The short answer is sustainability — the brand and business model simply couldn’t keep up with the massive growth.
Though the franchisors had years of experience in the nutritional supplement franchise industry as managers, it wasn’t enough to prepare them for rapid growth.
Having opened their first store in 2005 they started franchising in 2008. By January 2010 they had 19 locations. Though they planned on awarding 18 franchises that year, they sold 245 franchises in 15 months and turned away a fair number too.
Then came the growing pains
The brand simply didn’t have the capacity to keep up with the number of stores opening, training needs, franchisor support, marketing and product demand. So, in March 2011 they froze all new sales, let go of some franchisees and focused their attention on training and recruiting the best office team they could, going from a team of 20 to 60 by June.
Hefty lesson learnt, the brand now plans to open another 120 stores in the next three years and 1 000 stores by 2025.