Winning the Franchise Fight

Can independent fitness centers outlast the latest and greatest franchises? You bet they can, as long as they don't panic, and focus on competing the smart way.

Growing up, my father would always ask me, "If all your friends jumped off the Brooklyn Bridge, would you jump, too?" I always thought that adage was for kids. You know, don't follow the crowd, think for yourself. It occurred to me only recently that it applies to the health club business, as well. Take the proliferation of the low-price and/or 24-hour chains, and consider this: What if all of these companies jumping into the low-price/24-hour model are wrong?

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