Benefits
Your One-Stop Fitness Source
We’ve taken every conceivable format and brought them together under the umbrella of our brand. With so many options, your business will be able to easily adapt to an ever changing marketplace and you won’t be trapped in a single-format franchise that limits your growth and potential. Where else could you possibly get that much flexibility and leverage?
While other brands are limited to offering you their one and only format, the huge advantage of ours is that you not only have 35 distinctive formats to choose from, but you’ll never have to worry about the never-ending changes in market conditions and the mood of the general public, because you can simply move from one format to another.
Others brands, stuck in their quagmire of one-dimensionalism, will stick you with whatever market segment their system targets! Some target women. Some target men. Some target coeds. Some target seniors. Some target people on a one-on-one, individual basis. Some target people based on a particular exercise methodology. Some target people based on ability. Some target people using hours of operation. Some even target religious groups. But until now, until smashmouth®, no one ever targeted them all, on every level!
Just in case a market segment goes soft or dries-up, you’ll have over 30 options at your disposal. Do you honestly think there’s another brand out there that can offer that kind of flexibility, expandability, adaptability, interchangeability, and transferability? We doubt it; as a matter of fact, we know there isn’t!
Our strategic position, as The Most Diversified Brand In Fitness™, has allowed us to become your one-stop fitness source, where you won’t be pigeonholed, locked into one and only format, with no mobility, and no way out!
Protected
As a multinationally protected brand, with an international presence and a global perspective, we’re poised for unprecedented growth in a vast number of industrialized and commercialized markets around the world.
So, if you’re located outside of the USA, or your goal is to expand into other industrialized and commercialized markets, or achieve growth on a worldwide basis, no one in the industry can afford you more opportunity and potential than we can!
Not everyone goes to such great extents, implementing such painstaking precautionary measures the way we do, but it’s critical to not only ensuring your safe operation, but to keep you completely protected from the copycats, no matter where they may be lurking! Since we constantly monitor the global marketplace and vigorously prosecute any and all infringers, you can rest assured there won’t be any wannabes who’d like to cash in on the success of your name.
However, not every fitness brand on the market cares as much about your well-being as we do. As a matter of fact, we’ve uncovered numerous others, who are quite willingly to sell you a stake in their business, whether in this country or some other…in other words, take your money and hang you out to dry…simply because they DON’T have the proper protection in place.
By marketing their brands without the proper protection, not only are they foolishly putting themselves at risk, playing a dangerous game of Russian Roulette, but they’re also potentially putting you at risk, putting the gun to your head, as well. When you combine such poor decision making with the ramifications of an infringement challenge, the end result is likely to be CORPORATE IMPLOSION and the demise of their entire system, as it comes crashing down on itself, taking out everyone involved, along with their investment!
So, a word to the wise…before you brand with anyone, always ask to what extent their brand is protected. If it’s not, then give us a call at smashmouth®, the multinationally protected brand brought to you by Multinational Brands®, Inc.
Proprietary
This simply means that our name, any word, words, or phrase containing our name, plus our slogans and logo, can only be used by our corporation, our dealers, our partners, and by NO ONE else, anywhere!
Global
As a multinationally protected brand, with an international presence and a global perspective, we’re poised for unprecedented growth in a vast number of industrialized and commercialized markets around the world. So to ensure the availability of your area, please contact us today either by phone or e-mail or click here to Contact Us.
Strength Of Name Alone
Is the effortless ability to generate traffic with little or no advertising expenditure just by using your name. This powerful factor actually has a double barrel effect. Here’s how it works.
With an ordinary brand your monthly fee can skyrocket as high as $3,500! That’s an extremely disturbing percentage of your monthly revenue. On top of that you’ve got to consider the huge monthly advertising expenditure you’ll encounter trying to promote your ordinary brand to stand out, separate from all the other similar looking, similar sounding ones…a Valpak® mailing – $750, a half page ad in a weekly paper – $500, a quarter page ad in a throw away paper – $250, a radio campaign – $500. That’s a sweet little $2,000 more in operating expenses tacked on to that already staggering $3,500 fee, for a grand total of $5,500 a month!
