A new perspective on fitness

Could you please introduce your company?

Tribute Brands is a dynamic portfolio of fitness and lifestyle brands, designed for scalability through franchising and tech-enhanced platforms. Its portfolio includes PILAT3S and TRIB3, offering innovative experiences that make health and wellness both impactful and accessible.

Tribute Brands not only delivers exceptional wellness experiences but also equips franchise partners with the tools, guidance and support needed to grow successful, sustainable businesses.

What is PILAT3S?

PILAT3S is a Dynamic Reformer Pilates franchise that evolves traditional Pilates into a modern, engaging and accessible fitness experience. Designed for a broad audience seeking both physical and mental wellbeing, PILAT3S blends fitness and style in every session. Classes feature three dynamic 50-minute routines - Align, Tone, and Power - suitable for all fitness levels. These routines go beyond traditional Pilates by combining dynamic methodology with a tech-enhanced, multi-sensory approach, including:

• Curated music playlists, updated quarterly;
• Jukebox multimedia player controlling lighting, music, routines, and in-studio screens;
• Digital Canvas providing instructors with routine programming;
• In-studio screens displaying exercise demonstrations.

What is TRIB3?

We’ve redefined HIIT - from High Intensity Interval Training to Highly Inclusive Interval Training, TRIB3 is a boutique fitness studio franchise with a mission to bring people together through next-level workout experiences - combining strength and conditioning training, heart-rate tracking and a unique journey of personal progression across three zones - Treadmills, Resistance and Intensity (TRI) – all led by expert coaches.

Passionate about building strong communities, TRIB3 challenges its TRIB3Rs (members) to be in the SWEAT Zone, earn their SWEAT Medal and celebrate milestones together.

In which countries or regions is your franchise currently operating?

We currently operate 50 studios across nine countries, including Finland, Ireland, the Netherlands, Spain, the United Kingdom, Portugal, Panama, Austria and soon - the UAE.
By the end of 2025, we expect to reach 60 studios, and our goal for the following year is to double that number, as we continue our global expansion.

 What is the process for becoming a franchisee with your brand?

The journey from first contact to becoming a Franchise Partner typically follows these steps:

1. Initial Meeting - An introductory conversation to get to know the brand, understand the concept and align expectations.
2. Discovery Event - An in-depth session to explore the business model, franchise structure and the comprehensive support we provide.
3. NDA (if applicable) - A confidentiality agreement to protect detailed business information.
4. Franchise Agreement - Signing the contract to formalise the partnership.
5. Onboarding & Launch Preparation - Beginning the onboarding process, receiving training, guidance and preparing for a successful studio opening.

What is the initial financial investment required to open a franchise unit?

The initial investment depends on the brand and business model you choose.

To give you a clearer picture, we have two different franchise models:

• The Standalone Model - This is where you own your studio and deliver the full brand experience. It’s perfect for entrepreneurs who want to invest in a proven fitness concept and operate it independently.

• The B.I.G. (Boutique-In-Gym) Model - This option allows you to integrate one of our concepts into an existing gym or wellness space. It’s an excellent fit for health club operators or hospitality brands looking to enhance their current offering with one of our fitness experiences.

For PILAT3S, the total investment ranges between €225,000 - €275,000, while for TRIB3, the range is €325,000 - €375,000.

When joining our network, an initial payment is made upon signing the contract - €40,000 for the Standalone model or €10,000 for the Boutique-In-Gym model - which is then later deducted from the total investment.That said, note that all values are subject to change according to market conditions.

Are there any ongoing fees associated with running the franchise?

Yes, there are monthly fees associated with operating the franchise, which ensure continuous access to our brand, systems, digital platforms and operational support.

• Royalties: 8% for the Standalone model and €2,000 for the B.I.G. (Boutique-In-Gym) model.
• Tech Fee: €1,295 for the Standalone model and €500 for the B.I.G. model.

These fees contribute to the high-quality service, innovation and the ongoing development of our technology and brand network.

What kind of training and support do you offer new franchisees before and after the opening?

When a partner joins Tribute Brands, the investment covers far more than just the rights to operate under our brand. It includes full access to the tools, systems and support needed to open and manage a successful studio.

From the start, Franchise Partners are guided through a onboarding process that includes training, operational setup, marketing support and tech integration.

1. Training and Onboarding

Partners and their teams receive comprehensive training, including: studio operations, product delivery and customer experience. This includes instructor training, system tutorials and business management guidance. Our onboarding process is designed to ensure operators feel confident and equipped to open their studio doors.

2. Technology and Content Systems

Each studio is equipped with our proprietary Jukebox system, which controls and updates the music, lighting, video, workout programming and, for TRIB3, the heart rate system. This ensures that every class has a consistent, immersive and professional feel - all managed from a central platform.

3. Marketing and CRM Support

Franchise Partners gain access to our centralised CRM and marketing automation tools, which include pre-built customer journeys, communication templates and marketing sequences. Help operators launch their business quickly, attract new members efficiently and retain them through ongoing engagement campaigns.

4. Brand and Creative Assets

Partners receive access to a full library of brand materials - logos, photography, video content, social media templates and campaign assets - ensuring all local marketing aligns with the identity of – either TRIB3 or PILAT3S.

5. Territorial Exclusivity

Franchisees are granted territorial exclusivity, giving them protection within a defined area. This allows each operator develop and grow their local market without competing with other Franchise Partners in the same area.

6. Ongoing Support and Development

Our team continues to provide operational, marketing and technical support post-launch. We regularly update workout programming, visual content and marketing campaigns, so that studios always benefit from the latest developments in the network.

