Founded in 2004 in North Vancouver, 30 Minute Hit has grown from a single women-only fitness studio into an international franchise with about 90 locations – an expansion rooted in organic growth and a strong sense of community.
“We opened the first location in North Vancouver,” said Deanna Loychuk, co-founder of 30 Minute Hit. “Two years later, one of our clients loved it and opened a location. Then one of her members wanted to open a location, and so on. Locations kept opening like that.”
Initially structured through licensing agreements, the model quickly evolved.
“At the time, we were starting them as licensing agreements. Then our legal team said, ‘You know, I think you’ve got something here – you should really look at the franchise model.’ That’s when we began franchising,” explained Loychuk.
The company sold its first franchise in 2006.
Loychuk credits much of the brand’s Canadian growth to a grassroots, member-driven model.
“In Canada, we don’t have the big broker systems or networks like in the U.S., so you grow very organically,” she said. “Members in B.C. would move to Alberta, want to take it with them, and open one there. Then others would see that and open more. That’s how we grew to Montreal – we now have 16 locations in Quebec. That’s how we got into Halifax, Nova Scotia.”
The approach shifts significantly south of the border.
“In the U.S., it’s a different market. We’re more strategic there, using broker networks to reach more people. So it’s a different ball game.”
When asked about Canada’s broader franchise environment, Loychuk was candid: “Canada just doesn’t have that same franchise network base.”
As a long-time member of the Canadian Franchise Association (CFA), Loychuk acknowledged the organization’s value, especially during challenging times.
“Honestly, we were members of the IFA (International Franchise Association) in the U.S. before joining the CFA (Canadian Franchise Association). We saw the CFA at an IFA conference one year and they asked, ‘When are you joining CFA?’” she recalled. “The CFA has been good for helping us connect with other franchisors.”
She praised their support during the pandemic. “Through COVID, they were amazing. They gave updates and were our lifeline, working closely with government officials across Canada. That helped a lot because during COVID we were busy trying to figure out how to reopen in Texas, Seattle, Ohio – all with different rules and regulations. It was a lot of work.”
The pandemic proved to be the toughest test of all.
“Going through COVID was really tough. The fitness industry is still feeling the aftermath. Running a business pre-COVID versus post-COVID is completely different,” she said. “What they built pre-COVID was amazing. Then they had to shut down for a year or two, depending on the province or state, and start again from scratch. That was mentally draining.”
Still, there was strength in unity. “Even within the fitness industry, there were perks. We all came together and supported one another because we believed there was enough room for everyone to be successful. And there is. But that hard work, the shift in mentality, it impacted a lot of people.”
At the heart of 30 Minute Hit is a brand with a clear identity.
“One thing that really sets us apart is that we’re women-only. We offer an incredible, effective workout in just half an hour. And our model is very community-based,” said Loychuk. “Our trainers and owners know the members by name and often, their life stories too. That connection is a huge part of what brings women back to fitness.”
Even as home workouts and digital fitness surged, Loychuk believes the value of community can’t be replaced. “A lot of people bought Pelotons or started walking more, but they still wanted community. Through our training, we ensure our owners and trainers build those connections. I think our world needs more of that right now.”
Looking ahead, she sees a resurgence in fitness.
“I believe the fitness industry will boom again in the next five years. People are realizing that health is wealth. If you don’t have your health, you have nothing,” she said. “We know sitting all day at desks or in front of screens isn’t healthy. People want to move more, but also want fitness with a community aspect. That’s what we offer.”
30 Minute Hit is also expanding globally.
“We opened in Dubai last October. The women there love it. We’re looking to expand further in the Middle East, and of course, the U.S. is still our biggest market.”
For Loychuk and 30 Minute Hit, the path ahead remains firmly rooted in connection and empowerment, one 30-minute session at a time.
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