The Exercise Coach vs 9Round

The Exercise Coach is the stronger target right now because it wins on the three dimensions that matter most for a software vendor: budget, TAM, and timing. Its franchisees operate at a higher investment threshold ($262K–$481K vs. $160K–$390K) and generate a disclosed AUV of $304K, signaling healthier unit economics and more room for software spend. The 1% ad fund (vs. 2% for 9Round) also leaves slightly more operating cash flow on the table for tools that drive efficiency. That budget advantage means your deal sizes can be larger and churn lower, because these owners aren’t scraping by.

TAM and timing seal it. With 221 total units and positive 2.8% unit growth, The Exercise Coach gives you a growing installed base to sell into and a pipeline of new openings that need onboarding. 9Round’s 142 units and brutal -29% year-over-year contraction signal a shrinking footprint and distressed operators—exactly the wrong environment for software adoption. The procurement model is a wash (both approved supplier), so terrain doesn’t tip the scale. The meaningful tradeoff is that 9Round’s lower entry cost might attract