PROFILE

The vendor opportunity at PROFILE

PROFILE, a health-services franchise under Profile Plan, LLC, operates 98 total locations—63 franchised and 35 company-owned—with an average unit volume of $552,692. The brand’s footprint is concentrated in the Midwest, with top states Minnesota (196), Iowa (89), Tennessee (52), Indiana (51), and Ohio (51). Year-over-year unit growth declined by 38.235%, signaling a consolidating rather than rapidly expanding system. For software vendors, the addressable market is 98 units governed by a centralized HQ that mandates specific technology. The operator base includes 94 mapped operators, 47 of whom are multi-unit, spread across roughly 748 located units—a figure that suggests some operators run multiple brands or locations beyond the core PROFILE count.

Who controls software purchasing

Technology decisions at PROFILE are made at the franchisor level. The FDD’s Item 1 lists the executive team: Stephen Phillips (Chairman), Nate Malloy (Chief Executive Officer), Andrew Lovrovich (Vice President), Curtis Griner (Vice President, General Counsel, and Secretary), and Kevin Betts (Chief Operations Officer of Profile). As COO, Kevin Betts is the most likely operational buyer for software that touches day-to-day franchise operations. The presence of a General Counsel in the leadership group also suggests that contract review and compliance considerations will be part of any procurement process. Vendors should prepare for a top-down sales motion targeting this HQ group rather than individual franchisees.

Mandated and current tech stack

PROFILE’s FDD mandates four technology components: Computer Systems, the Profile Start-Up Kit, Profile Systems, and a web-based coach application. These are required for all franchisees. The branded names—Profile Start-Up Kit and Profile Systems—suggest proprietary or white-labeled solutions rather than off-the-shelf third-party software, though the underlying vendors are not named in the FDD. The web-based coach application points to a digital coaching or client-engagement platform, consistent with the brand’s health-services positioning. Vendors offering complementary or replacement solutions in POS, scheduling, CRM, or telehealth should map their capabilities against this mandated stack and identify integration or displacement opportunities.

Procurement, renewals, and timing

The 2022 FDD does not include an Item 8 extract, so PROFILE’s procurement model—whether designated supplier, approved supplier, or open—is not publicly disclosed. Initial franchise agreements run 10 years, with two additional 10-year renewal terms available under specific conditions. Renewals require 180 days’ notice, payment of a renewal fee, full compliance with the franchise agreement, and execution of a new agreement that may contain materially different terms. The franchisor may refuse renewal for breach, non-payment, failure to renovate, or if it is withdrawing from the market. With a -38.235% unit growth rate, the system is not in an expansion phase, so the primary software sales window will be replacement cycles within existing units or corporate-driven stack upgrades rather than new-unit rollouts.

How to read the PROFILE FDD

The PROFILE franchise disclosure document is filed with state franchise regulators and dated 2022. For software vendors, the critical sections are Item 11 (mandated technology and systems), Item 1 (executive team and corporate structure), and Item 17 (renewal and termination conditions that signal contract windows). The embedded PDF viewer below provides the full text. Pay particular attention to the mandated Computer Systems and web-based coach application language, as these define the incumbent tech environment you would need to displace or integrate with. When you are ready to prioritize franchise brands by vendor fit, FranCloud can help you build a ranked target list.