Ready Steady Go Kids: The franchise opportunity
The children's multi-sport chain is looking for entrepreneurs who share its mission to inspire the next generation - read on to find out more...
Franchise: Ready Steady Go Kids
Description: A global leader in multi-sport and exercise programmes for children aged two to seven
Started in: 2004 (Australia) 2013 (UK)
Founder: Kathy and Matt Bees
No. of franchises: Three
Coverage: UK – London and South East currently operational. Nationwide to follow shortly.
Average cost per franchise: £12,000 + VAT
Ready Steady Go Kids commenced in 2004 in our quest to help all children benefit from sport and physical activity. Today, our physio-designed programme is run at approximately 200 locations across Australia and many more internationally. Kathy and Matt Bees brought the concept to the UK in 2013 after searching high and wide for a quality programme for young children that introduces them to a range of sports and teaches them important life skills at the same time.
The first classes commenced in the UK in January 2013 and have met with rave reviews wherever they have been held. The popular uptake of classes in Epsom, Surrey led to classes starting in Kingston and then to our first franchisee.
Moving into franchising
So how did you move into franchising?
The intention was always to franchise out Ready Steady Go Kids in the UK in the same way as has already proved so successful in Australia. However, the Bees felt very strongly that they should launch a territory first and prove how unique, effective and successful the programme can be.
Now that this has been established and two further franchise territories have been sold in neighbouring territories the intention is spread the benefits out across the UK.
Where did the business open its first franchise?
In the Epsom, Sutton and surrounding areas of Surrey.
How successful is the original franchise?
Highly successful with busy classes and waiting lists on several days, fully booked with birthday parties and several nursery incursions.
The franchise opportunity
What makes the franchise different/unique?
We offer a unique customer service through a central booking system and call centre. We have a variety of unique, colourful equipment that is used in classes as part of our physio-designed programme.
We are building a close network of like minded business owners who receive ongoing business coaching and marketing support.
What services do you offer?
We provide multi-sports and exercise classes for kids aged two to seven years, incursions into schools or nurseries and party entertainment.
How big is the market opportunity?
With the UK divided up into 200 territories, each territory has been created as a highly viable business opportunity. More and more people are becoming aware of the importance of introducing children to sport at a young age to instill within them lifelong confidence and skills.
How many franchisees do you have today?
How is the brand marketed?
We have extensive local area marketing guidelines and support for each territory as well as an established launch procedure. We also market centrally through social media, online and printed media, and search engines.
How do you divide the regions?
Regions have been professionally divided by independent specialists to ensure maximum business potential for the franchisee within a manageable territory.
The perfect franchisee
What do you look for in potential franchisees?
Someone who loves working with kids; has a love of sports or being active and who wishes to join us on our mission to inspire the next generation to live active lifestyles and who is not afraid of putting in the work at the beginning to build a successful business.
A business background is useful but not essential as full training and support is given.
So do franchisees work from an office, or are they home-based? Is it part-time or full-time?
This is a home-based franchise as far as administration is concerned as the majority of this is managed centrally through our call centre and booking system. The franchisee will need to be mobile in their territory. There is the opportunity to be flexible with working hours.
How are franchisees vetted?
We carry out full reference checks including enhanced DBS check.
What do you offer franchisees that sign-up?
- Full training – starting with four days at head office and continuing throughout the start-up period
- Comprehensive business and programme manuals
- Admin/ booking assistance through the centrally operated call centre and the fully supported website with franchisee login access
- Unique equipment
- Use of the Ready Steady Go Kids registered, trademarked brands
- Marketing support and social media management support
- Exclusive, defined territory – professionally researched and mapped throughout the UK in order to provide an equal opportunity for every franchise partner and offer the potential for sustainable business growth
- Continued marketing support and business monitoring
How much do franchisees pay and what are the ongoing franchise fees?
We feel it’s important that potential franchisees understand all the costs involved in setting up a franchise, not just those payable directly to us.
- Franchise fee to Ready Steady Go Kids which includes four full days of training with two directors of the company: £2,500 + VAT (special offer to our first five franchisees – only three discounted territories still available).
- Fixed costs made up of sports equipment, uniform, marketing collateral: £6,000 + VAT
- Variable costs made up of legal fees, accountancy advice, travel, additional training (all payable to professional third parties and not to Ready Steady Go Kids): £3,000 + VAT
- Ongoing franchise fee: 6% of gross revenue
- Marketing fee: 2% of gross revenue.
- Call centre management fee: £250 + VAT per month
Success and growth
How successful are some of the franchisees today?
The two new franchisees are still in their start-up phase and we can already see growth will be achieved within their first year. The original franchise is still doing very well, with an increase on numbers year on year and busy classes with waiting lists for some of those classes and regular nursery incursions.
How is the brand looking to grow?
We are passionate about giving as many children and parents throughout the UK the chance to discover the many benefits our programme has to offer. We are looking to grow through quality franchise recruitment through our unique, high quality offering and support.
Integral to this is selecting the right franchisees to ensure the quality of our programme continues to be number one.
What is the potential of the business?
We have over 200 territories professionally mapped in the UK and we plan to expand rapidly in the next two years.
What will the challenges be in achieving that?
We always strive to provide the highest quality programme and it will be important that as we grow these standards are maintained and increased.
What awards has the business won?
The business has won numerous awards in Australia including the prestigious What’s on 4 awards. In the UK we have been nominated as best sport provider, best local activity, and best party entertainment at the Kallikids and What’s on 4 awards.
To what extent are the founders involved today?
The Bees are fully involved operationally and participate in franchisee training, and still enjoy coaching classes as this is their passion.
Finally, is the company a British Franchise Association (BFA) member?
It currently is not but all systems have been designed with compliance in mind and it is an intention to join in the near future.