nature of its marketing efforts. Half of its promotion is done through traditional marketing channels like Meta, Google, and Sirius XM Radio. Thanks to its 84 Net Promoter Score, the franchise also leverages organic referrals. According to Chief Executive Officer Chance Pearson, over “half of [Redline’s] members come from a referral by a teammate, friend, or family member.” This makes sense, as the franchise touts a strong lineup of benefits that help it stand out. Being a youth-focused athletics brand, Redline encourages its athletes to improve physically and in character with a rewards-based incentive program that encourages them to display certain Redlineendorsed characteristics like Integrity, Composure, or Perseverance. The franchise also prioritizes the cleanliness and quality of its facilities, which comes in stark contrast to the typical “worn-and-torn” environment associated with athletics centers. However, the biggest benefit has to be the franchise’s proprietary Flex Membership. “This allows parents flexibility to adjust their child’s membership each week based on how often they plan to come in,” explains President of Franchise Development TJ O’Connor. The membership structure,developed in collaboration with a company called MindBody, essentially allows for three tiers of high-to-low weekly payments that can be reduced or increased according to the member’s schedule. As a result, many franchise locations have adopted this structure, skyrocketing their member bases, resulting in greater member retention and lower employee attrition. Finally, being exclusively for youths allows Redline to provide an added layer of safety and peace of mind for parents wanting their children to train in a safe environment. 90 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 11
RkJQdWJsaXNoZXIy MTI5MjAx