But don’t worry, with smashmouth® this is a scenario you’ll probably never encounter. That’s because our brand lives on Strength Of Name Alone…the incredibly powerful effect that ONLY a short, catchy, one word name can have when it travels by word of mouth!
Powered by the potency of this factor you could cut your monthly expenses drastically. With smashmouth® sitting high upon your marquis, you’ll begin to feel this double whammy savings effect immediately go to work.
First, compared to that ordinary brand, you’ll be saving plenty in monthly fees.
Second, because you’ll now have the ability to bring ‘em in on Strength Of Name Alone, your need to advertise will, without doubt, be much LESS. So, instead of spending $2,000 on advertising, you might not even need to spend a dime! That’ll save you another $2,000 a month in expenses.
Add that to the money you’ve already saved in fees, and you’ll end up saving a ton of dough in monthly operating expenditures over that ordinary brand!
Unibrand Structure
Because it’s a brand that can be built upon, smashmouth® is referred to as a unibrand, which, at least for fitness, is a more effective branding strategy than a multiple brand approach. In multibranding, different brands, with different functions and different names, are either created or acquired and placed under the umbrella of a corporate entity.
A good example would be an automotive retail group going by the name American Auto. The general public rarely, if ever, is exposed to their corporate name. That’s because their dealerships dilute themselves by using unrelated names. For example, there’s Country Ford, Sunrise Chevrolet, and Atlantic Buick.
On the other hand, the automotive group, who sells multiple car lines off of just one brand name, uses a unibrand strategy, which allows them to create their own unique identity and distinctive brand within their market or trading area.
Maybe where you live there’s a dealer called Friendly or someone similar. You’ve driven past their dealerships many times, perhaps even bought a car from one of them…Friendly Ford, Friendly Chevrolet, Friendly Toyota, Friendly Buick, Friendly Dodge, and Friendly BMW. As you can see from this example, the unibrand always holds prominence whenever or wherever it’s used or displayed, while the sub-brand takes on a lesser role, being downplayed in position, importance, or size.
In the same fashion as the latter automotive group, smashmouth® also uses a unibrand strategy. The end result is our own unique identity and distinctive brand, under the umbrella of which are a multitude of formats or sub-brands. For the fitness industry unibranding is the perfect strategy because, as a brandor, it allows us to diversify by blanketing the industry, incorporating any fitness format, past, present, or future, or any other aspect of health, fitness, sports, athletics, nutrition, or the like, directly into our brand. This approach creates a family of sub-brands that give both parties, the brandor and brandee, tremendous flexibility and leverage, while at the same time, providing you with far more potential and opportunity than you could ever get from anyone else.
Economies Of Scale
This is the economic principle that allows our fees to be a fraction of what others charge.
Most other brands, being mainly one-dimensional service providers, generate their revenue solely from one source, causing their fees to skyrocket to insane amounts.
However, on the other hand, we’re multidimensional, and diversified to the extent that we generate revenue from a multitude of 35 different sources. That many sources, that much scale, provides us economies that the one-trick ponies can NEVER experience!
If you think of economies of scale like this, it becomes an economic principle that’s very easy to understand…when you have more to sell, or more base to sell from, you can sell for less because you make it up in volume. Thus, it’s largely due to this principle, that we’re spanning across the fitness spectrum with a degree of both horizontal and vertical integration the likes of which the industry has never seen before!
In a nutshell, think of it this way…diversification through 35 different formats allows us to spread our costs and revenue requirements over a much greater surface than the one-dimensionals. That in turn, enables us to sell any of our formats for LESS. Less than what those, who focus solely on that one and only format, sell theirs for!
Another factor that enables us to keep our fee structure so low is that some companies choose to overextend themselves, investing huge sums of money to purchase overvalued, outdated, ordinary brands that no longer carry the public appeal they once did. This places them in a position, so burdened by the enormous debt, that one hiccup and it’s lights out, game over!
When you examine some of these brands, you’ll discover as we have, that today’s club-going generation has difficulty identifying with or relating to them. Perhaps it’s due to the fact that the brand was built around the name of a person, who because they rose to prominence decades ago, is someone who today’s generation simply can’t identify with or relate to. Or maybe it’s because the brand is based on some common, everyday term. It might even be that over time, the brand has grown old and ordinary, relying upon terms that no longer appeal the way they once did, terms that no longer match up well against more contemporary ones in a world of catchy, snappy terminology and unique, distinctive branding.
