STUDIO OPEN PLAYBOOK
GYM.
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Studio opening playbook
Everything a FACEGYM franchise partner needs to open a studio: the must-haves, the timeline, the core launch events and a menu of optional ideas. Set your opening date to see your own schedule.
Who does what
Every FACEGYM opening needs the must-haves in place and should follow the timeline below. Everything in the ideas menu is optional: pick what suits your studio, team and neighbourhood.
| Area | FACEGYM HQ handles | You (franchise partner) handle |
|---|---|---|
| Search | Generic keywords, historic SEO, strategy guidelines | Geo-localised search ads |
| Social | @FACEGYM posts and reposts at HQ’s discretion, banks assets, and posts organic content | Creating locally adapted assets, and capturing local content to send to HQ |
| Paid social | Content and resources | Creating content specifically for your location, with the help of Vertical |
| Influencers | Talent selection, national talent | Local talent and influencer engagement |
| Press | Nationwide press, established press relationships | Local press engagement |
| Events | Nationwide brand partnerships, event guidelines | Organising local events and activations |
| Email and SMS | Automated flows, templates, sends on request | Briefing studio-specific email and SMS campaigns to HQ at least one week before the send date. All local sends go through HQ. |
franchisesupport@facegym.comThey will loop in the right team.
Must-haves before you open
HQ confirms all of these at your Opening Sign Off. Tick them off as you go; your progress is saved in this browser.
Comms start 6–8 weeks out
Start comms around 6–8 weeks before opening and keep activations running for no more than 12 weeks after. HQ sends emails and manages @FACEGYM; you run the events, local outreach and local paid social with Vertical.
If your opening date moves, tell HQ straight away so emails, banners and event dates can shift together.
The core events
Aim for a friends and family day, a press moment and a free workout day in your first few weeks. Together these put bodies in the room, create content and start word of mouth. Add the ones you will run to your plan.
What good looks like: Silver Lake, LA
Ideas menu
All optional. Each one works on its own or adds energy to a core event. Run anything branded past HQ first.
My launch plan
Nothing added yet. Use “Add to plan” on any event or idea above.
Neighbourhood partnerships
Run at least one neighbourhood partnership activation in your opening weeks, then aim for one new partner a month. A good partner shares your client: wellness-minded, premium and local.
Who to approach: Pilates and yoga studios, coffee shops, massage and spa, florists, fashion boutiques, run clubs, spray tanning, waxing, and beauty.
Example: FACEGYM x a local Pilates studio
FACEGYM trainers run a masterclass at the Pilates studio, leaving minis on the reformers and mats. The Pilates team get comped FACEGYM workouts in return.
What you can offer
- Comped workouts for the owner and team
- Express chair workouts at their space
- A place in your goodie bags and event credits
- Kickback cards in both locations
What to ask for
- Sponsored refreshments or gifts for launch events
- Kickback cards on their counter
- A post or story to their followers
- A joint event or offer later in the year
Step by step
The rules
- No local Instagram handlesLocal content is also sent to HQ (marketing@facegym.com, cc franchisesupport@facegym.com) for the opportunity to be featured on @FACEGYM.
- Get approvalFrom HQ for any local materials: flyers, kickback cards, posters, partner posts.
- Use HQ assetsFrom the asset bank, and follow logo, photography and messaging guidelines.
- Image rightsGet signed waivers from everyone photographed or filmed at your events. Agree in writing with the photographer where images can be used (social, email, paid ads) before the shoot. Paid ad use often carries an extra fee.
- Video beats staticLo-fi, local, in-the-moment Reels and Stories outperform polished shoots for new studios. Film the build-up, your team and real clients.
- Track where people come fromAsk every event guest how they heard about you.
Keep the diary full
Expect a dip in bookings the week after your launch events. Plan for it now.
| When | What to do |
|---|---|
| Quiet days | Comp workouts for local creators and ask them to post. Book anyone who missed your launch events into these slots. |
| Around week 2 | Join Bring a Friend. |
| Month 1 | Weekly free express workouts. |
| Months 2–3 | Fortnightly free express workouts, plus one partner collaboration a month. |
| Ongoing | Keep inviting press and influencers for in-studio appointments; send local content to HQ every week (marketing@facegym.com, cc franchisesupport@facegym.com). |
Lessons from previous launches
- Start teaser comms 6–8 weeks out, and avoid clashing with big sale periods such as Black Friday.
- Install floor decals the day before opening, not weeks earlier.
- Have someone on the ground filming before launch.
- Founding Membership welcome emails should trigger after first payment.
Keeping in touch with HQ
- Weekly check-in calls before opening
- Opening Sign Off before launch
- Monthly and quarterly business reviews
- Questions to franchisesupport@facegym.com