12RND (Australia) to Expand Internationally
27 Jun 2019 - Australian boxing themed fitness franchise, 12RND's global expansion plans have been bolstered, with territories signed in New Zealand, Singapore and the UK.
The latest announcement follows significant domestic growth for the brand. Since launching in 2016, 12RND has exploded in popularity opening 60 locations nationwide, with 25 more on the way.
Tim West, managing director and co-founder said 12RND’s global expansion was something the brand had worked towards for a number of years.
“We have always recognised the opportunity to bring 12RND to the global market, but only seriously committed to the expansion upon increasing inquiries internationally for franchise opportunities,” he said.
“To sustain the rollout once a franchise is purchased all comes down to staff and systems and this has been the biggest investment over the last three years. With the maturity of our internal systems and key staff recruitment, we are now able to facilitate the international growth.”
12RND’s global expansion strategy
West revealed that 12RND’s global expansion will see the franchise introduce a new brand on the international market; UBX Training.
“The strategic decision to introduce the UBX brand allowed us to secure a trademark in all major countries without restriction,” he said.
“However, this means that we now need to educate existing and prospective consumers, as all other aspects of the model will be identical.”
West founded 12RND along with three-time world champion and Australian sporting icon Danny Green. Aside from adding credibility to the training methodology, West believes Green’s involvement has been instrumental in bringing the franchise to an international audience.
“His experience has been invaluable in creating an authentic training experience for members and his ability to convey that publicly has been very helpful,” West said.
“Because all sports use boxing as a conditioning tool in training it has been great to have support from such a diverse group of athletes and we expect that will continue.”
West revealed that 12RND’s global expansion will be implemented on a master franchise arrangement in some cases, however the final decision will come down to the applicant.
For now however, the managing director suggested the brand is focused heavily on generating global appeal.
“In the short to medium term we are focused on two main objectives, to simplify the operating model and to amplify the brands,” West said.
“If we are effective in these objectives the growth will take care of itself.”