a result of Covid-19?

We have pulled back on most non-broker lead generation for the time being. That said, we are still seeing some leads come in organically. We also hosted a webinar for franchise brokers recently. And we’re communicating with our leads database to re-engage those who may now find themselves looking for another opportunity as a result of a layoff or job-related uncertainty.

What are your plans for the following 90 days (June , July, August)?

We will monitor lead flow and candidate sentiments, and make sure that we are continuing to educate candidates about how Covid impacts our business (benefits and risks). From a marketing perspective, we will most likely stay focused on broker leads for the remainder of the year, with perhaps a little support from traditional franchise development lead generation in Q4. …

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