Frontline Recruitment has appointed ex-Collective Wellness Group chief Arthur McColl as CEO.
It’s a big sector shift for McColl, a highly experienced fitness industry executive with multi-brand experience.
He told Inside Franchise Business Executive “I was at a point where I wanted to try to do something different but I wanted to stay within franchising.”
Frontline Recruitment operates franchise agencies across Australia and New Zealand. Each recruitment agency specialises in an industry such as retail, hospitality, health, education, IT and digital, or construction.
Earlier this year major US brand Express Employment Professionals signed the acquisition agreement to purchase Frontline Recruitment Group.
This gives the brand new opportunities to expand with the sibling brand of Express Employment.
McColl takes on the CEO role for both brands and told Inside Franchise Business Executive initially the growth strategy will focus on Frontline’s permanent employment side. There is particular potential for the health, IT and digital, education and construction divisions, he said.
Once the approval process for the acquisition is complete Express Employment’s temporary jobs model will be launched on to the Australian market.
“The goal posts have changed through COVID but ideally we’ll be launching the new brand at the end of the year, early next year,” McColl said.
The Frontline network comprises 31 franchisees, across Australia and New Zealand.
“I’ve come into the business to further support the franchise network we have today, help them grow, and find opportunities for growth interstate and in New Zealand.”
McColl believes the market can take up to 100 franchises, which are all territory based.
He explained the appeal of this new business for a die-hard fitness fan.
“These are relatively small businesses, mostly single site, heavily sales focused. It’s a people business, it’s about building relationships.
“It’s putting great people in great businesses. There’s a purpose to it and an emotional connection I could make that is similar to the health club business.”
A common component to the fitness and recruitment sectors is finding and retaining clients.
McColl believes his experience with running multiple brands concurrently and dealing with the US masters for the three CWG brands, gives him a strong foundation for the new role.
“I have that connection to running US brands, multi-site management and multiple brands as group executive at CWG. I know when to standardise, and when to localise.”
The immediate challenge is guiding owners through COVID and the costs of trying to keep business open.
“I sense a rising tide so we are starting to upskill and build up franchisee confidence. Moving forward my focus will be how we continue to provide all of those services that SMEs need, how to market themselves and engage, find and retain great staff.”
- McColl most recently spent four years heading up the Collective Wellness Group (CWG). Nicole Noye replaces McColl at CWG, and will take on the CEO role from 25 June.
