Interview with Niri Patel, Master Franchisor for fit20 UK
Niri Patel, master franchisor for fit20 in the UK, is no stranger to franchising having spent 25 years as a franchisee for BNI franchise. It was his love for fitness and personal discomfort with traditional gyms, and his vision for a more inclusive fitness solution, that inspired him to bring fit20 to the UK.
Tell us a bit about yourself
I had 25 years of experience as a high performing franchisee and master franchisor with BNI, and I continue to design and deliver leadership, management, and communication workshops for senior business leaders internationally. I have a passion for helping people to prosper and to be healthier, and fit20 allows me to live every day pursuing my passion. Outside of work I enjoy time with my family and friends, playing cricket, walking, travel and fine food.
Can you tell us about fit20
The first franchised studio opened in 2009 in the Netherlands. Franchising allows for fast growth, creates accountability and requires less capital upfront for the franchisor. fit20 now operates in 14 countries with more than 170 studios. The UK is fit20’s fastest growing market and within the UK, fit20 is the fastest growing micro boutique fitness studio brand. fit20 provides science based, personal training in only 20 minutes a week!
Who is your target market?
fit20 is ideal for people aged 40+, especially those with busy lifestyles, those who dislike the traditional gym setting, retirees wanting to stay active and independent, and individuals who need personal supervision for health or motivational support. We offer a Free Introductory Training session so you can "try before you buy" and experience the benefits firsthand. fit20 provides a unique, effective, and efficient way to stay fit and strong for life.
Why is fit20 a great investment for potential franchisees?
We live in a rapidly ageing society with a health care system which is struggling to keep pace. This shift in demographics presents fit20 with a growing market. Being a service based business, there is no stock and we remain insulated against passing fads or fashions in sectors such as retail, food or even fitness.
World renowned marketing guru Seth Godin talks about a “purple cow” where, in a crowded marketplace, a company must stand out with a remarkable product or service that creates word-of-mouth buzz and attracts loyal fans. fit20 stands out from the regular gym and fitness offerings.
What differentiates fit20 from the competition?
fit20 is a unique brand in the fitness industry, targeting an underserved market. Unlike traditional gyms that focus on younger, appearance-driven clients, we cater to those who seek genuine health improvements and sustainable strength gains. Our proven training method, which requires just one 20-minute session per week, is backed by scientific research and real customer success stories, setting us apart from mainstream brands. While others chase trends, fit20 provides lasting results, offering Franchise Owners a low-risk, high-impact business model that attracts loyal, results-driven members.
What is the role of one of your franchisees?
This is the determining factor! The Brand is strong, the location needs to be good but above all the franchisee determines their own success because we are in a people business. If the franchisee loves their members and builds a good team, success is assured and predictable.
Passion for fit20 needs to shine through as an attraction strategy.
What qualities do you look for in a franchisee?
They need to prioritise results for their members and create an environment in which their staff can flourish. Genuine interest in people, good listening skills, discipline, structured planning and a strong work ethic.
What challenges have you had to overcome and adapt to over the years in your franchise and the industry in general?
To continually add value to our franchise, we’ve had to innovate extensively in IT. As a people-first, tech-forward company, this has meant bringing in highly skilled developers to keep our systems cutting-edge. The industry itself faced major challenges with COVID-19, and since then, we’ve seen a concerning lack of support from government and insurers in promoting a healthier population. This only fuels our commitment to helping individuals achieve strength and wellness.
What have been fit20’s biggest achievements to date so far?
Operating internationally for 15 years, and we are still only scratching the surface of our true market potential. We are not aware of any other brand delivering consistent customer success, backed by an extensive study that supports our brand promise: “fit in 20 minutes a week” with proven 30-50% strength gains. Our multi-unit owners in the UK are a solid endorsement of our brand’s impact and success!
What does the future hold for the business?
We want to transform peoples’ lives by opening 500 fit20 studios across the UK. Opportunities also exist for in-company studios in organisations.
What expansion plans have you got?
Having experienced 100% growth this year, fit20 is now the largest and fastest growing micro boutique fitness brand in the UK as we grow towards our target of 500 studios in the UK and Northern Ireland.
What advice would you give to someone considering franchising their business?
Ask yourself: can this scale? If not, don’t bother just open a few more yourself. Franchising is a volume game. Can you see it succeed internationally? And most importantly, do you have the desire to persist in the face of the inevitable challenges that you will encounter?
Interested and want to know more about fit20?
The fit20 profile outlines all aspects of their franchise opportunity and allows you to contact them for further information or to ask a question.