In summary, the investment in Tribute Brands includes everything required to launch, operate and sustain a high-performing boutique studio - supported by in-studio technology, continuous updates and a global team dedicated to partner success.

What are the typical returns or profitability expectations?

For Tribute Brands studios, breakeven typically occurs between months 3 and 6, depending on location, market, and concept. A traditional Return on Investment (ROI) is generally achieved within 24 to 36 months.

These figures will vary based on each studio’s size, local market, pricing strategy, and operational efficiency. A more precise projection will be provided once a specific business plan is developed for the individual studio, including detailed financial modeling tailored to the territory and concept chosen.

What are the day-to-day responsibilities of a franchisee in your network?

Day-to-day for a Franchise Partners oversee/ manage the smooth running of their studio - either directly, or through a Studio Manager. This includes managing operations from keeping the studio safe and organised to scheduling timetables and ROTAs, while also ensuring every clients feels welcomed and enjoys an exceptional experience.

Partners lead their team, support and supervising instructors, ensuring smooth class delivery. They also manage local marketing, community growth and oversee the studio’s finances - budgets, revenue and performance.

In short, day-to-day combines leadership and management, a focus on customer service and smart use of our systems to run a successful studio.

What personal qualities or professional background do you look for in ideal franchise candidates?

Owning a PILAT3S or TRIB3 franchise doesn’t require prior experience in fitness or business. We provide training and support to help you manage and grow your studio - from setting it up to recruiting and training your team – regardless of your background.

What really matters are personal traits and behaviours you bring to the business: motivation, a proactive mindset, leadership and a real commitment to giving clients an exceptional experience are essential.

Financially, for a standalone studio you’ll need between around €100,000 to €150,000 in available liquidity. The total investment will vary from €225,000 - €275,000 for PILAT3S and €325,000 to €375,000 for a TRIB3 studio, depending on property condition and the fit-out works.

For the Boutique-in-Gym model, the total investment required is between €80,000 to €120,000.

In short, we look for motivated, entrepreneurial people, who have the available finances and are ready to own their own studio!.

 How does your brand ensure consistent quality and standards across different franchise locations?

We ensure consistent quality and brand standards across all franchise locations through a structured, multi-layered approach. Each operator receives comprehensive training to guarantee that all operational, product and experience standards are fully understood and consistently implemented.

We also equip Partners with templates and tools to conduct their own internal audits, empowering them to maintain high standards day-to-day and identify areas for improvement proactively.

In addition, our team conducts annual compliance audits across all locations, ensuring a consistent, high-quality experience for every user worldwide.

Do you offer marketing and promotional support to franchisees? If so, what does that include?

Yes, we provide comprehensive marketing and promotional support to all Franchise Partners, to help them grow their business and engage their community. This includes:

• CRM System (including marketing communications)
• Franchise Partner Support Hub
• Social Media Management:  official brand accounts and tools
• Mobile App & Studio Platforms: class management and member engagement
• Content & Design Tools: including branded marketing materials
• Reporting tool

Are there any restrictions or requirements regarding the location or premises of a new franchise unit?

We work closely with Franchise Partners on site selection and studio design. Partners are asked to present one or more potential locations, which our team visits, evaluate, and approve, ensuring they meet the brand’s standards and concept suitability.

As per studio design, we provide the concept design, including layout, aesthetics, branding, and operational flow. Partners are responsible for hiring an architect to create the official architectural plans and a contractor to build/fit-out the studio, according to the provided specifications. Tribute Brands supports and guides this process to ensure the final build aligns with the brand’s standards.

What are your development and expansion plans for the near future?

Currently, Tribute Brands operates 50 studios across nine regions. By the end of 2025, we aim to reach 60 units, consisting of both standalone studios and boutique-in-gym locations.

Looking ahead, our goal for 2026 is to double that number of studios, and by the end of 2027, we plan to have 150 studios operating worldwide.

What trends or changes do you see shaping the future of your franchise industry?

We see a clear shift in the fitness industry toward boutique studios, driven largely by Millennials and Gen Z. These generations seek more than just a workout - they want premium, personalised and authentic experiences. They value smaller, designed-led spaces where classes feel tailored and are willing to invest more in these experiences than in traditional gyms.

Technology is also shaping the future. Studios are integrating performance-tracking apps, adaptive music, augmented reality and hybrid in-person/digital formats to make workouts more engaging and immersive.

Community plays a huge role too - young adults seek belonging and connection, celebrating milestones together and feeling part of something bigger. With growing focus on sustainability, authenticity and mental wellness, studios that reflect these values are seeing strong growth.

The future of fitness franchising is about combining premium experiences, personalization and technology with genuine emotional engagement to meet the evolving needs of today’s wellness-focused generations.

Why should someone invest in your franchise over others in the same category?

What sets Tribute Brands apart from other fitness franchises is the seamless integration of technology across both the studio experience and business operations. From in-class performance tracking to marketing and member engagement, every element is connected through a digital ecosystem.

At the heart of the studio is our proprietary Jukebox device – the control hub for music, lighting, video, heart rate systems and workout programming. Updated regularly with new workouts, playlists and visuals, it ensures every class feels dynamic and engaging. Instructors spend less time planning and more time delivering great sessions, while members enjoy a consistent, high-quality experience in every visit.

Beyond the studio, Tribute Brands’ fully integrated CRM and marketing automation system simplifies operations. Customer data, communications and campaigns are managed in one place, guiding leads from first contact through to membership and retention.

Together, the Jukebox platform and CRM form an ecosystem that’s innovative, scalable and easy to manage - equipping Franchise Partners to deliver world-class fitness experiences and build sustainable, successful businesses.