Self Made Training Facility

The vendor opportunity at Self Made Training Facility

Self Made Training Facility is a fitness franchise with 21 total units—20 franchised and 1 company-owned—as disclosed in its 2023 Franchise Disclosure Document. The brand grew unit count by 25% year-over-year, adding locations primarily in its home state of California, which accounts for 17 of the 24 mapped operator locations. Arizona follows with 3 units, while Ohio, Nevada, and Texas each have 1. All 24 mapped operators are single-unit franchisees; there are no multi-unit operators in the system. This fragmented operator base means software vendors face a single decision-making channel at headquarters rather than negotiating with large franchisee groups.

For software vendors, the immediate addressable market is 21 units. The brand does not disclose average unit volume (AUV) in its FDD, so revenue-based sizing is not possible from public data. However, the mandated technology stack creates a clear replacement or integration opportunity if you can demonstrate value against incumbent systems. The royalty rate is 7.0% of gross revenue, and initial franchise terms run 7 years, with renewal terms also set at 7 years subject to conditions including a $15,000 renewal fee and execution of a new Franchise Agreement that may materially differ from the current one.

Who controls software purchasing

The 2023 FDD identifies three HQ executives in Item 1: Miguel Aguilar, who holds the roles of Director, President, Secretary, and Treasurer; Julie Mansfield, Executive Assistant; and Riley Clayton, Marketing Director. No chief technology officer, chief information officer, or VP of technology is listed. This concentration of titles under Aguilar suggests he is the primary decision-maker for operational and financial systems, while Clayton likely influences marketing and customer-facing technology choices. Vendors pitching CRM, marketing automation, or member engagement tools should route outreach to Clayton; those selling POS, payments, or back-office systems should target Aguilar.

Because all 24 mapped operators are single-unit franchisees with no multi-unit operators, there is no intermediate buying layer. Franchisees do not appear to have independent procurement authority for core systems given the mandated technology stack detailed in the FDD.

Mandated and current tech stack

The FDD mandates five named technology systems. For payments, CardConnect is required. For point-of-sale, the brand mandates Clover by Fiserv, Inc., specifically the Clover POS System. Three proprietary platforms are also mandated: Self Made Academy Personal Training Certification software, Self Made Nutrition, and the SMTF App. These proprietary systems likely handle training program management, nutrition planning, and member engagement respectively, though the FDD does not detail their full functionality.

This stack creates both barriers and entry points for vendors. The Clover-CardConnect combination is a tightly integrated payments-and-POS bundle, making displacement difficult without a compelling combined offering. The proprietary systems represent custom-built or white-labeled software that a vendor could potentially replace with a more robust commercial alternative if they can demonstrate superior value to HQ. Integration with Clover and the proprietary apps is table stakes for any vendor seeking to add functionality to this ecosystem.

Procurement, renewals, and timing

Item 8 of the 2023 FDD contains no procurement extract, so the brand’s supplier designation model—whether designated supplier, approved supplier, or open procurement—is not publicly disclosed. Vendors should approach HQ directly to understand how to become an approved supplier. The absence of this disclosure is not unusual for a franchise system of this size, but it means the procurement process is opaque from the outside.

Renewal timing is governed by Item 17. Franchisees must notify the franchisor 90 to 180 days before their 7-year term ends, pay a $15,000 renewal fee, prove premises rights, refurbish the facility, attend refresher training, and sign a new Franchise Agreement that may materially differ from the original. They must also satisfy all then-current requirements for new or renewal franchisees and cannot have grounds for termination. This renewal cycle creates potential windows for software re-evaluation, as franchisees signing new agreements may be required to adopt updated technology mandates. With 25% unit growth, new unit openings represent additional software deployment opportunities on an ongoing basis.

How to read the Self Made Training Facility FDD

The 2023 FDD is the most recent public filing and contains the data cited throughout this page. The embedded PDF viewer below provides full access to the document. Key sections for software vendors include Item 1 (executives), Item 11 (mandated systems), Item 8 (procurement, though empty here), and Item 17 (renewal conditions). Cross-reference the executive list with LinkedIn to identify who handles technology decisions day-to-day, as the FDD titles may not reflect operational reality. For a ranked target list of franchise systems matched to your software category, FranCloud can help you prioritize outreach based on tech stack fit, growth rate, and decision-maker accessibility.