Athlete Focused is a performance support company delivering expert coaching, psychology and wellbeing programmes for athletes, teams and corporate clients. With a strong foundation in Glasgow, they aim to scale through a national franchise model, empowering others to build profitable, flexible and purpose-led businesses under their proven brand.

The requirement

The business had a proven track record and a clear vision to scale through a franchise model, aiming to embed franchise partners across the UK. However, to realise this ambition, they required a formalised business plan and a structured sales and marketing strategy to guide sustainable growth. They sought a strategic partner to validate their vision and design a clear, values-led roadmap for expansion.

Our approach

Genoa Black partnered with The Athlete Focused Group to develop a comprehensive 1-3-5 year business plan and a detailed marketing strategy that would underpin the rollout of the franchise model.

Key outcomes included:

• Business Planning: A full 1-3-5 year plan that established growth phases (Invest, Build, Scale), clarified financial targets and mapped out the organisational and governance development needed to support franchise success across multiple UK territories.
• Franchise Model Design: Support to further develop the franchise structure, including support packages, onboarding processes, and operating models, based on the successful Glasgow hub.
• Marketing Strategy: A complete acquisition and retention marketing strategy targeting two key segments: experienced professionals seeking flexibility and graduates seeking purposeful careers. Campaigns were designed with KPI-based funnels to achieve annual franchise growth targets.
• Digital Activation Brief: Preparation of a Digital Boost brief to enhance the group’s web presence, SEO, and lead capture through a dedicated microsite and CRM integration.

The result

Athlete Focused emerged with a clear growth roadmap, a compelling franchise proposition, and a performance-driven marketing engine. Their Glasgow hub remains the flagship model, while a UK-wide network of franchisees is now being built with confidence.