What We Learned Building Jetts in a Crisis and Why It Matters Now
By Elaine Jobson - CEO BeWell Brands
The Australian economy is in an interesting place right now.
Inflation is still sitting above the Reserve Bank’s target, interest rates have remained elevated for longer than many expected, and consumers are being more deliberate about how and where they spend their money. On the surface, that can create hesitation for anyone considering investing in a business. But history tells us that these periods can also create some of the best opportunities.
Jetts Fitness was born in the middle of one of the most uncertain economic periods in recent history. Back in 2007, during the global financial crisis, confidence was low and spending was tightening. It would have been easy to assume that launching a new fitness brand at that time was too risky. Instead, it became one of the most important advantages we had.
We built Jetts on a very clear and simple proposition. Affordable, accessible fitness that delivers real results. No unnecessary extras. No inflated price points. Just what people actually need to achieve an effective workout. That positioning mattered then and it matters even more now.
In times of economic pressure, consumers do not stop spending. They become more selective. They look for value. They prioritise what matters most to them and they cut out what they do not use. This is where strong franchise models stand out.
A well positioned franchise that delivers genuine value is not competing on luxury or excess. It is anchored in everyday relevance. At Jetts, our model has always focused on the fundamentals. Convenient locations, 24 hour access, quality equipment and a price point that remains accessible to a broad market. That is what makes our business more resilient.
What has changed significantly since those early years is how people view health and wellness. There has been a structural shift in consumer behaviour. Fitness is no longer seen purely as a discretionary spend. It is increasingly viewed as an essential part of maintaining physical and mental wellbeing.
We are seeing this across all demographics. People are investing in their health earlier and maintaining that investment for longer. Employers are placing greater emphasis on wellbeing. Communities are becoming more health conscious.
This creates a powerful tailwind for fitness businesses. At the same time, the current economic environment is creating conditions that favour disciplined operators and proven systems. Rising costs and tighter margins mean that having a strong operating model is critical. This is where franchising provides a significant advantage.
At Jetts, our model has always focused on the fundamentals
Franchise systems bring structure, support and efficiency. They provide established processes, supplier relationships and brand recognition that would take years to build independently. In a more challenging economic climate, that support becomes even more valuable. For prospective business owners, this reduces a lot of the uncertainty that comes with starting from scratch.
There is also a timing advantage that is often overlooked. Entering the market during a period of economic pressure allows you to build your business while conditions are tighter and competition is more cautious. As the cycle improves, you are already established and well positioned to benefit from increased consumer confidence.
We saw this play out after the global financial crisis. Businesses that were built during that period emerged stronger and more resilient when the market recovered. Jetts will celebrate its 20th birthday next year, demonstrating the resilience the business model has shown through two financial crises, numerous wars and a pandemic.
Franchise systems bring structure, support and efficiency.
The key is not to invest in any franchise, but to invest in the right one. Look for a model that has proven resilience. Look for a brand that understands its customer and delivers clear value. Look for a system that supports its Business Owners with strong operations, not just marketing promises.
At Jetts, we have always believed that simplicity, value and consistency are what drive long term success. Those principles have carried us through different economic cycles and continue to guide how we grow today.
That combination of value and convenience is powerful, particularly when cost of living pressures are front of mind.
The current environment is not without its challenges. But it is also full of opportunity for those who take a long term view.The global fitness industry is projected to grow 8–10% annually over the next decade, in Australia we have an exciting and robust fitness market and will be one of the countries leading the world in this growth.
If anything, this is exactly the type of environment where strong fitness franchise businesses are built and will be still around in another 20 years.
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