How Rumble Boxing integrated 75 new locations during a pandemic
Amid the global pandemic, Rumble Boxing defied the odds by opening 75 new locations. They rapidly expanded its presence across multiple markets, with over 85 Rumble Boxing studios open across major markets worldwide. Over 385 Rumble Boxing franchise licenses have been awarded globally.
Despite the challenges, their scaling strategy has many takeaways for boutique fitness studios and gyms worldwide.
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Expanding during the pandemic
Xponential Fitness acquired Rumble Boxing in early 2021 - a time when most gyms and fitness studios were paring down their offerings, not expanding. In the wake of the covid-19 pandemic, the industry looked dire.
In 2020 alone, revenue declined by more than half. And what’s more, it seemed to be irrevocably changed - even when looking ahead to the end of the pandemic. One study showed that nearly 60% of Americans weren’t planning on renewing their gym memberships after the pandemic.
However, as Shaun Grove, former president of Rumble Boxing said in an interview, “The sudden closure of these establishments meant that their displaced clientele had to seek alternative fitness solutions.”
“This, coupled with a surge in new interest in fitness during the pandemic, presented a remarkable opportunity within the industry.”
It was a gamble. But it paid off. Rumble Boxing opened more than 75 locations under the leadership of Shaun Grove, with over 300 additional Rumble franchise territories in development around the world. Earlier this year they also acquired Stride Fitness.
The brand has expanded across the US in cities like Chicago, Los Angeles, Philadelphia, Palo Alto, San Francisco, and Washington DC after being founded in New York City in 2017.
Rumble Boxing’s two pillars of strategic scaling
Rumble Boxing’s expansion strategy for scaling was rooted in careful alignment of the external market and their internal offering. They focused on three key pillars:
- Maintaining the essence during scaling
- Building guardrails for the franchisees
The brand has expanded across the US in cities like Chicago, Los Angeles, Philadelphia, Palo Alto, San Francisco, and Washington DC after being founded in New York City in 2017.
Maintaining the essence during scaling
Rumble Boxing made sure to focus on promoting a distinctive edge. Something that was uniquely them - an energy and a workout that wasn’t replicated anywhere else. They lent into a niche, instead of adopting universal gym practices. This way, they could corner a key section of the market.
They continuously innovated with the class experience, playing the latest music and integrating celebrity-driven workouts to keep things fresh and exciting.
In Australia, they also partnered with legendary DJ duo The Stafford Brothers.
“Integral to the brand experience is Rumble’s nightclub-like setting, so a partnership with the Stafford Brothers seems very fitting,” said Matt Gordin, CEO of Boutique Fitness Studios.
And it seems to be working - in Australia, Rumble Boxing has already opened 10 franchisee sites in Sydney, Melbourne, Brisbane and Perth as the first step towards their goal of 100 studios in Australia within five years.
On the other hand, we have warning stories like Peloton. They started with a niche product: indoor bikes for busy professionals. Post-pandemic, they leaned away from the niche instead of towards it, transforming into a content company. Once you go universal in your offering, you lose your grip on a corner of the market. A big fish can dominate a pond, but not an ocean.
Comprehensive training for franchisees
Rumble provides extensive training to franchisees - covering everything from lease negotiation, buildout, recruitment, finance, sales, and even marketing to help smooth the expansion process. They negotiate national vendor relationships and leverage development costs to enable a low-cost entry for new franchisees.
They offer comprehensive ongoing support through expert guidance, monthly calls, and personalized assistance from pre-sale through grand opening and into sustainable operations. Shaun Grove says he “keeps one foot in the shallow end of the pool”: i.e, he aims to keep the perspective of franchisees in view.
Rumble simplifies studio operations by projecting workout instructions on the wall, allowing instructors to focus more on amplifying the high-energy experience as motivators.
Takeaways for boutique fitness franchise owners looking to scale
Rumble Boxing’s successful integration of new locations offers several lessons for other boutique fitness franchises:
- Maintain a unique brand essence to stand out in the market.
- Provide comprehensive training and support for franchisees to keep offerings consistent.
How Hapana can help your studio integrate new locations
Here at Hapana, we’re purpose-built for boutique fitness studios going through the scaling process. Our software keeps your brand consistent across all new locations, streamlines operations, and makes things great.
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