AWAT Fitness

The vendor opportunity at AWAT Fitness

AWAT Fitness is a small, Colorado-based fitness concept with just 2 total units—1 franchised and 1 company-owned—according to its 2023 Franchise Disclosure Document. For software vendors, the addressable market is tiny: a single franchised location plus a corporate unit that may already be fully equipped. There is no disclosed average unit volume or royalty rate, and year-over-year unit growth is not reported, which is consistent with a brand in very early stages of franchise development.

The opportunity here is not volume. It is early alignment. If AWAT Fitness begins to scale, vendors who are already embedded or have relationships with the leadership team could become default choices as new franchisees come on board. But for now, the total number of software-buying entities is effectively two.

Who controls software purchasing

The buying center at AWAT Fitness is concentrated at headquarters. The FDD lists Richard Decker as CEO and President, making him the most likely final decision-maker for any enterprise-level software purchase. Gary De Jesus serves as Director of Branding, and Andrea Llano Tamayo is Director of Advertising and Marketing. While neither holds a traditional CIO or VP of Technology title, both are positioned to influence decisions around marketing technology, customer engagement platforms, and any tools that touch brand experience.

Because the system is so small, there is no field-level operator footprint mapped in our corpus. The single franchisee likely has limited autonomy; the franchisor mandates specific systems, which suggests HQ controls the core stack. Vendors should direct outreach to Decker, with De Jesus and Llano Tamayo as secondary contacts for brand- and marketing-adjacent tools.

Mandated and current tech stack

The 2023 FDD explicitly mandates two systems: Glofox, a fitness management platform, and POS Operation for point-of-sale. Glofox handles membership management, class scheduling, and billing, while POS Operation covers in-club transactions. No other mandated or recommended vendors are named in the disclosure.

This leaves gaps that vendors could explore. There is no mention of a mandated CRM, email marketing tool, payroll provider, or accounting system. However, with only two units, the franchisor may not yet see a need to standardize beyond the core fitness and POS stack. Any pitch should acknowledge the existing Glofox and POS Operation mandates and position your product as a complementary layer rather than a replacement.

Procurement, renewals, and timing

The FDD does not include an Item 8 extract, so the formal procurement model—whether designated supplier, approved supplier, or open—is not publicly disclosed. In practice, with a leadership team of three named executives, procurement is likely informal and relationship-driven.

Renewal terms offer one of the few timing signals. The initial franchise term is 10 years. To renew, a franchisee must provide 180 days' written notice, sign the then-current form of Franchise Agreement, execute a general release, pay a renewal fee, and meet all other conditions in the agreement. The single franchised unit's renewal window could be a trigger for technology re-evaluation, but with no operator names or contract dates in our corpus, the specific timing is unknown. Vendors should monitor any public growth announcements from AWAT Fitness for signals of new unit openings, which would create fresh implementation opportunities.

How to read the AWAT Fitness FDD

The 2023 AWAT Fitness FDD is embedded below for full review. It contains the legal and operational disclosures that govern the franchise system, including Item 11 (franchisor's obligations) where the mandated Glofox and POS Operation systems are listed, and Item 17 (renewal) where the 10-year term and 180-day notice requirement appear. Item 1 identifies the three HQ executives. Because the system is so small, the FDD is the single best source of truth on how this franchise buys and manages technology. For vendors building a ranked target list of fitness franchises, FranCloud can help you compare AWAT Fitness against larger, faster-growing systems with clearer procurement paths.