Complete Nutrition wasn't short on heart. Early interviews with the home office team demonstrated that the reason they got up in the morning was because they knew that they were helping people transform their lives.
Every day, people would walk in to a Complete Nutrition store, hopeful that maybe something or someone could help them lose weight, get healthy, build muscle, stay in shape and more. Behind these physical desires were the emotional challenges that led these people to where they were. Many people in the company had transformed their own lives, so they knew the power and freedom that getting healthy and strong brings to everyday life. They loved the fact that they were doing that for people in their stores.
The challenge was that this spirit of transformation was not present in all the stores. The best stores and the best consultants in those stores knew that the key to success was helping people, not selling to them, but not all. As HEASLEY&PARTNERS began visiting stores it became very clear that the Promise of transformation was not living up to the in-store Experience. It was time to get the entire system on the same page—the heart page—that we knew would launch the company to greater success. But, we weren’t naïve. We knew in a franchise system change isn’t ever easy.
The first thing we did was interview as many people one-on-one as we could. Then we took that information and assembled a key group of leaders inside and outside the organization, at all levels to serve as the brand development advisory group. These twenty-four people attended a three-day workshop in which we determined the key attributes for this new brand.