A brand new wellness concept is hitting the streets with the launch of the Recovery Lab franchise model.
Conceived and created by former AFL umpire and Collingwood AFLW operations manager Matt James, Recovery Lab has been operating in Windsor, Melbourne, for nearly 30 months and is now ready for roll out.
It took four years for James to develop the multi-treatment concept which was born from his time at Collingwood.
“It was the most stressful position I’d ever been in,” he said.
While the commercial landscape is littered with businesses designed to make you look good, there is little that is focused on the wellness aspect, said James.
So he set about building a one-stop-shop that delivers a suite of scientifically tested recovery treatments set in a relaxing studio space.
The Recovery Lab provides ice baths, compression boots, infrared sauna, massage guns, electrical muscle stimulation and NuCalm, a branded neuro-acoustic relaxation method endorsed by high profile life coach Tony Robbins.
With James’ sporting background it’s inevitable that Recovery Lab aims to help athletes reach peak performance levels but he believes the business can have a far greater reach.
“The whole thing is built around a community experience, it’s about investing in yourself. It’s designed for everyone. It’s for anyone who wants to improve how they feel and perform.”
James’ wellness concept has attracted fellow ex-sports professionals. Daniel Harford, former AFL player and now head coach of Carlton AFLW, joined James in the venture as a co-founder with former Western Force rugby union player Ben Seymour a partner in the business.
Archie Fraser, who served as CEO for St Kilda and head of the soccer A-League, is a business strategy partner in the initiative.
James worked with Sussan Campbell at Franchise Right to create the franchise model.
The first franchised studios will open in a matter of weeks, with James partnering with two friends to open a Hampton outlet and Richmond, Victoria and Townsville studios also set for opening by mid-2021.
James’ goal is to achieve an 80/20 franchised/corporate mix and there are 10 territories already reserved.
The turnkey cost is around $150,000 and James expects a mix of franchisees, from owner occupier to multi-site investors, to see the brand’s potential.
“We are close to launching a campaign for our acquisition phase, we are ahead of where we thought we would be.”
This article has updated Matt James’ position as AFLW operations manager, and 10 territories reserved.
