In this video Candace Couture, director of franchise admissions at Planet Fitness, discusses her role in selling franchises and new franchise locations, and to approve new franchise locations for existing franchisees looking to open up new locations.
Planet Fitness has 536 locations currently; and is looking to open over 100 more this year. Right now they operate in 47 states right now. Candace has to tell whether or not an area is going to work demographically before a franchise location can be sold, so she uses the SCOUT software to run comprehensive demographic analysis, looking mainly at population in an area of 1-3-5 mile radius.
She also looks at highly Hispanic markets because they have worked very well for the company, so they look at race and ethnicity. Planet Fitness typically works well in a median level income market so they are making sure that the income levels aren't so high that the area wouldn't make sense.
SCOUT also interfaces with the Planet Fitness billing software which is very important because with the company's expansion across the country they are starting to go into markets and open up locations closer to each other so want to make sure they are not cannibalizing on each other.
And with the ability to interface with the Planet Fitness billing software, an employee can basically click on a star on the map of any location and populate the map with all Planet Fitness members so it's crucial for the company to have that data.