Wildsoul Wellness is the latest brand to launch a franchise model in the health and wellness space and the founders have ambitions to reach 54 studios in five years.
The Melbourne-based concept offers Pilates, recovery facilities and naturopathy in a resort-style setting to appeal to a wider base than the typical Pilates studio customer profile.
Wildsoul Wellness founders CEO David Altamura and COO Peter Crawford share wellness and fitness backgrounds. Altamura has consulted on wellness centres and relaunched The Beach House; Crawford has experience with Belgravia Fitness.
Altamura told Franchise Executives “We always had a vision to focus on wellness, and Covid accentuated the opportunity and the need in the community for nurturing physical, mental and health and wellbeing in a rounded format.”
Fusion Pilates and recovery in resort setting
The result is a fusion of reformer and mat Pilates, recovery, and naturopathy, in a relaxed, spa-like setting. Creating a tropical garden environment that clients have to walk through to get to the centre sets the mood for the treatments.
“Clients walk in, breathe out and feel different before they get to the reception, where we have our own branded scents,” Altamura said.
After a treatment clients can enjoy a complimentary health powder or tea in the garden.
Membership subscriptions generate about 70 per cent of the revenue, the remainder sourced from casual visits. Wildsoul charges $45 a week for a Pilates class and $80 a week for unlimited classes and recovery experiences.
Recovery treatments include breathwork practice, cold plunges, infrared saunas, compression boots, and a rejuvenation room with red light therapy and PEMF waves (Pulsed electro magnetic field).
Wildsoul Wellness opened the first centre in 2021 in the Mordi Village Precinct in Mordialloc.
“We have an architect, designer and builder who does all the designs and turned a piano-moving warehouse with concrete rubble into an astro-turfed tropical garden,” Altamura said.
“We currently have a 440sqm site and 700 active members and users. The income generated is higher than in a Pilates-based environment because of the diversity of experience.
Locations and franchise profiles
“The beauty of the model is it doesn’t need a shopping centre. The key element for us is a residential, brewery or cafe footprint. Consumers are changing their habits; when we first started opening gyms we needed foot traffic. Now people want to go and get an experience. They want somewhere quiet and unique,” he said.
There are three further locations in the pipeline – Cheltenham, Elsternwick and Bentley. Wildsoul did a soft launch of its franchise last week for members wanting to open their own centre.
Investment ranges from $550,000 up to $750,000 and Wildsoul has three target franchisee profiles.
“A good profile for us is someone in emergency services, who is in a stressful environment, who wants do good things in the community. Secondly, Pilates teachers in their mid-20s to mid-30s who love the fusion but don’t want to do it by themselves.
“Our third target is franchisees with complementary brands who want to add to their portfolio,” Altamura said.
Expansion plans
To achieve the goal of 54 centres in five years Wildsoul is focused on initial expansion in Victoria. Then the focus will be along the east coast up to Far North Queensland.
Altamura expects to open five centres in the coastal regions and then shift focus to the western states before heading to New Zealand and other international destinations.
Altamura and Crawford have global ambitions, and are looking at the luxury and high end day spa market with interest.
“There’s definitely a movement in the luxe direction that’s overflowing into our industry,” Altamura said.