Regardless, our approach is quite different. Rather than overpay for an unappealing, washed-up, outdated brand, we develop all of ours internally. Thus, we avoid wasting monetary resources caused by the foolish investment of paying tens of millions of dollars for what we can easily replicate on our own for a fraction of the cost.
This internal branding strategy is another reason why we can sell our brands for LESS. Less than what those, who overspend to acquire their brands, can sell theirs for!
Promotional Expertise
Developing an ad campaign and deciding which media to work with shouldn’t be one of your worries.
With nearly 40 years of experience in the business, we know what works and what doesn’t; what’s cost-effective and what’s a waste of money. We know how hard, actually how easy, dealers can fall prey to local media pitchmen. We know they have sales quotas and are concerned with one thing and one thing only…selling ad space. When it comes to health and fitness, most haven’t a clue whether their media is even the least bit effective.
Since they’ve never been as dedicated to the industry as we’ve been for the past five decades, you certainly can’t expect them to have the capability to write effective ad copy for it. Quite frankly, they’re not nearly as concerned as we are with developing cutting edge promotions, and even if they were and had the ability, it’s much easier for them to simply pull up an old, archived ad, lay it on you, and fool you into believing just how long and hard they toiled working on it! It’s for reasons like these that we offer guidelines in selecting various media outlets, as well as in creating effective ad copy.
Over the years, like everyone else, we too have fallen prey and stumbled into all the pitfalls, and we don’t want the same for you. But why bang your head against the wall, trying to come up with ideas on your own when our corporate based, innovative promotional materials, powerful marketing tools, and ad campaigns are already in place, ready-to-go?
They’ve been developed by our own internal ad agency, which is part of a system that’s there not only to prevent you from wasting time and money, but also to help build public awareness, and drive potential customers to your location.
Location Analysis, Site Selection, And Lease Specialization
Whether you’re brand new to the business or an experienced professional, your main responsibility will always be fitness, not real estate.
It doesn’t matter whether you’re looking for your first site, tenth site, or simply relocating, the approach is always a three step process…locate, select, and sign!
As a seasoned veteran, our decades of knowledge and expertise will pay huge dividends in helping you to find and secure the best possible location. But not everyone cares as much about your well-being as we do, so beware as you ponder various sites.
Commercial agents will often show you property not necessarily best suited to your needs, simply to get it off their books, or grab a higher commission. When that happens, it’s time to get our location specialists involved.
They know demographics and real estate backwards and forwards, inside and out. They know how to perform location analysis to determine the difference between a good town and a bad one, and a profitable location from one where you’ll be out-of-business in a flash. So don’t rely on your own ability or some local agent to make the call, rely on our expertise.
Now that you’ve chosen the best possible location, it’s time to sign on the dotted line. But don’t sign anything until you’ve sought legal counsel, either ours or your own.
The lease is a binding agreement and a legal document which our law department knows top to bottom. Because they do, they’ll help you avoid getting locked into one that you can’t get out of, or one that unjustly favors the other party. With so many different kinds, set forth with so many different stipulations and tons of legalese, your head is sure to be spinning in no time!
But it doesn’t have to be that way, especially if you’re smart enough to get the right people involved and let them sift through it all for you. Once you’ve got your peeps in place, simply sit back and trust their years of experience to negotiate the best type for your particular situation.
Then when it’s all over and done, what a great feeling you’ll have knowing that with no real estate headaches to bog you down, you’ll be free to focus on getting your first location up-and-running or your existing ones to continue to run smoothly.
Convenience
In today’s fast-paced, around-the-clock, never-enough-time world, convenience has become one of, if not the, most important factor in selecting a club. All people care about is…“Will it be open when I need it to be?” and “How quickly can I get there?”
Fitness has become an industry where there are very few, if any, differentiating factors left to work with. All clubs pretty much offer the same programs, services, amenities, and equipment at the same price. Given that, what does it take to stand out from the crowd and separate yourself from everyone else?
