Opening a Fitness Studio? Don't Make This Budget Mistake

One STRONG Pilates studio in Canada opened with about 600 pre-sales, a mix of memberships and packs. Michael Ramsey explains why he puts so much emphasis on what happens before the doors open. In this episode of The Franchise Scaleup Show, I sit down with Michael, founder of STRONG Pilates and a former multi-unit F45 operator, to unpack international franchise expansion, local execution, and the pre-sale work behind a strong studio launch. We trace the move from F45 into a concept that combines Pilates, strength training, and cardio. Then we talk through master franchising, the infrastructure needed in new markets, and why STRONG's first US studio opened in San Antonio instead of the planned Los Angeles location. The practical heart of this conversation is pre-sale: putting real people on camera, building relationships locally, assigning clear roles for lead follow-up and sales, and giving franchisees dedicated support instead of handing over a toolkit and hoping it gets used. In this episode: - How STRONG chooses master franchise operators and supports new markets. - What the San Antonio launch taught Michael about local execution. - Why pre-sale matters to opening momentum and franchisee confidence. - What a 12-week pre-sale plan needs beyond a checklist. - Why premium buildout extras should not crowd out launch marketing. At the time of recording, Michael reports around 130 locations in 14 countries. The Canadian pre-sale example is one studio's reported experience, not a typical result or a promise for every location. Building an emerging franchise brand? Visit https://guycoffey.com and book the free Franchise Growth Strategy Call mentioned in this episode to discuss support infrastructure, territory sales, or preparing for private equity. CHAPTERS 00:00 The Human Side of Franchising 01:05 Meet Michael Ramsey 02:44 From F45 to the STRONG Pilates Concept 07:03 Growing Through Shutdowns and Going Global 09:56 Master Franchising and Support Infrastructure 12:01 San Antonio Becomes the US Launchpad 14:06 How US Franchise Development Differs 17:21 Building a Performance-Focused US Team 19:10 Why Pre-Sales Set the Tone 20:54 Inside the 600-Sale Pre-Opening Example 24:21 A 12-Week Pre-Sale Plan Needs Clear Roles 27:19 Why Pre-Sale Support Has Its Own Role 29:48 Prioritize Pre-Sales Over Premium Upgrades 31:49 Final Thoughts and Franchise Growth Strategy #STRONGPilates #Franchising #FitnessBusiness #FranchiseGrowth **Connect with Guy Coffey:** LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey **YouTube:** @guycoffey