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New Member Q&A: Karl Dietrich, Chief Development Officer at TRIB3

New Member Q&A: Karl Dietrich, Chief Development Officer at TRIB3

We welcome new member TRIB3 to the British Franchise Association as provisional members. TRIB3, next-level boutique fitness studios, are a growing global brand, and we speak to their Chief Development Officer Karl Dietrich on who they are as a brand, and their vision for their future as a franchise.

Give us a brief history of the Trib3 brand

Trading since 2016, we currently have eight stores operating with three franchised outlets opening soon and more corporately-owned stores planned to open this year.

We are active in five countries worldwide – UK, Spain, Finland, Russia & China, creating a global movement in fitness. TRIB3 was created, first and foremost, to bring people together through next-level workout experiences and it’s this purpose that makes our concept truly unique – community and inclusivity is at the heart of everything we do. One 45-minute HIIT session with three elements: Treadmills, Resistance and Intensity (TRI) underpinned by performance tracking technology with a custom shake bar and retail offering.

The workout is built around effort-level rather than ability so while intensive it’s arguably the most inclusive group workout out there. In 2019 we received a series A investment into TRIB3 from Allan and Jonathan Fisher in 2019, owners of major fitness brands including Holmes Place and EVO, allowing us to embark upon major global expansion plans specifically through franchising our unique boutique studios.

What has been your proudest moment as a business?

We have had plenty of proud moments recently as we’ve recruited further franchise partners into the network – we’re always honoured to work alongside such energetic, entrepreneurial people and further grow our global community. However, a moment I have to call out is around our unique TRIB3 journey.

Arguably the most special part of the TRIB3 experience, our bespoke journey celebrates and rewards the personal progress of our TRIB3Rs, this is what we call our customers, as they go from ‘hitting the wall’ on their first session to completing a huge 1,000 sessions and becoming one of our ‘Legends’. In October 2019 we celebrated our first ever Legend, one of our amazing TRIB3Rs who goes to our Sheffield studio, the very first TRIB3 store, was the first to hit this amazing milestone.

Aged 61, she’s an icon, a powerhouse and such an advocate of our community and our product. While we do index strongly with a younger or new-age audience, we are so proud of the fact that our workout is accessible to everyone – it’s how we can keep realising our purpose to bring people together.

Has there been any particularly challenging experiences as you’ve grown?

With any business as it grows from inception, through development and into concept expansion there are learning processes along the way. What is wonderful about TRIB3 and franchising as a whole, is a belief in maximising the focus around the quality of coaching for the franchisees, simplicity of the brand and fluidity of the delivery to enable the support of franchise partners from around the world with absolute confidence.

Due to all of the challenges faced and lessons learnt, that is position TRIB3 now finds itself in across the entire group. From the internal support structure, the systems that have been adapted over time, and a team of the highest calibre and determination to exceed the Franchisee’s and TRIB3Rs expectations alike.

What is your vision for the future of Trib3?

We have huge growth plans over the next five years across multiple markets. This is why we’ve focused on investing in our brand-new group board so we can offer unrivalled expertise to our franchise partners. This includes the addition of a new Chief Finance Officer and Chief Marketing Officer, working alongside myself and our vital Experience team. This investment in the TRIB3 central team ensures our franchise partners have access to the very best experience and knowledge to support their continued success.

Primary markets for growth are UK & Spain, with the UK being the heartland of the brand, however there are several new international markets also in the pipeline. We have three franchise partners opening stores in the next few months across Surrey, Manchester and Madrid with a target to open at least ten more stores in the UK specifically before year-end. We are also speaking to prospective partners in several key international markets – our worldwide community is growing!


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