Beer ferments franchise

JUNE 2010

SMALL business owners are often so immersed in creating a legacy that they’re reluctant to put another brand anywhere near their own – even if it’s a smart business move.

Mermaid Waters physiotherapy practice My Back’s Physio is now operating under the Victorian-based franchise Back In Motion.

My Back’s Physio founder Brad Beer leapt at the opportunity to rebrand. That’s not to say the 2009 Gold Coast Business News Young Entrepreneur of the Year finalist isn’t passionate about his brand, but he is more passionate about two other things - growing his business and quality physiotherapy service.

“I actually approached Back In Motion (BIM) after attending a leadership program run by founder Jason Smith, and his leadership in the field really struck me,” says Beer.

“The real carrot so to speak was the ability to be able to roll out the BIM brand in Queensland. At the time they only had practices in Victoria and South Australia and they were looking for someone with similar values to drive that expansion for them.

“My business goal has always been to grow to 100 practices Australia-wide and BIM with 16 at the time compared to my one, meant they were about seven years ahead in the business journey. I wouldn’t have looked at it if there wasn’t the opportunity for some sort of area directorship or state franchisor role.”

Fresh out of university Beer successfully combined his passion for quality health services with the drive to establish My Back’s Physio in 2006.

The company turned over $505,000 in revenue in FY09 and is forecasting almost 80 per cent growth to reach $900,000 in FY10. The rebranding cost the company around $100,000 in franchise licensing fees, premise renovations and additional equipment purchases.

The 29-year-old says the rebranding would never have happened had BIM not reflected the same values as his own practice was created from – a desire to provide clients with the highest level of physio service available.

“There were a lot of parallels between the two companies. Their values and philosophy of care within the physiotherapy industry were exactly congruent with ours,” says Beer.

“The customers have not minded that the logo has changed. As long as we’re all here and the service maintains at its high standard, they’ll keep coming through the door. We’ve only really been visibly practising under the new brand for three weeks, but we do expect to see explosive growth over the next year.”