We're so
excited to have you!
This is a huge win — for you, your team, and your community. Take a breath. Soak it in. Then step forward.
For Existing FIRE FranchiseesOwnership Transfer
Playbook
You're not alone in this. We've built the path — your job is to walk it. This playbook is your guide, step by step.
Do not make changes to the interior of the facility, exterior, branding, graphics, paint, equipment additions, services, etc. prior to approval.
Always refer to your franchise agreement. This will all be covered in Training.
"It is our sole purpose, to deliver our clients, the most phenomenal workout experience on the planet."
THE FIRE CODE
Of Ethics — Live by it.
Five non-negotiables. That's it.
- 01Pride in the "F"Represent the brand. Set the standard.
- 02Client FirstEvery decision starts with the client.
- 03Speed with PurposeFast, clear, solution-driven.
- 04Own ItIntegrity builds trust. Trust builds everything.
- 05We Before MeWe grow as a team — always.
You're stepping into something already alive.
This isn't a launch — it's a handoff. You're walking into a real gym with real clients, real coaches, and a real community that's already in motion. That's a gift.
Your job is simple: protect what's working, fix what isn't, and grow it the FIRE way.
Follow the system. Every time.
Here's the good news: the system is already proven. Run it consistently, without deviation, and it works. That's the deal.
How to win
- Follow the system — as written.
- Communicate fast and clear.
- Trust the process.
- Lead the team to the standard.
- Stay consistent. Results follow.
How to fail
- Skip the system.
- Go silent.
- Wing it.
- Let the standard slip.
- Think you know better.
- Deviate from the FIRE system.
The system works. Just don't break it.
Protect the camp experience.
During the handoff, clients need to feel one thing: stability. Make sure FIRE NATION hears:
- FIRE is staying open.
- Camps go on — same energy, same heart.
- Their coaches and schedule matter.
- New ownership is here to make it better.
A transfer should feel like a new chapter — not a reset.
Your running checklist.
New owners seem to want to hit the gas pedal to the metal day 1.
Don't try to do this all in week one. Some items get checked off immediately, others come back at 30, 60, and 90 days. Work it as you settle in.
Run through this
- Active client count
- Membership agreements & payment status
- Autopay revenue
- Past due accounts
- Paid-in-full agreements
- Current schedule
- Staff roster & pay structure
- Coach certifications & training
- Vendor accounts
- Lease terms
- Insurance
- Utilities
- Mindbody access
- Social media access
- Google Business Profile access
- Inventory & pro shop
- Equipment condition
- Outstanding client concerns
- Legal or financial issues
- Anything location-specific worth knowing
Stay on it. Revisit often.
Walk the floor. Hold the standard.
No buildout, no construction — but the gym still has to look, feel, and run like a FIRE Fitness Camp®. Walk it the way a client would.
Facility & Brand
- Exterior & interior signage
- Lobby and reception
- Pro shop display
- The Box Office
- Workout floor layout
- Flooring & equipment condition
- Bathrooms, showers, changing rooms
- Cleanliness, lighting, sound
- Client check-in area
- Transformation wall & photo area
- Storage areas
- Safety: AED & first aid
Equipment Review
- What's on the floor
- What's missing
- What's damaged
- What has to be replaced now
- What can wait
- Whether the layout still supports the FIRE camp
You don't have to replace everything day one. You do have to run it safely and to the FIRE standard.
Document any major facility issues before the transfer is final.
It’s only a BIG DEAL, if YOU, make it a BIG DEAL!
Don't assume anyone stays. Don't assume anyone goes. Watch them work — then decide.
As the owner, your team takes their cues from you.
Leadership starts with setting clear expectations — and expectations begin from the very first interaction. The tone you set in that first impression becomes the standard they follow.
Document everything. Role descriptions, daily duties, and non-negotiables should be written down and reviewed together.
Hold consistent staff meetings. Weekly or bi-weekly — whatever rhythm keeps the team aligned and accountable.
Uphold the standard every time. When expectations are clear and consistently enforced, your team rises to meet them.
Look for
- Energy
- Reliability
- Client connection
- Coachability
- Professionalism
- Brand alignment
- Sales support
- Attendance
- Communication
- Runs FIRE the FIRE way
Coach Expectations
Every coach runs the FIRE standard.
- Show up early and ready
- Set up the floor right
- Greet every client by name
- Bring the energy — every camp
- Run the approved workout
- Coach form. Coach safety.
- Use approved FIREHQ playlists
- Help with check-ins
- Clean equipment after camp
- Capture quality client photos
- Represent FIRE like it's stitched on your chest
Coach experience → client experience
Client experience → retention
Retention → revenue
General Fitness Manager
Decide if your current GFM is the one. They have to:
- Sell
- Lead
- Communicate
- Follow up
- Run consultations
- Own the client experience
- Track leads
- Drive retention
- Run outreach
- Hold the team to the standard
- Carry it when you're not in the building
A GFM drives revenue, carries the culture, and runs the floor.
Problem solve. Then build the value.
Sell them so you can help them.
Remember — "sales" is problem solving. The Box Office is where ownership shows up.
Every prospect walks in with a problem — weight, strength, confidence, energy. They're looking for a solution. Your job is to show them FIRE is the best one.
You're not selling a membership. You're solving a problem.
We have the solution. Our system is proven. But the prospect doesn't know that yet — so build the value, piece by piece, until they see it too.
No sale, no transformation. They have to be bought in before FIRE can do what FIRE does. The sale is the doorway to the help.
The clubs with the most clients are helping the most people — and making the most sales. It all correlates.
Speak with confidence. Lead with care.
Clients don't need the backend story. They need clarity.
What to say
- The gym is open and rolling
- New ownership is bought in on FIRE NATION
- The schedule stays the same unless you hear otherwise
- The team is making the experience better
- We've got you through the handoff
- Bring questions to ownership or FIRE HQ
First 30 · 60 · 90 days.
Hold the line. Fix the gaps. Grow it. In that order.
Hold the Line
Watch, listen, build trust. Don't blow it up on day one.
- Meet clients & learn names
- Watch every camp
- Watch the team work
- Review memberships
- Clean up billing
- Chase past due accounts
- Lock in Mindbody
- Walk the floor
- Post consistently
- Bring the energy back
- Stay tight with FIRE HQ
- Owner / GFM / Coach Training
Fix the Gaps
Stable? Good. Now sharpen everything.
- Tighten the sales process
- Lock in follow-up
- Retrain coaches
- Adjust the schedule
- Clean up communication
- Crank local marketing
- Rebuild community presence
- Fix facility issues
- Hold the pro shop to standard
- Build team accountability
Grow It
First 90 days should be momentum, not maintenance.
- Lead generation
- Referral campaigns
- Community outreach
- Google reviews
- Social consistency
- VIP client experience
- Client win posts
- Transformation marketing
- Retention systems
- Sales & revenue targets
You inherit it all. Now lead it.
Taking over isn't easier than opening new — it's different. The community is already here, and they're watching.
Protect the clients. Lead the team. Run the FIRE system. That's how you win — and that's how the gym wins with you.
"It is our sole purpose, to deliver our clients, the most phenomenal workout experience on the planet."
Everything in this playbook serves that one purpose.
THE FIRE CODE
Live it. Breathe it. Lead by it.