HEYDAY

The vendor opportunity at Heyday

Heyday is a small, tightly controlled personal-services brand with 18 total locations—10 company-owned and 8 franchised—as disclosed in its 2023 Franchise Disclosure Document. The brand is part of Heyday Wellness LLC and operates with a corporate-heavy footprint that concentrates software purchasing authority at headquarters. For software vendors, the immediate addressable market is 18 units, with an average unit volume of $1,509,035. While the unit count is modest, the mandated tech stack creates a clear picture of what is already locked in and where adjacent opportunities may exist.

Who controls software purchasing

The 2023 FDD lists five executives in Item 1: Andy Taylor (Chief Executive Officer), Arielle Mortimer (Chief Operating Officer), Kathleen Carroll (Vice President of Franchise Shop Operations), Nandhita Kumar (Head of Product & User Experience), and Katie Lynch (Vice President of Marketing). For a software vendor, the most direct path into a purchasing conversation runs through Nandhita Kumar, who owns product and user experience, and Andy Taylor, who holds ultimate executive authority. Operational tools may also fall under Arielle Mortimer or Kathleen Carroll. No multi-unit operators are mapped in our corpus, reinforcing that buying power sits entirely at HQ.

Mandated and current tech stack

Heyday mandates three systems across its network: Boulevard, Operations Source, and Prospr. Boulevard serves as the core operational platform, Operations Source likely handles franchise operations and compliance, and Prospr appears to support scheduling or workforce management. These mandates are disclosed in the FDD and apply to all franchised and company-owned locations. Vendors selling competing or complementary software should assume these are deeply embedded and that any displacement would require a headquarters-level evaluation.

Procurement, renewals, and timing

The 2023 FDD does not include an Item 8 extract detailing procurement restrictions or designated suppliers. In practice, the existence of mandated systems signals a top-down procurement model. Franchisees have no disclosed autonomy to select alternative software. The initial franchise term is 10 years, and Item 17 outlines a renewal path: franchisees in good standing may acquire up to four successor franchises, each for 5 years, subject to a business review, formal notice at least three months before term end, a remodel or upgrade, and a $5,000 successor fee. These renewal windows create natural moments when franchisees—and by extension the franchisor—may reassess operational tools.

How to read the Heyday FDD

The 2023 Heyday FDD is embedded below for full reference. Key sections for software vendors include Item 1 (executives and ownership), Item 11 (mandated systems), Item 8 (procurement restrictions, though not extracted here), and Item 17 (renewal conditions and timing). Because Heyday is a small system with concentrated decision-making, the FDD provides a direct map to the people and processes that control technology purchasing. For a ranked target list of franchise systems matched to your software category, FranCloud can help.