First, it takes differentiation, a unique, distinctive name; one that doesn’t look the same as, and sound the same as all the others.
Second, you need pinnacle-positioning slogans that place you atop the leader board.
Third, you’ve got to be convenient, with hours of operation that meet everyone’s needs.
Despite the fact that the industry is operating more around-the-clock than ever, it remains, for the most part, weekdays only. Now that some clubs have already made the jump to 24 / 7 / 365, it’s just a matter of time before the rest will follow. That’s exactly why some of our Pure Fitness formats already follow this competitively advantageous guideline.
Convenience is the one word in today’s marketplace that can spell the difference between successfully starting-up a club, keeping an existing one afloat, or having both fall by the wayside in the blink of an eye. In this day and age, high tech advances allow supermarkets, fast food restaurants, drugstore chains, and convenience stores to safely provide consumers the unlimited shopping convenience they need and have come to expect.
As this trend crosses over into fitness, it only stands to reason that your club MUST be convenient for your members or they’ll simply go somewhere else where it is! Because convenience differs from person to person depending on individual schedules, the only way to satisfy everyone is to operate around-the-clock, 24 hours a day, 7 days a week, 365 days a year.
Using only state of the art, biometric, and high tech security, and surveillance equipment along with skeleton staffing, our affiliates are able to finally give the general public what they’ve wanted all along and have been begging for, for decades…access when they want it!
Differentiated Programs And Services
Unfortunately for your competition they’ll only have the regular, everyday, ho-hum ones, such as group exercise, group cycling, pilates, yoga, boxing, martial arts, tanning, massage, etc.
Once again, you’ll out-promote them, adding pizzazz to all yours, with smashmouth® group exercise, smashmouth® cycling, smashmouth® pilates, smashmouth® yoga, smashmouth® boxing, smashmouth® martial arts, smashmouth® tanning, and smashmouth® massage.
Given a choice between the ordinary ones and ours, doesn’t it seem fairly obvious that people will choose smashmouth® for best results?
Pumped Up Profit Centers
Watch items fly off the shelves of your smashmouth® sportswear shop, now that our profitable line of athletic and training gear, sportswear, and training accessories are exclusively yours. That’s right, the ONLY place those items can be purchased is in your pro shop.
Unlike our competitors, we don’t backstab our dealers by competing against them, selling their merchandise off our website or through mass merchandisers. That’s just another reason why smashmouth® is The Preeminent Brand In All Of Fitness™!
At your sports beverage bar, just think how many more drinks you’ll be selling now that you’re serving them up under the smashmouth® smoothies & shakes brand name, including our best-selling smashmoulatte™, and doing it FREE OF ANY ADDITIONAL FEES.
Nutritional products and sports supplements sales a bit slow? Not anymore. They’ll quickly go through the roof now that you’re marketing them, FREE OF ANY ADDITIONAL FEES, under the smashmouth® sports nutrition brand.
Tanning is tanning, but you always want to sell more of it, right? And you will, now that you’re promoting your salon under the smashmouth® tanning brand, and just like all the others, FREE OF ANY ADDITIONAL FEES.
Adaptability
Unlike the one-dimensional service providers, we enable you to easily adapt to the never ending changes in market conditions and the mood of the general public. Using two simple principles, market segmentation and product cyclicity, you’ll be able to act like an expansion bridge that bends but never breaks.
A couple of quick examples:
Number 1…it’s possible for a smashmouth® traditional to convert to a smashmouth® classic or vice versa.
Number 2…it’s also possible for a smashmouth® circuit to switch to a smashmouth® 50 plus or vice versa.
Number 3…and it’s possible for a smashmouth® gals circuit to change over a smashmouth® gals personal training or vice versa.
And, in all three cases, NO ADDITIONAL FEES are required to make the change!
Come to think about it, there’s virtually an infinite number of interchangeable combinations within our 35 formats. But, the point is, just in case a market segment goes soft or dries-up, you’ll have other options at your disposal. Is there another brand out there that can offer that kind of leverage, that kind of flexibility, expandability, adaptability, interchangeability, and transferability? We doubt it; as a matter of fact, we know there isn’t!